Powerful Tips to Build a Successful Salesforce Email Marketing Strategy
Article by Sujain
Email is one of the most ancient and also the major strategies to ensure the success of any business. It is the most welcomed channel to enhance the familiarity and universality of any products or offering. Now the new generation of mobile and smartphone users are used to anytime anywhere email usage, which makes email a much more powerful channel for the marketers. Here, first, we will discuss some general tips for email marketing strategies and then dive in-depth into how Salesforce will help enhance your e-mail strategy.
Building an acquisition strategy
If you have taken good care of prioritizing your audience growth by analyzing where the customers tend to engage with your brand, next, you have to determine ways to enhance the user experience to drive in more interactive engagement with the use of better tools as offered by Salesforce.
As of late, the penalty is stiff for those who haven’t optimized for mobile. It is so important to offer an elegant mobile experience to the users on the go, which is not only important for websites but for email messages too.
Relevance of data
To initiate it, you need first to analyze your existing data and make sure that you are up-to-date with targeted communications and not just beating around the bush. Using the most effective data points like geography, gender, and other demographics can surely improve the user experience and reap more results.
With the most advanced tools like Salesforce, it is possible to automate the creation of personalized emails, which addresses each individual in your mailing list personally based on their priorities and needs. Such messages are highly appreciated by the users, and studies have shown that it can increase click-through rates by 25% to 35%.
Accessibility across the channels
Emails should be made compatible for easy archiving and kept for later retrieval. The email could be the most powerful channel as it can effectively bridge the gap between various devices like PC, tablets, and smartphones, etc.
Getting subscriber permissions
Along with trying all the above, it is also important to remember the fact that e-mail comes under the coverage of the “permission marketing” policy. This means the brands must seek the permission of the users before adding their mail IDs to the custom mailing lists to send out marketing emails.
Salesforce to make Email marketing smarter
Salesforce recently introduced their Einstein AI, as on offer by Flosum.com, which is a significant enhancement to the Marketing Cloud already on offer. This artificial intelligence-based tool is meant to increase customer engagement with email messages. It is a fact that about 64% of the customers prefer to get email communications from brands over the other modes of direct communications, including mobile and social media channels. Another study also shows that brands are getting about $42 in return for each dollar spent on mail marketing.
Being the leader in marketing automation for the last several years, Salesforce platforms has an estimated 4.1 billion email communications per day to the customers in every industry. Einstein EI features like Engagement Frequency will enable the marketers to identify the right target audience along with the right mail count to be sent to them based on the previous data and analytics reports. Let’s further discuss some of the mail email marketing enhancements on Einstein AI.
Einstein Engagement Frequency
It is a known fact that more than one email is needed to ensure customer engagement. But, marketers are always in a dilemma as to how many mails are ideal and how much is too much. With the help of the Engagement Frequency features of Einstein, now the marketers will know the exact count of mails to be sent to the customers based on their previous behavior to ensure proper engagement.
Send Time Optimization
Along with knowing how many emails to send, it is also important to understand when to send emails in order to ensure engagement. With the feature of Send Time Optimization on Einstein, an artificial intelligence tool can predict the best timeframe to send the marketing emails in order to optimize customer engagement.
It is found that marketers used to explore the content libraries to get the best content for their mail campaigns to make it the most engaging. However, to ensure the best content, the marketers have to manually create a lot of image tags, which is cumbersome process overtime to settle with an impressive content repository. On the other hand, the Content Tagging tool of Einstein comes up with an image recognition option, which can accurately tag and automatically pick the most appropriate one from an image inventory with thousands of entries. Doing so will largely help the marketers to save their time and effort in terms of preparing email content. More importantly, you can instantly get the right content for the right campaign in no time.
Brands used to send two types of mail messages to the users as 1) promotional and 2) transactions. Promotional messages are meant for sharing the offers, coupon codes, and other such incentives for the customers to get attracted. On the other hand, the transactional messages include relevant information as confirmation of order placement, purchase updates, notifications of shipping, resetting passwords, appointment reminders, or financial alerts, etc.
Transactional Messaging is now made a part of the Marketing Cloud now, which the users can integrate easily into their mailer application and prepare both promotional and transactional messages simultaneously. With the Marketing Cloud of Salesforce, now the marketers can understanding the entire customer journey and make sure that a single tone is used for all types of messages in a customized and personalized way.
With such advanced features integrated, since the introduction of Marketing Cloud Einstein AI, the enterprise users of Salesforce are able to engage with their customers in a better way through personalized mail campaigns at a lower cost and minimal effort. Einstein is also a fast-growing platform, and the later enhancements to Marketing Cloud are also supposed to empower the marketers in order to deliver the customer messages more accurately on time across all communication channels.