Email Uplers

7 Types of Email Campaigns You Should Be Sending From Salesforce Marketing Cloud

Wed, 05 Aug 2020 13:16:58 GMT

You work hard to create responsive, personalized email marketing campaigns that impress and delight your target audience. And if you’re using Salesforce Marketing Cloud (SFMC), great choice! But ask yourself if you’re following your customer’s overall business journey with your campaigns. If not, you may be missing the entire purpose of your email marketing efforts.

One good way to touch base again with your email strategy is to understand the different types of campaigns you can run in SFMC. And thanks to a number of customizable Salesforce email templates, you can create an email based on your particular business strategy or goals. And if your SFMC email specialist is aware of email template production as well as Salesforce email marketing best practices, you can definitely create amazing SFMC email campaigns time after time!

In this article, we want to show you the 7 types of SFMC email campaigns that you should use for your brand. Read this article along with our article on Salesforce email marketing best practices and strategies here to help you make the most of this amazing platform! For more information on email template production, check out our article here [LINK].

So, let’s get back to the types of emails.

1. Welcome Email

Source

Welcome emails are 9x more likely to convert than typical emails
Subscribers who open welcome emails show 33% more long-term engagement with a brand (Source: Salesforce.com)

With a welcome email (or series of emails), you can take the first step towards establishing a good customer relationship. You can start to familiarize your audience with your brand’s unique voice and gently guide them towards their next steps.

Best practices for Welcome emails:

Send them immediately. A late welcome email is as good as no email at all
Personalize your message (at least with the recipient’s name)
If you’re running a series, the first email should focus on the most high-value action
Keep collecting information about your subscribers and tailor the content in subsequent messages based on their earlier responses

2. Post-purchase emails

A purchase should not mean the end of your brand’s relationship with the customer. Nurturing the relationship and continuing the conversation with them can keep them onboard for longer.

Existing customers are 9x more likely to convert compared to new customers (Source: thegood.com)

Then why not make an effort to keep them on-board? And a post-purchase email is a great way to do this!

There are many types of post-purchase emails that you can send:

A thank you email
A request for a product review email
Information about the product email: features, care instructions, disposal instructions, etc.
Upsell or cross-sell email

Source

Best practices for post-purchase emails:

Send them immediately, especially the ‘thank you’ type of emails
Keep the tone non-aggressive and non-‘salesy’
Make it possible for the customer to say No
Ensure that the content focuses on the value to them, rather than to you

3. Abandoned cart emails

In 2017, almost 60% of customers abandoned their carts (Source: Freshrelevance Real-time Marketing Report Q4 2017).

Abandoned cart emails allow you to lead interested-but-not-quite-there-yet would-be customers over the final hurdle towards purchase. This type of email can be particularly powerful if your abandoned cart rates are very high. This is akin to lost opportunities that are recoverable, but only if you take action quickly. Send abandoned cart emails, pronto!

Source

Best practices for abandoned cart emails:

Remind the customer what was abandoned
Create a sense of urgency that encourages them to complete the purchase
Provide product recommendations to encourage them to keep shopping (Einstein AI can help!)

4. Newsletters

A newsletter is a great way to share new content from your business blog with your audience. This may not have a direct effect on your sales or profits (although it can), but it’s a great way to provide value to your audience in the form of content that they’re likely to find useful, relevant or interesting.

Source

Best practices for newsletters:

Include useful content and present it in a visually appealing way
A good format to use is an image paired with a headline, a brief summary and a CTA for recipients to read more
Include videos wherever possible

5. Transactional emails

Transactional emails get triggered by a specific action taken by a user and usually enable them to complete that action. They may seem like the most obvious kind of emails to send, but it’s shocking how many brands get these emails wrong. Many don’t bother to send them at all, leaving a lot of frustrated customers in their wake.

By sending transactional emails, you can take advantage of subscribers who are already fresh and actively engaged with your email communication, thus keeping them onboard with your brand for longer. A happy customer today is more likely to be a returning customer tomorrow, and transactional emails play a big role in making this happen.

Source

Best practices for transactional emails:

Include a highly customized call-to-action
Stick to the purpose of the transaction. Don’t confuse the user with too much information that’s not relevant to the transaction
Make sure the information in the email is correct, especially if it pertains to money (purchases, subscriptions, gifts, etc.)
Create an email personalized with the person’s name

6. Engagement and re-engagement emails

If some of your subscribers have been inactive for a while, send out re-engagement emails to re-establish contact and earn back their goodwill. One way to do this is by asking for their feedback. Another is to send them invites, special offers or even surveys.

