How to make the most of salesforce's potential for email marketing?
Posted: Tue Dec 03, 2024 8:20 am
On several occasions in our blog , we have talked about the potential of Salesforce . As we well 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 personalize your email marketing.
So, if you are thinking about improving your email marketing campaigns and optimizing interaction with your customers, this post is what you need. We explain how to get the most out of advanced tools to personalize emails, automate journeys and segment audiences precisely.
1. Use Salesforce Marketing Cloud
Salesforce Marketing Cloud is the flagship solution accounting directors email lists 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, personalized emails using AMPscript, which allows you to customize everything from content to recipient details.
Example : Use AMPscript to generate personalized offers based on a customer's purchase history.
Example : If a customer has purchased tech products, you can send them an email with personalized recommendations about new gadgets or discounts .
Journey Builder : With Journey Builder you can set up automated, personalized journeys for users , based on triggers such as browsing behavior or recent purchases.
Example : A user abandoning a shopping cart, triggering a journey where they first receive a reminder about their cart and then, if they don't respond, a discount offer.
Content Builder : Facilitates the management of visual assets and reusable content blocks . A key technical detail is the ability to manage “tokens” that allow content blocks to be customized in different languages or for different geographic audiences without duplicating work.
2. Advanced segmentation with Salesforce CDP (Customer Data Platform)
Salesforce CDP is essential for accurate and personalized segmentation in email marketing. Here, the ability to unify data from multiple sources translates into more effective personalization.
Dynamic Segmentation : You can create segments in real-time based on specific behaviors , such as email opens, website visits, or recent purchases.
Example : you 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 audiences : Dynamic audiences allow your database to always be up-to-date , as user interactions with different touchpoints (email, web, social media) are recorded in real time. This ensures that messages are about the content that interests us, and that they are based on the current interests of the customer.
Example : If a customer has downloaded a guide from your website, you can automatically include them in an email sequence that offers them related products or additional content.
3. Automation with Einstein AI
Salesforce integrates powerful artificial intelligence tools under its Einstein system , which can be used to improve the accuracy and efficiency of email marketing campaigns.
Einstein Engagement Scoring : This tool predicts which subscribers are most likely to engage with your emails (opens, clicks, conversions) and allows you to fine-tune your segmentation and prioritize users who are most likely to engage .
Example : We could identify users who are highly likely to engage and send them more complex emails or emails with aggressive CTAs, while those with low engagement can receive less frequent emails or emails with more direct content.
Einstein Send Time Optimization (STO): This feature uses AI to determine the best time to send emails to each individual user, based on behavioral patterns . On a technical level, variables can be set up that dynamically adjust email sending based on time zones, improving international reach.
Example : If you have customers in different time zones, Einstein can automatically adjust sending so that each email arrives at the optimal time for the recipient.
4. Other integrations for Email Marketing
To get the most out of Salesforce in your email marketing campaigns, it is very important to integrate other tools that complement the platform.
Integration with automation tools : Connect Salesforce with tools like Zapier or Integromat to automate workflows between apps.
Example : You 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 recorded.
Connecting to data platforms : Native integration with AWS or Azure allows you to take advantage of real-time big data analytics. That is, you can use these platforms to analyze large data sets using tools like AWS Redshift or Azure Data Lake , making it easier to identify behavioral patterns and optimize future campaigns.
Example : By analyzing historical conversion data, you could adjust your segmentation in real time to improve the success rate of your deliveries.
So, if you are thinking about improving your email marketing campaigns and optimizing interaction with your customers, this post is what you need. We explain how to get the most out of advanced tools to personalize emails, automate journeys and segment audiences precisely.
1. Use Salesforce Marketing Cloud
Salesforce Marketing Cloud is the flagship solution accounting directors email lists 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, personalized emails using AMPscript, which allows you to customize everything from content to recipient details.
Example : Use AMPscript to generate personalized offers based on a customer's purchase history.
Example : If a customer has purchased tech products, you can send them an email with personalized recommendations about new gadgets or discounts .
Journey Builder : With Journey Builder you can set up automated, personalized journeys for users , based on triggers such as browsing behavior or recent purchases.
Example : A user abandoning a shopping cart, triggering a journey where they first receive a reminder about their cart and then, if they don't respond, a discount offer.
Content Builder : Facilitates the management of visual assets and reusable content blocks . A key technical detail is the ability to manage “tokens” that allow content blocks to be customized in different languages or for different geographic audiences without duplicating work.
2. Advanced segmentation with Salesforce CDP (Customer Data Platform)
Salesforce CDP is essential for accurate and personalized segmentation in email marketing. Here, the ability to unify data from multiple sources translates into more effective personalization.
Dynamic Segmentation : You can create segments in real-time based on specific behaviors , such as email opens, website visits, or recent purchases.
Example : you 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 audiences : Dynamic audiences allow your database to always be up-to-date , as user interactions with different touchpoints (email, web, social media) are recorded in real time. This ensures that messages are about the content that interests us, and that they are based on the current interests of the customer.
Example : If a customer has downloaded a guide from your website, you can automatically include them in an email sequence that offers them related products or additional content.
3. Automation with Einstein AI
Salesforce integrates powerful artificial intelligence tools under its Einstein system , which can be used to improve the accuracy and efficiency of email marketing campaigns.
Einstein Engagement Scoring : This tool predicts which subscribers are most likely to engage with your emails (opens, clicks, conversions) and allows you to fine-tune your segmentation and prioritize users who are most likely to engage .
Example : We could identify users who are highly likely to engage and send them more complex emails or emails with aggressive CTAs, while those with low engagement can receive less frequent emails or emails with more direct content.
Einstein Send Time Optimization (STO): This feature uses AI to determine the best time to send emails to each individual user, based on behavioral patterns . On a technical level, variables can be set up that dynamically adjust email sending based on time zones, improving international reach.
Example : If you have customers in different time zones, Einstein can automatically adjust sending so that each email arrives at the optimal time for the recipient.
4. Other integrations for Email Marketing
To get the most out of Salesforce in your email marketing campaigns, it is very important to integrate other tools that complement the platform.
Integration with automation tools : Connect Salesforce with tools like Zapier or Integromat to automate workflows between apps.
Example : You 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 recorded.
Connecting to data platforms : Native integration with AWS or Azure allows you to take advantage of real-time big data analytics. That is, you can use these platforms to analyze large data sets using tools like AWS Redshift or Azure Data Lake , making it easier to identify behavioral patterns and optimize future campaigns.
Example : By analyzing historical conversion data, you could adjust your segmentation in real time to improve the success rate of your deliveries.