How to maximise the potential of Salesforce for Email Marketing?
On several occasions in our blogwe have talked about the potential of Salesforce. As we all know, it is one of the most powerful tools in the world of digital marketing. Not only is it a complete CRM, but it also allows you to automate and personalise your email marketing.
So, if you are thinking about improving your email marketing campaigns and optimising the interaction with your customers, this post is what you need. We explain how to get the most out of advanced tools to personalise emails, automate journeys and accurately segment audiences.
1. Use the Salesforce Marketing Cloud
Salesforce Marketing Cloud is the flagship solution when it comes to email marketing within the Salesforce ecosystem. Some of the key features include:
Email Studio: This tool allows you to create dynamic and personalised e-mails using AMPscript, which allows you to customise everything from content to recipient details.
Example: Use AMPscript to generate personalised offers based on a customer's purchase history.
ExampleIf a customer has purchased technology products, you can send them an email with personalised recommendations for new gadgets or discounts..
Journey BuilderWith Journey Builder you can set up automated and personalised tours for usersbased on triggers such as browsing behaviour or recent purchases.
ExampleA user who abandons a shopping cart, triggering a path where they first receive a reminder of their cart and then, if they do not respond, a discount offer.
Content Builder: Facilitates management of visual assets and reusable content blocks. A key technical detail is the ability to manage "tokens" that allow content blocks to be customised in different languages or for different geographic audiences without duplicating work.
2. Advanced segmentation with Salesforce CDP (Customer Data Platform)
Salesforce CDP is fundamental to a precise and personalised segmentation in email marketing. Here, the ability to unify data from multiple sources translates into more effective personalisation.
Dynamic Segmentation: You can create real-time segments based on specific behaviours.such as email openings, website visits or recent purchases.
ExampleYou could create a segment that includes all users who have interacted with a campaign in the last 48 hours, and send them a special offer.
Real-time hearingsDynamic audiences enable your database to be kept up to date at all timesThe interactions of users with the different points of contact (email, web, social media) are recorded in real time. This ensures that messages are the content we are interested in, and that they are based on the customer's current interests.
ExampleIf a customer has downloaded a guide from your website, you can automatically include them in a sequence of emails offering related products or additional content.
3. Automation with Einstein AI
Salesforce integrates powerful artificial intelligence under its system Einsteinwhich can be used to improve the accuracy and efficiency of email marketing campaigns.
Einstein Engagement Scoring: This tool predict which subscribers are most likely to engage with your emails (opens, clicks, conversions) and allows you to adjust segmentation and prioritise users with the highest likelihood of engagement.
ExampleWe could identify users who are highly likely to interact and send them more complex emails or emails with aggressive CTAs, while those with low interaction may receive less frequent emails or emails with more direct content.
Einstein Send Time Optimization (STO): This functionality uses AI to determine the best time to send emails to each individual user, based on behavioural patterns.. On a technical level, variables can be configured to dynamically adjust mailing according to time zones, which improves international reach.
ExampleIf you have customers in different time zones, Einstein can automatically adjust the delivery so that each mailing arrives at the optimal time for the recipient.
4. Other Email Marketing integrations
To get the most out of your Salesforce email marketing campaigns, it is very important to integrate other tools that complement the platform.
Integration with automation tools: Connects Salesforce with tools such as Zapier o Integromat to automate workflows between applications.
ExampleYou can create an automation that sends user data from an external platform to Salesforce, triggering an email marketing campaign when an action such as a purchase or download is registered.
Connection to data platforms: Native integration with AWS o Azure allows you to leverage the analysis of large volumes of data in real time. In other words, you can use these platforms to analyse large datasets using tools such as AWS Redshift o Azure Data LakeThis facilitates the identification of behavioural patterns and the optimisation of future campaigns.
ExampleBy analysing historical conversion data, you may be able to adjust your targeting in real time to improve the success rate of your mailings.
