Northern Trail Outfitters wants to maintain enterprise-wide opt-outs for two segments of its subscribers stored in data extensions: Education Events and Sales.
What feature should the company use to manage its opt-out strategy?

A. Shared Portfolio Items

B. Shared Emails

C. Shared Data Extensions

D. Shared Publication Lists

A marketing team wants to create an automation that can take a population, evaluate its subscriber data, and send a series of emails. The emails received may vary based on each subscriber's engagement with previous emails in the automation.
Which tool should a team with no SQL knowledge or support use?

A. Predictive Email

B. Scheduled Email Sends

C. Automation Studio

D. Journey Builder

A 15-person management team wants to review test emails in Content Builder prior to live deployment based on content that is personalized for them, but is clearly noted as a test email.
What is the safest, most effective way for a marketer to accomplish this task without compromising the email content?

A. Create a Test data extension composed of the management team and Test Send to the Test data extension.

B. Create a list composed of the management team, prepend ג€Testג€ to the Subject, and use the Send Flow to send the email to the list.

C. Find each individual with Subscriber Preview and Test Send to each individual Recipient.

D. Create a data extension composed of the management team, create a User-Initiated Send Definition, select the email, prepend ג€Testג€ to the Subject, select the data extension, and send the email.

A marketer sends an email to a sendable data extension that contains a Customer_ID field with a numeric data type that relates to the Subscriber Key on the All
Subscribers List as a Send Relationship.
Which two statements are correct about the email send behavior for any subscriber who currently does NOT exist on the All Subscribers List? (Choose two.)

A. The email address and Subscriber Key will be added to the All Subscribers List.

B. The Primary Key and demographic data will be added to the All Subscribers List.

C. If the Customer_ID field does not exist on the All Subscribers List, the email send will fail.

D. The subscriber will be added to the All Subscribers List with a status of Active.

Northern Trail Outfitters sends a broadly targeted promotional email and notices a very high bounce rate compared to their typical sends.
What could be causing this spike in bounces?

A. They have sent too many emails recently around the same promotion.

B. They sent on a day with high email volume like black Friday.

C. They used “FREE” in the promotional content.

D. They sent to a large number of unengaged subscribers.

Northern Trail Outfitters (NTO) wants to include specific content for its most engaged customers and different content for its least engaged customers.
Which Journey Builder activity should NTO use?

A. Scoring Split

B. Engagement Split

C. Frequency Split

A marketer has started using Datorama Reports to enhance their email performance and engagement monitoring.
Which feature should improve Datorama Dashboard usability?

A. Campaigns

B. Sender Profile

C. Tags

Northern Trail Outfitters manually sent an HTML email to subscribers which contains a link to the wrong landing page for a particular campaign.
Which option minimizes the impact of this error?

A. Send another email to the same subscribers containing the correct link.

B. Update the link in the stored email content and it will be pulled in automatically.

C. Locate the job under Tracking and update the URL in the Job Links tab.

D. Have Support recall the email if it has not yet been opened by a subscriber.

An email marketing team has been tasked with building a new email that pulls in personalized content based on customers' preferences. The team has decided to create dynamic rules to accomplish this setup.
Which four elements are required for the creation of a dynamic content rule?

A. Attribute, Value, Operator, Content

B. Lists, Value, Operator, Images

C. Preferences, Value, Operator, Lists

D. Customers, Value, Operator, Content

The CMO at Northern Trail Outfitters (NTO) has tasked the marketer with tracking the performance of NTO's welcome and post-purchase journeys.
Which action should the marketer take to evaluate Journey performance?

A. Define a goal for each journey.

B. Export the journey email analytics.

C. Review opens and dicks activity summaries.

Northern Trail Outfitters has a list of Platinum members containing 50,000 subscribers and a Lifetime Member list containing 20,000 subscribers; 7,000 subscribers in the Lifetime Member list also exist in the Platinum Member list.
An email was deployed to the Platinum members, but the marketing team would now like to send the same email to the Lifetime Member list.
Which feature should be used when sending the second email to ensure that the 7,000 subscribers that exist on both lists don't receive the same email twice?

A. Exclusion List

B. Suppression List

C. Domain Exclusion List

D. Exclusion Script

Northern Trail Outfitters (NTO) needs to create a sendable data extension that will contain its customers' information. NTO's customers are identified by a unique alphanumeric Customer ID, and Email Address is a required field.
How should the data extension be configured?

