Marketing Cloud Email Getting Started Workshop Jun 18 Laura Lawrence, Customer Adoption Manager
Marketing Cloud EmailGetting Started Workshop
Jun 18Laura Lawrence, Customer Adoption Manager
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Agenda
Success Resources1
2
3
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5
Data & Segmentation
Designing Your Email
Marketing Automation
Q&A
Success ResourcesWhere to learn and ask for help
Engage with Salesforce Experts and Customers Cloud Services Events: Virtual
Events, Webinars, and Office HoursWork with Salesforce experts in interactive events.
Trailblazer CommunityConnect with Salesforce experts and millions of
Salesforce customers.
Click Get Started at help.salesforce.com/home
Success Journey Hub Get Best Practices and Learn with Trails
Learn From Each OtherGet answers and tips from fellow Trailblazers
Trailblazer CommunityA place for Salesforce customers, partners, product specialists and employees to learn from each other.
EventsScheduled around the world to learn more about Salesforce and skill up.
WebinarsLive and on-demand, on a variety of topics.
Connect with Fellow TrailblazersGet answers and tips from fellow Trailblazers
Exchange Ideas and Get Answers Online
Join our worldwide community of Trailblazers.
Get Connected to Your Dream Job
Network with fellow Trailblazers and discover new opportunities.
Continue Your Learning Adventure in Person
Meet, learn, and get inspired by Trailblazers at a Salesforce event near you.
Success – Salesforce Marketing Cloud Community
bit.ly/marketingcloudcommunity
Getting Started Resources
salesforce.com/gettingstarted
Optimize Operational Efficiencies
Training
Accelerators
Best Practices
Product Documentation
Circles Of Success
Marketing Cloud Basics - YouTube
Documentation
help.salesforce.com developer.salesforce.com
Use Search in Help & TrainingFast answers to many support questions
Use search to find product documentation, answers from the community, and suggested training.
Use the filter in the left navigation area to refine search results.
Click on the search results to view resources.
1
2
3
Bookmark Trust Marketing Cloud
Confirm System Status at trust.marketingcloud.com
1
Enter Your MIDSee your stack’s activity
Notifications Manage notifications
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Marketing Cloud Preference Centre
https://pages.mail.salesforce.com/signup/
Trailhead: The Fun Way to Learn SalesforceNew learning model for everyone
Learn all the skills you needBusiness, tech & soft skillsOn-demand & expert-led courses
Earn skill-based credentials380+ badges33 credentials
Connect with fellow Trailblazers2.5M+ Trailblazer Community members
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ModulesIntroductions to specific topics in bite-sized units – including interactive challenges.
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Open a Support Case in Help & Training (1)Visit help.salesforce.com
1 Click the Contact Support tile, and then select the Create a Case link
2
Open a Support Case in Help & Training (2)Select a Topic.3 Select a Category.4
Click for Additional Support Options.
Open a Support Case in Help & Training (3)5 Select Live Chat or Log a Case.6
Click the Success Hub tile.
View and Manage Open Support Cases1 Click Support Cases in left navigation pan and select case.2
Designated ContactYour company’s contacts for Premier
Designated Contacts (DCs) receive personal and company Premier passcodes, Request Accelerators, and More!
Primary DCs are supercharged DCs that have the ability to manage DCs in your org: including perms to view, create, deactivate, reactivate, and edit permissions.
DC’s Have The Following Permissions:• Request Accelerators.
• View, edit, and escalate cases.
• Direct access to Tier 2 support after case creation.
• Request Configurations Services (Premier+ only).
All DC permissions Article: Designated Contact FAQs
DC’s Are Expected to:• Be the primary contact for Premier Success
• Receive training on Salesforce products.
• Develop and deploy a troubleshooting process within your organization.
• Resolve password resets and lockout issues for users.
How DCs Escalate a Case
Click Support & Services TileFind Support Cases on the menu
In Help & Training: Select the case you want to escalate
Click Escalate Case1 2 3
Important Designated Contact Permission: Portal Administrator
Sees all cases created by all users in your organization
Portal Administrator Sees all training consumed by all users in your organization
To Designate a Portal Administrator:
If you are a Primary DC, you are already designated as a Portal Administrator.
