Marketing Cloud Email

Marketing Cloud Email – As you learn more about Salesforce Marketing Cloud, you’ll notice that there are many ways to achieve the same result. Sending emails with Marketing Cloud is a key example. Even experienced users can sometimes have trouble choosing between the available options, but you’re in for a treat, because I’ll explain which method to use (and when).

Email marketing is at the heart of this platform as the core functionality that the Marketing Cloud product is built on. Depending on what you have access to, you can configure and trigger emails from different parts of the platform, such as Email Studio and Journey Builder. Let’s look at each one individually…

Marketing Cloud Email

Salesforce Marketing Cloud Email Studio is where you create (using Content Builder), then preview, test, and send emails. 1. Send the feed

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Send flows allow you to send emails to any type of audience, such as a list, data add-on, or even Salesforce reports or campaigns.

Send Flow is the original and most popular type of cloud marketing shipping. This is especially true if this is the only studio you have purchased (i.e. your account only has Email Studio).

Send Flow replaces the old “Controlled Send” in Email Studio; Although the name has changed, the features are pretty much the same, including the user interface and guided experience.

One of the many benefits of using Send Flow is the highly visual step-by-step guide that walks you through the process and helps reduce potential errors.

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When to use it: When you only have one email to send, once, to a defined audience, stored in a list or data extension.

Note: When you use this option, email tracking data will not sync with Salesforce CRM unless the target data extension is saved in the Salesforce Data Extensions folder.

Go to: Email Studio → select the email you want to send → Click “Send”. This action will unlock the Send Flow experience. 2. Started by user

These sends work like a send definition, in that you configure all the email sending elements (select email, sending classification, audience, add CC recipients and BCC).

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You can find this type of email sent in Email Studio, under the Communication area. This is part of Email Studio’s legacy functionality (hence the dated look of the UI).

Send, you do it manually – you can either send it immediately or schedule it for a specific date and time.

When to use it: When you want to reuse the same audience and settings multiple times, for example. a monthly newsletter that always addresses the same target group (which is stored as a data extension).

Note: Be wary of the financial implications when enabling CC/BCC, as each copy of the email costs money. If you don’t see this feature in your account, you may need to contact your account manager to enable it.

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Similar to user-initiated sends, Salesforce sends are also sent by Email Studio, although their name suggests that they are sent from the main Salesforce platform.

Note: Your user must be an integrated CRM user to see this option available in your account.

Triggered transmissions are sent to individual recipients, one at a time, in real time. This involves following an action or transaction, for example receiving a confirmation email after registering for an event.

The main difference between triggered sends and user-initiated emails (even though they share the same user interface) is that these emails are sent to each recipient individually.

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Triggered sends consist of three parts, two of which can be configured in the Marketing Cloud interface: content and communication.

The third element is the communication initiation criterion, which is configured outside of the SFMC platform (via API calls). These triggers use the information defined in the triggered send settings (the subject) when the email is sent.

If you need to update the email content, you can pause the communication, publish the changes, and restart the communication.

When to use it: To trigger automated emails based on events that occur within or outside the SFMC platform, such as submitting a web form hosted on a website (not a web form cloud marketing). 5. Journey Builder Submissions

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You can see this as a view of the Journey Builder sent to Email Studio. From this area you can view Journey Builder expeditions, pause, start/restart, and publish changes.

In other words, you’re not actually transmitting from here; Journey Builder sends are created in this view by default so you can manage them from Email Studio.

Tip: Monitor emails sent through Journey Builder from this area because it provides more accurate and detailed information about whether a send is complete, queued, or has errors. 6. A/B testing

Although it’s not technically a sending type, I wanted to include A/B testing: As you know, you can send emails while testing different parameters.

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The A/B testing feature (in Email Studio) allows you to do just that. There are six types of tests you can run: subject lines, headers, names, sent dates/times, domains, or even two different emails.

During setup, you choose the target audience, the percentage you want to experiment with for your test, how you will determine the winner (clicks vs. open rates), and the evaluation time. With the time period, I suggest that the wider the audience you are sending to, the wider the time window you need to calculate the winner. The final step is to schedule shipping, which can be immediate or next day.

Marketing Cloud Journey Builder is an amazing campaign automation experience that visually maps the “journey” your contacts will take through your marketing touchpoints. 7. Single Send Journey

Single send journeys allow you to send an email in three steps. First, select the email you want to send, select the data extension that contains the target audience (add more filters if necessary), and schedule a send.

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Besides being simple to set up, another major benefit is that email tracking automatically syncs with Salesforce CRM for all travel emails sent. This means you don’t have to worry about saving your data extensions to specific folders to ensure this sync takes place.

For anything that requires sending multiple emails, the multi-step journey is the perfect tool. You can design and build simple or complex multi-channel journeys that take your customers through different paths (branch logic) based on their engagement and/or data. Configure emails to be sent automatically on specific days or at different intervals. Journey Builder’s canvas interface is designed so you can track your customers’ progress throughout their journey.

Go to: Journey Builder → Create New Journey → Multi-Leg Journey → Build. When an email activity is configured in Journey Builder, an enabled send activity is automatically created in the background, visible in this area.

When to use it: To send multiple emails, leverage Journey Builder (Analytics) URLs. 9. Transactional sending journey

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Used only for commercial messages, sent in response to user actions, such as submitting a form or completing a purchase.

Original sales feedback messages are generated through the Journey Builder user interface instead of using code, which is useful for non-technical users. These sends are a step up from traditional triggered sends in Email Studio and are sent using the REST API (asynchronous).

Please note that the actual trigger criteria are defined via an off-platform API and tied to a specific trip with an event definition key – a unique user-generated key that can be referenced by calling API.

When to use it: To trigger automated emails based on events that occur inside or outside the SFMC platform, such as submitting a web form hosted on a website (not a cloud marketing form).

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Salesforce Marketing Cloud Automation Studio is where you build marketing automation and data management capabilities. 10. Email an activity

You can choose to configure email delivery as part of a multi-step automation or on its own.

Configuring a Send Email activity creates a send definition that can be used in multiple automations, much like user-initiated sends. A good use case for this type of sending is to schedule automated reports to be sent via email.

As you learn more about Salesforce Marketing Cloud, you’ll notice that there are many ways to achieve the same result. However, it is important to know all the methods available so you can decide which one is best for which scenario.

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To conclude, here’s what Salesforce says: “When considering which shipping method to use, consider who you’re shipping to and what’s driving your shipping: you or an action the customer took. Bottom line: if you let the purpose of your message guide your decision, delivery will go smoothly.

Oana Munteanu Oana Munteanu is a Salesforce Marketing Cloud Master and Senior Marketing Consultant at Bluewolf, an IBM company.

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Originally posted 2024-03-02 09:46:47.