Email Studio, Reports, Salesforce Marketing Cloud Consultant

Salesforce Marketing Cloud Consultant Prep Series Part 6 – Reporting and Email Build

My next post on the Marketing Cloud Consultant Prep series, where I am going cover the following topics – Reporting and Email Build. So let’s begin without further ado.

Reporting (7%)

Reporting is not just about the reports that are available in Marketing Cloud. It also covers the other tracking capabilities that the MC application offers.

Read through the various out of the box reports that are available in MC. These reports are mainly found under Email Studio. A classic question on this topic would be a scenario where the customers wants to generate a certain type of metrics from MC, based on the campaign, and you will be asked to choose the correct report from the available options. An excellent resource to know about Email Studio reports is available on Salesforce Help

Like I mentioned earlier, Reports are just one way to track your marketing metrics. You should also be familiar with Tracking Data and Data Views in MC.

Tracking Data – This is the granular tracking data, based on your campaign activities that can be extracted from MC via the Automation Studio Data Extract activity. Read more about Tracking Extract here

Data Views – These are tables within the MC application where campaign tracking data is stored, and can be accessed using Query Activity. Familiarize yourself with the various Data Views available in MC (there’s a whole bunch of them). The consolidated list of Data Views in MC is available here

As part of tracking, an important concept to know of is Send Logging. Send Logging gives you information that is not available via the standard tracking tools in the MC application. Fundamentally, Send Logs are data extensions that you can create in MC, using the Send Log data extension template. On Send Logging, you should be clear on the following points:

– How many Send Logs can you create in your MC Account or in a BU?

– For how long can you retain data within a Send Log?

– Can you archive Send Logs?

– Can you query a Send Log to extract data out of it?

– Can you pull data from a Send Log into an email using AMP Scripts?

The Salesforce Knowledge Article on Send Logging will help you cover the above topics.

Email Build (6%)

Email Build is all about the various mechanisms available in MC to send out emails. Key areas to cover here:

– Simple Send

– User-Initiated Send

– Guided Send

– Send Flow

– Triggered Send

You should know what each of these send types mean and how are they different from each other. There will be scenario based questions, asking you to select the right email send method. All these topics are well covered under the Salesforce Marketing Cloud Helpguides

Also read about Send Previews and Test Sends. These are capabilities in MC that help you render emails as they will be rendered at the recipients end.

Also study the topic of Email Validate in MC what does it do. The Email Validate Toolprimarily checks for the following elements in your email:

– Whether it has an unsubscribe link or not

– Whether there is a physical address or not

– Correctness of the syntax of attributes

– Whether the content area specified in the dynamic content rule exists or not

As part of Email Sends, you should also know the tools/options available for Email Personalisation, including AMP Script, Guide Template Language and Dynamic Sender Profiles.

AMP Script – This scripting language lets you create personalized content in your HTML emails, SMS/MMS/Push Notification messages as well as Landing Pages.

AMP Scripts can also be used to talk to your Data Extensions and include data from these data extensions into your marketing content. An interesting aspect about AMP Scripts is that they can be used to personalize when the data included in the data extension is not even there in the Send Definition.

Browse through the AMP Script Syntax Guide available on the Salesforce Developer portal. Make sure you know the concepts of SSJS vs AMPscript, Dynamic Content Wizard vs. AMPscript/LookupRows function. Key points to take note of:

– Ampscript’s LookupOrderedRows function returns multiple rows from a data extension

– Marketing Cloud Email technologies like Link Alias tags, Web Analytics Connector and how are they used. Alias Tags help you track email conversions as well as differentiate click activities for your email sends.

Guide Template Language – Declarative syntax to create personalized & dynamic marketing content. It simplifies how users interact with content and data and helps them quickly build personalized messages

Dynamic Sender Profile – Another useful feature in MC when it comes to Email Sends, this lets you handle email sends for scenarios where your subscribers are interacting with your company employees, and you would like them to receive email communication, using the employee as the email sender. This way you can ensure that all email replies are directed to the subscriber’s individual rep in the company

That’s about it on these topics from my prep. My plan was to include Marketing Cloud Connect also in this post, but was making the article too lengthy. So my last & final post will cover Marketing Cloud Connect, which I will be sharing soon.

Author: Anup Arora

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