In Salesforce Marketing Cloud, the de-duplication feature removes duplicate email addresses from a

send by using the email address as the de-duplication key. This feature is available in the Email Studio
and can be used during the audience selection process.

 A contact is a person you send messages to through any marketing channel. A contact typically
appears in the All Contacts section, but a contact record can also appear in other locations.
 A subscriber is a person who opted to receive communications or belongs to a particular
channel. A subscriber lives in the individual studios. Subscribers can be imported or created
manually and are stored in data extensions.

Keep in mind that all subscribers are contacts, but not all contacts are subscribers. With email, a
subscriber is somebody you sent emails to, so a subscriber in Email Studio will always be a contact. You
can have contacts whom you’ve never sent to who do appear in All Contacts. For example, contacts
synced from Sales or Service Clouds or imported via a REST API request appear in All Contacts but not All
Subscribers. A subscriber is only added to All Subscribers after something is sent to them. You might
send the contact mobile messages but not email messages, so the contact could be a mobile subscriber,
and not an email subscriber.

Subscriber Key

In Email Studio, contacts are identified by the Subscriber Key, which becomes the Contact Key in Contact
Builder. The Subscriber Key is the primary key for your subscribers and allows you to identify subscribers
with a value that you choose. Use a Subscriber Key to:

 Maintain multiple sets of subscriber attributes for a single email address. For example, if a family
shares an email address, you can use a Subscriber Key to uniquely identify each member of the
family.
 Include a single email address multiple times on a list. For example, send a separate message for
each car a subscriber owns in a single send.

Contact ID

 The Contact ID is a number Salesforce uses to uniquely identify a contact on the backend.
Salesforce uses the Contact ID to identify a contact in various channels.

Contact Key

 A contact is managed and related through the different channels using a single Contact Key. The
Contact Key is a unique identifier that you assign to a contact. If a subscriber is sent an email and
the contact wants to be on mobile, the contact is added to the mobile channel by the Contact
Key. The Contact Key identifies a contact within an account and ties together the contact,
channels, and the relationship. The Contact Key is the same no matter what channel is used to
send messages.
  The Contact Key is what allows you to connect contacts in multiple channels. Let’s say you have
a contact in Email Studio that you identify using their email address, and in Mobile Studio you
use their mobile number. Without the Contact Key, it would be difficult for Marketing Cloud
Engagement to know to connect the contact, since the contact has two different identifiers.
Marketing Cloud Engagement will process the information as two different contacts in Contact
Builder. Make sure you are consistent across all channels when assigning a Contact Key to a
contact.

You should change Email1 field type text to email. Salesforce sends email to email field type.

How does dynamic content in emails work?

You can define a dynamic content block in an email to display (render) information based on the
subscriber’s attributes, data extension values, or audiences.

Example: To personalize an email according to gender, instead of building two emails (one for male
subscribers, and another for females), you can build a dynamic content block that will render the correct
content based on gender.

4. What are the different email sending options in Email Studio?

 Single Email Send: Enable you to send an email in three steps. First, select the email you want to
send, choose the Data Extension that contains the target audience (add more filters if required),
and schedule the send.
 User-Initiated Send: Emails are sent to multiple recipients (at the same time) to Data
Extensions. To perform the actual send, you do it manually – you can either send immediately or
schedule it on a specific date and time.
 Triggered Email Send: Sent to individual recipients, one by one, in real-time. This is following an
action or transaction, for example, to receive a confirmation email after registering for an event.

Dynamic sender profile

Dynamic email content in Salesforce Marketing Cloud is email content that changes based on the
recipient's profile attributes:
 How it works
Dynamic content is based on rules that you define, such as subscriber attributes, data extension values,
and audiences. For example, you can send a single email with different content based on the recipient's
preferrences

2. How does dynamic content in emails work?

You can define a dynamic content block in an email to display (render) information based on the
subscriber’s attributes, data extension values, or audiences.
 Example: To personalize an email according to gender, instead of building two emails (one for male
subscribers, and another for females), you can build a dynamic content block that will render the correct
content based on gender.

What is email deduplication?

Email deduplication allows you to avoid sending duplicate emails when multiple contacts share the same
email address Salesforce Marketing Cloud’s Email Studio offers an optional feature called “De-duplicate
subscribers” during the audience selection process in the send flow.

 Targeted list
Also known as an inclusion list, this is the list of recipients for an email send.
 Exclusion list
This list contains contacts who are excluded or suppressed from receiving an email send. Exclusion lists
are used when you want to exclude subscribers who have an active status and can still receive
marketing emails. For example, if you want to send a newsletter to List A but not to subscribers who
are also on List B, you can select List A as an exclusion list when you send to List B.
 Suppression list
This list contains addresses that you don't want to receive any of your emails. Suppression lists are
used when you want to "do not contact" certain addresses. Subscribers on suppression lists don't have
a subscriber status and aren't counted in the All Subscriber count.

