Content Creation & Email Delivery Flashcards by Safiatu BAH

What are the two ways to store subscriber data in Marketing Cloud Engagement?

Lists and Data Extensions

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What’s the main difference between Lists and Data Extensions?

Lists = simpler & best for smaller audiences.
Data Extensions = more flexible, store relational data, are better for larger audiences.

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What are the three ways to import data into a Data Extension?

1) Import Wizard (manual)
2) Import Activity (manual or automated)
3) API (programmatic)

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When using the Import Wizard, what file type should your subscriber data be in?

Comma-separated value (.csv) file

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What is the purpose of Content Builder in Marketing Cloud Engagement?

Tool to create, manage, and reuse content across marketing channels

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What are two benefits of using Content Builder?

User-friendly email creation (without HTML)
Centralised content repository

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What’s the difference between static and individualised content?

Static content is the same for everyone. indivdualised content changes based on subscriber data.

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What are three methods for individualising email content?

1) Personalisation Strings
2) Dynamic Content
3) AMPscript

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Which Content Builder element allows you to create reusable email structures?

Email Templates

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What are the two main ways to test emails in Marketing Cloud Engagement?

Subscriber Preview and Test Send

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What are the four steps in the Email Send Flow?

1) Define Properties
2) Select Audience
3) Configure Delivery
4) Review and Send

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How can you track the performance of your sent emails?

Use the Tracking tab in Email Studio

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Why is content marketing valuable?

1) It builds customer relationships
2) Drives ROI
3) Reaches a large audience.

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What is a major challenge for content marketers?

Standing out in a cluttered inbox

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Why is empathy important in content creation?

It helps you understand your audience and create content that resonates with them

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What are two key steps in developing a content plan?

1) Understand your audience (build personas)
2) Design the right content (use dynamic content).

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What three elements contribute to a positive inbox experience?

1) Sender Name
2) Subject Line
3) Preheader Text

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How can you optimize your email for mobile devices?

Use responsive design (single-column layouts, large text, ample spacing).

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What are the two main tools in Marketing Cloud Engagement for content and email management?

Content Builder & Email Studio

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What is interactive email?

Emails with web-like features that enable actions within the inbox

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Name two benefits of using interactive email

1) Seamless engagement (actions without leaving the inbox)
2) Richer data collection

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Why is email client compatibility a consideration for interactive email?

Not all email clients support interactive features equally

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What should you provide for users with non-compatible email clients?

Fallback content (static alternatives)

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What is the primary benefit of using Interactive Email Forms?

They improve the customer experience by allowing form submissions directly within the email.

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Name three common use cases for Interactive Email Form

1) Profile Data Collection 2) Quick Surveys 3) Product Reviews

What are the key components needed to implement Interactive Email Forms?

1) Data Extensions 2) Interactive Email Page (CloudPages) 3) Content (Content Builder)

Where is the data from Interactive Email Forms stored?

In a new or existing Data Extension

What's the difference between visible and hidden fields in a form?

Visible fields are questions shown to the user. Hidden fields store data without user input (e.g., pre-filled data)

What are Data Attributes?

They define which Data Extension field will store the answer to a form input

What is the purpose of the Interactive Email Page (IEP)?

1)Processes form data 2)Displays a confirmation message 3) Handles data validation

Where do you create an Interactive Email Page?

Cloud Pages

# C R N What are the options for configuring a Confirmation Message on the IEP?

1) Content Builder block 2) Redirect to a URL 3) No content

# EECSMU What are the six main types of content you can create with Content Builder?

1) Email messages 2) Email templates 3) Content blocks 4) SMS messages 5) Mobile app push notifications 6) Upload abilities

What are the advantages of using reusable content blocks?

1) Maintain brand consistency 2) save time 3) Simplify content updates

Which Content Builder features are available for creating mobile messages?

1) SMS 2) IAM 3) Push Notifications

How can you personalise push notifications and in-app messages?

Merge tags or AMPscript to include subscriber data

Why are reusable email templates beneficial?

Ensure brand consistency & save time

How do you prevent users from modifying certain parts of a template?

Lock the content blocks

What is a preheader in an email?

Text that appears after the subject line in the inbox preview

How can you personalise an email using subscriber data?