A. Customer ID is Primary Key and relates to Subscriber ID

B. Email Address is Primary Key and relates to Subscriber Key

C. Customer ID is Primary Key and relates to Subscriber Key

D. Email Address is Primary Key and relates to Subscriber ID

Northern Trail Outfitters (NTO) is launching a custom, corporate-branded apparel website. They are concerned about the new initiative's campaign impacting deliverability on its consumer retail sends. NTO has purchased a second IP address to be used for the corporate site's email sending.
What feature would be used to specify which IP address is used for retail vs. corporate?

A. Sender Profile

B. Delivery Profile

C. Send Definition

D. Send Classification

Northern Trail Outfitters wants to create a welcome series that changes based on subscriber behavior. Subscribers will be sent down a predetermined path depending on whether they click on the second email or not.
Which Journey Builder activity should be used?

A. Engagement Split

B. Random Split

C. Decision Split

D. Filter Activity

A file is received daily from a data provider to the account SFTP. This file needs to be imported into Marketing Cloud as soon as it arrives. The arrival time of this file varies by several hours from day to day.
What tools should be used to accomplish this?

A. Journey Builder Fire Event Entry Source

B. Automation Studio Schedule Starting Source

C. Automation Studio File Drop Starting Source

D. Journey Builder Import Activity Entry Source

A global marketing team has created an email using Content Builder Approvals and shared it with multiple business units in their Enterprise. Even though the email was approved, additional changes are needed.
What is the first action that should be taken to make the edits?

A. Unshare the email.

B. Cancel send using email.

C. Update email approval status.

Northern Trail Outfitters wants to leverage Content Builder templates to streamline the email creation process. For its monthly email newsletter, they include content specific to the company's loyalty and non-loyalty members.
How should the email be built?

A. Create a template and lock content in the template.

B. Create dynamic content with a SQL Query activity.

C. Create multiple versions of the email for loyalty and non-loyalty members.

D. Create a template-based email using dynamic content.

Northern Trail Outfitters is using a Smart Capture form in CloudPages to capture contest registrations in a data extension. Corporate has requested a nightly file with all registrants in this data extension be sent daily from Marketing Cloud to an external SFTP.
Which automation configuration should be used?

A. Schedule Starting Source > SQL Query Activity > File Transfer Activity

B. File Drop Starting Source > SQL Query Activity > File Transfer Activity

C. Schedule Starting Source > Data Extract Activity > File Transfer Activity

D. File Drop Starting Source > Data Extract Activity > File Transfer Activity

Northern Trail Outfitters (NTO) sends a hiking newsletter to an audience that has opted to receive messages about hiking. They have noticed in the last six months their open and click rates have been trending lower. NTO wants to reverse this trend.
How should they improve their engagement rates with unengaged subscribers?

A. Remove them from the list

B. Request they resubscribe

C. Send emails more frequently

D. Send emails less frequently

A marketer at Northern Trail Outfitters feels a subject line suggested by their creative team will not be as effective as the one initially recommended by the product team.
Which two ways should Path Optimizer be configured to select the better subject line? (Choose two.)

A. Split the audience equally and wait at least seven days to select a winner.

B. Split the audience equally and automatically choose the winning path based on Open Rate.

C. Split the audience equally and manually choose the winning path based on Email Engagement Stats.

D. Split the audience equally and configure a holdback population for a control.

Northern Trail Outfitters' marketing department wants to review last year's holiday engagement to this year's engagement.
What should they use to access the historical engagement data?

A. SQL activity using data views

B. Audit Trail extract

C. Tracking Data extract

A marketing team is creating a new data extension. The data extension configuration is very similar to a data extension that is already in use.
What creation method should the team use to create the new data extension?

A. Create from a Filtered Data Extension

B. Create from Template

C. Create from Existing

D. Create from New

An account will be providing a unique key for each subscriber from an external system. A marketer wants to create a data extension for sending email campaigns.
Which two steps should the marketer take when creating the data extension? (Choose two.)

A. Set the column with Subscriber Key as Primary Key

B. Set the Email address column as Primary Key

C. Relate the Email Address to Subscriber Key

D. In Properties, check the ג€Is Sendableג€ option

Northern Trail Outfitters (NTO) would like to target members who recently received and opened any promotional email with the subject line `NTO Spring Sale.`
What feature should be used to target these members?

A. SQL Query Activity

B. Group Refresh

C. Engagement Split

D. Email Send Report

Northern Trail Outfitters (NTO) wants its emails to render uniquely between mobile and desktop devices. NTO would like the emails to be responsive.
Which two techniques could be used? (Choose two.)