29. What is the difference between InsertDE and InsertData?

InsertData - Insert a row in a Data Extension and returns the number of rows inserted by the operation.
This function only works in a landing page, microsite page or CloudPage, or in an SMS message in
MobileConnect.
21. How is data shared between different Marketing Cloud Business Units (BU)?

To share a data extension from a parent BU to a child BU, place the data extension in the “Shared”
folder in the parent BU.

When switching to the child BU, you will find the data extension in the ”Shared” folder. You can use the
data in this data extension in the child BU.

-----------------------------------------------------------------------------------------------------------------------------------------
The suppression lists differ from exclusion lists, although the filtering logic at send time is the same.
Exclusion lists are subscribers who have a status (active, bounced, held, unsubscribed) and who may
want to continue receiving messages and A suppression list is a list of subscribers that you don't want to
receive your communications.

A suppression list includes subscribers who you do not wish to receive to your email communications.

This can include your competitors email addresses, subscribers with a history of spam complaints,
unsubscribes from previous advertisers, etc. Subscribers on this list have no status and do not count
among the all subscribers list.

an Exclusion list on the other hand contains subscriber with different statuses. You still want them to
receive your email communications and are just excluding them from your send for a different reason.

A suppression list includes subscribers who you do not wish to receive to your email communications.

This can include your competitors email addresses, subscribers with a history of spam complaints,
unsubscribes from previous advertisers, etc. Subscribers on this list have no status and do not count
among the all subscribers list.

an Exclusion list on the other hand contains subscriber with different statuses. You still want them to
receive your email communications and are just excluding them from your send for a different reason.

Salesforce gives a perfect scenario for this: You send to an email to list of subscribers A. Later you want
to send that email to list subscribers B but it contains some of the subscribers from list A and you do not
want them to receive the same email twice. Therefore, you add list A as an exclusion list just for this
specific temporary case. This will ensure no one from list A on list B receives that email again. But you do
want to send these subscribers another email again at some point.

If you send to a data extension and you specify a publication list, subscribers who appear on that
publication list won’t receive an email if they have a status of unsubscribed. You do not have to add
them to a suppression list as well.
-----------------------------------------------------------------------------------------------------------------------------------------

17. What are publication lists – and when should you use them?

Publication lists are used to manage subscriber consent (opt-ins) for Email Studio, controlling how
subscribers receive emails – for example, you could create a separate publication list for each category
(e.g. newsletters, product alerts).

Each subscriber has their own subscription status per list.

A publication list needs to be selected when wishing to send emails/SMS messages to a sendable data
extension.

18. What is the difference between the All Subscribers list and a Publication list?

 All Subscribers list: The master list of records in your Marketing Cloud account – every
subscriber appears there.
 Publication List: A subset of subscribers from the All Subscribers List (as explained in the
previous answer).
Subscribers added to a Publication list join the All Subscribers list at the same time.

The All Subscribers list holds the master opt-in status of a subscriber; if a subscriber is unsubscribed
from the All Subscribers list, the subscriber is unsubscribed from all Publication lists automatically.

21. How is data shared between different Marketing Cloud Business Units (BU)?

To share a data extension from a parent BU to a child BU, place the data extension in the “Shared”
folder in the parent BU.

When switching to the child BU, you will find the data extension in the ”Shared” folder. You can use the
data in this data extension in the child BU.

24. When a contact unsubscribes from the parent Business Unit (BU), will they be unsubscribed from
the child BU, too?

When the Business Unit has the “Unsubscribe from this Business Unit Only” setting enabled, the
Active/Unsubscribed status in “All Subscribers” is maintained separately across BUs. This means that the
contact will not be unsubscribed from the child BU (with this setting enabled).

You can always change the setting to have customers unsubscribe from all child BUs when unsubscribed

14. How will you set a Journey to send out the communications only between 9-5?
'Delivery window' option can be used to specify the time.

28. How to Create/update/retrieve records to/from the Service cloud?

Use AMPscript functions - CreateSalesforceObject, UpdateSingleSalesforceObject &
RetrieveSalesforceObject
 19. What is IP Warming?
It is a process to build up (for at least 30 days) the reputation of your Marketing Cloud account, by
sending the emails from your new IP starting with a small volume, and then increasing the volume
gradually. This will help to improve the deliverability rates, build a good reputation with the ISPs,
Improve the chances of Inbox placement, etc.,
20. What are Publication Lists?
It is a list of subscribers who have opted-in to receive the communications.

For example, Consider 3 lists - Brand A, B, and C.

If the subscriber opts-out of the Brand A, they can still receive the communication from B and C.

