Over the past few years, personalization has become very critical for a brand’s digital strategy. No brand could ever succeed if it fails to meet the expectations of customers. Considering this, Salesforce has brought some new Marketing Cloud features that would give your brand the power of personalization.
According to the report of State of the Connected Customer, 73% of customers these days look for companies that could understand their unique expectations and needs.
As the competition becomes more intense, marketers have to keep working with strategies that could connect with customers. The good news here is that marketers these days have more data and better technology that could be used to create better experiences.
To make your marketing effort more productive, Salesforce has come up with new features in the latest Marketing Cloud release that will help you personalize your marketing strategy.
Let’s have a look at these features.
There are chances that we don’t know if our customers are feeling fatigued due to so many emails and messages. That’s where the new ‘What-if’ analyzer for Einstein Engagement Frequency will help to predict the engagement for your next email.
The feature will help you to:
With the new release, you can now use richer customer information and use their preferred channels to reach customers with the help of Marketing Cloud’s Customer Data Platform (CDP) updates.
You achieve better personalization with the CDP updates by:
Customers these days are using enterprise database software to maintain data. This is because marketing data is relatively siloed and complicated, so teams have to make it more accessible throughout the company.
That’s where Database Exports can help as it can:
You can combine the personalization of the Marketing Cloud with the outbound communication engine of Journey Builder with Triggered Campaign Messages.
This feature can help you reengage customers on their preferred channel. You can use the feature to:
Leveraging these new Marketing Cloud features can change the game for marketers, helping to create more personalized campaigns that could bring in better results.
Make sure you hire a trusted Marketing Cloud developer who can explain all these features and other updates well and implement the same to level up your marketing game.
Today’s customers are all-digital. And to reach them out, you need to work on something that is personalized for them. The good news is you can drive personalization with Marketing Cloud; you just need to know the way it’s done.
According to the State of the Connected Customer Report, 66% of consumers expect brands to understand what their unique requirements are. The artificial intelligence capabilities in Marketing Cloud make it all possible.
Now the question is how exactly you would use Marketing Cloud to drive personalization. Well, we’ve listed here some of the features that will help you drive personalization with Marketing Cloud.
Marketing Cloud comprises many AI capabilities that will help you build smarter messaging journeys to drive more and more engagement with the right channel and at the right time.
You can use the Customer Data Platform (CDP) to capture, segment, and unify your marketing data. This will help you access a single source of truth, thus helping you to personalize data for customers at every touchpoint.
Marketing Cloud allows you to use Interaction Studio to create audience segments according to the unique customer actions and interests. These segments can be activated in Journey Builder, allowing you to access one-to-one content depending on the audience.
It even allows you to access engagement scoring and affinity modeling features that will help you to make sense of all data you’ve collected for each customer.
Using this enhancement, you can optimize your media budget allocation by using analytics for advanced planning. You can use AI for forecasting performance and to make data-driven decisions to set campaigns that could bring the best results.
If you are a Pardot user, you can access a more user-friendly and streamlined email experience. These are some of the most exciting features:
It’s clear that Marketing Cloud holds a lot of features that take care of personalizing your marketing campaigns, ensuring you get the most attention from your target audience. From email to social media marketing, there’s always something you can benefit from.
And if you want to know more about what Marketing Cloud has got for you, feel free to get in touch with our certified Salesforce professionals.
No email marketing would ever work if the mentality is “set it and forget it.” When it comes to email, it is important to figure out what’s working and what needs improvement. You should be active enough to analyze your email campaigns. And the key to it is different KPIs for email marketers that can help improve campaigns.
The right KPI for your company is dependent on the nature of your business. There can be different terms and understanding of the word success for each company
We’ve filtered some baseline KPIs that almost every email marketer should be using to enhance the ability of their email marketing campaign by making adjustments to boost success.
The delivery rate mentions the percentage of emails delivered.
It is important to make sure that your intended audience received your email. This is where everything starts when are reviewing your campaigns. If your emails aren’t successfully delivered to inboxes or are going to spam, your offers and content are not being received, regardless of how compelling they might be.
The click-through rate denotes the percentage of clicks once an email has been opened.
It involves the percentage of email recipients who not just opened your email but also clicked on at least one of the links that you’ve mentioned in your email. This KPI is used by marketers to measure the strength of the email’s content or offers.
Event lag denotes the average time between the click and sending time.
So we will know if someone has clicked and on what exactly they’ve clicked. But you also need to measure how long did it take for them to get there. That’s where event lag will help you to measure the effectiveness of your subject lines and the content of the email.
The bounce rate denotes the percentage of messages rejected by the email client.
No wonder delivery rate is an important KPI for email marketing, it doesn’t tell the whole story. If your email isn’t reaching your customers’ inboxes, you need to use bounce rate by bounce type to understand why is that so.
The unsubscribe rate denotes the percentage of unsubscribes per delivery. On the other hand, the complaint rate denotes the percentage of complaints per delivery.
