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Exam Number : Salesforce-Certified-Marketing-Cloud-Email-Specialist
Exam Name : Certified Marketing Cloud Email Specialist
Vendor Name : Salesforce
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Salesforce-Certified-Marketing-Cloud-Email-Specialist test Format | Salesforce-Certified-Marketing-Cloud-Email-Specialist Course Contents | Salesforce-Certified-Marketing-Cloud-Email-Specialist Course Outline | Salesforce-Certified-Marketing-Cloud-Email-Specialist test Syllabus | Salesforce-Certified-Marketing-Cloud-Email-Specialist test Objectives


Content: 60 multiple-choice/multiple-select questions
Time allotted to complete the exam: 90 minutes
Passing score: 65%
Registration fee: USD 200, plus applicable taxes as required per local law
Retake fee: USD 100, plus applicable taxes as required per local law
Delivery options: Proctored test delivered onsite at a testing center or in an online proctored environment. Click here for information on scheduling an exam.
References: No hard-copy or online materials may be referenced during the exam.
Prerequisite: None required; Email Essentials (EEB101) course attendance is highly recommended (Content Builder is covered in this course).
The Salesforce Marketing Cloud Email Specialist test measures a candidates 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: 15%
Given a customer scenario, evaluate the elements and techniques of email marketing to design an effective email campaign.
Given a customer scenario, recognize situations where legal compliance may be an issue during an email campaign.
Given a customer scenario, differentiate elements of an email that can impact message deliverability.
Given a customer scenario, demonstrate appropriate and effective subscriber acquisition methodologies.
Given a customer scenario, apply best practices of communicating with a population.
Email Message Design: 13%
Given a customer scenario, recommend email design best practices to implement.
Given the desired output functionality, recommend methods for creating responsive emails.
Given the desired output requirements, recommend strategies to A/B test email elements.
Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
Given an email message design, determine the correct use of Approvals.
Content Creation and Delivery: 18%
Given a scenario, create and customize an email message to meet a customer's need.
Given a scenario, send and deploy an email campaign to meet the customer requirement.
Given a scenario, know how to manage content needed to deploy a customers email campaign.
Describe various send capabilities in the Email application.
Marketing Automation: 19%
Given a customer scenario, recommend the appropriate marketing automation solution.
Given a scenario to manage customer data, configure the appropriate marketing automation tools.
Subscriber and Data Management: 28%
Given the desired output requirements, set up Subscriber Lists and Data Extensions in the Marketing Cloud.
Given a customer's business requirements, determine how to import data into Marketing Cloud as per best practices.
Given a customer's business requirements, configure segmentation tools to accurately model subscribers and data.
Given a customer scenario, recommend the marketing unsubscribe subscription management solution that meets the requirement based on customer frequency, permission, and preferences.
Tracking and Reporting: 7%
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 need to run reports, configure and run Marketing Cloud ad hoc and automated reports.



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right here’s The issue With Hoping organizations might be Socially and Environmentally liable On Their own | Salesforce-Certified-Marketing-Cloud-Email-Specialist practice questions and Real test Questions

Late November, a no longer-for-income company called world Canada, published a report known as Canadian Voices on the position of enterprise in Society that calls on the company group to be enhanced environmental stewards and socially aware residents.

“world Canada believes that the responsibility for international affect can not leisure with government on my own. All stakeholders—together with the private sector, universities, social entrepreneurs and philanthropists — have an important position to play,” reads its preamble.

The doc describes an evolution of idea, purportedly escalated with the aid of the pandemic, which sees groups no longer fully chargeable for delivering earnings to shareholders (“shareholder primacy,” as as soon as described with the aid of neo-liberal economist Milton Friedman), however as having a task in furthering social good.

is this an effort to co-choose the justifiable critiques of the for-earnings-sector that has, for too long, didn't be held dependable for the unsustainable growth mindsets which have ravaged the earth, led to a race to the backside and increased disparities among the majority of the world’s populations?

Or is it a valid try and do greater?

the upward thrust of Environmental, Social & Governance

ESG is a framework which units out to make certain that businesses include the risks of environmental, social and governance points of their operations. The benchmarks go past financial issues, requiring organizations to situate their practices inside the realities of local weather upheaval, promoting equality, social alternate and development, and different non-economic issues.

“ESG factors cover a wide spectrum of concerns that traditionally don't seem to be a part of monetary analysis, yet may have financial relevance,” wrote a enterprise author for Forbes journal. “This might consist of how firms reply to climate alternate, how first rate they're with water management, how beneficial their fitness and protection policies are within the protection towards accidents, how they manage their provide chains, how they treat their people and whether they've a corporate lifestyle that builds have confidence and fosters innovation.”

