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Dotdigital Certification study materials
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Dotdigital Certification practice questions

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Question 1Marketing automation

In Dotdigital, which programme type sends a defined sequence of messages to a contact after they are enrolled, regardless of calendar date?

  1. A recurring scheduled campaign
  2. An RSS-to-email campaign
  3. A standard one-off campaign
  4. A triggered campaign series Correct answer.

Explanation

Programmes in Dotdigital are automated multi-step journeys: once a contact is enrolled, each subsequent step is sent based on timing and conditions defined in the programme builder rather than a fixed calendar send. One-off and scheduled campaigns are single sends, and RSS-to-email builds one campaign from feed content.

Question 2Marketing automation

A marketer wants new subscribers to receive a welcome email within minutes of confirming signup. Which enrolment method best achieves this in a Dotdigital programme?

  1. A manual batch enrolment run each morning
  2. An enrolment based on a static segment snapshot
  3. A triggered enrolment from a signup or confirmation event Correct answer.
  4. A date-based enrolment on the contact's signup date

Explanation

Triggered enrolment starts a contact in a programme when a defined event occurs, so the first step can fire almost immediately after confirmation. Date-based and manual enrolments depend on a scheduled evaluation or human action, which introduces delay.

Question 3Marketing automation

What is the primary purpose of a decision node inside a Dotdigital programme?

  1. To convert the programme into a one-off campaign
  2. To pause all sending until an administrator approves the programme
  3. To permanently remove unengaged contacts from the address book
  4. To branch contacts down different paths based on a condition or rule Correct answer.

Explanation

A decision node evaluates conditions such as contact data, engagement, or segment membership and routes each contact down the matching branch. This is what makes programmes conditional rather than a fixed linear sequence.

Question 4Marketing automation

A contact is enrolled in a programme and reaches a delay step set to three days. What happens next?

  1. The programme sends three copies of the next message
  2. The contact waits three days before the following step becomes eligible to send Correct answer.
  3. The contact is removed and re-enrolled after three days
  4. The contact is skipped to the end of the programme

Explanation

A delay step holds each contact for the configured period before the next step is evaluated. Timing is per contact based on when they reached that step, not a fixed calendar date.

Question 5Marketing automation

Which configuration most directly prevents a contact from receiving the same programme twice?

  1. Enabling the programme's re-enrolment restriction so a contact can only run once Correct answer.
  2. Setting every email in the programme to a different subject line
  3. Using a dynamic segment for the programme audience
  4. Adding more delay steps between messages

Explanation

Programme settings control whether a contact may be enrolled more than once; restricting re-enrolment ensures each contact completes the journey a single time. Subject lines, delays, and segment type do not govern duplicate enrolment.

Question 6Marketing automation

A marketer wants an automated email to go only to contacts who have not opened any message in the last 90 days. Which approach fits Dotdigital automation best?

  1. Create a programme step with a condition on recent engagement and branch non-openers to a re-engagement message Correct answer.
  2. Send a campaign to the whole list and rely on recipients to self-exclude
  3. Remove all contacts from the address book and re-import them
  4. Disable click tracking for the campaign

Explanation

Engagement data such as last open date can drive a condition or decision node, letting the programme route low-engagement contacts to a dedicated re-engagement path. This keeps the automation targeted without manual list surgery.

Question 7Marketing automation

In a Dotdigital programme, what does an 'end' step accomplish?

  1. It resets the contact's engagement score to zero
  2. It converts the programme into a recurring campaign
  3. It archives the entire address book
  4. It marks the journey complete so the contact exits the programme flow Correct answer.

Explanation

An end step terminates the path for that contact, so no further steps are evaluated. Different branches may have their own end steps to close out each journey variant.

Question 8Marketing automation

A marketer sets up a programme that should only run for contacts in the 'VIP' segment at the moment they qualify. Which enrolment design is most appropriate?

  1. Enrol contacts manually at the end of each quarter
  2. Use segment-based triggered enrolment so contacts enter when they join the segment Correct answer.
  3. Enrol contacts based on their birthday field
  4. Enrol everyone and suppress VIPs inside each email

Explanation

Triggering enrolment on segment membership means contacts enter the programme exactly when they satisfy the VIP rule. This keeps timing aligned with the qualification event rather than an arbitrary schedule.

