5 things you should know about the Salesforce Marketing Cloud
Previously in this blog, we have been talking about different tools to help us improve our Email Marketing sendings. We know perfectly well that in the times we live in, led by the rise of technology, using the right tools can play a fundamental role in the success of our campaigns.
Salesforce Marketing Cloud has positioned itself as one of the most important tools in email marketing, offering a combination of technical functionality that facilitate the creation, management and optimisation of marketing campaigns. So, in this post, we're going to take a look at what the Salesforce Marketing Cloud is and how it has managed to stand out, helping companies achieve success in their email marketing strategies.
First of all, What is the Salesforce Marketing Cloud?
Salesforce Marketing Cloud is a comprehensive digital marketing platform that provides solutions for email marketing campaign management, marketing automation, social media management, digital advertising, and data analytics. Its primary focus is to enable companies to create personalised and relevant experiences for their customers across multiple channels..
The success of this tool is directly related to the set of applications that can be found inside it, i.e. Salesforce Marketing Cloud provides you with a window of possibilities focused on optimising all stages of the sales funnel and facilitates the process of interacting with customers through intelligent marketing automation..
Key Technical Functionalities that Drive Success
1. Advanced personalisation using Artificial Intelligence
Salesforce Marketing Cloud uses Einstein AI (Salesforce's artificial intelligence), to analyse customer behaviour and preference data. This tool enables the creation of highly personalised emails by using machine learning algorithms that predict the most relevant content for each recipient. In addition, it also allows for advanced personalisation that can include product recommendations, dynamic content y optimised delivery schedules based on interaction user's prior consent.
All these actions are of great value. As we have said many times in previous posts, users value very positively that the content they receive is personalised.
Imagine the following example:
We want to go on holiday to Menorca and we are looking at possible flights through different flight companies, but we finally stop the search because we can't decide, or because we are not finding anything that interests us. However, one flight company sends us personalised mails after a week saying that there are offers on flights to Menorca on days similar to the ones we are looking for, while the other company uses their mails to tell me that there are flights in completely different places to this one. Probably, if we have to open one of the two emails, we will open the first one, because it is easier to arouse our interest due to our search history and preferences.
2. Automatisation of marketing with Journey Builder
The Journey Builde toolr Salesforce Marketing Cloud enables design, automation and personalisation of complex customer experiences. Using a drag-and-drop interface, users can create workflows that are automatically triggered in response to specific customer behaviours, such as email opens, link clicks or completed purchases. Journey Builder works with dynamic segmentation and A/B testing to continuously optimise campaigns.
Thus, automated welcome, trolley abandoned y re-engagement of inactive customers, are ideal to be carried out in this tool.
Imagine the following example:
If a customer adds products to the cart but does not complete the purchase, Journey Builder can trigger a series of reminder emails that include incentives, such as discounts or free shipping, to motivate completion of the purchase.
3. Detailed analysis and reporting with Marketing Cloud Intelligence
Salesforce Marketing Cloud includes Marketing Cloud Intelligencewhich offers advanced analytical capabilities and detailed reporting. This tool allows the integration of data from multiple sources and the visualisation of KPIs in real time through customisable dashboards. Users can drill down into specific metrics, such as open rate, clicks, conversions, and attributed revenue, to evaluate campaign performance and make data-driven decisions..
These points are really useful for integrating data from different sources, visualising the key metrics and various important data, among many other utilities.
4. Integration with Salesforce CRM and Data Extensions
Integration with Salesforce CRM enables companies to have a unified view of the customer, combining data from sales, customer service and marketing. This facilitates accurate segmentation and personalisation of messages. In addition, the Data Extensions in Salesforce Marketing Cloud allow you to store and manage additional subscriber data, such as purchase history, preferences and demographic data, enriching campaign personalisation..
Imagine the following example:
An e-commerce business uses Salesforce CRM data and Data Extensions to identify customers who have not made a purchase in the last six months. These customers can be segmented in a Data Extension and a re-engagement campaign can be set up in Journey Builder that includes personalised emails with special offers or discounts to encourage them to return.
5. Content and template management with Content Builder
The Content Builder is a comprehensive content management tool for creating and managing marketing assets, including email templates, images, and dynamic content blocks. Users can reuse content and ensure that messages are consistent and visually appealing. Support for AMP (Accelerated Mobile Pages) in emails allows you to create fast, interactive experiences for mobile users.
Imagine the following example:
A marketing team uses Content Builder to design an attractive email template. They use the drag-and-drop interface to add blocks of text, product images, call-to-action buttons, and links to their website.