The theory was superior in a 2004 file with the aid of the United nations international Compact in 2004, following an invitation by means of then-Secretary generic Kofi Annan wherein he invited CEOs and representatives from 20 economic institutions from nine international locations to combine social and company governance in the average mannequin of calculating a company’s price.

The 2004 document, “Who Cares Wins: Connecting monetary Markets to a changing World”, heralded the UN principles for dependable Investments, aligning business values with the Sustainable building goals at the long island inventory exchange and launching the Sustainable inventory alternate Initiative.

Even earlier than that long-established invitation, Annan had created the UN global Compact, which brought organizations and associations collectively to decide to doing “company responsibly via aligning their techniques and operations with Ten concepts on human rights, labour, atmosphere and anti-corruption; and take strategic moves to develop broader societal dreams, such because the UN Sustainable development dreams, with an emphasis on collaboration and innovation.”

financial Survival Versus financial Supremacy

a piece of writing within the Harvard company evaluation last 12 months pointed out that “agencies are likely to be greater resilient within the face of sudden shocks and hardships in the event that they are managed for the long term and according to societal megatrends, comparable to inclusion and climate exchange.”

So a cynic would conclude that ESG’s aren’t most effective concerning the ethical essential, but about the final analysis for companies in quest of the aggressive edge.

The 2021 Deloitte annual survey of Millenials and Gen Z found that below half of respondents believe business as a “drive of decent.” better segments of young individuals, women, and individuals of color wish to invest money into companies that are socially dependable.

in reality, younger people are estimated to inherit over $24 trillion bucks in wealth over the coming 10 years within the US alone, cited Majid Mirza, CEO and co-founding father of ESG-Tree, a Waterloo-based business that specializes in featuring ESG cloud monitoring utility for personal equity and venture capital organizations. “Their investment questions rely.”

Is “Stakeholder Capitalism” a very good sort of Capitalism?

That capitalism as they know it has did not deliver enough dwelling requirements to the vast majority of the realm’s populations is obvious. an editorial within the Harvard law school forum on corporate Governance concludes as tons:

“The laws, laws, and way of life that presently govern U.S. capital markets are designed as if the aim of business have been unrestrained profit, in spite of the hurt led to through earning that income.”

This design isn't unintended and arises from two linked ideas: First, that specializing in particular person company economic return will protect shareholders (“agency thought”); and second, that such focus will optimize the allocation of substances in the economy (the “invisible hand”). The blunt software of those concepts with out problem for market screw ups has created a wide way of life of shareholder primacy.”

as a substitute of shareholder primacy, a lot of these vital of the reputation quo had been advancing the concept of “stakeholder capitalism” in its place.

The authors of the Harvard paper went as far as drafting The Stakeholder Capitalism Act which outlines a way to make legislative changes that would “correct market failures that permit for profits derived with the aid of extracting price from commonplace elements and communities, including people.”

Yet, there are critics of this method, from both the appropriate and the left. closing summer, Gen X entrepreneur Vivek Ramaswamy published Woke, Inc., a publication that tears aside the thought of shareholder capitalism, claiming that it “makes rosy guarantees of a stronger, extra distinctive, environmentally-friendly world, however really this ideology championed by america’s enterprise and political leaders robs us of their funds, their voice, and their identification,” in accordance with the most fulfilling-selling ebook’s description.

furthermore, ESG standardization has been complicated, making it challenging for stakeholders, with all their perceived power, to properly measure the efforts of the corporations they are looking to guide. Europe, for example, is much more advanced when it involves ESG investment, accounting for close to 70 percent of global sustainable money, in keeping with numerous analyses.

Canada’s falling behind too in response to a latest document via the Institute for Sustainable Finance, a community of teachers and consultants in areas of enterprise and sustainable finance and run out of Queen’s tuition. in contrast to the european Union, Canada has no selected laws requiring tips concerning the sustainability of investments.

final November, an impressive neighborhood of Canadian pension plan investment managers overseeing eight dollars totalling $1.6 trillion bucks in property referred to as for standardisation of ESGs.

“How agencies identify and handle concerns akin to range and inclusion, human capital and climate exchange can significantly contribute to price creation or erosion,” the neighborhood mentioned in a joint commentary, stating that COVID-19 has laid bare inequities that businesses should address.