Use personalization strings (e.g., %%FirstName%%) to insert data from Data Extensions

What is the purpose of Subscriber Preview?

To see how the email will look to a specific subscriber, with personalization and dynamic content applied

Why should you send test emails before launching a campaign?

To verify rendering, links, and appearance in different email clients

What is the main benefit of the Sender Authentication Package (SAP)?

It improves email deliverability by enhancing your sender reputation

# Dedicated... D C Name three key features of SAP

1) Custom Account Branding 2) Dedicated IP Address 3) Dedicated Domain

What is the purpose of Reply Mail Management (RMM)?

To automate the processing of email replies, especially auto-replies and unsubscribe requests

How does RMM handle unsubscribe requests?

It scans the subject line and message body for common unsubscribe terms and automatically removes the subscriber from the list

What is the purpose of a Sender Profile?

To **standardise** the "From" name & email address for your sends

What key elements does a Delivery Profile manage?

Header (view as webpage link), footer (physical mailing address, unsubscribe link)

What are the components of a Send Classification?

CAN-SPAM classification (Commercial or Transactional), Sender Profile, Delivery Profile

Why is IP warming important for a new dedicated IP address?

To gradually establish a positive sending reputation with ESPs

What is the recommended starting send volume for a new IP address?

50,000 emails per day

Why is it advisable to have separate dedicated IP addresses for marketing and transactional emails?

To isolate reputation risks and ensure timely delivery of critical transactional messages

What are transactional messages?

Real-time messages triggered by transactions or events, containing essential information

What is the main difference between transactional and promotional messages?

Transactional messages are triggered by actions and don't require opt-in, while promotional messages are sent to subscribers who have opted in

What are the two ways transactional messages can be triggered?

Person-initiated and system-initiated

What are Event Notifications (webhooks)?

Near **real-time notifications** sent to your web endpoint when specific events occur in Marketing Cloud Engagement

Name a benefit of using Event Notifications for marketers

Trigger alternative message delivery (e.g., SMS) in case of an email bounce.

What is a key advantage of sending both promotional and transactional messages from the same platform?

It enables a holistic view of the customer journey and allows for more connected customer experiences

How are transactional messages typically set up in Marketing Cloud Engagement?

Using REST APIs

Who are the key stakeholders involved in setting up and managing transactional messages?

Marketers, Developers, Analysts

Define segmentation in email marketing

Dividing your subscriber list into smaller groups based on shared characteristics

Name three benefits of segmenting your audience

1) Higher click-through rates 2) Improved deliverability 3) More insightful analytics

What tool can you use to automate data imports from external sources?

Import Activity in Automation Studio

What are the two main ways to segment Data Extensions?

Queries (SQL) and Data Filters

What is the advantage of using Data Filters for segmentation?

They are reusable across multiple lists or data extensions

How do you automate segmentation using a filter activity?

1) **Define a Filter Activity **that specifies the data filter 2) **Create an Automation** to schedule the activity to run

How should you organise folders in Content Builder?

Align them with your content strategy

# U I C What are the three ways to add content to Content Builder?

Upload, Import, Create

# T C S Name three ways to organise and find content in Content Builder

Tags, Campaigns, Search

# CONTROL Why is it important to set Content Builder permissions?

1) Control content creation, 2) Ensure brand consistency 3) manage user access

What are the three edit permissions for shared content in business units?

View and Send, Edit Locally, Edit Globally

Where can you customise Content Builder settings like email autosave and editor configurations?

Marketing Cloud Engagement > Setup > Feature Settings > Content Builder > Content Builder Settings

What is the purpose of the Content Builder Editor Block SDK?

To extend Content Builder with custom block widgets, providing a tailored editing experience

What is the purpose of the Content Builder Editor Block SDK?

To extend Content Builder with custom block widgets, providing a tailored editing experience

What does Einstein Content Selection do?

Automatically selects the most engaging content for each email recipient using AI

What are Asset Classes in Einstein Content Selection?

Groupings of assets with similar characteristics (e.g., banners, product images)

What is the recommended method for adding multiple assets to Einstein Content Selection?

Upload a CSV file using the provided template.

How do you create an Einstein Content Selection block for use in emails?

Content Builder > Create > Content Block > Einstein Content Selection.