Source

Best practices for engagement/re-engagement emails:

Make it worth their while by providing value. Ask yourself – why should they pay attention to you?
Give them the option to Unsubscribe. In many places, this is required by the law. But it’s also common sense (unless you’re okay with annoying people by sending ‘needy’ emails!)
Use an attractive design and title
Include an unambiguous CTA. Shop Now, Explore More, Complete Your Profile, etc. are all proven to work

7. Holiday and birthday emails

Holiday emails are a great way to drive more conversions while sending best wishes to your subscribers. If a particular holiday is especially relevant to your brand, then you should definitely create an email marketing campaign for that day. One disadvantage could be that your competitors will also create their own campaigns, but if you can differentiate yourself from the crowd, there’s no reason why your holiday email campaign cannot succeed at garnering more sales. Holiday emails can also be used to share news, make new announcements or simply to have some fun with your subscribers.

Source

Birthday emails too are a fantastic way of engaging with your subscribers and letting them know that they’re valued. And if the email has a special offer attached to it – email personalization at its finest! – it can have a huge impact on your conversions. You can even send birthday emails before the subscriber’s birthday to generate greater excitement for them (which can again mean more conversions for you). After all, who doesn’t appreciate someone making a big deal about their birthday?

Source

Best practices for holiday emails:

It’s a holiday for all but that doesn’t mean you ignore personalization! Segment your subscriber list to create personalized emails
Consider adding emojis to your subject line
Include a special, limited-time offer to create a sense of urgency
Use power words in your subject lines, e.g. discount, exclusive offer, appreciation, etc.
Include a visible CTA button with short, to-the-point CTA text

Best practices for birthday emails:

Make the content fun and engaging. It’s a special day for the recipient so boring is a big no-no!
Include a special, limited-time offer to make them feel even more special
Ensure that the email is mobile-ready

Wrap Up

There are a lot of noisy brands out there vying for consumers’ attention (and wallets). But the 7 types of email marketing campaigns we have covered in this article can play a huge role in keeping your subscribers engaged and loyal to your brand. For example, welcome and transaction emails usually get amazing open rates. If you leverage this and get off to a strong start, those same subscribers are more likely to open your subsequent emails. And as long as you follow some of the Salesforce email marketing best practices we have highlighted for each type, you will see amazing results for your efforts.

If you need information about Pardot templates or Pardot email marketing, get it here!

The post 7 Types of Email Campaigns You Should Be Sending From Salesforce Marketing Cloud appeared first on Email Uplers.

A Step-by-Step Guide to Create Your Own HTML Email

Wed, 05 Aug 2020 01:30:49 GMT

Development of an HTML email is almost like metamorphosis of a tadpole into frog. It undergoes so many changes right from the conceptualization to the final delivery of the HTML email. Once the email marketer determines the purpose of sending an email, the copywriter drafts the email copy according to the wireframe. Subsequently, the email designer works on the email design according to the wireframe. After the design gets approved, it is assigned to the email developer who transforms the PSD or AI or PDF file into a pixel perfect HTML email. This file is loaded in the ESP and deployed after thorough testing for flawless rendering.

As a number of people are involved in the creation of an email HTML, even a minor change can take too long to ger resolved. In fact, it roughly takes 4-6 hours to develop an email template. The intricacies of the process add to the time taken in developing a single email template.

Through this article, we will show you how to create HTML email, which you can refer to for basic troubleshooting of your email template HTML code.

P.S: It is always better to rely on experts like Email Uplers to ensure that your subscribers get an awesome and perfectly coded email.

We strongly recommend not to edit an HTML email on Microsoft FrontPage, Word, or Publisher as it will add an additional code to your email template. Use the basic text editor like Notepad or edit the email template HTML code in the code editor of your ESP.

Table of Content:

HTML Basics: How to Create an HTML Email

Any HTML template includes two parts:

Header section: Any code placed between <head> and </head> is referred to as the header section. All the media queries, styling and CSS animations are specified in this section.
Body: Any code placed between <body> and </body> is the body section and the rendering engine uses the code to create the structure of your email.

Step 1: How to Prepare your HTML <head> template?

The head section of any email resembles the following code:

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "https://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
<html xmlns="https://www.w3.org/1999/xhtml">
<head>
<title>Test Email Sample</title>
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />
<meta http-equiv="X-UA-Compatible" content="IE=edge" />
<meta name="viewport" content="width=device-width, initial-scale=1.0 " />
<style>
<!--- CSS code (if any) --->
</style>
</head>

<!DOCTYPE> is used to inform the rendering engine which HTML tags to expect and which set of rules the HTML and CSS adhere to. Even though some email clients (webmail clients like Gmail, Google Apps, Yahoo! Mail and Outlook.com) strip away the code and apply their own, it is a good practice to include this in your email template HTML code.

