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1. Email Marketing Best Practices (15%)

• Given a customer scenario, recognize situations where legal compliance may be an issue during an email campaign.
• Given a customer scenario, demonstrate appropriate and effective subscriber acquisition methodologies.
• Given a customer scenario, evaluate the elements and techniques of email marketing to design an effective email campaign.
• Given a customer scenario, apply best practices of communicating with a population.
• Given a customer scenario, differentiate elements of an email that can impact message deliverability.

2. Email Message Design (13%)

• Given the desired output functionality, recommend methods for creating responsive emails.
• Given a customer scenario, recommend email design best practices to implement.
• Given an email message design, determine the correct use of Approvals.
• Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
• Given the desired output requirements, recommend strategies to A/B test email elements.

3. Content Creation and Delivery (18%)

• Given a scenario, create and customize an email message to meet a customer's need.
• Describe various send capabilities in the Email application.
• 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 customer's email campaign.

4. 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.

5. Subscriber and Data Management (28%)

• Given a customer's business requirements, configure segmentation tools to accurately model subscribers and data.
• Given a customer's business requirements, determine how to import data into Marketing Cloud as per best practices.
• Given the desired output requirements, set up Subscriber Lists and Data Extensions in the Marketing Cloud.
• Given a customer scenario, recommend the marketing unsubscribe subscription management solution that meets the requirement based on customer frequency, permission, and preferences.

6. Tracking and Reporting (7%)

• Given a need to run reports, configure and run Marketing Cloud ad hoc and automated reports.
• Given an email campaign, describe the steps involved to analyze the performance results.
• Given a customer scenario, explain the different metrics available for email campaigns and what each one means.

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