A. Include @media query CSS in the email.

B. Include style=ג€display:blockג€ on all images.

C. Use a Basic, Empty, or Themed Template in Content Builder.

D. Use inline CSS styling on all HTML elements.

A marketing intern forgot to remove [DRAFT] from the subject line before sending an email to the company's largest audience.
Which feature, if configured, should provide a warning prior to sending?

A. Subscriber Preview and Test Send

B. Subject and Preheader Validation

C. Content Detective

Northern Trail Outfitters wants to send shipping email notifications to members. Shipping fulfillment data is included in a file that is moved at frequent intervals to a folder on their Enhanced SFTP Account.
Which solution could be used to achieve this?

A. Import Activity in Automation Studio

B. Transactional Send in Journey Builder

C. File Drop Starting Source in Automation Studio

D. File Drop Entry Source in Journey Builder

A national public university distributed a newsletter to alumni, students, faculty, and prospective students. The university's marketing team wants to see the results of the email campaign.
Which two items of information and data about the performance of an individual send can be exported from Tracking in Email Studio? (Choose two.)

A. Subscribers who click on a specific link

B. Performance data on the Overview tab

C. Number of clicks from mobile devices

D. Images showing how the email rendered on different devices

A marketing manager notices emails cluttered with images that are inconsistent with branding guidelines.
Which step should they take to restrict the types of content within a content slot?

A. Under user permissions, select limited template access.

B. Configure restrictions within a Content Area for approved block types.

C. Configure Content Blocks to only be usable within approved templates.

Northern Trail Outfitters wants to test five different welcome email paths in Journey Builder. After seven days, they want to send all new journey entrants along the path with the greatest click-through rate.
How could these criteria be met?

A. Use Decision Split, select Journey Data for the path criteria, and revisit the journey 7 days after activating.

B. Use Path Optimizer, select Click Rate as the winner evaluation, and select 7 days as the engagement monitor.

C. Use Engagement Split, select Clicks on the Message Metrics, and add a Wait By Duration of 7 days.

D. Use Random Split, create 5 Paths with equal distribution, add an Email and Wait By Duration of 7 days.

Northern Trail Outfitters (NTO) would like to create a landing page that contains subscriber information passed to it from email links on the page. They use a
Smart Capture form to capture email address, reply date, and response from subscribers.
How should NTO set up its data extension?

A. Create a data extension with email address, reply date, and response fields as non-nullable.

B. Create a data extension with email address, reply date, and response fields as nullable.

C. Create a data extension with email address as the Primary Key and reply date and response fields as nullable.

D. Create a data extension with email address as non-nullable; reply date and response fields as nullable.

Northern Trail Outfitters' customer base has high engagement on mobile devices, and a marketing intern is creating an email campaign tomorrow.
Which mobile optimization option provides the quickest turnaround and easiest implementation?

A. Responsive Aware

B. Mobile Aware

C. Mobile Responsive

Northern Trail Outfitters' wants to use a partner to develop dynamic emails. After submittal, the marketing team wants to make sure the emails are reviewed before approval.
What feature should they employ?

A. Standard Workflow Approval

B. Content Detective

C. Preview Tab

D. Two-Step Workflow Approval

As part of a daily shipping notification automation, Northern Trail Outfitters needs to join data from the Shipping data extension and the Purchase data extension.
What activity is designed to address this scenario?

A. Filter Activity

B. SQL Query Activity

C. Group Refresh

D. File Transfer Activity

Northern Trail Outfitters wants to increase email subscribers this quarter.
Which three methods could they use to legally obtain subscribers? (Choose three.)

A. Purchase subscriber lists from a reputable data company.

B. Ask customers to text their email address to a short code to opt-in.

C. Email all unsubscribed customers asking for them to opt into email again.

D. Ask customers to opt-in at time of purchase online by creating an account.

E. Create a Facebook lead capturing form to gain opt-ins.

A marketer wants to use personalization strings to create individualized content for an upcoming send.
Which three items should the marketer know when using personalization strings? (Choose three.)

A. Personalization strings are limited to profile attributes.

B. When using subscriber data, the attribute or field should have a default value.

C. Personalization strings are case sensitive.

D. Personalization strings can appear in the subject line or body of the email.

E. Personalization strings are enclosed by double percent symbols.

A marketing manager wants to see how the cross-channel customer population has changed over the last 6 months.
Which report should be run to provide this information?

