Northern Trail Outfitters (NTO) is currently sending out a single welcome email when a subscriber joins its myNTO Rewards program. NTO wants to test whether one, two, or three welcome emails would result in a higher rate of conversion.
How can this be accomplished most efficiently?

A. Automation Studio with three separate Welcome automations.

B. A series of A/׀’ tests to determine the number of emails.

C. Journey Builder using a Random Split with three branches.

D. Journey Builder using a Decision Split with three branches.

A marketer plans to send a Commercial email.
Which two criteria should be met to ensure compliance with the CAN-SPAM Act? (Choose two.)

A. Include a phone number to call.

B. Include the mailing address of the sender.

C. Ensure an opt-out link is present.

D. State why the subscriber is receiving the email.

Leading up to various holiday seasons, Northern Trail Outfitters (NTO) plans to include special events and content in its emails. This content will change throughout the year.
What should NTO use to ensure the most up-to-date content is included in each email?

A. Dynamic Content Block

B. Einstein Content Selection

C. Reference Content Block

Northern Trail Outfitters (NTO) has a small catalog of items featured in company emails. The NTO marketing team manages what images, copy, suggested items, and call-to-action are used with each item in this catalog within a database. This data is saved into a data extension in Marketing Cloud and then called into the emails dynamically.
Each time a change is made to the content, a new, updated file is dropped on NTO's SFTP. A proof email is then sent to business stakeholders for final approval.
Using Automation Studio, how can NTO ensure that the catalog stays up-to-date?

A. Create a scheduled automation to import the file, and send proof emails each morning when changes were detected.

B. Create a scheduled automation that runs every 15 minutes to import the file multiple times a day.

C. Create a file drop automation to import the file when placed on the specified directory on the Enhanced SFTP.

D. Create an API-driven process to put the data directly into the data extension when any data is changed.

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 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.

Within Datorama Reports for Marketing Cloud, a marketer would like to create a new set of reports for the organization that are custom and not available within the preconfigured reports.
What should be created to achieve this?

A. A Collection

B. A Dimension

C. A Dashboard

While testing an email with dynamic content in Content Builder, proofs of five content variations need to be reviewed directly in the inbox of a marketer's quality assurance specialist and the marketing manager. A data extension named 'myTestData' contains only the variations needed.
Which method should be used?

A. Choose data extension of contacts, and then choose to send ג€Based on Recipient Test Data Extension.ג€

B. Enter the email addresses to receive proofs, and then select the specific records from a list or data extension whose rendering should be sent.

C. Enter the email addresses to receive proofs, and then choose to send ג€Based on Subscriber Preview ‘myTestData.’ג€

D. Create a Test data extension that contains the five content variations the two team members need to validate.

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.

The marketing manager of Northern Trail Outfitters is interested in A/B testing emails in order to increase subscriber engagement.
Which two practices should be used? (Choose two.)

A. Offer a special discount for opening the email.

B. Use a large sample size.

C. Wait at least 24 hours before declaring a winner.

D. Test multiple variations concurrently.

A company has one million subscribers. The company has a Master data extension that contains information about its subscribers, such as Email Address,
Physical Mailing Address, Phone Number, and Loyalty information. There are 40 fields in the data extension. The data is used for multiple daily email campaigns.
How should the data be updated?

A. A file drop automation to execute an import every time a record is updated or added.

B. A scheduled automation to import a file containing all of their subscribers.

C. A scheduled automation to import a nightly file of updated or changed records.

D. A scheduled automation to occur every 15 minutes to ensure the data is current.

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 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

A marketer needs to import a text file and does not have access to the account's Enhanced SFTP site.
How should the data be imported?

A. Manual Data Filter Refresh

B. Data Extract Activity Interaction

C. Import Activity Interaction

D. Import Subscriber Wizard

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 uses HTML emails that have headers and footers coded into the email.
What tool can the marketer use to control default headers and footers on email sends?

A. AMPscript Lookups

B. Dynamic Content

C. Sender Profile

D. Delivery Profile

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

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

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) 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 is sending a welcome email to a new group of customers. When the marketer deploys the email, no email is sent.
Which configuration caused the send to fail?

A. Two fields with ‘EmailAddress’ data type

B. Incorrect Sending Relationship

C. Failure to choose the send classification

An email marketing team is setting up a campaign to message customers who register for an event. The registration data is being gathered in another system and will be passed to Marketing Cloud daily, and updates made to the customers' registration information will be reflected in the same file.
How should the import of event registration data be configured?

A. Use the Import Activity to overwrite the records in the data extension.

B. Use the Import Wizard to add new records into the data extension.

C. Use the Import Wizard to overwrite the records in the data extension.

D. Use the Import Activity to add new records into the data extension.

A marketer is using list-based sending, and wants to segment subscribers who have a value of `EMEA` in the Region Attribute.
What tool will produce this audience?

A. Send Flow

B. Filters

C. SQL Query Activity

D. Audience Builder

Northern Trail Outfitters (NTO) has multiple lines of businesses sharing one business unit. NTO wants to ensure its customers can identify their specific line of business when receiving an email.
Which setting should be configured in a send to identify the line of business sending the message?

A. Sender Authentication Package

B. Brand Builder

C. Sender Profile

Northern Trail Outfitters just launched a new line of tents and sent a targeted email campaign to introduce the product to its customers.
Where in Email Studio could they see the performance summary of the recent email send?

A. Send Performance tab

B. Overview tab within Tracking

C. Job Links tab within Tracking

D. Summary tab

Northern Trail Outfitters' branding guidelines require heavy use of imagery on its website, apps, emails, ads, etc.
In which two ways could they optimize email design to honor branding guidelines and ensure subscribers are getting the best experience possible? (Choose two.)

