Salesforce MCE-Admn-201 - Salesforce Certified Marketing Cloud Engagement Administrator

For the customer's requirement of retargeting subscribers based on click activity with dynamic content adjustment based on regional market, the necessary skill set is AMPscript. AMPscript will allow the team to dynamically populate email content based on data attributes such as regional market from the master subscriber data extension, and it can also handle complex decisioning based on subscriber interactions within the email (like clicks on links).

For Northern Trail Outfitters to include a Campaign Identifier (utm_campaign) to the links within a specific campaign message using Parameter Manager, the utm_campaign value should be configured at the Email level. This allows the specific campaign identifier to be applied to all links within that particular email campaign, ensuring consistent tracking and reporting across all links included in that email.

To enable Sales Cloud users to create and send Marketing Cloud emails:

User Mapping: Ensure there is a one-to-one relationship between Sales Cloud and Marketing Cloud users to facilitate seamless functionality and data consistency.

Deep Linking: Enable deep linking in Marketing Cloud Connect. This allows Sales Cloud users to access Marketing Cloud features directly from within the Sales Cloud interface, enhancing user experience and efficiency.

The entry source types for Journey Builder include:

C. Data Extension, Email List, API Event, Date Based EventThese sources allow a marketing campaign to automatically start or transition contacts based on their interaction with various data sources:

Data Extension: Contacts can be injected into a journey based on records in a data extension.

Email List: Contacts from a specific email list can be used as an entry event.

API Event: This allows external systems to trigger entry into a journey.

Date Based Event: Contacts can enter a journey based on a specific date or a date attribute in a data extension.

For displaying content based on gender within an email:

Dynamic Content Wizard in Email Studio: This tool allows the creation of content blocks that change based on subscriber attributes directly within the email. It is user-friendly and does not require advanced technical skills.

Implementation: By using the Gender field in the sendable data extension, the Dynamic Content Wizard can automatically display different content such as men’s or women’s shoes based on the subscriber’s gender, ensuring that the email content is appropriate and targeted.

When transitioning to a new IP address in Marketing Cloud, consider:

IP Warming: Gradually increase the volume of emails sent from the new IP address to build a good sender reputation with Internet Service Providers (ISPs). This involves carefully managing the list size and subscriber engagement to optimize deliverability.

Monitor Engagement: Monitor how subscribers interact with emails sent from the new IP. Engagement rates influence how ISPs perceive the quality of the sender.

The Content Split activity should be used for multivariate content testing within Journey Builder. This activity allows the journey to send different versions of email content to different audience segments and measure their performance based on open or click rates. The other activities are not suitable for multivariate content testing.

To enhance mobile adoption strategies, Northern Trail Outfitters can leverage the following reports:

A. Email Performance by Device: This report provides insights into how subscribers are interacting with emails across different devices, which can help NTO understand device preferences and optimize their mobile content.

B. Time Between Send and Engagement: This report tracks the time it takes for recipients to engage with emails after they are sent, helping to determine the effectiveness of timing and content across different platforms, including mobile devices.