Salesforce Marketing-Cloud-Email-Specialist - Salesforce Certified Marketing Cloud Email Specialist (SP25)

To address the increase in unsubscribes without eliminating planned emails, the marketer should use a Frequency Split. The Frequency Split activity in Journey Builder helps marketers segment their audience based on how frequently they want to receive emails. By focusing on subscribers who are least likely to unsubscribe, the marketer can continue their email campaigns while reducing the risk of further unsubscribes.

Verification Activity in Salesforce Marketing Cloud ensures that specific criteria are met before an automation continues. In the context ofNorthern Trail Outfitters, using a Verification Activity can check if all necessary data extensions are present and correctly populated before proceeding with the automation. This step is crucial to prevent the automation from completing with missing data,which would result in inaccurate reports.

References:

Salesforce Marketing Cloud Documentation:Verification Activity

When a subscriber submits a form on a third-party vendor'sweb page, Salesforce Marketing Cloud provides a way to enter that subscriber into a journey through the API Event Entry Source. This entry source allows external systems to trigger a journey by making an API call to Marketing Cloud. The API Event is designed to accept data from external sources and initiate the journey, ensuring immediate response to the form submission.

References:

Salesforce Marketing Cloud Documentation on API Event Entry Source

A Transactional Send Journey is specifically designed for sending immediate, one-to-one communications triggered by user actions, such as password reset requests. This type of journey ensures timely delivery of emails that are critical and personalized based on user interactions.

Send Throttling is a feature that helpsmanage large sends by controlling the rate at which emails are sent. By throttling the send, Northern Trail Outfitters can spread the email delivery over a period of time, which helps in managing deliverability and avoiding overwhelming the ISPs. This practice helps maintain a healthy sender reputation and ensures better deliverability metrics. Reference:Salesforce Marketing Cloud Documentation on Send Throttling.

To meet the requirement of sending a daily report of all subscribers emailed in the last 24 hours to the Enhanced FTP Export folder, the following activities should be configured in Automation Studio:

SQL Query: To select the unique email addresses of subscribers emailed in the last 24 hours.

Data Extract: To extract the data into a file format suitable for transfer.

File Transfer: To move the extracted file to theEnhanced FTP Export folder.

This combination ensures that the data is queried, extracted, and then transferred as needed. Reference:Salesforce Marketing CloudDocumentation

 The Not Sent Tracking Extract in Salesforce Marketing Cloud provides detailed information about subscribers who were part of the send audience but did not receive the email. This extract can be configured in Automation Studio to automatically generate and analyze the list of subscribers who did not get the expected emails. Reference:Salesforce Marketing Cloud Documentation on Tracking Extracts.