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Take Your Customers on a 1:1 Journey with Salesforce Marketing Cloud Email
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Connect with Your Customers in a Whole New Way
SNA Terminal
Mainframe LAN / WAN
Client
Server LAN /WAN
Client
Server
Thousands customer interactions
connected things Billions Trillions
LTE
Mobile
Cloud
Millions
Marketing Cloud The Platform for 1:1 Customer Journeys
Build a single view of the customer Plan and optimize the customer journey Deliver personalized content across every channel and device Measure the impact on your business
Journeys Contacts Content Channels Analytics Apps
Click Facebook Ad
Newsletter Sign-up
Personalized Content Email
Mobile Opt-in Download App
Contact Customer Support
Evangelize on Facebook
Support Issue Resolved
First Purchase
Across the Entire Customer Journey
1/3
“Nearly a third of all online purchases begin with a click on an email.” – Forrester
$42
“For every $1 spent on email the return is $42.08” – DMA
Email the Foundation of the Customer Journey
81%
“81% of US online shoppers
are more likely to make additional purchases when email content is based on previous shopping behaviors and preferences” - Harris Interactive
25%
“Conversion from email
increases by 25% when content includes predictive product and content recommendations” - Salesforce Marketing Cloud
Customer Engagement Grows with Each Stage of Email Usage
Promotional
Newsletters
Coupons
Event Notifications
Loyalty Programs
Targeted/Dynamic Welcome Series
Birthday Series
Content Segmentation
Personalized Content
Triggered
Receipts
Shipping Confirmation
Abandon Cart
Travel Alerts
Predictive
Product Recommendations
Content
Recommendations
Predictive Offers
183B
“Over 183 Billion emails sent everyday” – Marketing Profs
416
“On average, consumers receive 416 commercial messages a month” - Return Path
97%
“At the end of 2014 - 97% of marketers say they will be using email to drive revenue” - Salesforce
But there is more Noise than Ever
Marketers Have Access to More Data than Ever
Web Time on Site
Browse Abandon Cart
Purchase
Point of Sale Product
Price When Where
Contextual Weather Location
Time
CRM Demographic
Loyalty Lifetime value
Channels Interactions
1. IBM, Big Data at the Speed of Business, 2014
of the world’s data created in
last 2 years
90 %
But Using Consumer Data to Personalize & Predict is Difficult
Don’t have access to contextual & real-
time customer data
Difficult to deliver 1:1 communications to every
customer across channels
Hard to connect interactions across the entire customer journey
Hard to integrate customer data from
multiple sources
Contacts Personalizatio
n
Journeys
Content
Mobile Social
Web
Ads
The Leader in Email
Powering Success in Every Industry
Technology Financial Services & Insurance
3.1B API calls
in a month
100TB stored by a
single customer
21B messages sent
in a month
99.96% product uptime
Travel & Hospitality
Internet & eCommerce Retail/CPG Communications
& Media
Marketing Cloud Clear Leader in G2 Crowd Grid Highest scores in both customer satisfaction and market presence
Customer Success Stories
HauteLook Sends Millions of Emails a Day with Salesforce Marketing Cloud
“Data is the underpinning to everything we do here. As an ecommerce company,
we have an enormous amount of data. Salesforce Marketing Cloud is pivotal to
us being able to access that data”
- Catherine Wood, Director of Relationship Marketing HauteLook
Their daily flash sales emails are sent to 4 million subscribers every morning
They use predictive analytics & member preferences to craft the perfect 1:1 daily emails
Massive scale: 200 campaigns/month driven by a team of 3
“We create a seamless experience when a customer’s online behavior is reflected in their personalized messaging. That’s pretty powerful.”
Wanted to drive more revenue from email channel
Combined Predictive Intelligence from Web behavior with email to market to each unique individual
Listens to customer cues: purchases, preferences, site searches and abandoned cart
Increased click-through rates by 25-35% and increased sales conversion rates by 15-25%
The Journey from High Fashion to High Tech
Dasha Gastol, Digital Marketing Manager, Diesel
“Real-time data is crucial to providing the right message at the right time.”