Question 9Marketing automation

What is the effect of a 'send email' step placed after a condition branch in a programme?

  1. It duplicates the programme for a second audience
  2. It blocks all later steps from ever running
  3. It sends the email to every contact in the address book
  4. It sends the configured email only to contacts routed down that branch Correct answer.

Explanation

Steps after a branch apply only to contacts who travelled that path, so the email reaches the targeted subset. Other branches run their own independent sequences.

Question 10Marketing automation

A contact reaches a condition node checking whether a custom field 'plan_type' equals 'premium'. The field is empty. How should the marketer expect the programme to behave?

  1. The contact receives every branch's emails
  2. The contact follows the branch designated for contacts who do not meet the condition Correct answer.
  3. The programme pauses for all contacts until the field is populated
  4. The contact is automatically deleted from the address book

Explanation

Condition nodes evaluate true or false; when the field is empty the condition is not met, so the contact takes the fallback or 'no' path. Marketers should design that path deliberately to handle missing data.

Question 11Marketing automation

Which metric best indicates whether an automated programme's first email is reaching engaged recipients?

  1. The number of custom fields created
  2. The number of steps configured in the programme
  3. The total number of address books in the account
  4. The open rate of the first programme email compared with campaign benchmarks Correct answer.

Explanation

Open rate on the programme email, benchmarked against comparable campaigns, shows whether the message resonates with the enrolled audience. Programme structure and account configuration do not measure recipient response.

Question 12Marketing automation

A marketer needs contacts who abandon a cart to receive a reminder two hours later and a second reminder after 24 more hours. Which programme design fits?

  1. A triggered programme with a two-hour delay, a reminder email, a 24-hour delay, then a second reminder Correct answer.
  2. A recurring campaign sent every hour
  3. An RSS-to-email campaign
  4. A single campaign scheduled for the next day

Explanation

Triggered enrolment plus relative delay steps produces per-contact timing: each contact waits two hours, gets the first reminder, waits another 24 hours, then gets the second. This matches abandonment timing rather than a fixed calendar.

Question 13Marketing automation

What does the programme 'goal' or conversion tracking typically measure in Dotdigital automation?

  1. The account's monthly send allowance
  2. The number of contacts who reach a defined success action, such as a purchase or form submission Correct answer.
  3. The number of users with login access
  4. The number of emails configured in the programme

Explanation

Goal tracking records contacts who complete a defined success action after entering the programme, giving a conversion view of automation performance. It is about outcomes, not configuration counts.

Question 14Marketing automation

A programme sends a follow-up only if the previous email was not opened. Which mechanism achieves this?

  1. An end step placed before the first email
  2. A delay step alone
  3. A condition node checking the open status of the prior send Correct answer.
  4. A second address book

Explanation

Open status can be evaluated in a condition node, allowing the programme to branch non-openers to a follow-up while openers exit or take another path. A delay alone cannot test engagement.

Question 15Marketing automation

Which statement about testing a Dotdigital programme before launch is accurate?

  1. Only Dotdigital support can test a programme
  2. Programmes cannot be tested and must be launched live
  3. A test contact can be enrolled to walk through the flow and verify steps and content Correct answer.
  4. Testing requires deleting the programme and rebuilding it

Explanation

Enrolling a known test contact lets the marketer observe the flow, confirm conditions and delays, and check email content before real contacts enter. This reduces the risk of misrouted or misworded sends.

Question 16Marketing automation

A marketer wants contacts to exit a nurture programme as soon as they make a purchase. Which design achieves this cleanly?

  1. Increase the delay between every step
  2. Send the full sequence regardless of purchase
  3. Rely on contacts to unsubscribe after buying
  4. Add a condition after each email that ends the path for purchasers Correct answer.

Explanation

Checking purchase status at each stage lets the programme stop messaging buyers promptly, avoiding irrelevant follow-ups. This is a common suppression-by-condition pattern in automation.

Question 17Marketing automation

What is the role of the programme start or entry step?

  1. It permanently locks the programme from editing
  2. It sets the sender domain for all account emails
  3. It defines how and when contacts enter the programme flow Correct answer.
  4. It deletes contacts who fail the first condition

Explanation

The entry step establishes the enrolment trigger, such as an event, segment membership, or date, and is where the journey begins for each contact. Everything downstream depends on this entry definition.

