Marketing Cloud EmailGetting Started Workshop

Jun 18Laura Lawrence, Customer Adoption Manager

Forward Looking Statement

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Agenda

Success Resources1

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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

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Bookmark Trust Marketing Cloud

Confirm System Status at trust.marketingcloud.com

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Enter Your MIDSee your stack’s activity

Notifications Manage notifications

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3

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

Learn OnlineAt your own pace with guided learning paths

TrailsGuided learning paths through modules and projects.

ModulesIntroductions to specific topics in bite-sized units – including interactive challenges.

SuperbadgesTake what you learned and apply to real-world business requirements

Learn in ClassFrom our experts in live classes and workshops.

Private WorkshopsExclusive, tailored content just for your org.

Expert-Led50+ expert-led classes • 10 languagesEvery role, product, and location.

Custom End-User TrainingEnable your business users and drive success.

Earn Skill-Based Credentials

Collect Badges and Score Points

Get rewarded for the skills you learn

Earn Superbadges and Certifications

Learn from our experts in live classes and workshops

Step up as a Community LeaderLearn from our experts in live classes and workshops.

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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