Even though you are free to choose between XHTML 1.0, Transitional XHTML 1.0, and Strict HTML5, most email developers worth their salt use Transitional XHTML 1.0.

The title of the email is written between the <title> tag. When a subscriber clicks on “view online”, the title of the email is displayed on the browser tab.

Step 2: How to Style Your Email HTML?

Styling is cool, but its difficult.

Whatever styling you are going to implement in your email such as text formatting, image size, media queries go between the <style> tags as different classes. The basic format for adding <style> tag is <style type=”text/css”> where in “text/css” specifies the media type as CSS. Placement of the <style> tag is tricky as 6 out of 36 email clients do not support <style> tag in <head> and Gmail doesn’t support it in the email body.

Text formatting

In case you need to add a centralized formatting condition (shown below) for any text, you can specify the attributes in the specific class.

e.g. in order to disable text decoration in hyperlinks, add

.em_defaultlink a {
	color: inherit !important;
	text-decoration: none !important;
}

Media Queries

In case you are coding a responsive email template, the media queries need to be added in the following format.

@media only screen and (min-width: ___px) and (max-width: ___px) 
{
.(class_name) 
{
	(attributes to be implemented) 
}
}

For example, consider the following media query:

@media only screen and (min-width:481px) and (max-width:699px) {
.em_main_table {
	width: 100% !important;
}
.em_wrapper {
	width: 100% !important;
}
.em_hide {
	display: none !important;
}
.em_img {
	width: 100% !important;
	height: auto !important;
}
.em_h20 {
	height: 20px !important;
}
.em_padd {
	padding: 20px 10px !important;
}
}

When the email is viewed in a device that is between the screen width of 481 and 699px:

The width of the email (em_main_table) is forced to be 100% owing to “width: 100% !important;” attribute.
The section that is associated with em.hide class shall be hidden due to “display:none !important;” attribute
The section that is associated with em.h20 class will have the fixed height of 20px due to “height: 20px !important;” attribute
Any element associated with class em_padd will have a fixed padding of 20px (horizontal) and 10px (vertical).

P.S: !important forces the rendering engine to not make any alterations to the media query.

For mobile layout, separate media queries are specified to be activated at screen widths lesser than 480px.

The media queries you have learned till now will render in a few mobile layouts. But rendering in some of the layouts require a specific set of media queries, and only an expert developer can help you do that. You can learn more about the challenges and opportunities of responsive emails in this blog.

Interactivity in email
In case you wish to include any interactivity in your email, the CSS part of the code is to be added before you close the <head> section.

Interactivity is hard to code and requires a lot of testing to render perfectly in email clients. There might be email template HTML code available on the internet, but it still requires a lot of coding experience to build interactive emails. You can learn more about interactive emails in our infographic – Interactive Email Design Elements. Here, you will also be able to download samples of each interactive element.

Want us to create awesome interactive emails for you? click here now>>

Step 3: What does the Final <head> code look like?

So, our final <head> code looks like

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "https://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
<html xmlns="https://www.w3.org/1999/xhtml">
<head>
<title>Test Email Sample</title>
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />
<meta http-equiv="X-UA-Compatible" content="IE=edge" />
<meta name="viewport" content="width=device-width, initial-scale=1.0 " />
<style>
<!---Text decoration removed -->
.em_defaultlink a {
	color: inherit !important;
	text-decoration: none !important;
<!---Media Query for desktop layout -->
@media only screen and (min-width:481px) and (max-width:699px) {
.em_main_table {
	width: 100% !important;
}
.em_wrapper {
	width: 100% !important;
}
.em_hide {
	display: none !important;
}
.em_img {
	width: 100% !important;
	height: auto !important;
}
.em_h20 {
	height: 20px !important;
}
.em_padd {
	padding: 20px 10px !important;
}
}
@media screen and (max-width: 480px) {
.em_main_table {
	width: 100% !important;
}
.em_wrapper {
	width: 100% !important;
}
.em_hide {
	display: none !important;
}
.em_img {
	width: 100% !important;
	height: auto !important;
}
.em_h20 {
	height: 20px !important;
}
.em_padd {
	padding: 20px 10px !important;
}
.em_text1 {
	font-size: 16px !important;
	line-height: 24px !important;
}
u + .em_body .em_full_wrap {
	width: 100% !important;
	width: 100vw !important;
}
}
</style>
</head>

Is </head> giving you a headache?

We can be your painkiller. Talk to us now.

