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Marketing Cloud Email Personalization Demo
- 2. Bhawani Sharma Salesforce Consultant FEXLE Services Private Limited @SharmaBhawani www.linkedin.com/in/Bhawanishsharma Highly Personalized Emails With Marketing Cloud
- 3. Thank You Sponsors! @sfdgblr #blrdevx Diamond Sponsor Gold Sponsor
- 4. @sfdgblr #blrdevx Plan 1. Agenda 2. History 3. What it is? 4. Compliance 5. Audience 6. Email Studio 7. Demo 8. Email Best Practices
- 5. @sfdgblr #blrdevx History 1. ExactTarget 2. Acquired CoTweet, Pardot, iGoDigital and Keymail Marketing. 3. Got acquired by Salesforce in 2012 4. Renamed as Salesforce Marketing Cloud in 2014
- 6. @sfdgblr #blrdevx What it is?
- 7. @sfdgblr #blrdevx Why email is still favorite for Marketers?
- 8. @sfdgblr #blrdevx Are you in Compliance?
- 9. @sfdgblr #blrdevx 1. CAN-SPAM - Controlling the Assault of Non-Solicited Pornography And Marketing Act a. Sender Details b. Physical Address c. Subscription Center with one click d. Subject and Content connection e. Unsubscribe link active duration - 30 days f. Respect unsubscribe request duration - 10 days 2. GDPR - Generation Data Protection Regulation a. Don’t email unless you have consent b. Delete data if not needed.
- 12. @sfdgblr #blrdevx Storing Data 1. List 2. Data Extension Audience Segmentation 1. Age 2. Interest 3. Purchase History 4. Gender 5. Location
- 23. @sfdgblr #blrdevx 1. Subject Line 2. Preheaders 3. Personalization 4. CTA 5. Relevant Content
- 24. @sfdgblr #blrdevx Personalisation – it is not about first/last name. It’s about relevant content.
- 25. Happy to answer. (If I don’t know the answer, I will definitely research and will connect separately.) bhavi@fexle.com @SharmaBhawani
Editor's Notes
- Thanks everyone for being here on the day of weekend and specially for hearing me. I will try my best that your attendance make worth and you get something out of this session. The most important thing for this session for me is, I have a bad habit of speaking too fast and clumsy sometime. At any point of time during this session, if anyone feels that i am running faster than Shatabdi, feel free to interrupt me. I am working on myself to come out of this bad habit, but things takes time. How many people we have hard core developers here? How many people we have hard core administrator here? How many we have who knows about marketing Cloud? How many we have here who are non admin and non developers? Great, so just to bring you all on the comfortable level, all those 4 questions doesn’t have to do anything with these questions. This session doesn’t require any prerequisite to understand what I am talking about here. Don’t treat me as Rajnikant of Marketing Cloud as I am still learning and there is a lot to learn. I am just sharing here which can help you to get started on the Marketing cloud.
- So here is the tentative agenda what we will be talking about today. And when I say tentative, that means if I see the black faces here and feel that we need to talk about ground level first, I would prefer to do that. And my intention for doing so is, I really want you to have something productive from this session and when you start looking into the things yourself, you can easily connect this session with your study materials.
- CoTweet - Social media management and Analytics tool Pardot - B2B Marketing Tool iGoDigital - Web based commerce tool with the AI Keymail Marketing - Intelligent email tool with personalization
- B2C Platform for marketers that allows them to create and manage marketing relationships and campaigns with customers. It has solutions for: Journey Management - Not your holiday plan Email Marketing Mobile Marketing Social Media Personalization of content Advertisement Solutions Content Creation Content Management Campaigns Management Events Based Actions CTA
- The current ERA is marketing ERA. The more you market, more possibility you have of winning. Even it’s still not 100% surety that marketing will take your product to definitely win, however “No Marketing” won’t help you out at all. Hopefully you all have been aware with how much many companies are spending now on marketing. Like during the election time, radio, newspapers etc., all were flooded with advertisement only. But when it comes to the digital marketing, email is still the best channel for marketer. Let’s first talk about the different channel for marketing: Email - Oldest one Messaging/WhatsApp - Bulk messaging Adsense - Google ads services Social Media - Like Facebook, Twitter etc Why email is still favorite Able to track customer behavior Trustable CTA based emails Devices Emails: Promotional Emails - Events related, Marketing Transactional Emails - Like shipping status, Order confirmation Ecommerce Emails - Like abandoned cart When I say track the customer behavior, that means you can see who opened your email, how many times they opened your email, If there was a link i the email, did they click on that link? If you have a “CTA” in your email, who is taking action on that. Whatever the customer/prospect is doing, everything is adding values in your database. Based on these activities, you can plan the next action for the customer/prospect. Like if you had a link of “Marketing Cloud Email Specialist Certification with 50% discount” link in email and customer/prospect click on that, you can assume that he is interested in going for the certification and then you can increase the score by some say 50 or 100 marks. As a end result, high scoring leads will end up in being converted in potential opportunities. These are the biggest reason why Marketers loves email marketing.
- This image is taken from the trailhead. Content Subscribers Interactions A/B Testing Tracking Admin
- Subject Lines If it doesn’t grab their attention, the work you put into the email is lost. Keep them short and sweet. Preheaders Short and sweet Call to Action Personalization Use merge fields Dynamic Content - Interest and then suggest the products/events - Decathlon CTA Examples: This week only, Next 24 hours remaining for Great Indian Sale Register now and get discount