26. What are Auto-suppression lists?

Auto-suppression lists are used to suppress the sends automatically for all the subscribers part of the
list. It can include competitors' or subscribers' addresses with bad deliverability issues.

4. Explain the difference between Lookup Vs LookupRows Vs LookupOrderedRows?

Lookup - Retrieve a single record from a Data Extension

LookupRows - Retrieve set of records from a Data Extension. The maximum is 2000.

LookupOrderedRows - Retrieve more than 2000 records and sort them based on one or more fields. This
might cause some performance issues with large volume.

15. Mention the components of Send Classification.

Sender profile - Includes the 'From Name' & 'From Email'

Delivery Profile - Specify the IP address to use and physical mailing address mentioned in the email
footer

CAN-SPAM classification
 Commercial
- Includes promotions or advertisements to promote the products or services
- Must include an unsubscribe mechanism
 Transactional
- Transactional in nature. Example - Password reset, Transaction receipts, etc.
- Optional to have an unsubscribe feature
1. Mention different ways to segment the data.
Data Filters - Used to filter out the records from a Data Extension

SQL - Use the WHERE statement to specify the criteria and segment the data

24. What is the difference between iif() and if, in AMPscript?

iif(condition,true,false) - Output can be stored in a variable
if - simple conditional statement

1. What are the different types of data extensions?

Standard - Used to create a new data extension and add custom fields as needed

Filtered - Select an existing data extension and filter out the records by defining a criteria

Random - Select a percentage or number of subscribers from a source data extension

5. What is the syntax for Synchonized objects Data Extension in SQL?
Considering the Contact Object as an example:

Querying at Parent Business Unit - Select Name from Contact_salesforce

Querying at Child Business Unit - Select Name from Ent.Contact_salesforce (if the data is synced at
Parent unit)
7. What is the difference between Goal criteria and Exit criteria?
Goal - Define the goals as per business needs to understand how your customers interact with the
brand. It can also act as exit criteria, once the goal is reached.

Exit - If you want the contacts to exit the journey based on specific criteria.
9. Explain the different data models in SFMC.
Lists
- Used when there are less than 500,000 records
- A limited set of attributes
- Lower data import speed
- Trigger Welcome email when the Subscriber is added and setup double opt-in option

Data Extensions
- Used when there are equal or greater than 500,000 records
- No limit on the attributes
- High data import speed
- Maintain relational/historical data
- Ability to use Publication lists to manage unsubscribes
10. What are the various options to handle unsubscribes when dealing with business units in SFMC?
Enterprise level - If unsubscribed, the subscribers also get unsubscribed from all the Child business units

Child level - Subscribers are only unsubscribed from the current child business unit
16. What are the steps for the Contact Deletion process?
1. Initiation process : Select the contacts from your list / data extension to be deleted
2. Suppression Period : Contact information remains in your account, but you can’t view or access it
3. Final Deletion : Marketing Cloud removes deleted contact information from your account

This process can only be performed at the Parent business unit, not at the Child level.
The default suppression period was 14 days (now changed to 2 days), but can be modified as needed.
17. What are the different levels of unsubscribes?
List level - unsubscribe from a specific publication list
Master level - unsubscribe at the account level
Global level - unsubscribe from all the accounts
21. Mention different ways to segment the data.
Data Filters - Used to filter out the records from a Data Extension

SQL - Use the WHERE statement to specify the criteria and segment the data
13. What is the difference between Journey builder and Automation studio?
Journey builder
- Multiple entry sources
- Create or Update the Sales/Service cloud object records
- Has additional communication channels than Automation Studio
- More options to interact with the Sales/Service cloud
- Option to build and use custom activities that integrate with external systems.

Automation Studio
- Involves Data Management activities, Script activities, and FTP capabilities
- Journeys can be triggered from the automation
- Ability to Import reports from Sales/Service Cloud
- Automation be triggered based on file drop in FTP, AWS, Google Cloud Storage, or Microsoft Azure

18. How to select the subscribers with the highest referral points using SQL (Note - There can be
multiple subscribers in a Data Extension)
Use 'row number' function in SQL

11. Write a Query to display all the 'unique opens for a specific email in last 30 days'.
SELECT j.JobID, j.EmailName, o.EventDate, s.EmailAddress, s.SubscriberKey
FROM _job j JOIN _open o on j.JobID = o.JobID
JOIN _subscribers s on o.SubscriberID = s.SubscriberID
WHERE o.IsUnique = 1 AND o.EventDate > dateadd(day,-30,getdate()) AND j.emailid = MY_EMAIL_ID
%%[

VAR @email, @firstName, @lastName, @subscriberID

SET @email = AttributeValue("Email")

SET @firstName = AttributeValue("FirstName")

SET @lastName = AttributeValue("LastName")

SET @subscriberID = AttributeValue("SubscriberID")

InsertDE('SubscriberInfo', 'SubscriberID', @subscriberID, 'FirstName', @firstName, 'LastName',

@lastName, 'Email', @email)

]%%

Reply Mail Management: what is it?