A. Contacts Count

B. Audience Engagement Over Time

C. Contacts Analytics

Northern Trail Outfitters (NTO) just hired a new associate who is brand new to email marketing to start creating and deploying the company's monthly campaigns.
NTO wants to ensure no mistakes are made.
Which two elements of the send can be reviewed with Approvals? (Choose two.)

A. Send Count

B. Hyperlinks

C. From Name

D. Subject Line

Northern Trail Outfitters' analytics team has requested data to power a dashboard that can monitor the performance of emails across the company.
Which Marketing Cloud function should be used to get this data automatically on a daily basis?

A. Tracking Extracts

B. Google Analytics Integration

C. Report Snapshots

A customer is planning to redesign the company website and email design. As part of the email updates, the company plans to keep its logo in the header and start using preheader text.
What two additional best practices could be applied to the company's new email design? (Choose two.)

A. Use of emojis in preheader text

B. Mobile optimized emails

C. Corresponding call-to-action included in primary message

D. A mix of old branding with new branding

The Northern Trail Outfitters' email team is creating a reusable content block for its Deals to Run With campaign. They will cross-promote this campaign in other emails in a single-column content area. This content will have one image, with text below it.
How could the email team create one content area and reuse it across other emails using Content Builder without writing any custom HTML?

A. Create a Text content block.

B. Create an Image content block.

C. Create an HTML content block.

D. Create a Free Form content block.

A marketer has been asked to collect consumer information using Marketing Cloud for users obtained from social channels for future mailing.
What should the marketer do to accomplish this?

A. Create CloudPages to collect and subscribe users.

B. Leverage Social Studio to capture email addresses.

C. Use Journey Builder to build an audience using Ad Studio.

A marketer wants to send the same email with the same send properties in several automations.
Which activity should be created within Automation Studio?

A. Triggered Send

B. Send Email

C. Automated Send

D. Template Send

Northern Trail Outfitters (NTO) has been sending email for about 10 years. A new marketing manager noticed NTO's deliverability continually decreased over the last year. NTO wants to grow its existing subscriber base and increase its ROI on email marketing by improving engagement with its subscribers.
Which three strategies will help improve NTO's email deliverability? (Choose three.)

A. Purchase lists from companies that guarantee users have opted in.

B. Authenticate email sending to distinguish it from spammers.

C. Purge old or inactive email addresses.

D. Ensure the spam complaint rate is between 1% and 3%.

E. Encourage subscribers to add the company’s sending domain to their address books.

Which three options can be configured when running this report? (Choose three.)

A. Date range parameters

B. Error handling parameters

C. Report results delivery location

D. Report results file format

E. Error report log location

Northern Trail Outfitters needs to use a point-and-click tool to test segmentation rules and verify that the correct subscribers are included in the segment. They will need to automate the refreshing of the segment once it is tested.
Which two tools should be used to test and configure the segment? (Choose two.)

A. Data Filter

B. Filter Activity

C. SQL Query Activity

D. Filtered Group

Northern Trail Outfitters (NTO) wants to ensure its emails are meeting subscriber expectations and enticing engagement.
Which two best practices should NTO employ when sending email? (Choose two.)

A. Use subscriber data to dynamically populate email content.

B. Send multiple emails a day to keep the brand top of mind.

C. Set cadence expectations up front with subscribers.

D. Send generic content to appeal to all audiences.

A marketing team wants to schedule automatic delivery of Datorama pivot table data to an Amazon Web Services (AWS) S3 bucket every Monday at 6:00 a.m.
Which method meets their needs?

A. File Transfer Activity in Automation Studio

B. Report Definition Activity in Automation Studio

C. Report Scheduling in Datorama Reports

An email marketer needs a point-and-click tool to create a segment based on everyone who lives in a five-mile radius of a specific zip code and to see an accurate count of subscribers in real time.
What solution meets this specification?

A. SQL Query Activity

B. Audience Builder

C. Contact Builder

D. Data Filters

A subscriber unsubscribes upon receiving an email from Northern Trail Outfitters (NTO). At the bottom of the NTO email, the subscriber sees three links: Manage
Subscriptions, Profile Center, and One-Click Unsubscribe. The subscriber clicks One-Click Unsubscribe.
Which two options are given when the subscriber clicks One-Click Unsubscribe, given that NTO is using the default subscription center? (Choose two.)

A. Subscriber can choose to be unsubscribed from all NTO publications.

B. Subscriber can choose which publications to unsubscribe from.

C. Subscriber can choose to be removed from the data extension.

D. Subscriber can choose to resubscribe to the list used for the send.