⚡ What’s New for Email Specialists in Winter ’26?
More exam focus on how Einstein-powered features improve opens and clicks, and when to recommend them in email strategy.
Greater emphasis on DMARC, SPF, DKIM alignment and IP warming concepts to maintain strong sender reputation.
Scenarios combining Email Studio with Journey Builder and Automation Studio to orchestrate lifecycle communications.
Salesforce Certified Marketing Cloud Email Specialist
Prove your ability to build, send, and optimize Marketing Cloud email campaigns that are personalized, compliant, and measurable.
📊 Exam at a Glance
Exam Objectives & Weighting
1. Subscriber Data Management
24%Covers subscriber models, data extensions vs. lists, import methods, and contact management. You must understand how to structure data for segmentation and personalization while maintaining data quality.
More scenarios around contact keys, subscriber keys, and how they affect tracking, deduplication, and cross-cloud identity.
2. Email Message Design & Creation
18%Focuses on building emails with the Content Builder, using templates, content blocks, and personalization. You should know email-friendly design patterns, mobile responsiveness, and accessibility considerations.
More emphasis on modular content, reusability, and best practices for layout across different devices and clients.
3. Marketing Automation
19%Covers the basics of Automation Studio and Journey Builder as they relate to email programs: welcome series, re-engagement, and recurring sends. Know when to use each tool, and how to avoid common pitfalls.
Expect questions that combine email sends + audience refresh + data updates across automation tools.
4. Email Sending & Delivery
19%Focuses on send configurations, sender profiles, delivery profiles, send throttling, IP warming, and deliverability best practices. You must understand how to maintain a healthy sending reputation.
More emphasis on explaining SPF, DKIM, DMARC at a conceptual level and how configuration affects inbox placement and trust.
5. Email Marketing Best Practices
13%Covers permission-based marketing, opt-in strategies, frequency, list hygiene, and content relevance. This is where you demonstrate that you can design programs that respect user preferences and legal requirements.
More questions about compliance (CAN-SPAM, GDPR-style consent), preference centers, and managing expectations with subscribers.
6. Analytics & Reporting
7%Focuses on interpreting standard email metrics like opens, clicks, bounces, unsubscribes, and device data. You should know where to find these metrics and how to act on them.
More scenario-based questions where you must recommend optimization steps based on performance results.
📝 Sample Exam Questions (Email Specialist)
💡 Check Your Email Marketing Smarts
Use these scenario-style questions to gauge your readiness for the Email Specialist exam.
Question 1: Subscriber Key Strategy
A customer wants to use Marketing Cloud Email Studio for multiple brands but maintain a single view of each person across all brands. Which approach should you recommend?
✓ Correct Answer: B) Shared subscriber key across brands
Explanation: A consistent subscriber key (for example, a CRM contact ID) lets you maintain a single identity with different brand-specific attributes and preferences.
Question 2: Permission-Based Marketing
A marketer is tempted to add a purchased list to Email Studio to quickly grow the audience for a new product launch. What should you recommend?
✓ Correct Answer: C) No purchased lists
Explanation: Permission-based marketing is a core best practice. Purchased lists typically violate consent, damage sender reputation, and go against Salesforce guidelines.
Question 3: A/B Testing
A marketer wants to find out whether a shorter subject line improves open rates. Which A/B test configuration is most appropriate?
✓ Correct Answer: B) Two subject lines
Explanation: A valid A/B test isolates a single variable. To measure impact of subject line length, everything else should remain identical.
Question 4: Deliverability & Authentication
A client reports more of their emails landing in spam after a recent domain change. Which area should the Email Specialist check first?
✓ Correct Answer: A) SPF/DKIM configuration
Explanation: When domains change, authentication (SPF, DKIM, DMARC) must be updated. Misconfiguration can cause mailbox providers to treat messages as suspicious or spam.
Question 5: Automation Studio vs. Journey Builder
A marketer needs to send a weekly newsletter to a dynamic audience based on data extension filters. The send is scheduled, but there is no need for an event-driven lifecycle journey. What tool is the best fit?
✓ Correct Answer: C) Automation Studio
Explanation: Automation Studio is ideal for recurring, schedule-based sends that rely on queries and data extensions, without complex, event-driven journey logic.
🎯 Recommended Study Plan (3–5 Weeks)
Review the official exam guide and complete Trailhead modules on Email Studio basics, subscriber data, and content creation.
Build emails, run test sends, configure sender profiles, and set up simple automations in a sandbox or training account. Experiment with A/B tests and send-time options.
Focus on deliverability, reporting, and best practices. Take practice questions and analyze why each correct answer is right – not just which letter to pick.
💡 Exam-Day Tips
Many questions test whether you apply industry-standard email marketing practices, not just where buttons are in the UI.
This is a specialist-level exam. The correct answer often uses native features in the simplest possible way.
Watch for qualifiers like “best”, “most efficient”, or “compliant”. These words point to the key difference between good and great answers.
Marketing Cloud Email Specialist – FAQ
Who should take the Marketing Cloud Email Specialist exam?
This certification is ideal for email marketers, marketing operations specialists, and Marketing Cloud users who design, build, and send email campaigns regularly.
How much experience do I need before sitting the exam?
Salesforce recommends at least 3–6 months of hands-on use of Email Studio and related Marketing Cloud tools, especially sending campaigns to real subscribers.
Is development knowledge required?
No. The exam focuses on user-level configuration and best practices. Knowing some AMPscript or personalization may help, but coding is not the primary focus.
How does this differ from the Marketing Cloud Engagement Developer exam?
Email Specialist is about marketing use-cases – building and sending campaigns, best practices, and optimization. The Engagement Developer exam goes deeper into scripting, APIs, and technical implementation.
Do I need to maintain this certification?
Yes. You must complete periodic maintenance modules on Trailhead to keep the certification active and aligned to the latest releases.