If you haven’t been using these updates in 2017, you should start in 2018.
As you may have heard, this year has been a big year for RelationEdge as we acquired a digital agency — RelationEdge Digital Agency — and then hired a new Marketing Cloud implementation team. RelationEdge’s investment in this practice underscores our belief that Salesforce Marketing Cloud is a best in class Marketing Platform for customer lifecycle engagement. We are spending this December looking at the milestones we have hit this year, enjoying time with our new colleagues, and are excited for 2018. As we look back on the year we also wanted to share our thoughts on the best functionalities released by Salesforce Marketing Cloud this year. These releases helped improve an already strong product and demonstrates Salesforce’s commitment to continually make the platform better.
With five releases a year, it’s easy to miss the new and improved functionalities that Salesforce Marketing Cloud has introduced. So, this December as we look back on the past year, I wanted to highlight some of the best Marketing Cloud releases that came out in 2017:
1. Einstein Engagement Scoring
Einstein Engagement Scoring works with collected tools like Audience Builder and Predictive Intelligence to score how likely a subscriber is going to open your email, click through to the CTA, and stay subscribed. This leverages Einstein AI to ensure your customers are scored and receiving relevant information from your email marketing.
Not everyone will have Einstein (part of Predictive Intelligence), Journey Builder, Audience Builder and Ad Studio, but if you do, please make sure to enable Einstein Engagement Scoring. I’ve been wanting Marketing Cloud to have scoring for 8 years, and finally it’s here and just as robust as I’d hoped!
Marketing Cloud powered more than 311 million Salesforce Einstein engagement scores on Black Friday, 472 million on Cyber Monday and nearly three billion during Cyber Week.
Einstein in Marketing Cloud is currently a key tool for Retail Marketing. I foresee this moving into new avenues of B2C customer marketing and even some larger B2B initiatives. For anyone that doesn’t have these tools and is looking for the use case to be able to purchase them, you only need to look at the Cyber Week Numbers:
On Black Friday, while only six percent of shoppers engaged with product recommendations, those shoppers accounted for 32 percent of all digital revenue.
2. Journey Builder SMS Enhancements
SMS Messages have been a part of Journey Builder for about three years, this update has really increased functionality. On top of the new message preview, you can also set blackout windows (so you don’t accidentally text your customer at 3 am). This update also allows you to finally see exactly how the message will display and have better control over when your text sends.
Looking to move into SMS? Check out these best practices.
3. URL Expiration and Redirects
The other items in this blog are admittedly larger and may take some planning and preparation to implement. However, this one is easy to setup and truly helpful.
URL Expiration and Redirects allow you to expire a URL after a predetermined amount of days. For example, you could set up a URL expiration date for 90 days and then have an auto-redirect to something else on your website. A common use case would be for webinar invites to redirect to the general webinar page after the webinar has taken place. This way the person would be able to download the past webinar they were interested in and learn about other upcoming webinars.
4. Content Builder’s Increased Functionality
Content Builder had some great enhancements at each release. Some top enhanced functionalities from this year include: folder structure and cookies, sharing, themed mobile responsive templates, and enhanced content blocks (like image carousel and referenced content blocks).
If you haven’t moved over to Content Builder, now is the time! With such a large functionality change from Classic, it is now fully functional and far surpasses the Classic Builder. If you haven’t made this change in 2017, I’d suggest making it a priority for 2018.
5. Salesforce DMP
Finally, I would be remiss to not mention Salesforce’s acquisition of Krux DMP, now rebranded as Salesforce DMP (Data Management Platform). You will be hearing a lot more about this tool in 2018. As marketing has turned digital and we are collecting more and more information on customers, DMP is the future, especially for B2C marketing. Having an integrated DMP with the Marketing Cloud Platform will help ensure Salesforce’s relevance for the next few years. This will be a great tool to add to the toolbox in 2018, Salesforce explains more here.
We Can Help
If you would like to learn more about Salesforce’s Marketing Cloud updates and discover how you can start taking advantage of the new tools and functionalities, contact RelationEdge. We can set up a Business Process Review and discuss the best options for your business.