When we talk about Reply Mail Management (or RMM) we mean the ways we handle responses to
emails sent through the Marketing Cloud. These responses are produced automatically once Reply Mail
Management is configured and include auto-responses and unsubscribe requests that we receive in
response to emails already sent. In addition, Marketing Cloud allows us the ability to automatically
forward emails when they need to be reviewed by a third party.

The Sender Authentication Package (SAP) helps your subscribers to identify your brand and increases
awareness about your brand.
 SAP provides a collection of features designed to help ensure that your email messages reach the
inboxes of the intended recipients.

1. Private Domain : This feature assigns a domain used to send email. The domain acts as a “From
address” for all your email sends to solidify your reputation and further your brand at the same time.
Marketing Cloud authenticates all email sends using the Sender Policy Framework (SPF), Sender ID, and
DomainKeys Identified Mail (DKIM) to prevent spoofing and phising.
1. SPF : Allows email senders to define IP addresses allowed to send email, and only email messages
originating from those addresses are trusted.
2. Sender ID : It works on the same principles as SPF, the difference is that they look at the domain in
different parts of the email and appear differently in the Domain Name System (DNS).
1. SPF looks at the domain listed in the MailFrom (MFrom) address. This address is not directly visible by
the recipient, but you can find it in the SMTP header (smtp.mailfrom).
2. SenderID looks at the domain listed in the “From” address.
3. An SPF record would start as v=spf1, while a Sender ID record would start out as spf2.0.
3. DKIM : Adds a digital signature to ensure that the message comes from a verified sender and contains
only the intended content. Nothing in the email gets altered or manipulated along the way.
Dynamic Sender profile
A Sender profile is required to send an email from the Salesforce Marketing Cloud. This contains "From"
and "Reply To" addresses.
We can personalize the "From" and "Reply to" address using Ampscript called Dynamic Sender Profile.

There are many ways to personalize the "from" and "reply to" address. We have described few scenarios
below. "From Name" and "From Address" should be specified in any of the below

 Sendable Data Extension.

 Ampscript variable assigned in the Email.
 In the Content Block.

Sendable Data Exension

Data extension contains respective details and utilize those variables in the sender profile in place of
"From Name" and "From Address".
Ampscript Function: Assume "fromName" and "fromAddress" fields are available in the sendable Data
Extension.

%%fromName%%
%%fromAddress%%
Use verified fallback address to make sure even without having the From Address details in sendableDE
will not affect the email send.

Ampscript variable assigned in the Email

Using lookup function pull the necessary details from the respective Data Extension and assign it to
Ampscript variable OR assign the "From Name" and "From Address" to the Ampscript variable. Use that
variable in place of "From Name" and "From Address" in Sender profile.
Ampscript Function: Assume we are assigning the From Name and From Address based on the locale
field present in the sendable Data Extension.

%%[
Set @locale = AttributeValue("Locale")
If not empty(@locale) then
Set @fromName = lookup("MasterDataExtension", "fromName", "Locale", @locale)
Set @fromAddress = lookup("MasterDataExtension", "fromAddress", "Locale", @locale)
Else
Set @fromName = "Brand Specific Name"
Set @fromAddress = "Brand Specific Address"
]%%

Use verified fallback address to make sure even without having the From Address details in sendableDE
will not affect the email send.

In the Content Block:

This is same as above, but here we will create two separate content blocks one for "From Name" and
another for "From Address".
Ampscript Function: Assume we are assigning the From Name and From Address based on the locale
field present in the sendable Data Extension.

From Name Content Block:

%%[
Set @locale = AttributeValue("Locale")
If not empty(@locale) then
Set @fromName = lookup("MasterDataExtension", "fromName", "Locale", @locale)
Else
Set @fromName = "Brand Specific Name"
]%%
%%=v(@fromName)=%%

From Address Content Block:

%%[
Set @locale = AttributeValue("Locale")
If not empty(@locale) then
Set @fromAddress = lookup("MasterDataExtension", "fromAddress", "Locale", @locale)
Else
Set @fromAddress = "Brand Specific Address"
]%%
%%=v(@fromAddress)=%%

In Sender profile use the below Ampscript code:

%%=treatascontent(ContentArea(contentAreaID))=%%
%%=treatascontent(ContentArea(contentAreaID))=%%

Use verified fallback address to make sure even without having the From Address details in sendable DE
will not affect the email send.
Note: Before using any email address, we have to verify the email domain or the email address else it
will pick up the fallback address.
Above examples show how to personalize From Name and From Address. You can apply the same logic
for Reply Name and Reply Address.