Question 18Marketing automation

A marketer notices contacts stuck at a delay step far longer than configured. Which cause is most plausible?

  1. The email subject line is too long
  2. The programme has been paused or the account sending is restricted Correct answer.
  3. The programme contains more than one email
  4. The address book has too many custom fields

Explanation

If a programme is paused or sending is restricted, contacts can wait at a step well beyond the configured delay because progression or sending is blocked. Checking programme status and account sending settings is the first diagnostic.

Question 19Marketing automation

Which combination best describes a well-built re-engagement programme?

  1. A single email sent to the entire database
  2. A condition on inactivity, a sequence of escalating reminders, and an end step that stops messaging persistent non-responders Correct answer.
  3. A programme with no conditions and no end step
  4. An hourly campaign to all contacts

Explanation

Effective re-engagement targets inactive contacts, escalates outreach, and stops after a defined point to protect deliverability. Conditions and an end step keep the programme disciplined and bounded.

Question 20Marketing automation

In Dotdigital automation, what does enrolling a contact via an API or integration event enable?

  1. Real-time programme entry driven by external system activity Correct answer.
  2. Removal of the need for any conditions
  3. Automatic translation of email content
  4. Guaranteed higher open rates for every email

Explanation

Event-driven enrolment lets external systems, such as an ecommerce platform, start a contact in a programme the moment a relevant action occurs. It improves timing but does not change content performance or logic requirements.

Question 21Marketing automation

A marketer wants a programme email to greet each contact by first name and reference their most recent purchase category. Which Dotdigital capability supports this?

  1. Manually editing each recipient's email before sending
  2. Personalisation using contact data fields and dynamic content blocks Correct answer.
  3. Sending a generic email with no merge fields
  4. Disabling tracking to improve personalisation

Explanation

Merge fields pull contact data such as first name, while dynamic content can vary blocks based on stored attributes like purchase category. Together they personalise automated emails at scale.

Question 22Marketing automation

What happens to a contact already partway through a programme if the marketer edits a downstream email's content?

  1. Previously sent emails are recalled from inboxes
  2. The programme is automatically duplicated
  3. Contacts who have not yet reached that step receive the updated content when they arrive Correct answer.
  4. All contacts are removed and must re-enter the programme

Explanation

Edits apply to the step going forward, so contacts who reach it after the change receive the new version. Messages already delivered cannot be recalled from recipients' inboxes.

Question 23Marketing automation

Which scenario best illustrates a use for a date-based enrolment in a programme?

  1. Sending a welcome email the moment a form is submitted
  2. Sending a renewal reminder a set number of days before a contact's contract end date Correct answer.
  3. Sending a re-engagement email after 90 days of inactivity
  4. Sending a cart reminder two hours after abandonment

Explanation

Date-based enrolment is suited to journeys anchored to a stored date, such as a contract end, where the programme calculates timing relative to that date. Event and inactivity triggers better fit the other scenarios.

Question 24Marketing automation

A marketer wants to compare two versions of a programme's first email to see which drives more clicks. Which approach is most appropriate?

  1. Change the programme's name and relaunch
  2. Send the same email twice to the same contacts
  3. Run an A/B split on the first email and compare click performance Correct answer.
  4. Remove tracking from one version

Explanation

An A/B split tests variants against each other on a defined metric such as clicks, giving evidence for which version performs better. Sending duplicates or removing tracking undermines a valid comparison.

Question 25Marketing automation

A programme's conversion rate is high but unsubscribe rate is also unusually high. What is the most reasonable diagnosis?

  1. The messaging frequency or relevance is too aggressive for the audience Correct answer.
  2. The programme has too few custom fields
  3. The address book is too small
  4. The emails lack an end step

Explanation

Strong conversions alongside high unsubscribes suggest the content converts but the cadence or targeting is overwhelming recipients. Reviewing frequency, delay length, and audience fit is the appropriate response.

Question 26Marketing automation

In Dotdigital, which enrolment trigger starts a programme for a contact when they are added to a specific address book?

  1. Scheduled date trigger
  2. Link click trigger
  3. Address book sign-up trigger Correct answer.
  4. API event trigger

Explanation

An address book sign-up trigger enrols contacts at the moment they join the chosen address book, so the programme begins for exactly that population. The other triggers depend on a calendar schedule, a tracked link click, or an external API call rather than address book membership.