Primary DCs can enable this permission for other DCs.
Data & Segmentation
Data Models In Marketing CloudList Model:▪ Pros: ease of use▪ Cons: limited data types (text, numeric, date), data only related to subscriber, no more than 500k
subscribers for scalability, legacy model and limited in it’s sophistication of use
Data Extension Model:▪ Pros: scalable, flexible▪ Cons: requires technical knowledge for complex implementations
Contact Builder:▪ Pros: Single View of the Customer, flexible, visual relationship mapping of external data sources▪ Cons: DE relationships currently don’t carry over outside of CB, Can’t modify all aspects of DE’s in
the interface
List ModelThis is a legacy model▪ If you are starting out with Marketing Cloud we do not recommend the List Model▪ If you are currently utilising the List Model, we recommend looking at taking steps to move to Data
Extensions
All Subscribers List▪ The Master List of the Account▪ Contains only subscription and Primary contact information
Suppression/Exclusion Lists▪ Exclusion List - any list or group you create in the application that, at the time of send, you select to
exclude from the send (need not be a “do not contact”)▪ Suppression List - serve specifically as a "do not contact" list for your email sends
Why Data Extensions?Data Extension is like a list:▪ Import information from other systems into Email Studio.▪ Send a message to subscribers in a data extension.▪ Exclude subscribers in a data extension from a message send.▪ Include customer-specific/dynamic content from a data extension in a message.▪ Collect the subscriber information of people who trigger a triggered send.
But the main benefit - Relationships:▪ Data Extensions are used as relational database tables
SegmentationGroup, Data Filters & Measures, Query Activities
ListModel
Data Extension
Groups Query Activities
Dat
a Fi
lters
Contact BuilderContact Builder Model:▪ Contact Builder consolidates and organizes customer data▪ Used by Journey Builder, MobileConnect, and MobilePush
Contact BuilderRelationships:
DemosList Model:▪ Profile and Preference Management▪ Show Lists and location▪ Adding Subscribers▪ Segmenting with Groups
Data Extension▪ Creating a data extension▪ Adding subscribers▪ Segmenting with Data Filters
Contact Builder▪ Guided tour
Email DesignContent Builder
Content Builder
• Cross-channel content editor:• Drag-and-Drop• Build & preview• Intelligent HTML paste
• Global search and organization• Sharing and tagging• View changes in real time
DemosContent Builder:▪ Content blocks▪ Dynamic content▪ Email creation▪ Test send▪ Send flow
Best Practices1. Each piece of content can only be imported
once.
2. Consider how you want to create your folder structure BEFORE starting the import process.
3. Think Cross-Channel.
4. Imported shared content will maintain their sharing permissions in Content Builder.
5. Optimize your content for search.
6. Only import content as you need it.
Marketing Automation
Automation Tools
1Playbooks
2Triggered
Emails
3Automation
Studio
4Journey Builder
Customers are In Control“Increasingly powerful customers enjoy the freedom to take whatever journey suits their need.”
Product
Mktg.
App
Online
Events
Sales
Retail
Care
Customer Lifecycle Program
Website Opt-in Promotional Email
Social Opt-in
SMS to Email Welcome Series Post-Purchase
Preference Center
Predictive Intelligence
Birthday
Abandoned Cart
Geo-Targeting
Retargeting
Reengagement
Review
Onboard Engage RetainAcquire
Any Journey is PossibleExperiences across the organization
Service Journeys
New Purchase Journeys
Product Adoption Journeys
HR or Employee Journeys
Sales Associate Journeys
Partner Journeys
Constituent Journeys
Patient Journeys
Student Journeys
Listen Connect Automate Analyze
Journey Builder
DemosAutomation Studio:▪ Interactions▪ Building an automation
Journey Builder▪ Journey components▪ Creating a journey
Wrap up!
- Data Extensions allow you to store and act on more complex data for more personalised communications
- Content Builder allows you to create dynamic and effective content without the need for coding knowledge
- Automation Studio enables you to create linear automations to build relationships and also to perform tasks in MC
- Journey Builder empowers you to deliver behaviour driven communications that are tailored to you unique contacts
Please share your feedback
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