{"id":23373,"date":"2020-11-26T19:39:17","date_gmt":"2020-11-26T14:09:17","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=23373"},"modified":"2020-11-27T14:28:50","modified_gmt":"2020-11-27T08:58:50","slug":"relationship-marketing-campaigns-in-sfmc","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/relationship-marketing-campaigns-in-sfmc\/","title":{"rendered":"3 Powerful Strategies to Create Relationship Marketing Campaigns In SFMC"},"content":{"rendered":"\n

Digitally speaking, you can virtually connect<\/em> with anyone on the planet. Unfortunately, in our culture of \u201cinstant gratification\u201d, we often expect quick results from such connections \u2013 quick conversions, quick sales, and even quick loyalty.<\/p>\n\n\n\n

However, a <\/strong>connection<\/em><\/strong> is NOT the same thing as a <\/strong>relationship<\/em><\/strong>.<\/strong><\/p>\n\n\n\n

Relationships are between people, not businesses, and <\/em><\/strong>building them \u2013 whether in the real world, or via email marketing \u2013 requires time, commitment and effort.<\/p>\n\n\n\n

That\u2019s why brands need to move forward from marketing<\/em> to relationship marketing<\/em>.<\/p>\n\n\n\n

Relationship marketing is a long-term strategy where the focus is on building close relationships with customers, and on maintaining those relationships for mutually-beneficial outcomes.<\/strong><\/p>\n\n\n\n

Relationship marketing is more than just a fancy gimmick. This is because:<\/p>\n\n\n\n

Attracting a new customer can cost you <\/strong>5-7 times<\/strong> as much as retaining an existing customer. <\/strong>(Source: invespcro.com<\/a> & salesforce.com<\/a>)<\/p>\n\n\n\n

The probability of successfully selling to an existing customer is 60-70%, compared to just 5-20% for a new customer.<\/strong> (Source: Altfeld & smallbizgenius.net<\/a>)<\/p>\n\n\n\n

Relationship marketing works \u2013 period!<\/p>\n\n\n\n

And yet, only 24% of companies use relationship marketing in their current marketing strategy. <\/strong>(Source: <\/strong>superoffice.com<\/a>)<\/strong><\/p>\n\n\n\n

Don\u2019t make this mistake.<\/p>\n\n\n\n

Now, if Salesforce Marketing Cloud (SFMC) is your ESP of choice, creating relationship marketing campaigns in SFMC is seamless, user-friendly and hassle-free, especially if you have a Salesforce Marketing Cloud email specialist<\/a> and a Salesforce certified email specialist in your team.<\/p>\n\n\n\n

Here are 3 proven strategies to help you create amazing relationship marketing campaigns in Salesforce Marketing Cloud.<\/p>\n\n\n\n

Gather your team round, put on your relationship marketing hat, and let\u2019s get started!<\/p>\n\n\n\n

#1: Understand customers by mapping out their journeys with Journey Builder<\/strong><\/h2>\n\n\n\n

Is the customer journey a one-time event?<\/strong><\/h3>\n\n\n\n

No, it\u2019s not. Customers who complete one journey are ripe to start a new one. In fact, studies show that repeat customers are actually more profitable than first-time customers. They spend 67% more per purchase<\/a> and cost 10 times less to acquire.<\/p>\n\n\n\n

And the chances of repeat business are higher if you make an effort to build a meaningful relationship with them. This requires a deeper understanding of customers. And this<\/em> requires focusing on them at every stage of the sales pipeline, all the way from initial contact to conversion, and even beyond.<\/p>\n\n\n\n

And the best way to do this is by customer<\/strong> journey mapping<\/strong>.<\/p>\n\n\n\n

73% of high-performing marketers<\/strong><\/a> say that journeys positively increase customer engagement. <\/strong><\/p>\n\n\n\n

With SFMC Journey Builder<\/em>, you can create visually rich customer journey maps that tell the story of the customer\u2019s experience as they progress through their journey along multiple touchpoints. Each of these touchpoints has the potential to convert customers into brand advocates. You can also glean valuable and actionable insights to drive your Sales, Marketing and Branding initiatives.<\/p>\n\n\n\n

Step-by-step process to create customer journey maps in Journey Builder<\/em><\/strong><\/h3>\n\n\n\n
  1. Do research about the customer<\/li>
  2. Create customer personas and craft a story<\/li>
  3. Collect data with anecdotal (qualitative) and analytical (quantitative) research<\/li>
  4. Select the relevant Salesforce templates<\/a> under the Templates tab OR click Create New Journey<\/em><\/li>
  5. Create the customer journey map with timelines, customer stories, touchpoints and any other relevant inputs<\/li>
  6. Remember to set goals and exit criteria; configure the entry source and each canvas activity as applicable<\/li>
  7. Validate, test and activate<\/li>
  8. Review the Journeys Dashboard and update journeys as required<\/li><\/ol>\n\n\n\n

    Whether you\u2019re thinking of a welcome campaign or rewards program, monthly newsletters or loyalty campaign, re-engagement emails<\/a> or holiday greetings, Journey Builder can help build relationships with customers via email marketing, regardless of their journey stage.<\/p>\n\n\n\n

    \"journey<\/figure><\/div>\n\n\n\n

    Source<\/a>
    <\/p>\n\n\n\n

    #2: Target the right customers with segmentation<\/strong><\/h2>\n\n\n\n

    By segmenting customers based on certain (relevant) criteria, you can target each group with the right message at the right time. This is a complete u-turn from the traditional email marketing approach \u2013 cast a wide net with one single message and hope that it works. In the real world, people appreciate being treated as unique individuals. Email marketing is no different! People respond better to information that is relevant to them, <\/em>and this requires targeting specific audiences with personalized messages. And this starts with segmentation<\/em>.<\/p>\n\n\n\n

    Salesforce Marketing Cloud offers many user-friendly tools, a rich data model and powerful insights to help you segment your audience. You can either create data filters or SQL queries in Email Studio<\/strong>, or you can create filters across data extensions and create more precise segments using Audience Studio<\/strong>.<\/p>\n\n\n\n

    Step-by-step process to segment customers in Email Studio<\/em><\/strong><\/h3>\n\n\n\n
    1. Understand the different segmentation types supported by SFMC