Salesforce Marketing Cloud (SFMC) features to help you tailor personalized content & experiences in the customer journey. SFMC can encourage potential prospects and future customers to find relevance within your offerings, engage with your content, and hopefully grow to become a brand loyalist.

Favorite Salesforce Marketing Cloud Features

Einstein Copy Insights

Marketing Cloud Einstein is Salesforce Marketing Cloud’s Artificial Intelligence software that provides data on content and marketing activity performance. This Salesforce Marketing Cloud feature is there to help you understand contact behavior and configure personalization based on past interactions. Source.

  • Einstein Copy Insights is a series of reports that share:
    • Subject Line Analytics – view your best performing subject lines based on average open rate
    • Language Factor – review how grammar & character count has an impact on your subject lines.
    • Emotional Tone – see which emotions are synced with your subject lines
    • Top Performing Phrases – understand if there are groupings of one, two, or three word phrases that move with average engagement rate
    • Most Frequently Used Phrases – how do these phrases perform against average engagement? Above or below average engagement rate? Source.
  • Here are some questions worth testing & analyzing using Einstein Copy Insights:
    • Does mentioning my product or brand name make an impact?
    • Do action or active words drive users to open an email?
    • Do emojis make any difference when added in the subject line?
    • How many characters does it take before subject line performance drops?

Geofenced Mobile Messages

This Salesforce Marketing Cloud feature offers to ‘push’ location-based messages to your audiences mobile devices upon entry or exit within a geofence.

  • According to the SFMC Mobile Studio Guide, a geofence is a boundary that surrounds a geographical point.
  • Using Marketing Cloud MobilePush, you decide on the address you want the geofence to surround (venues like stores, theater, festivals, offices, etc.) and then set how wide or large you want the geofence to be.
  • Here are some examples of what is possible with Geofence Messaging using Marketing Cloud MobilePush: Source.
    • In-store discount offer
    • At the theater Welcome message
    • Traffic and Emergency notifications
    • Gamification – Scavenger Hunt Clues
    • Mobile Tour Guide Fun Facts

Reply Mail Management (RMM)

This Salesforce Marketing Cloud feature is every email marketer’s dream come to life! Salesforce Marketing Cloud allows for you to manage replies to marketing emails you send through the tool itself.

  • This management software can:
    • Forward emails to different users dependent upon conditional logic
    • Auto-reply different messages dependent upon conditional logic
    • Manage auto-replies from your subscribers
    • Set “reply rules” to delete auto-replies, out-of-the-office replies
    • Process manual unsubscribe requests
  • Here are some examples of what is possible with Reply Mail Management:
    • Auto-forward emails to specific Sales Representatives
    • Create custom auto-responses to your most common customer service scenarios
    • Manage Opt-Out requests
    • Set SLAs & expectations with your automated replies (“We will get back to you within 2-3 business days.”)
  • Note that this feature is part of the Sender Authentication package and may need to be requested through your Marketing Cloud account representative. Source.

Interactive Email Forms

Gone are the days of linking to an external site for surveys! Check out this Salesforce Marketing Cloud feature – Interactive Email Forms.

  • It is a customizable content block you can drop into your email and stylize to look on brand.
  • You can include hidden fields to capture tracking like SFDC Contact ID upon a form submit.
  • Salesforce Marketing Cloud has five different form templates to select from:
    • a blank form – start from scratch
    • a review form – allows a contact to write a review or mark a rating
    • a Progressive Profile form – allows a contact to share demographic information in piece meal
    • a Case Form – allows a contact to submit/update a support ‘case’ or customer service ticket
    • a Lead Form – allows a contact to fill out a Lead Gen form
  • Here are some examples of what is possible with Interactive Email Form:
    • Webinar or Event Sign Up Forms
    • Whitepaper Download Forms
    • Customer Support Ticket Forms
    • Product Review Form
    • Quizzes
  • Note that not all email providers support the Interactive Email Form content block (like Outlook). Source.
    • This is currently supported by Apple iPhone/iPad, Apple Mail, Gmail App, and Gmail/AOL/Yahoo Webmail.

Marketing Cloud Calendar

Sometimes, main stakeholders may reach out to you and ask “What do we have going out now?” or “Do we have any emails scheduled for today?” This Salesforce Marketing Cloud feature/calendarcan help centralize the answers to those questions.

  • From a bird’s eye view, you are able to view on a daily, weekly, or monthly view all completed email sends.
  • According to the SFMC Help Center, you can view the following information on the calendar:
    • campaign name
    • message name/description
    • last message send time
    • any tracking information
  • The SFMC Help Center also shares that the Marketing Calendar includes emails sent:
    • By a user
    • Within a program
    • Using Automation Studio
    • Via API
    • Source
  • The SFMC Help Center shares that the Marketing Calendar does not include emails sent:
    • Upon trigger
    • Test sends
    • One-time sends
    • Sends suppressed from tracking
    • Pending User-initiated sends that are part of a scheduled/running progra
    • Source
  • Here are some examples of when the Marketing Calendar can help you out:
    • Campaign Strategy Brainstorms
    • Social Media Content Calendar Creation
    • Advertising Campaign Planning
    • Coordinating additional email scheduling

Please reach out to Relationship One if you need any training on Salesforce Marketing Cloud. We’re here to help