Marketing Cloud Email Specialist Certification Guide & Tips

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  • Mid-level
  • 6-12 months
  • No Prerequisites
  • 200

Demonstrate your knowledge on email marketing best practices using the Marketing Cloud Email application (Email Studio).  

An essential certification before progressing further on the Marketing Cloud certification pathway. 

Topic Breakdown

The exam will test your knowledge on:

  • Subscriber Lists and Data Extensions,
  • Data import data into Marketing Cloud,
  • Segmentation tools (apply to subscribers and data),
  • Marketing unsubscribe/subscription management solutions,
  • Marketing automation solutions – recommending the best SFMC option,
  • Email Campaigns: email messaging, deploying campaigns, managing content, sending options, A/B testing, responsive design,
  • Email reporting metrics, running ad hoc and automated reports in Marketing Cloud,
  • Legal compliance, deliverability (high-level understanding),
  • Subscriber acquisition methodologies,
  • Approvals

Table of Contents

My Story

Just like many other Marketing Automation fanatics, I got the idea to take the Marketing Cloud Email Specialist exam the same year I first encountered the world of Salesforce Marketing Automation.

This certification is definitely one to take seriously if you are planning on going further along the Marketing Cloud path towards ‘Consultant’ or ‘Developer’ ; as a prerequisite to both, you you have to start here. 

The two Marketing Automation platforms Salesforce offer (Marketing Cloud & Pardot) are of two different breeds – which causes confusion! After taking this exam, you will be able to give in-depth answers about their differences and what organisations should use which to anyone who asks for your opinion. 

Even if you are not working directly with Marketing Cloud (eg. you’re a Pardot Consultant), it can be beneficial to understand Marketing Cloud’s core elements – email, data management, and segmentation. Personally, this has been the biggest plus for taking this certification, which has paid itself in dividends over the years.    

Who's the Ideal Candidate?

You should take this exam if you can comfortably:

  • Navigate the Marketing Cloud email application, 
  • Know the steps for creating, testing and sending an email campaign, 
  • Know about Content Builder, 
  • Understand the differences between Lists and Data Extensions, and some best practice on how to manage those. 
  • Have a baseline understanding of email metrics and general marketing automation concepts. 

From my memory, there were some topics that you could learn just by reading online material, however, other topics required you to be hands-on with the tool. 

Another observation was that quite a few of the questions in this exam dragged in elements from more than one topic into a single question – for example Automation Studio functionality in relation to different subscriber list scenarios.

Above: where Marketing Cloud Email Specialist falls on the certification pathway for Marketing – read the full post here.  

Key Topics

Subscriber Lists vs. Data Extensions

This is the largest chunk of the exam, and perhaps the hardest to wrap your head around! (I remember finding this the toughest topic!)

Know what a subscriber key, primary key, send relationship is and how they relate to each other, and how they relate with regard to the All Subscribers list. Know this like the words to your favourite song. 

Email Studio

In order to launch an email campaign end-to-end in Marketing Cloud, you’ll learn that Email Studio relies on other features to get from creating the template, right through to pressing ‘send’. I’m a visual person, so I made a rough mapping of the whole process, like this: 

Deliverability & Other Email Marketing Common Knowledge

If you’re not new to email marketing, then you are definitely at an advantage, as a large bulk of the exam is made up of topics that are second nature to you. I found this helped me free up my time and attention for the trickier topics (Data Extensions!)

Although you may be tempted to skim over these questions in the exam – think twice! Tread carefully on the multi-select questions on this topic, which caught me out in the practice rounds!

Question Format

The exam is multiple choice, but I noticed there’s a greater proportion of multi-select questions on this exam vs. others. Multi-select means you have to select 2 or 3 answers out of 5 or 6 options. There’s more scope for error!

As I mentioned before, be aware that a few of the questions dragged in elements from more than one topic into a single question – for example Automation Studio functionality in relation to different subscriber list scenarios.

I personally use Cram.com (a virtual study cards web-app) to grasp terminology for every exam. An example of one of my Cram cards is: 

___ ___ ___ is considered the master list of records for the account.

If status is changed to unsubscribed from here, will be changed to unsubscribed on all ___ & ___

Did you get it? 

Answers:

All subscribers list

Lists & groups

Exam Strategy

When exam day finally hits, there are a few things you can do to give yourself the best chance of passing with flying colours.

