About the Salesforce Certified Marketing Cloud Email Specialist Exam

The Salesforce Certified Marketing Cloud Email Specialist Exam is designed for individuals who can demonstrate knowledge, skills, and experience in email marketing best practices in the following areas: content creation, subscriber and data management, delivery, and analytics within the Marketing Cloud Email application.

The Salesforce Certified Marketing Cloud Email Specialist has experience using Marketing Cloud, specifically Email Studio, Content Builder, Journey Builder, and Einstein features, as well as importing data, segmenting data, and running reports that capture email data. They can create solutions that meet email marketing goals. The Salesforce Certified Marketing Cloud Email Specialist is familiar with product capabilities related to email marketing, report generation, and data management.

Audience Description: Salesforce Certified Marketing Cloud Email Specialist

The Salesforce Certified Marketing Cloud Email Specialist has experience using the Salesforce Certified Marketing Cloud Email application tools in executing both tactical and strategic email campaigns. This user knows how to build email marketing campaigns while leveraging a content system, segmentation, automation, tracking, and analytics to make data-driven decisions to optimize email campaigns. The Email Specialist is also able to troubleshoot and solve basic Marketing Cloud-specific issues.

The Salesforce Certified Marketing Cloud Email Specialist generally has at least 6 months of experience using the Marketing Cloud Email application and associated tools.

The Salesforce Certified Marketing Cloud Email Specialist has an awareness of marketing terminology and best practices and has the experience, skills, and knowledge to:

• Build email marketing campaigns leveraging the various tools within Email Studio, including Content Builder.

• Build relational data models.

• Send emails using email application sending methods.

• Build email automations using Automation Studio and Journey Builder.

• Create reports of email tracking data.

• Use Marketing Cloud Einstein to leverage AI-driven personalization for Emails.

• Invest time in studying the resources listed in this exam guide and the additional study materials provided by Salesforce.

A candidate for this exam should have a basic understanding of Marketing Cloud Server Side Scripting Languages (AMPscript, GTL, SSJS) and email development and design with HTML and CSS. The candidate does NOT need in-depth knowledge of development skills (HTML, CSS, SFMC Server-side languages, JS) and of designing or developing custom API integrations.

Purpose of This Exam Guide

This exam guide is designed to help you prepare for the Salesforce Certified Marketing Cloud Email Specialist Exam. This guide provides information about the target audience, the recommended training and documentation, and a complete list of exam objectives. Salesforce highly recommends a combination of on-the-job experience and self-study to maximize your chances of passing the exam.

About the Exam

Here are details about the Salesforce Certified Marketing Cloud Email Specialist Exam.

• Content: 60 multiple-choice questions and up to five unscored questions

• Time allotted to complete the exam: 90 minutes

• Passing score: 67%

• Version: Exam questions align to the Summer ’23 release

• Registration fee: US$200, JPY 30,000, plus applicable taxes as required per local law

• Retake fee: US$100, JPY 30,000, plus applicable taxes as required per local law

• Delivery options: Proctored exam delivered onsite at a testing center or in an online environment

• References: No hard-copy or online materials may be referenced during the exam.

• Prerequisite: None required; MKT 101 course attendance is highly recommended.

This exam may contain up to five additional unscored questions to gather performance data. Unscored questions are randomly integrated and have no impact on your final exam result.

Exam Outline

The Salesforce Marketing Cloud Email Specialist Exam measures a candidate’s knowledge and skills related to the following objectives. A candidate should have hands-on experience with the Marketing Cloud Email application and demonstrate the knowledge and use of each of the features/functions below.

Email Marketing Best Practices: 10%

• Given a customer scenario, evaluate elements and techniques of email marketing to design effective emails and email programs.

• Given a customer scenario, differentiate elements of an email that can impact message deliverability.

• Given a customer scenario, demonstrate appropriate and effective subscriber acquisition and retention methodologies.

Content Creation and Delivery: 24%

• Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.

• Given a customer scenario, create and customize an email message to meet customers’ needs.

• Given a customer scenario, configure send settings to meet the customer requirements.

• Given a customer scenario, organize and manage email campaign content.

Marketing Automation: 26%

• Given a customer scenario, recommend the appropriate marketing automation solution.

• Given a customer scenario, build the appropriate Automation Studio solution.

• Given a customer scenario, build the appropriate Journey Builder solution.

Subscriber and Data Management: 26%

• Given desired output requirements, set up Data Extensions in Marketing Cloud.

• Given a customer’s business requirements, determine how to import data into Marketing Cloud.

• Given a customer’s business requirements, configure segmentation tools to model subscribers and data.

• Given a customer scenario, identify and troubleshoot send discrepancy based on subscriber preference management.

Insights and Analytics: 14%

• Given a customer scenario, explain the different metrics available for email campaigns and what each one means.

• Given an email campaign, describe the steps involved to analyze the performance results.

• Given a customer scenario, configure and run Marketing Cloud ad hoc and automated reports.

• Given a customer scenario, recommend an Einstein product that will analyze campaign effectiveness.