Step 4: How to build your Email <body>?

The 600px range for emails was calculated for Windows Outlook working on a 1024px desktop monitor, 10 years ago. Now devices with screen widths of minimum 800px are flooding the market; so you can build HTML emails with a width of 700px at least, and add background colors to emulate widescreen emails.

So, we start with a body of 100% width with color #efefefef.

<body class="em_body" style="margin:0px; padding:0px;" bgcolor="#efefef">

In this we add a table that is center aligned at 700px

<table align="center" width="700" border="0" cellspacing="0" cellpadding="0" class="em_main_table" style="width:700px;">

Now, we will include a pre-header text and “view online” as a part of a cell, made by nesting another table in the above-mentioned table.

<tr>
          <td style="padding:15px;" class="em_padd" valign="top" bgcolor="#efefef" align="center"><table width="100%" cellspacing="0" cellpadding="0" border="0" align="center">
              <tbody><tr>
                <td style="font-family:'Open Sans', Arial, sans-serif; font-size:12px; line-height:15px; color:#0d1121;" valign="top" align="center">Test Email Sample | <a href="#" target="_blank" style="color:#0d1121; text-decoration:underline;">View Online</a></td>
              </tr>
            </tbody></table></td>
        </tr>

Now, we add the hero image.

<tr>
          <td valign="top" align="center"><table width="100%" cellspacing="0" cellpadding="0" border="0" align="center">
              <tbody><tr>
                <td valign="top" align="center"><img class="em_img" alt="Welcome to EmailWeb Newsletter" style="display:block; font-family:Arial, sans-serif; font-size:30px; line-height:34px; color:#000000; max-width:700px;" src="Location of your image" width="700" border="0" height="345"></td>
              </tr>
            </tbody></table></td>
        </tr>

Now, we add a separate table for the email copy:

<tr>
          <td valign="top" align="center" bgcolor="#0d1121" style="padding:35px 70px 30px;" class="em_padd"><table align="center" width="100%" border="0" cellspacing="0" cellpadding="0">
              <tr>
                <td align="center" valign="top" style="font-family:'Open Sans', Arial, sans-serif; font-size:16px; line-height:30px; color:#ffffff;">This is a sample email which shall be accommodated in a single paragraph</td>
              </tr>
              <tr>
                <td height="15" style="font-size:0px; line-height:0px; height:15px;">&nbsp;</td>
<!—this is space of 15px to separate two paragraphs -->
              </tr>
              <tr>
                <td align="center" valign="top" style="font-family:'Open Sans', Arial, sans-serif; font-size:18px; line-height:22px; color:#fbeb59; letter-spacing:2px; padding-bottom:12px;">This is paragraph 2 of font size 18px and #fbeb59 font color with a line spacing of 15px</td>
              </tr>
              <tr>
                <td height="25" class="em_h20" style="font-size:0px; line-height:0px; height:25px;">&nbsp;</td>
<!—this is space of 25px to separate two paragraphs -->
              </tr>
<tr>
                <td align="center" valign="top" style="font-family:'Open Sans', Arial, sans-serif; font-size:18px; line-height:22px; color:#fbeb59; text-transform:uppercase; letter-spacing:2px; padding-bottom:12px;"> This is paragraph 3 of font size 18px and #fbeb59 font color with a line spacing of 25px and Uppercase</td>
              </tr>
            </table></td>
        </tr>

Now, we add a CAN-SPAM compatible footer:

<tr>
          <td valign="top" align="center" bgcolor="#f6f7f8" style="padding:38px 30px;" class="em_padd"><table align="center" width="100%" border="0" cellspacing="0" cellpadding="0">
              <tr>
                <td valign="top" align="center" style="padding-bottom:16px;"><table align="center" border="0" cellspacing="0" cellpadding="0">
                    <tr>
                      <td valign="top" align="center"><a href="#" target="_blank" style="text-decoration:none;"><img src="images/fb.png" alt="fb" style="display:block; font-family:Arial, sans-serif; font-size:14px; line-height:14px; color:#ffffff; max-width:26px;" border="0" width="26" height="26" /></a></td>
                      <td width="6" style="width:6px;">&nbsp;</td>
                      <td valign="top" align="center"><a href="#" target="_blank" style="text-decoration:none;"><img src="images/tw.png" alt="tw" style="display:block; font-family:Arial, sans-serif; font-size:14px; line-height:14px; color:#ffffff; max-width:27px;" border="0" width="27" height="26" /></a></td>
                      <td width="6" style="width:6px;">&nbsp;</td>
                      <td valign="top" align="center"><a href="#" target="_blank" style="text-decoration:none;"><img src="images/yt.png" alt="yt" style="display:block; font-family:Arial, sans-serif; font-size:14px; line-height:14px; color:#ffffff; max-width:26px;" border="0" width="26" height="26" /></a></td>
                    </tr>
                  </table></td>
              </tr>
              <tr>
                <td align="center" valign="top" style="font-family:'Open Sans', Arial, sans-serif; font-size:11px; line-height:18px; color:#999999;"><a href="#" target="_blank" style="color:#999999; text-decoration:underline;">PRIVACY STATEMENT</a> | <a href="#" target="_blank" style="color:#999999; text-decoration:underline;">TERMS OF SERVICE</a> | <a href="#" target="_blank" style="color:#999999; text-decoration:underline;">RETURNS</a><br />
                  &copy; 2017 Companyname. All Rights Reserved.<br />
                  If you do not wish to receive any further emails from us, please <a href="#" target="_blank" style="text-decoration:none; color:#999999;">unsubscribe</a></td>
              </tr>
            </table></td>
        </tr>