Question 27Marketing automation

A marketer wants to pause a live programme so no contacts move forward while a pricing error is fixed. What is the correct operational step?

  1. Switch the programme to paused status and resume after the fix Correct answer.
  2. Delete the programme and rebuild it once pricing is corrected
  3. Change the programme's goal to a metric that cannot be met
  4. Remove all contacts from the address book used as the entry source

Explanation

Pausing a programme halts progression for enrolled contacts while preserving their position, so it can be resumed after the fix. Deleting or altering entry sources destroys the build and enrolled state rather than temporarily stopping movement.

Question 28Marketing automation

Which Dotdigital feature lets a marketer store a per-contact value such as loyalty tier and then use it in a programme condition?

  1. A sender profile
  2. A custom contact field Correct answer.
  3. A reply-to address
  4. A tracked link

Explanation

Custom contact fields hold per-contact data that can be referenced in conditions, decision splits, and personalisation. Tracked links, sender profiles, and reply-to addresses are delivery or tracking settings, not data stores.

Question 29Marketing automation

A marketer wants a programme email to include a discount code that differs for each contact. Which approach is appropriate in Dotdigital?

  1. Attach a CSV of codes to the campaign send
  2. Ask recipients to reply to receive their code
  3. Hard-code one shared code in the email template
  4. Store the code in a custom field and insert it via a personalisation placeholder Correct answer.

Explanation

Per-contact values should live in a contact data field and be merged into the email with a personalisation placeholder, so each recipient sees their own value at send time. A single hard-coded code or a manual reply process cannot deliver unique values automatically.

Question 30Marketing automation

A programme uses a condition that checks whether a contact's 'last_order_date' field is within the past 30 days. What happens to a contact whose field is empty?

  1. The programme stalls at the condition until the field is populated
  2. The condition evaluates as false and the contact follows the no branch Correct answer.
  3. The condition evaluates as true and the contact follows the yes branch
  4. The contact is automatically removed from the programme

Explanation

An empty or missing value cannot satisfy a comparison such as 'within the past 30 days', so the condition resolves to false and the contact takes the no branch. The programme does not stall, and empty data does not trigger automatic removal.

Question 31Marketing automation

A marketer wants contacts who click a specific link in a programme email to receive a follow-up one day later, while non-clickers receive a different message. Which design achieves this?

  1. A delay of one day placed before the initial email
  2. Two separate programmes with no shared entry source
  3. A single email with both messages combined in the body
  4. A condition on link click status followed by a delay and the two branch emails Correct answer.

Explanation

A link click condition splits the audience by behaviour, and a delay inside each branch controls when the follow-up is sent. Combining messages or delaying before the first email does not route contacts by click behaviour.

Question 32Marketing automation

A marketer needs a programme to send a birthday message on each contact's birthday regardless of when they enrolled. Which enrolment approach fits best?

  1. Enrol contacts when they open any campaign
  2. Enrol contacts on a recurring annual date field Correct answer.
  3. Enrol contacts when they click any tracked link
  4. Enrol contacts when they join the address book

Explanation

Date-based enrolment keyed to a date field lets each contact enter on their own birthday and can recur annually. Address book, click, and open triggers fire on unrelated events and would not align with birthdays.

Question 33Marketing automation

What is the main purpose of a delay step placed between two emails in a Dotdigital programme?

  1. To control the elapsed time before the next step runs for a contact Correct answer.
  2. To suppress contacts who have unsubscribed
  3. To retry failed sends automatically
  4. To merge duplicate contacts in the address book

Explanation

A delay step pauses each contact's progression for a configured period, spacing out subsequent sends. It does not handle send retries, unsubscribe suppression, or data deduplication.

Question 34Marketing automation

A marketer wants to know how many contacts who entered a programme completed its intended action within the reporting window. Which programme metric answers this?

  1. Bounce rate
  2. Total emails sent
  3. List growth rate
  4. Goal conversion rate Correct answer.

Explanation

Goal conversion rate reports the share of enrolled contacts who completed the programme's defined goal within the window. Sent volume, bounces, and list growth describe delivery or audience size rather than goal completion.

Question 35Marketing automation

A marketer wants to suppress contacts who have unsubscribed from all mail from receiving any programme email. Which mechanism should be relied on?

