Learn more about all certifications at p.force.com/certifications.

1. Certified Email Specialist Exam
Study Guide Webinar
What You Need To Know To Ensure Success
Parker Thompson
Program Manager – Partner Practice Development
p.thompson@salesforce.com

2. On Today’s Agenda
Main points:
• Why are we are here?
• How do I register for the
certification exam?
• How can I prepare for the
exam?
• What key areas do I need
to revise?
​

3. Why Are We Here?

4. What is the MC Email Specialist Certification?
​Demonstrate Ability To:
• Know email marketing terminology and best practices
• Build relational data models
• Send emails via Email Studio sending methods
• Build complex email automations
• Run reports of email tracking data
• Troubleshoot and solve basic platform issues
​Why should you obtain it?

5. Details On The Certification
​About the exam:
• 60 multiple-choice questions (Min. 36 Correct Answers)
• 60% is the passing score
• 90 minutes allotted to complete the exam
• Registration fee is USD $200
• Retake fee is USD $100
• No hard-copy or online materials may be referenced during the exam
• For a full exam outline, click here for the Study Guide
​Review the information at certification.salesforce.com/marketers

6. Exam Objectives & Weighting
Understanding what to know...
​Review the Study Guide for the
objectives that will be tested.
​Pay attention to weighting
score.
​Objectives with a higher
weighting will have more
questions.

7. How To Register for the
Certification Exam

8. ​Onsite Proctoring: Testing Center
​Exam availability can vary greatly between
testing centers.
​Register for exam at least 72 hours in advance,
but recommended one week in advance.
​To locate the center nearest you
visit http://www.kryteriononline.com/Locate-
Test-Center.
​You will need one piece of government-issued
photo ID and another form of ID such as a
credit card. Your name MUST match exactly.
​You must also bring the authorization code
provided in your registration confirmation.
​Online Proctoring: Your Own Computer
​Exams are offered daily, except on major US
holidays.
​Advance registration not required. Allow time
to prepare your computer.
​Before scheduling an online proctored exam, it
is strongly recommended that you review all of
the necessary requirements and the test taking
policies here:
​http://certification.force.com/pkb/articles/Public
_KB/Online-Proctoring-Completing-Your-
Exam-Remotely.
Onsite or Online Proctored?
​Decide how you want to take the exam

9. ​Log in to Webassessor at www.webassessor.com/salesforce.
​If you do not already have a test taker profile in Webassessor, you will need to create one.
Register for an Exam: Step 1

10. ​1. When logged into Webassessor, click Edit Profile.
​2. In the field below Are you a: list yourself as a "SFDC Partner"
​3. In the Company Name field, confirm your company name is correct.
​If changing companies, simply amend your company name to reflect your current employer.
NOTE: Webassessor data is updated on a weekly basis.
Ensure your certifications will be associated with the correct company
Important Registration Tips

11. ​Click Register for An Exam or Register for a new exam.
​On this screen, you will also be able to see all your scheduled and completed exams.
Register for an Exam: Step 2

12. ​Select the exam you wish to take, and click on the code to show the delivery options.
Register for an Exam: Step 3

13. ​Click Register next to the type of delivery you want to take.
Register for an Exam: Step 4

14. If onsite, use the Search function to find a location conveniently located for you.
Then, use the calendar to select the date and time for your exam.
Onsite Proctored
Register for an Exam: Step 5a

15. If online, choose a time zone and available dates and start times will be shown in the calendar.
Select the date and time for your exam.
Online Proctored
Register for an Exam: Step 5b

16. Things you need to know for Onsite Proctored
Important Information About the Exam
Arrive 15 minutes before the scheduled start time.
Bring one piece of government-issued photo ID and one piece of additional ID such as a credit card or
employee ID card.
The name on your two forms of identification must match exactly with your name as specified in your test taker
profile in Webassessor. Additionally, all identification must be current; expired identification will not be accepted.
Bring the authorization code that was provided to you in your registration confirmation email.
In the exam:
You cannot access personal belongings, materials, or electronic devices.
Personal belongings will be stored in a secured area and returned after the test session.
You cannot talk to any individual in the testing area except for the proctor.
You are not permitted any breaks.
If you are provided scratch paper; you must return the scratch paper to your proctor at the end of your exam.

