Digital marketing has become a significant aspect of every online business. While digital marketing encompasses a wide array of strategies and practices that can be practiced by organizations to take their business to new heights. However, if there is one digital marketing initiative that is known to yield some of the best results in terms of conversion, leads and customer experience then it’s none other than email marketing. 

As an email marketer, you can leverage the Salesforce Marketing Cloud platform that acts as a powerful email marketing tool. The tool is packed with amazing features that help teams to create splendid Salesforce email campaigns for customers to open, read and engage with. However, designing an email campaign without being familiar with the platform can be overwhelming. To know more about this platform, you must consider getting in touch with one of the reputed reliable Salesforce consulting partners. Listed below are some best practices that one needs to be  mindful of while designing an email campaign in Salesforce Marketing Cloud:

Segment Your Audience: Customers usually look beyond a transactional relationship with their preferred brands. They look for personalized experiences, yet most email marketers make the simple mistake of sending the same campaign to all prospects and customers. Repeating the same mistake with your subscribers will prompt them to leave you forever. This makes segmenting your audience an essential activity. The Salesforce marketing cloud provides several tools like Email Studio and Journey Builder that enable you to segment your audience easily. However, for effective segmentation it’s important to ensure the following:

• Understand who your target audience is and where they are in their lifecycle. 
• Assess the existing customer experience to comprehend their needs and how your brand can help them fulfill those needs.
• Customize Data Extensions in SFMC to store specific types of customer data including contact details and more. Apply appropriate filters to create different customer segments for email campaigns of different kinds.  
• Use groups and lists in Email studio for a subscriber model that does not possess any transactional information. 

 Personalized Content and Tailored Emails: People appreciate emails with personalized content. They don’t like to receive emails that appear to be meant for someone else. By using Email Studio in Salesforce Marketing Cloud, it’s possible to create personalized content in your email campaigns.  However, your Salesforce specialist should ensure the following: 

• Use the drag-and-drop functions of the tool 
• Customizes the email templates if the campaign needs to be launched in a hurry
• Populate email designs quickly using reusable content blocks. 
• Create high-quality email content that matches the email’s purpose. 

Create Mobile-optimized Emails: It is essential to optimize your mobile for emails failing which, you will be missing out on a great opportunity for greater conversions, engagement, and sales. Also, mobile accounts for about 42 percent of all email opens. To create mobile-ready email templates, the following points should be kept in mind. 

• Broken links are a strict no-no.
• Images should load properly
• Text should not be cluttered and should be easily readable
• Easy navigation
• Subject line should not be more than 25-30 characters
• Entice readers with pre-header text to open the email
• Use a copy that fits well on the screen of a mobile device
• Create emails that are browser-agnostic

Pay Attention to the Delivery of Emails: Email marketing is a waste of time and effort if an email isn’t successfully delivered to the recipient’s inbox. Be sure to test your email in the Salesforce Marketing Cloud before launching your email campaign. Salesforce Marketing Cloud provides a powerful A/B testing feature, which you can configure with the help of your SFMC specialist. You must consider sending the email to a small group of people and then making necessary adjustments based on feedback. 

To improve email deliverability the following tips should be followed:

• To ensure that email providers consider your domain to be legit, you should configure your Sender Authentication Package (SAP) in SFMC. 
• Be mindful of crucial reputation factors that can impact the deliverability of your email. These factors include sending frequency, compliance, and blacklists with various regulations.  
• Don’t spam the inboxes of your subscribers with too many messages. 
• To test your email for ‘spammy’ words, make use of Content Detective in the Email Studio. 

 

Call to Action: Once your recipients receive your email, make sure you share a call to action that is clear and easy to follow.

Final Words:

If you are looking to design highly interactive and personalized email campaigns then Salesforce Marketing Cloud with its powerful tools can help you create amazing email templates, targeted lists, and engaging content. However, while designing email campaigns in the Salesforce marketing cloud, make sure you keep the aforementioned best practices in mind to make the most of this platform. You must consider getting in touch with one of the best certified and experienced Salesforce implementation partners if you are looking to implement this platform. 

 

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