  1. A custom field recording the contact's preferred channel
  2. The account-level unsubscribe and suppression status applied at send time Correct answer.
  3. A condition checking whether the contact's email address is valid
  4. A delay step placed before every email

Explanation

Unsubscribed and suppressed contacts are excluded at send time by the platform's consent and suppression handling, so programme emails are not delivered to them. Validity checks, delays, and preference fields do not enforce unsubscribe status.

Question 36Marketing automation

A programme's entry step is set to an address book, and a contact is later removed from that address book. What is the typical effect on their progress through the programme?

  1. They are moved to the programme's goal step
  2. They continue through the programme because enrolment already occurred Correct answer.
  3. They are immediately restarted at the entry step
  4. They are duplicated in every branch of the programme

Explanation

Enrolment happens when the trigger fires; removing a contact from the entry address book afterwards does not retroactively unenrol them, so they continue. Removal does not restart, duplicate, or jump contacts to the goal.

Question 37Marketing automation

A marketer wants the same programme to send different content to wholesale and retail contacts using one shared structure. Which design is most maintainable?

  1. Change the entry address book for each audience segment
  2. Send one email with both versions of the content combined
  3. Build two entirely separate programmes with duplicated logic
  4. Use a condition on a customer type field to route contacts to branch-specific emails Correct answer.

Explanation

A condition on a contact field routes each audience to the appropriate branch while keeping one programme structure, which is easier to maintain than duplicated builds. Combined content or separate entry books either sends irrelevant material or fragments the logic.

Question 38Marketing automation

A marketer wants to test whether a programme's second email performs better with a shorter subject line. Which approach is most appropriate?

  1. Send the shorter subject only to contacts who already opened the first email
  2. Remove the second email and measure the first email's opens
  3. Run an A/B split on the email step and compare engagement by variant Correct answer.
  4. Change the subject line for all contacts and compare before-and-after totals

Explanation

An A/B split on the email step randomly assigns contacts to variants so engagement can be compared on a like-for-like basis. Before-and-after totals and selective audiences introduce confounding factors that obscure the subject line's effect.

Question 39Marketing automation

A programme shows many contacts waiting at a delay step much longer than its configured duration. Which cause is most likely?

  1. The address book contains duplicate contacts
  2. The programme is paused or the contacts' scheduled resume time has not yet been reached Correct answer.
  3. The delay duration was set in hours rather than days
  4. The email template contains a broken personalisation placeholder

Explanation

Contacts remain at a delay until their scheduled resume time, so a paused programme or a future resume timestamp explains extended waits. Unit confusion would shorten or lengthen the configured delay predictably, and template or duplicate issues do not hold contacts at a delay.

Question 40Marketing automation

A marketer wants contacts who have never purchased to enter a nurture programme, but contacts who purchase during the programme should stop receiving nurture emails. Which combination achieves this cleanly?

  1. Enrol all contacts and remove buyers from the address book after each send
  2. Enrol non-purchasers and send all nurture emails in a single batch
  3. Enrol non-purchasers via a segment and add a purchase condition that routes buyers to an end step Correct answer.
  4. Enrol all contacts and rely on recipients to unsubscribe manually

Explanation

Segment-based enrolment restricts entry to non-purchasers, and a purchase condition inside the programme routes buyers to an end step so they stop receiving nurture content. Relying on manual unsubscribes or post-send list edits does not stop delivery promptly or cleanly.

Question 41Personalization

In Dotdigital, a personalization token such as FIRSTNAME is inserted into a campaign so that each recipient sees their own data. What is the correct general syntax for placing a personalization token directly in email content?

  1. %%FIRSTNAME%%
  2. [%FIRSTNAME%] Correct answer.
  3. {{FIRSTNAME}}
  4. @FIRSTNAME@

Explanation

Dotdigital uses the [% ... %] delimiters for personalization tokens in email content, for example [%FIRSTNAME%]. The delimiters tell the editor to resolve the token against the contact's data at send time rather than display it as literal text. Other brace and percent styles belong to different platforms or template languages.

Question 42Personalization

A marketer wants every recipient to see a fallback value when a contact's FIRSTNAME field is empty. Which approach does Dotdigital recommend for handling this?