Firstly, if there are any concepts that you are struggling to get to grips with, then print off a cheat sheet and memorize just before the exam, so they are fresh in your memory.

When taking the exam, pay particular attention to the question, and read it through a few times. 

When deciding on the answer, be sure to use the process of elimination to get rid of the answers that are definitely incorrect. Salesforce likes to throw in answers that are made up! They also like to throw in curveballs, of features that appear to be correct but aren’t best practice. You can often worm these out.

You also have a the “Mark for review” feature at your disposal. On each question, it’s a checkbox that you can mark if you cannot think of an answer right at that moment, or if you doubt your answer. At the end of the exam, you will have a chance to review these questions. Depending on the amount you have selected, this will give you a good idea of how likely you are to have passed the test! Regardless of the questions marked for review, I would always recommend to go through every question again. 

Resources

  • These are Study Notes from the amazing Ben Edwards. Although these notes are dated, the information is laid out in a simple way - take what is relevant.

Tips

  • Email Marketing Common Sense: some topics will be second nature to anyone with a background in email marketing. Free up your time and energy for the tougher topics instead.
  • Multi-select minefield: be prepared to really have your knowledge tested by questions that require 2 or 3 answers out of a possible 5 or 6!

Final Thoughts

This certification finds its way on to many Trailblazers’ wish lists, being a foundation for those who want to progress on to Consultant or Developer specialisations. 

Be logical with how you approach the study guide, and be selective about where you focus your attention; that way, you will get good coverage and know how to think on your feet. 

27 thoughts on “Marketing Cloud Email Specialist Certification Guide & Tips

  1. Avatar

    I would give a warning on Quizlet. I’ve found the questions on there are only as good as when they were created and some haven’t been updated for YEARS. I’ve found quite a few questions with wrong answers because the platform has just evolved since they were written. Also some answers that have never been correct. So when I use quizlet and if I don’t know the answer looking at the question I look the answer up myself.

  2. Avatar

    Thanks Lucy for the informative blog. Thanks for sharing Ben Edward’s guide… it is a treasure!

    Any chance you would like to share your Cram flashcards?

  3. Avatar

    Can any one share some question dumps for exact target email specialist certification apart from Ben’s notes or are they sufficient for exam?
    Also can any one please share their exam experience?

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  8. Avatar

    Sharing my experience with the Exam (on site) :
    – Several questions have similar answers, Proof Read each one
    – In some cases choose 3 of 5 options to pass 1 question
    – Real case scenarios used on some questions, required some experience using SFMC
    – Use your provided blank paper to understand and layout the questions in case the redaction is too deep or hard to understand
    – They check everything, glasses, pocket contents, and watch or cellphones are being stored in a locker before entering.
    Good Luck

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  10. Avatar

    I attempted the Salesforce Marketing Cloud Email Specialist Exam on 14th May 2018. Sadly I was not able to clear by some 2-3 marks. There were some random 5 unscored questions also which may be the correct ones got picked up. The questions were very tricky. Please can you clear some of my doubts.
    1. A new employee is using Salesforce Marketing cloud and wants to send emails without any mistakes. he has no prior knowledge of SQL. Which tool he would use:
    1. Scheduled Send Emails
    2. Predictive Email
    3. Journey Builder
    4. Automation Studio

      1. Avatar

        Hi I want prepare my self for Marketing Cloud Email Specialist certificate
        Can you tell me any useful material or link
        Thanks a lot

          1. Avatar

            Hi Lucy
            Can you please provide the exact links for the mock tests as I am not able to find them in here.
            Thanks

  11. Avatar

    Hello,

    I would like to know what do you use for testing purposes when you do not have any marketing cloud org/license? I am a Pardot specialist and I am very keen on obtaining Email Specialist as well, but I am not sure if this is possible only by studying without any hands-on practice. Also, could you please share once again Ben Edwards` notes. It seems the shared file is broken. Thanks

  12. Avatar

    A lot of the study guides for this certification include outdated functionality. Does anyone know if the exam has been updated to reflect Classic and Playbooks going away?

    1. Lucy Mazalon

      Hi Logesh, I got in touch with the author Ben Edwards, and looks like he has fixed it! Enjoy this amazing resource Ben provided to the community 🙂

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