A. Use custom corporate font to match their brand.

B. Add background colors that match branding.

C. Style alt text for when images do not display automatically.

D. Make the email completely image based.

A marketing manager needs to evaluate two creative versions to determine which is more effective in increasing sales conversions and if this correlates to the version that receives the most clicks.
Which two A/׀’ test options should be used? (Choose two.)

A. The test administrator manually selects the version to send to the remainder.

B. The test administrator selects the desired audience test segment sizes.

C. The system automatically sends the winning version to the remainder audience.

D. The test administrator chooses which subscribers to place in each audience.

A marketer needs to share report results with a manager.
Which three options in Reports could be used to deliver the report? (Choose three.)

A. Save the report as a Snapshot.

B. Text a link to the report.

C. Email the report.

D. Notify the manager with a pop-up.

E. Save the report to an SFTP folder.

Northern Trail Outfitters (NTO) has created a new onboarding series for customers who have purchased its fitness tracker. Customers were automatically opted in and received three emails from NTO within one day. The onboarding series includes personalized recommendations but lacks an easy way to opt out or update preferences.
In this scenario, what best practice was achieved?

A. Sending multiple emails in one day

B. Personalized recommendations

C. Opting customers in automatically

D. Preventing customers from opting out

A local craft store is implementing Marketing Cloud and will be using lists to store their subscriber data.
Which two types of data could subscribers easily update via the default Profile Center? (Choose two.)

A. Order History

B. Email Address

C. Data Extension Fields

D. List Attributes

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' 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

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.

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 historically received a bulk data file from a vendor once per day in its Marketing Cloud SFTP. The vendor is updating its sending cadence and will be delivering files over approximately eight hours throughout the day. The files will maintain the same naming convention and include a timestamp.
Which update should be implemented to the automation to process the files as they are received while minimizing rework?

A. Implement an API to start an automation with every file transfer.

B. Replace the Schedule with File Drop and use a filename pattern.

C. Replicate the automation and schedule them to execute every eight hours.

A marketer is designing email for mobile devices.
Which three design best practices would the marketer use? (Choose three.)

A. Use image-based text for hero graphics.

B. Cut content to make the message fit above the fold.

C. Keep copy simple and direct.

D. Stack the content in a single column.

E. Design with the most important content at the top.

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) 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) has planned cross-channel marketing efforts based on how a subscriber responds to an email and when they last purchased. NTO is evaluating both Automation, Studio and Journey Builder for its campaigns and are leaning towards Journey Builder due to the available Activities.
Which tree standard Canvas Activities are available in Journey Builder? (Choose three.)

A. SQL Query Activity

B. Post to Facebook

C. Send SMS

D. Decision Split

E. Wait By Duration

A marketer created dynamic content for an upcoming campaign that renders unique content based on subscriber attributes. The marketer would like to preview how each email will render for a given list of subscribers.
How should the marketer proceed?

A. Select the ג€Previewג€ tab within the Classic Content tool.

B. Create a user-initiated email to send to the list of subscribers.

C. Use the Test Send tool to trigger copies of the email.

D. Using the Subscriber Preview tool, cycle through the list of subscribers.

Approximately 50% of Northern Trail Outfitters' (NTO) subscribers open emails on their mobile devices, while the remaining 50% of subscribers open their emails on their desktop. The Chief Marketing Officer of NTO would like the emails to render well on both desktop and mobile devices, but does not want to spend a significant amount of time developing for each environment.
What is the recommended design approach?

A. Mobile-aware Design

B. Desktop-centric Design

C. Responsive Design

D. Static Design

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 wants multiple business units to access the same data extension within its Enterprise 2.0 account.
Where should the data extension reside to achieve this goal?

A. In the Synchronized Data Extensions folder

B. In the Shared Data Extensions folder

C. In the Data Extensions folder with sharing enabled

A marketer at Northern Trail Outfitters must design a targeted email campaign for the company's new winter offerings.
What email best practice should be used?

A. Personalize the email content.

B. Send to the entire subscriber base.

C. Limit the email text to 250 words.

D. Use an infographic email template.

A customer uses the Salesforce Contact object as a synchronized data source. They have started to sync custom fields for further segmentation. They added new fields to the Contact object for new marketing needs.
Which first step should the customer take to ensure the new fields are available to segment on in Marketing Cloud?

A. Edit the fields in the synchronized data source.

B. Create a new data extension with the new fields.

C. Create a data filter that includes the new fields.

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 wants to make newsletter emails more relevant to subscribers. The first step is to segment subscribers, so they are not sending a `batch and blast` newsletter. The second step is to personalize content based on the data that has been collected from subscribers.
In which two ways could they continue to improve the relevance of their newsletter? (Choose two.)

A. Use a substitution string to populate a subscriber’s name in the subject line.

B. Use a substitution string to populate a photo of the subscriber in the header of the email.

C. Change the color of the email background to match their subscribers’ preferred color of choice.

D. Create content tailored to subscribers’ interests and use dynamic rules to populate relevant content.

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 (NTO) has created a dynamic content block that displays content based on a subscriber's gear preference. There are three possible combinations in addition to receiving the default content.
How should NTO test that the content is displaying as intended?

A. Create an automation with a send activity that deploys test emails to a test data extension.

B. Cycle through each subscriber’s gear preference on the Preview and Test tab and send individual test emails.

C. Create a test data extension with all possible content variations and send a test email to that data extension.

D. Create a test list with all possible content variations and send test emails to that list.

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