17. Things you need to know for Online Proctored
Important Information About the Exam
You need an external, standalone webcam. Internal webcams are not permitted.
You will need to download the Sentinel Secure software and create a biometric profile to validate your identity
before your exam.
Check the Online Proctoring Guides for your operating system: Windows or Macintosh.
In the exam:
Your room must be well-lit, quiet, and free from any other activity.
The webcam must provide a view of the computer, keyboard, mouse, your hands, your full face, and 12 inches
on either side of the keyboard.
You cannot access personal belongings or devices.
No other individuals are permitted in the testing area.
You cannot eat, drink, or smoke.
You cannot wear headphones.
You cannot leave the testing area.
You cannot disconnect the camera.

18. Training Resources
Online Training & Documentation

19. Learning Path & Recommended Studies
​MC Partner Product Training Learning Path
• Designed to provide you the information
you need to know on Salesforce Marketing
Cloud products
• Accessed through the Partner Community
• Requires a Partner Training Account
​Marketing Cloud Email Studio Documentation
• Contains all the content on which
certification questions are based.
• Accessed through the web,
help.exacttarget.com/
• No Login Required
​Free Resources To Help You Prepare

20. Areas of Focus
Weighted Objectives to Study

21. Subscribers & Data Management
Lists and Data Extensions
Understanding Lists/Data Extensions is critical on
this exam:
• Make sure you know how to utilize Lists/Data
Extensions
• Be able to know the difference between Profile
Attributes and Preference Attributes
• Remember to be able to answer questions
related to Subscribers based on a given
scenario. Ex: Adding Subscribers to an existing data
extension.

22. Subscribers & Data Management
Handling Unsubscribes
It’s important to understand how unsubscribes
work and be able to determine the methods in
which a subscriber can do so:
• Given a scenario, make sure you know how
unsubscribes work based on the Marketing
Cloud Editions
• What is the differences between Global and
Master Unsubscribes?
• By what methods can a subscriber unsubscribe?

23. Subscribers & Data Management
Importing, Segmenting and Sharing
Understanding how to manage your data is
essential to the exam:
• Importing
• How can I importing in to a List and Data Extension?
• What is the optimal way to import?
• Segmentation and Relationships
• By what methods can I segment?
• Understanding Groups and Data Filters
• Be able to explain the use cases of Data Relationships
• Shared Data
• What’s the difference between shared data and non-
shared data?

24. Content Creation & Delivery
Customizing, Sending Methods, and Classification
​Emails can be managed and created entirely from
within the Marketing Cloud. Understanding how to
start building great emails is just the beginning.
• Customizing Emails
• What tools can I use to customize emails?
• Which is right for the job?
• Send Methods
• What types of sends are there within the Email
Studio?
• Given a use case, What is the proper send method?
• Send Classifications
• What are Sender Profiles and Delivery Profiles? How
are they managed?

25. Email Message Design
Best Practices, Testing, and Approvals
​Have you designed your email to work for you in the
best possible way?
• Best Practices
• Given a scenario, what email design is will be the
most affective?
• If viewed on a mobile device, is my email
Responsive?
• Testing a Send
• How can you utilize A/B Testing for better creatives?
• What tools are available to you for test sends?
• Approvals
• What are Approvals and how do they work within the
Marketing Cloud?

26. Email Marketing Best Practices
Guidelines and Deliverability
​Have you designed your email to reach your
audience in the best possible way?
• Legal Guidelines
• Is your email CAN-SPAM compliant?
• Are you ensuring you are sending to opted in
subscribers?
• Deliverability
• How can you improve the deliverability of a send?
• What methods are there to improve your
deliverability?

27. Other Focus Areas
Reporting, Tracking, Automations, and Integrations
Reporting & Tracking
• Know how to read and understand Email Reports and
Tracking
• Given a Scenario, Can you describe the capabilities of
these features?
Automations
• Which Automation capabilities are available?
• What methods can be used in Automation Studio?
Integrations
• How can you improve the deliverability of a send?
• What methods are there to improve your
deliverability?

28. In Review
​Where To Get All The Information You Need:
​Questions?
Join the Salesforce Certification for Partners Chatter Group or search through the Knowledge Base
on the Certification Site.
​Certification Information and Study Guides?
Visit the certification.salesforce.com/marketers site
​Training Materials?
• Help.exacttarget.com/ or the Learning Path on the Marketing Cloud Build Tile.
​Schedule an Exam?
• Visit the webassessor website
​Things to Remember Before the Exam

29. thank y u