When a subscriber flags the email as spam, it leads to lodging a complaint. Many marketers take unsubscribes as demoralizing but they can learn a lot from it.
But if you are facing high unsubscribes and complaints about a specific email, or over a specific time period, you need to track your unsubscribers, take the notice of what’s wrong with your email tactics, and fix it.
Web traffic and conversions can be considered to be the bread and butter of email marketing. Almost every email campaign is to lead customers to some kind of conversion. Yet marketers make the mistake of leaving it untracked.
That’s where you can add UTM parameters to email links to easily harmonize emails with web pages in your web analytics tool. It will help you track the percentage of recipients who completed the email’s intended purpose, such as converting online to visit or make a purchase,
Emails are usually never ad-hoc. They’re part of a larger customer journey. There can be times when a single email will be used in multiple journeys, at different stages, or for different audiences. So, this makes it important to always be aware of your campaign performance.
No matter the case, it’s critical that email marketers should not look at their email performance in one silo or another. Instead, they must examine email performance by campaign and performance for each email.
You always have to be aware of your subscriber list. Is it growing? Is it stagnant? Or is it declining? You need to track the health of your various lists and segments to know how your emails are performing over time.
While the tricks and tactics of email marketing keep changing, the core principles have remained the same, which is to give your customers something of value.
So, keep delivering value whilst tracking your success. While these email marketing KPIs can help get you started, make sure you don’t stop here. Always keep evolving and our Salesforce consultants can help you with this.
Since the pandemic hit, the last two years have been tough for small business marketing. It brought a sudden economic halt due to which many small and medium businesses (SMBs) have been operating with tightened budgets and reduced staff. SMB leaders now need a marketing strategy on a budget to bring them back into the game.
If you are running a small business, it’s time to get your marketing strategy in order. Limited resources don’t mean scrapping plans — you just have to work on adapting. Here’s how to think about marketing your business in 2022.
A lot has been changed during the pandemic, so firstly you need to reflect on it. Have any of your competitors closed? Have other businesses expanded? Or have other businesses just stepped in to fill the void?
Moving forward here are some strategies that you can follow.
You can start by doing some localized market research. Find out what your customers want and see how your business is delivering to their expectations.
Just like your business got disrupted, so have your customers’ lives. This makes it a good time to check in with them. Take time to listen to what they like, don’t like, and what they expect more from you.
You need to conduct an audit of all your current marketing activities. This will help you to stay informed about where you’re currently investing your resources, and what return you’re getting back.
Evaluation of your marketing strategy, current programs, and spending will allow you to determine the appropriate marketing budget for the marketing investments you’ve planned for future campaigns.
Work on creating a lead nurturing program. The idea here is to develop strategic messaging to maintain effective relationships with customers at every stage as they research or make their purchases.
You can even collect your customers’ emails and plan to send the same to them on a regular basis so your business always stays on the top of their minds.
The ongoing digitization and advancements bring out one question front and center: How approachable are you online?
There are some easy ways that can help you enhance your online presence and make it easier for your customers to reach out to you. Try adding a contact form or even better, if you work with Salesforce, consider using a web form to lead routing.
Also, stay active on your official social media profiles to quickly react to people who connect with you and comment on your posts.
When you are aware of where a majority of your customers are online, it makes it easier to invest in those channels for effective communication with customers.
You can do lookalike targeting (aimed at prospects who are similar to your customers) even with a small budget that will help you to reach new audiences and potential customers.
From Instagram Live to Zoom, broadcasting has never been more mainstream. You can host a digital event that will attract new customers and even celebrate existing ones.
You can always make it fun! Get creative and plan interactive virtual events — giveaways are always appreciated and well-received.
Conducting marketing for a small business takes time and work, but it doesn’t have to mean a big budget. These marketing tips will help you to get started under your budget. With some disciplined editing, careful thought, and using a few new digital marketing skills, you’ll have a budget-friendly marketing plan at the ready.
And if you need more help for planning your marketing strategy on a budget, feel free to get in touch with our certified Salesforce experts to help you strategize your marketing in an effective way.
For any Marketing Cloud professional, it is important to know the ins and outs of the product so it can be used to its full potential. Marketing Cloud can be considered as a fully-loaded platform that has a lot to offer. Even there can be times even the experienced Salesforce experts won’t be aware of some fascinating Marketing Cloud hacks that can be highly fruitful.
Marketing Cloud has brought a revolution in the way businesses have been trying to optimize their marketing campaigns. It has allowed marketers to create and run personalized campaigns and track their performance. To make the most of it, marketers should know some more detailed hacks to work exceptionally with the product.
To make sure the marketing team is doing the best, they need to know everything Salesforce Marketing Cloud is capable of. So, to maximize its use, we have listed here some of the intuitive hacks to work with the Marketing Cloud.
