Maintain Your Marketing Cloud Email Specialist Certification for Spring ’25

Learning Objectives

After completing this unit, you’ll be able to:

Improve existing emails with Journey Builder High-Throughput Sending recommendations.
Create marketing content in multiple languages with Einstein generative AI.
Reuse template message names across your WhatsApp business accounts.
View the history dashboard in Automation Studio.

Maintain Your Certification

If you hold the Marketing Cloud Email Specialist certification, keep in mind that you need to complete this module by the due date to maintain your certification.

Interested in learning more about getting certified? Check out the Marketing Cloud Email Specialist certification.

While anyone can earn this badge, this module is designed for those who hold the Marketing Cloud Email Specialist certification.

Protect the Integrity of Your Certification

The quality of our certification exams and the value that they provide are our highest priority. Protecting the security and confidentiality of our exams is essential to providing our customers with certifications that are respected and industry-leading.

As a participant of the Salesforce Certification Program, you’re required to accept the terms of the Salesforce Certification Program Agreement. Please review the Salesforce certification exam-taking policies in the Salesforce Certification Program Agreement and Code of Conduct Trailhead Help article for more details.

Salesforce introduced many feature enhancements to Marketing Cloud Engagement over the past year. Let’s look at some of the more important ones for Marketing Cloud Email Specialists.

Improve Existing Emails with Journey Builder High-Throughput Sending Recommendations

Marketers who need to send large volumes of emails efficiently and effectively can use High-Throughput Sending (HTS), introduced in 2024 for Journey Builder. As a general baseline, you can process up to two million email sends per hour per tenant in Journey Builder. Marketers can achieve even higher throughput—by two times or more—using the HTS for Email option in Journey Builder settings.

Since journeys share processing resources, journeys that run concurrently can impact performance. Journeys are more likely to run faster and more efficiently when all your journeys with email activities use HTS. In addition to higher throughput and lower latency, the HTS sending framework offers better support for concurrent processing. By enabling HTS for Email, Journey Builder will proactively recommend configurations during journey validation that take into account high volumes of email.

Important considerations for using this feature include:

Once HTS is enabled for a journey, it can’t be disabled.
Send Summary by Day reports don’t track emails sent with HTS, but the metrics are available in Journey Builder Analytics and Marketing Cloud Intelligence (MCI).
HTS email errors won’t be listed in Journey History. Check the View Details section of the specific email activity to troubleshoot a specific journey.
You cannot use HTS if field-level encryption is enabled.
Message priority is not recognized when HTS is enabled.
HTS will not recognize the configuration for triggered send subscriber error thresholds.

If you don’t see the HTS setting in your account, contact your account representative. This change applies to Marketing Cloud Engagement in Corporate and Enterprise editions and to customers with the Journey Builder add-on.

Create Marketing Content in Multiple Languages with Einstein Generative AI

Use Einstein generative AI to produce subject lines and body copy in French, German, Italian, Japanese, Portuguese, and Spanish.

Quickly create localized content so that your messages resonate with a broader audience. Previously, Einstein AI generated content in English. Now, language is automatically configured if your Culture Code user preference matches one of these languages. This change applies to all Marketing Cloud Engagement editions.

Creating Content in Einstein Copy Insights Using Einstein Generative AI

Einstein generative AI takes the brand identity created by your Salesforce admin in Einstein Copy Insights Setup and the personality you choose into account, so content is written in a style and tone to match your brand and the situation. For example, if you want to promote a new line of summer clothing for children, you can choose a playful personality. Or if your target audience is avid hikers, you can choose an adventurous personality. If you don’t see a personality option that fits your needs, ask your Salesforce admin to add it in Einstein Copy Insights Setup.

Use Einstein to generate subject lines and body copy in messages and test the likelihood of subject line success. Ideate and iterate with colleagues to find the perfect message content in your preferred languages.

Reuse Template Message Names Across Your WhatsApp Business Accounts

Simplify your template management process and ensure consistent messages across accounts. You can now reuse a template without having to create unique template names for each account. Use the same template name for multiple WhatsApp Business accounts (WABAs) under the same Marketing Cloud Engagement business unit. When created, new templates include the WhatsApp Business account (WABA) ID in the file name. File names for existing templates remain unchanged. This change applies to Marketing Cloud Engagement Corporate and Enterprise editions with WhatsApp Business Messaging.

WhatsApp Messaging in Marketing Cloud Engagement

Both Meta and Sinch are official Salesforce Marketing Cloud Engagement partners. WhatsApp for Business is a direct cloud API integration between Salesforce Marketing Cloud Engagement and Meta. Sinch is an official WhatsApp partner, and their Chat Messaging Setup app is integrated into Marketing Cloud Engagement AppExchange. If you’re new to WhatsApp Messaging in Marketing Cloud Engagement, you can find more details in Get Started with WhatsApp Messaging in Marketing Cloud Engagement.

When creating WhatsApp template messages in Marketing Cloud Engagement, you must wait for WhatsApp's approval before sending them. While waiting for approval, you can send session messages.

For Meta, you can create templates for text, image, and button message types.
For Sinch, you can start creating templates after your channel is approved.

Personalize Your WhatsApp Template Messages in Marketing Cloud Engagement

Once your WhatsApp template message is approved, you can personalize it using Content Builder in Marketing Cloud Engagement.

In Content Builder, click Create.
In the dropdown, select Chat Messaging, and then select WhatsApp Template Message.
To see your approved templates, click Browse. (Templates created after July 12, 2024, include the WABA ID in the file name.)

A list of WhatsApp templates in Content Builder.

Click the template you want to use, and click Select.
Select the language you want to use, and click Next.
Select the variables to use in your message.

After approval, you can only add variables to the templates. You can’t edit the rest of the message.

Complete the header using personalization tags or AMPscript.
Complete the message body using personalization tags or AMPscript.
Personalization tags or variables can't be more than 60 characters for headers and 1,024 characters for messages. Meta rejects messages that exceed these limits.
Add button text up to 20 characters.

Save your changes.

Your updated template messages can be sent from Journey Builder.

New Automation History Dashboard

View your automations over time and improve overall automation health using the new automation history dashboard. Get information about automation status, low success rates, and high skip or error counts. You can also identify automations that overlap and could negatively impact run times. The dashboard is updated daily and loads the latest data each time you access it. Using this comprehensive dashboard, you can proactively address issues and improve your automation processes for better performance and efficiency.

In Automation Studio, click the History tab. Apply filters to focus your search by automation, name, or status. The dashboard shows only completed automation runs. It doesn’t include automations that are in running status or scheduled status.

History dashboard in Automation Studio displaying Automation Success Rate, Activity Success Rate, Automation Success Rate Over Time, and Automation History.

Sum It Up

You’ve learned about some of the most important Marketing Cloud feature releases from the past year, including HTS for Email, localization language options when using Einstein generative AI, message templates for WhatsApp business accounts, and a new automation history dashboard. Now it’s time to test your understanding of these topics and complete the quiz to maintain your Marketing Cloud Email Specialist certification.

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