Can ESG Make a Measurable change on this planet? depends Who You Ask.

in case you believe Tarek Fancy, sustainable investing and its ambiance, social, governance (ESG) hangers-on are a bust.

And why would any individual consider him? He’s seen all of it from the internal.

Fancy, a Canadian entrepreneur and former banker, worked for an enormous investment administration employer known as BlackRock Inc. where he changed into its first international Chief investment Officer for Sustainable Investing. His job changed into to comprise ESG concerns into the global investment work the firm undertook. He describes the burgeoning industry in a damning three-half essay he published final August referred to as ‘the key Diary of the ‘Sustainable Investor’.”

His main conclusion: citizens are wrong to predict corporations to “voluntarily paved the way on sustainability” even with lofty guarantees, calling sustainable investing a “deadly distraction” that prevents residents from expecting their governments to offer protection to the general public good.

truly, a 2020 survey that Fancy and Ryerson institution commissioned requested 3,000 North american citizens their views on the subject matter and located that american citizens who noticed high quality business and monetary headlines were 17% more likely to have confidence companies over governments to handle future sustainability. (Canadians, curiously, weren’t as comfortably distracted, given their bigger have confidence stages in institutions.)

“automatically after leaving BlackRock, I had reached the conclusion that their work in sustainable investing turned into like promoting wheatgrass to a cancer affected person. There’s no facts that wheatgrass will do anything to cease the unfold of cancer, nonetheless it’s tempting to believe it, principally when the medical professional is advising chemotherapy,” wrote Fancy in a play-by way of-play breakdown of all that’s incorrect in the business.

“regrettably, I now recognize that it’s worse than I at first thought: the proof around the deadly distraction made it clear that they weren’t just promoting the public a wheatgrass placebo as an answer to the onset of melanoma. Worse, their lofty and misleading advertising and marketing messages had been additionally delaying the patient from present process chemotherapy. And all the whereas, the melanoma continues to spread.”

Capitalism via some other name is still Capitalism

“Stakeholder capitalism”, coined with the aid of educational R. Edward Freeman on the school of Virginia’s school of enterprise within the 1980s, broadened the definition of whose pastimes companies are meant to serve from solely their shareholders to others who could be impacted by their practices. Yet, capitalism remains about the base line and unless there are systematic how to measure compliance to shared values across sectors, in addition to how to hold enterprises accountable or reward fantastic behaviour, then ESGs could quantity to little greater than an exercise akin to putting lipstick on a pig.

just because the these days released Netflix film “Don’t search for” bitingly demonstrates, relying on the most wealthy in society to voluntarily handle the failures facing humanity is a Hail Mary pass. while many business leaders are paying lip service to ESGs, billionaires like Warren Buffett aren’t even making an attempt. previous this 12 months, he refused the conception of requiring ESG experiences from his enterprises’ subsidiaries, calling such expectations ‘asinine’. other firms refusing to get on board include Amazon Inc.

in addition, other critics aspect to the overly broad principles that ESG represents and the lack of sophistication of most investors in knowing precisely what a corporation skill via its commitments to such ideas.

“probably the most beneficial criticism is that the acronym ESG covers some distance too many bases for any significant fund funding allocation policy,” wrote David Stevenson, founder and strategic adviser at ETF circulation in an editorial last month.

“There is no inside coherence between these ideas and therefore it ends up turning into a large activity in ticking containers and data fakery aka greenwashing.”

what's Greenwashing?

For these of us who nevertheless be aware their pre-pandemic hotel stays, they probably keep in mind these little cards in the bogs asking us to aid store the climate by means of reusing their dirty towels.

It’s a tradition that goes back decades and within the Nineteen Eighties, an American environmentalist by using the name of Jay Westerveld got here up with the term to describe it for instance of marketing and public family members efforts via massive company to appear to take care of the ambiance with superficial gestures.

without Accountability, What offers?

today, making certain accountability in the ESG sector is crucial to make certain that what's really pledged quantities to genuine trade, pointed out Suzanne DiBianca, Chief have an effect on Officer at Salesforce, in an article closing 12 months for the Davos Agenda, a gathering of world leaders and businesspeople.

“For too lengthy, have an effect on has lacked purchasable measurements for stakeholder price. Many voluntary frameworks exist, and despite the fact major certifying their bodies are now coming together to harmonize metrics, no single, authorised international ESG usual for corporate disclosure is yet in location,” she argued.