  1. Duplicate the campaign with a separate segment for empty names
  2. Rely on the send to fail and fix the data afterwards
  3. Use a default value inside the token, such as [%FIRSTNAME|'there'%] Correct answer.
  4. Remove the token from the template entirely

Explanation

Dotdigital personalization tokens accept a default value after a pipe, so [%FIRSTNAME|'there'%] outputs 'there' when the field is blank. This keeps one template working for the whole audience without segment duplication. Relying on failures or removing the token defeats the personalization goal.

Question 43Personalization

Which statement best describes how Dotdigital dynamic content blocks behave when a recipient does not match any configured rule?

  1. The block is always hidden and nothing is shown
  2. The recipient is removed from the send
  3. The block shows the content marked as the default variant Correct answer.
  4. The entire email fails validation

Explanation

Dynamic content in Dotdigital uses variants with one designated default, which is shown when no rule matches the contact. This guarantees a defined rendering for every recipient. Non-matching contacts are still sent the email, just with default content.

Question 44Personalization

A retailer wants male and female subscribers to see different hero images in the same campaign. Which Dotdigital capability is designed for this?

  1. Setting a token default to the image URL
  2. Using the subject line to indicate the audience
  3. Dynamic content with rules based on a gender data field Correct answer.
  4. A separate campaign per gender with manual list splitting

Explanation

Dynamic content rules evaluate contact data such as a gender field and serve the matching variant at send time. This lets one campaign serve multiple audience variants. Separate campaigns, subject-line hints, or token defaults do not switch block content by segment.

Question 45Personalization

What does a Dotdigital product recommendation block typically use to decide which products to show a contact?

  1. Only the contact's country field
  2. The subject line of the campaign
  3. The send time of the campaign
  4. The contact's browsing and purchase behaviour captured by the tracking script Correct answer.

Explanation

Recommendation blocks draw on behavioural data such as viewed and purchased products collected via the site tracking script. That data drives which products are surfaced per contact. Static fields, subject lines, and send times do not drive product recommendations.

Question 46Personalization

A campaign uses the token [%LASTPURCHASEPRODUCT%]. For which contact will this token most reliably render a meaningful value?

  1. A contact who unsubscribed and resubscribed
  2. A brand-new subscriber who has never ordered
  3. A contact who only opened a previous email
  4. A contact whose purchase history is synced to their profile Correct answer.

Explanation

Tokens resolve against data stored on the contact record, so purchase-derived tokens need synced purchase history to return a value. New or behaviour-light contacts will not have that data. Opens and resubscription do not populate purchase fields.

Question 47Personalization

Which Dotdigital feature lets you preview how a personalized email will render for a specific contact before sending?

  1. The ROI dashboard
  2. The send summary report
  3. The bounce log
  4. The test send and preview using a selected contact Correct answer.

Explanation

Dotdigital lets you preview and test-send a campaign against a chosen contact so tokens and dynamic content resolve as they would for that person. Reports and logs are post-send artefacts. This preview step is the standard way to verify personalization before launch.

Question 48Personalization

How does Dotdigital typically personalize the subject line of a campaign?

  1. Subject lines pull data only from the account name
  2. Only the preheader supports tokens
  3. Personalization tokens can be inserted into the subject line Correct answer.
  4. Subject lines cannot contain personalization

Explanation

Dotdigital supports personalization tokens in the subject line as well as the body, so recipients can see their name or other data in the inbox. The preheader is not the only token-capable field, and the account name is unrelated.

Question 49Personalization

A marketer configures a dynamic content rule using a date field to show birthday content. What must be true for the rule to match on the contact's birthday?

  1. The birthday field must be a text field
  2. The send must occur on the date the rule evaluates as the birthday Correct answer.
  3. The campaign must be a triggered campaign
  4. The contact must open the email on their birthday

Explanation

Date-based dynamic content rules evaluate the contact's date field against the send date, so the email must go out on the matching day. Opens after the send do not change which variant was rendered. The field type and campaign type are secondary to the date match.

Question 50Personalization

Which data field type should a FIRSTNAME token rely on to render correctly for each contact?

  1. A consent field
  2. A text field on the contact record Correct answer.
  3. An image field
  4. A numeric score field

Explanation

Name tokens resolve from text fields stored on the contact record. Image, score, and consent fields hold different data types and would not output a name. Ensuring the field is a text type is a prerequisite for correct rendering.