Needed solution for marketing, sales, and service collaboration to improve customer experience
Leverages Salesforce from the sales cycle to onboarding customers to service needs, creating a 360-degree view of customers
Sends personalized emails based on previous behavior and identified interests
Seeing increases in productivity and customer satisfaction
FLEETCOR Fuels Integrated Customer Journeys
Pamela Coan, Director of Customer Marketing, FLEETCOR
A Powerful Email Platform
Email Core Services
Content Personalization Automation Contacts
Content Tools
Manage your content across channels in the Marketing Cloud
Browse all of your content in one place
Tag all of your content for complete tracking and reporting
Content Canvas
2015 Q1
Content Tools
Enhanced HTML editor
• Easy drag-and-drop interface
• Intelligent HTML paste, like color coding and line numbers
• Build & preview simultaneously
• Build simply with content blocks
Currently integrated with Content Canvas and Email (All-channel integrations coming soon)
Content Builder
2015 Q1
Content Tools
Natively available in Content Builder
Personalize content in one or many channels
Consolidated creation canvas
Drag & drop tools for content and contact data
Dynamic, A/B Testing Content Blocks
2015 Q1
Content Tools
Scripted Content
2015 Q1
Content Tools
Enhancements to content specific AMPscript functions to work with Content Canvas
Introducing new supported language - “Guide Template Language (GTL)”
• Used for creating personalized, dynamic, data-driven content
• Based on Mustache and Handlebars.
{{#=each DailyDealsDE}} {{deailid}} {{dealname}} {{dealdate}} {{/each}}
{{#Person}} {{Name}}’s Cars {{#Car}} {{Year}} {{Make}} {{Model}} {{/Car}} {{^Car}} none {{/Car}} {{/Person}}
{{#Person}} {{.filter}}height == tall{{/filter}} {{/Person}}
Header & Footer Management
2015 Q2
Content Tools
Manage your own branding for Headers and Footers with your emails
Gives you control over all content appended to emails
Ensures consistency and compliance for all of your emails sent out of the Marketing Cloud
Update Job Links
2015 Q2
Content Tools
View all links for a sent email job
Mistakes happen….edit link post send
Users can edit any portion of the link that was entered in the original email
A Unified Experience
2015 Q4
New Email Creation Flow
New content creation tools allow you to create, edit, and test emails in one place
Use the single creation experience anywhere in the Marketing Cloud
Streamline your workflows
Enhanced previewing and testing capabilities
• Subscriber level previews • Test sends • Controls to reduce risk • Dynamic Content test - business rule
+ content view
Review & approve at the Asset and Message level
Prevent non-approved content from being sent
Collaborate with multiple teams of reviewers
Review dynamic messages at the subscriber level
Campaigns & Approvals
2016
Content Tools
Personalization Smarter Email Through Data Science
Predictive Decisions
2015 Q1
Smarter Email
Create new content, product, or banner recommendations in-line
Powered by Predictive Intelligence
Syncs automatically with your catalog and web data through PI Collect
Analyzes over 25 attributes to generate recommendation
Automation
Turn Campaigns into Journeys
2015 Q1
Email in Journey Builder
Drag and Drop interface makes building complex campaign logic easy (Decision Splits, Random Splits, Join Activities)
Entry Events and Goals automate the entry and exit of contacts based on their interactions
Use Entry Event API to add contacts to Journey’s from external sources (Web Site activity, purchases, Mobile App engagement, etc.)
Leverage your Data Through Automation
2015 Q1
Email in Automation Studio
Use Automation Studio to transform external and internal data sources into actionable segments of contacts
Manage a contact’s journey along the customer lifecycle by moving contacts between Journey Builder interactions.
Automate repetitive ETL and messaging tasks and leverage key automation platform features such as: scheduling, recurrence, notification and real time dashboard.
Email Send Activity
2015 Q2
Email in Journey Builder
Leverage the full capabilities of the Salesforce Marketing Cloud Email sending platform from within Journey Builder Create emails from within Journey Builder, using the latest Contact Builder tools and workflow.
Make changes to email content and send properties from within Journey Builder without stopping or pausing the interaction
Triggered Send Updates
2015 Q2
Email in Journey Builder
View queue of paused triggered send definition
Clear entire queue or individual entries
Export queue for offline analysis
Restart archived triggered sends
Email with Contacts
Data Management
2016
Email with Contacts
Establish a single view of customer data, identified by a Contact ID
Search entire content database & customer contact pages
Simplified data import and export
Update data extensions directly in the user interface
Unified Subscription Management across all Marketing Cloud
Profile Management
2016
Email with Contacts
Subscriber attributes available for content personalization
Enhanced Profile and Subscription Centers with forms through CloudPages
Thank you
Q&A
Upcoming Office Hours Office Hour: Journey Builder Product Update 5/26 9 a.m. PDT / 12 p.m. EDT / 4 p.m. GMT Register: http://sfdc.co/cuWETY Office Hour: Active Audiences 6/2 9 a.m. PDT / 12 p.m. EDT / 4 p.m. GMT Register: http://sfdc.co/bgKw3
