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5 Powerful Ways To Make The Most Of Email Studio in Salesforce Marketing Cloud

5 Powerful Ways To Make The Most Of Email Studio in Salesforce Marketing Cloud

Email Studio in Salesforce Marketing Cloud (SFMC) is one of the most comprehensive and powerful email marketing platforms available today. In this article, we’ll provide some powerful hacks that will help Salesforce Marketing Cloud email marketers make the most of their Email Studio in Salesforce.

5 Proven Strategies to Make the Most of Email Studio in Salesforce

Salesforce Marketing Cloud Email Studio empowers both technically-sound SFMC specialists and business-focused email marketers to deliver personalized, relevant content to their customers’ inboxes at scale. However, following some best practices can enable them to extract the most value from this powerful platform.

#1: Manage subscriber data

By managing their subscriber data in SFMC Email Studio, marketers can easily create customer segments and send targeted emails to inspire greater engagement and long-term loyalty. 

There are three main methods of storing subscriber data in Email Studio: lists, groups, data extensions.

i) Lists

Lists work best to manage a relatively simple subscriber model that does not contain other commercial or transactional information. Personal data can also be managed in lists.

Use the list model when:

Use profile and preference attributes to store additional information about Subscribers. Profile attributes refer to information that characterizes each unique subscriber, e.g. name and email address. Preference attributes are defined as yes or no choices, and identify how and what kind of communication a user wants to receive.

In addition to maintaining a list of subscribers, you can also maintain lists to ensure that you email the right people with the right type of content:

ii) Groups

In Email Studio, a group is a subset of list subscribers. Both random and filtered groups can be created. Groups help simplify customer data management and can be used during A/B testing of new Salesforce email templates.

iii) Data extensions

Data Extensions (DEs) are tables that can contain different types of data. For managing a more complicated data model, DEs provide better, closer control. Different types of data extensions and field types are available in Email Studio to simplify data management for email marketers.

DEs can hold any type of information, including addresses or purchase histories, making them ideal for transactional emails.

Use the DE model when:

#2: Create personalized content

SFMC Email Studio makes it easy to create personalized content that provides real value to subscribers. To do so, email marketers and SFMC specialists can:

All these advantages are available on mobile as well, allowing brands to reach customers with perfectly mobile-optimized emails that always appear exactly as intended.

Here are some best practices to edit or view classic content in Email Studio.

i) Create and use templates

A Salesforce email template in Email Studio is a great way to reuse banners, background colors, borders, layouts, etc. Since the same template can be used as the basis for multiple email campaigns, it enables email marketers to design and execute campaigns quickly.

An Easy Guide to Building Reusable Email Templates in Salesforce Marketing Cloud

ii) Create and use content boxes

A content box is an area of an email where text, links, images and tables can be inserted. They are based on a standard Salesforce email template or an HTML paste template. Content boxes can be created independently of emails in the My Contents folder under Content and then retrieved when creating an email. These boxes can be used across multiple emails.

iii) Create dynamic content

Dynamic messages in Email Studio ensure that the relevant messages are reaching the targeted audience. They can also inspire the subscriber to take some action.

Dynamic content is built or retrieved into a content area of an email. To create dynamic content using the classic tools in Email Studio:

  1. Click Content
  2. Click my emails
  3. Click my contents
  4. Click Create
  5. Click Dynamic Content
  6. Enter an internal name for the content box
  7. Choose the folder in which to store this content box in the Location section
  8. Click Next
  9. Click the drop-down for Choose Data From
  10. Select the content that appears if the subscriber information does not satisfy any of the dynamic content rules in the Default Content field
  11. Select And or Or operator from the drop-down to confirm whether subscriber must meet one or both conditions
  12. Complete the rule fields
  13. Add multiple rules by clicking the Add Rule button
  14. Click OK

#3: Manage email deliverability

Email deliverability refers to the ability to deliver emails to subscribers’ inboxes as opposed to their spam folders. It affects email open and click-through rates, as well as bounce rates, unsubscribe rates and spam complaints.

Email Studio provides a useful tool called Content Detective to identify potentially ‘spammy’ content in emails before they’re sent out. It thus keeps email messages out of subscribers’ spam folders and ultimately helps improve email deliverability.

The No-Jargon Guide to Content Detective in Salesforce Marketing Cloud Email Studio

Best practices to improve email deliverability in Email Studio Salesforce:

#4: Perform A/B testing before final send

Before sending out an email campaign, it’s important to test it on a small subset of the audience to ensure that you’re sending out the best possible version.

In A/B testing, two versions of an email with different variables are created and sent out to two test audiences from the subscriber list. By tracking which version receives the highest unique open rate or highest click-through rate, email marketers can send that version to all remaining subscribers. Continually testing these variables over time allows for ongoing email optimization.

To configure A/B testing in SFMC Email Studio:

How To Set Up A/B Tests In Salesforce Marketing Cloud: A Step-By-Step Guide To SFMC AB Testing

#5: Use data to improve your campaigns over time

Thanks to Einstein AI, Email Studio is one of the most data-enriched email marketing platforms available today.

With its tracking feature, email marketers and SFMC specialists can:

Email Studio provides a tracking workspace where marketers can view real-time performance of their email sends. They can also compare high-level metrics for each message in a campaign and overall campaign numbers. To view these metrics:

All tracking data can be extracted in a report which can be delivered to the email marketer’s inbox. 

Wrap up

For many brands, email marketing continues to play an important role in their overall marketing and customer experience strategies. However, it can be a complex endeavor if not done strategically or with an eye on what matters most – the customer. Email Studio in Salesforce Marketing Cloud simplifies the complex and gives email marketers all the tools they need to design and execute memorable email campaigns. By effortlessly putting world-class enterprise email marketing functionality into their hands, Email Studio gives them the confidence to press Send on their next great email campaign. Hundreds of brands rely on Salesforce Marketing Cloud Email Studio, the world’s #1 email marketing platform. And with this guide, we hope you will too!

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