Salesforce Marketing Cloud Engagement Specialist

Each email program needs a purpose. You define goals for a series, choose the audience that fits, set a cadence, and decide how success will be judged before anything is built.

• Setting goals for an email series
• Defining an audience
• Planning a send calendar
• Welcome, promotional and transactional email
• Choosing measures of success

You build A strategy brief and calendar for one quarter of email.

Every send depends on who is in the audience. You compare lists with data extensions, manage subscribers and their statuses, and build filters and segments that pick the right people for a message.

• Subscribers, lists and data extensions
• Sendable data extensions
• Subscriber statuses and unsubscribes
• Importing subscriber data
• Filtering and segmenting an audience
• Suppression and exclusions

You build A segmented audience for a promotion, built from an imported file.

Content Builder is where messages are made. You build emails from templates and content blocks, organize assets for reuse, and apply dynamic content so one email can serve several audiences.

• Emails, templates and content blocks
• Organizing and reusing assets
• Layouts and building blocks
• Dynamic content by audience
• Previewing and testing content
• Approval and versioning of assets

You build A reusable email template with two dynamic content blocks.

Email clients render code unevenly. You learn the basics of HTML and CSS for email, why layouts are built with tables, and how to design for mobile screens and images that do not load.

• HTML structure for email
• Inline CSS and why it is needed
• Tables for layout
• Responsive design for mobile
• Images, alt text and fallbacks
• Testing across clients

You build A responsive email that holds up in a preview across common clients.

Personalization makes mass email feel individual. You use personalization strings and basic AMPscript and Guide Template Language to insert and choose content by subscriber, without needing to become a programmer.

• Personalization strings
• Reading simple AMPscript
• Inserting values from a data extension
• Conditional content in basic AMPscript
• What Guide Template Language is for
• Troubleshooting a broken merge

You build An email that greets by name and changes one section by subscriber attribute.

A send must be right the first time. You prepare a send with the correct sender, classification and audience, test before it goes out, and compare one-off sends with triggered messages.

• Sender profile and send classification
• User-initiated sends step by step
• Test sends and previews
• Triggered messages and when to use them
• Scheduling and throttling a send
• Checking a send before launch

You build A tested send with a checklist, and a triggered welcome message.

Repeating work should run on its own. You build automations that import files, run queries, filter audiences and send email on a schedule, and read their results to fix what fails.

• What Automation Studio does
• Activities: import, query, filter, send
• Building an automation
• Scheduling and starting an automation
• Reading run history and fixing errors

You build An automation that imports a file, refreshes an audience and sends a weekly email.

A journey sends the right message at the right time. You choose an entry source, add messages and waits, branch with decisions, and set goals, then test the journey before it goes live.

• Entry sources and entry criteria
• Email, wait and decision activities
• Splits and branching
• Goals and exit criteria
• Testing a journey
• Reading journey results

You build A welcome journey with a wait, a decision split and a goal.

Numbers show what worked. You read tracking and reports for opens, clicks, bounces and unsubscribes, compare sends, and use what you see to improve the next campaign.

• What tracking records and how
• Opens, clicks and bounces explained
• Standard reports and where to find them
• Comparing sends over time
• A/B testing a subject line or content
• Turning results into the next action

You build A results report for one campaign with three recommended changes.

Run one campaign from start to finish. You choose the goal and audience, build the content, set up the automation or journey, send with checks, and read results to say what you would change.

• Setting the goal and audience
• Building and personalizing content
• Automating delivery
• Testing and sending
• Reading results and recommending changes

You build A complete email campaign with its audience, content, automation and results report.