No wonder you’ll be wishing if the data extension could be created automatically. That can be possible with Marketing Cloud There’s a trick you can use when you want to include many fields in the data extension. Here’s how it can be done.
But remember that as of now this option only create a data extension with teat fields, irrespective of what the data type is in the source extension.
It is very common for marketers to miss out on this incredible feature. Using this feature, the marketing team can easily link two data extensions with the help of a relationship. After you have created the relationship you’ll be able to select fields from one extension while you apply a filter on the other extension.
While working with Marketing Cloud, setting the campaign to ‘All Subscriber’ will help you share the campaign enterprise-wide. The other way is to use Subscriber Filter which can be used by the admin to define the subscriber for each campaign. The feature helps to choose subscribers for a business unit, on the basis of certain values and attributes of the subscriber.
Among the most interesting Marketing Cloud hacks is using the Brand Builder. It allows teams to customize the color scheme and user interface for specific parts of the account of Marketing Cloud. Using this feature you can customize the email page, subscription center, Marketing Cloud login page, and Marketing Cloud application.
For businesses related to the entertainment industry, it is very common to send out emails for promotions in advance, which will be way too prior that the actual date of the event. But doing so they faced trouble that when customers tend to click on the CTA, they end up getting errors instead of reaching the landing page. That’s because the URL expiration was set to the date before the event, which made the URL expire even before the event.
The feature of URL expiration is very useful when used in the right way. It allows you to control when the URL will expire. So, be conscious when you use it as setting the wrong expiration time might cost a lot to the business.
The right marketing can bring a lot of value and profits for a business. You just need to know the right way to use the Marketing Cloud. Using all these Marketing Cloud hacks can open your way to creating amazing campaigns that could bring in the best results.
Use the Marketing Cloud in the best way possible with our certified experts. Contact our team to maximize the potential of your marketing campaigns.
Whether we talk about marketing, sales, or even business development, Salesforce can help out people get the maximum results in a single attempt. Specifically focusing on an email marketing campaign, we can also say that there is no business organization in the industry that may not need the help of required marketing channels to reach the target audience. Each one of them is always up with the desired plan to get in touch with a specific section of society and create an implacable effect.
Even today, the majority of marketers send bulk emails to a huge list of prospects without even segregating the data. This is one of the major problems which is leading to quality loss and reduced productivity. In this blog, we are going to learn more about the usage of Salesforce to succeed in the art of conducting email marketing campaigns.
The following mentioned are a few of the most crucial factors that must be taken into consideration while carrying out Salesforce marketing campaigns via emails. Have a look:
Using Salesforce, one can easily prepare a strategy for a highly productive marketing campaign. You need to pay attention to the design of the campaign including the target audience. The factor of geographical location also matters quite well, it can help you predict the response history. The company’s size and products must also make it to the final design of your campaign, making it much more attractive and catchy.
Once the campaign is launched, there is still a huge number of things that need to get done. You can start by making a web form with the web-to-lead functionality of Salesforce. There are quite complexities that may come in your way of executing the right email marketing campaign, but Salesforce enthusiasts might make it easier with their relevant knowledge and experience.
The responsibility of the marketers is not over yet. They still need to keep working on the campaign continuously to track its progress report. It is important to analyze the performance of the email marketing campaign using Salesforce and other necessary tools so that necessary steps can be taken ahead. It is one of the most crucial steps in running a successful marketing campaign.
Last, but not least comes when it is time to measure the effectiveness of the specific campaign. On tracking the Salesforce CRM email marketing campaign as mentioned in the previous step, one can easily figure out the next steps which need to be taken ahead to increase the influence on the desired audience. Ignoring this major step might result in the downfall of your productivity along with the least effective impacts.
Salesforce Marketing Cloud can help the majority of business enterprises to fetch the appropriate results from marketing campaigns in a time period lesser than expected. Now, we are also going to talk more about the usage of the same in deriving the best possible results.
Do you know the prime reason for conducting these campaigns? Yes, apart from increasing the brand presence in the online as well as the offline market, it focuses on getting an increased ROI. This can also help them generate higher revenue in the coming years at the stake of minimal efforts.
Earlier, there were not many tools available for tracking the efficiency and reliability of marketing campaigns. But now, with the help of Salesforce, it has become possible to analyze the results and work upon them accordingly to fetch the optimum outcomes for your working organization. People must not waste this wonderful opportunity of making the best out of Salesforce CRM, especially in the case of marketing campaigns.
Planning, designing, testing, executing, and analyzing an email marketing campaign can be easily done by Salesforce these days making sure its users do not need to spend any extra amount of time or effort while doing these things. Hence, it is always advised to make the best possible use of such important platforms when it comes to ensuring higher ROI along with huge profits for your business.
Looking forward to getting moving with the trend? You can start right now. Our certified Salesforce consultants are highly capable of making you understand the right usage and importance of the greatest CRM solution in the present industry. Connect with us now and get started.