“As such, traders, patrons, and prospective personnel lack an ideal way to compare and contrast company motion and affect. An ESG reporting framework convergence will deliver all stakeholders visibility into the specific affect of a company.”

you can wander away in all the flowery, aspirational language that ESG-proponents increase. DiBianca talks about the essential intersectionality of ESGs, becoming a member of them with the UN’s 17 Sustainable construction dreams (SDGs), together with eradicating poverty and starvation. Who wouldn’t are looking to see corporations do their fair proportion when it comes to making the world a much better place and rewarding them for their decent corporate citizenship?

basically, 4,000 signatories representing $a hundred and twenty trillion bucks have committed to the UN’s ideas for accountable funding. issue is, as Fancy argued in his essay, “there’s no clear definition of what that means — and a whole lot of it's believed to be a floor-degree, field-ticking compliance recreation.”

George Floyd and corporate Pledges towards assisting Racial Justice

remaining August, the Washington put up analysed racial justice pledges by using establishments to check how a lot was acted upon following the murder of George Floyd (an illustration of addressing the social in ESG). The put up stated that the U.S.’s 50 biggest businesses and their foundations promised as a minimum $forty nine.5 billion to confront racial inequality.

“searching deeper, greater than ninety per cent of that amount — $45.2 billion — is allocated as loans or investments they could stand to cash in on, greater than half in the kind of mortgages. Two banks — JPMorgan Chase and bank of the united states — accounted for virtually all of those commitments,” reads the analysis by way of reporters Tracy Jan, Jena McGregor and Meghan Hoyer.

“companies don't seem to be set-as much as wield their energy for the more advantageous good as a whole lot as they deliver them credit for, lots of times,” Phillip Atiba Goff, a professor at Yale school who co-centered the center for Policing equity, advised the reporters. “they are confined by means of things they suppose they should do to manage their company in a world the place Black liberation doesn't have consensus.”

another tutorial, Mehrsa Baradaran, a legislation professor on the tuition of California at Irvine whose analysis specializes in economic inclusion and the racial wealth gap, cited that even when organizations try to tackle social ills – they've their limits.

“The reply to these massive complications is not in capitalism doing more desirable or extra. It’s now not going to return from philanthropy. It’s no longer going to come back from guarantees. It’s bought to be a policy exchange,” Baradaran observed. “We don’t desire simply benevolent billionaires and nicer, softer, extra-woke monopolies. They desire an financial structure that enables for more mobility, and they don’t have that.”

Has the Backlash towards Sustainable Investing and ESGs Begun?

In an editorial this past December, Meagan Andrews, with the world economic discussion board, cautioned that there’s a backlash underway against sustainable funding, even because the sector booms:

“…There has these days been a fit dose of skepticism raised concerning sustainable investing. Regulators (such because the US Securities change fee, the uk’s financial behavior Authority and the ecu fee) are paying shut attention to eco-friendly claims and the building of sustainable monetary products. There are additionally other critics claiming sustainable investing may be doing greater hurt than good. So where does this pushback depart the business?”

in view that the world economic discussion board has created Stakeholder Capitalism Metrics, no shock that Andrews argued that standardization will aid make a difference in ensuring that measurement can provide suggestions to demonstrate genuine world affects of enterprise commitments.

She stated the creation of the currently created foreign Sustainability requirements Board that aims to “carry a comprehensive world baseline of sustainability-linked disclosure necessities that provide traders and other capital market contributors with counsel about organizations’ sustainability-related dangers and alternatives to support them make informed decisions.”

Critics and Supporters Have One thing in commonplace: executive concerns

What’s clear from each supporters and critics alike: alternate gained’t occur without govt participation.

“executive intervention is needed to in fact circulate the market. Critics have argued that sustainable investing is a deadly distraction from valuable local weather change fixes reminiscent of a carbon tax, or a price on carbon. besides the fact that children, it’s no longer a 0-sum game. An business circulate, working together with bold govt coverage, will radically change markets in a a great deal more radical manner than is at present the case,” concluded Andrews.

however as within the satirical movie “Don’t look up”, government intervention will best remember if it’s definitely in accordance with hard information and innovative guidelines, in place of on an financial mannequin it truly is failing all and sundry but these bent on profiting at all charge.

Requiring that tough statistics although may end up within the introduction of whatever thing altogether distinct.

“At some element, investors will realize that the emperor has no clothing and that ESG strategies are taking pictures the wrong effects and affects,” concluded Stevenson at ETF move.

“At that factor, ESG will probably go the identical means as smart beta – closing decade’s tremendous fad. it is going to get replaced in flip – i'm hoping – via a greater careful and forensic collection of micro thoughts and measures designed to trap genuine affects that rely to the conclusion investor.”

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