The document discusses a presentation about Salesforce Marketing Cloud. It includes an agenda that covers the history of Marketing Cloud, what it is, compliance requirements, how to segment audiences, and how to use Email Studio. It also discusses best practices for email marketing such as personalizing content, call to actions, and making the subject line and preheader relevant. The presentation aims to provide an overview of Marketing Cloud and how to build highly personalized emails.
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
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.
25. Happy to answer.
(If I don’t know the answer, I will definitely research and will connect separately.)
bhavi@fexle.com
@SharmaBhawani
Notas del editor
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