Now, before we close the body, we add the following code:

<div class="em_hide" style="white-space: nowrap; display: none; font-size:0px; line-height:0px;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</div>

This adds extra spacing to force the desktop layout in Gmail

So, your final email template HTML code should be:

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "https://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
<html xmlns="https://www.w3.org/1999/xhtml" xmlns:v="urn:schemas-microsoft-com:vml" xmlns:o="urn:schemas-microsoft-com:office:office"><head>
<!--[if gte mso 9]><xml>
<o:OfficeDocumentSettings>
<o:AllowPNG/>
<o:PixelsPerInch>96</o:PixelsPerInch>
</o:OfficeDocumentSettings>
</xml><![endif]-->
<title>Christmas Email template</title>
<meta http-equiv="Content-Type" content="text/html; charset=utf-8">
<meta http-equiv="X-UA-Compatible" content="IE=edge">
<meta name="viewport" content="width=device-width, initial-scale=1.0 ">
<meta name="format-detection" content="telephone=no">
<!--[if !mso]><!-->
<link href="https://fonts.googleapis.com/css?family=Open+Sans:300,400,600,700,800" rel="stylesheet">
<!--<![endif]-->
<style type="text/css">
body {
	margin: 0 !important;
	padding: 0 !important;
	-webkit-text-size-adjust: 100% !important;
	-ms-text-size-adjust: 100% !important;
	-webkit-font-smoothing: antialiased !important;
}
img {
	border: 0 !important;
	outline: none !important;
}
p {
	Margin: 0px !important;
	Padding: 0px !important;
}
table {
	border-collapse: collapse;
	mso-table-lspace: 0px;
	mso-table-rspace: 0px;
}
td, a, span {
	border-collapse: collapse;
	mso-line-height-rule: exactly;
}
.ExternalClass * {
	line-height: 100%;
}
.em_defaultlink a {
	color: inherit !important;
	text-decoration: none !important;
}
span.MsoHyperlink {
	mso-style-priority: 99;
	color: inherit;
}
span.MsoHyperlinkFollowed {
	mso-style-priority: 99;
	color: inherit;
}
 @media only screen and (min-width:481px) and (max-width:699px) {
.em_main_table {
	width: 100% !important;
}
.em_wrapper {
	width: 100% !important;
}
.em_hide {
	display: none !important;
}
.em_img {
	width: 100% !important;
	height: auto !important;
}
.em_h20 {
	height: 20px !important;
}
.em_padd {
	padding: 20px 10px !important;
}
}
@media screen and (max-width: 480px) {
.em_main_table {
	width: 100% !important;
}
.em_wrapper {
	width: 100% !important;
}
.em_hide {
	display: none !important;
}
.em_img {
	width: 100% !important;
	height: auto !important;
}
.em_h20 {
	height: 20px !important;
}
.em_padd {
	padding: 20px 10px !important;
}
.em_text1 {
	font-size: 16px !important;
	line-height: 24px !important;
}
u + .em_body .em_full_wrap {
	width: 100% !important;
	width: 100vw !important;
}
}
</style>
</head>

<body class="em_body" style="margin:0px; padding:0px;" bgcolor="#efefef">
<table class="em_full_wrap" valign="top" width="100%" cellspacing="0" cellpadding="0" border="0" bgcolor="#efefef" align="center">
  <tbody><tr>
    <td valign="top" align="center"><table class="em_main_table" style="width:700px;" width="700" cellspacing="0" cellpadding="0" border="0" align="center">
        <!--Header section-->
        <tbody><tr>
          <td style="padding:15px;" class="em_padd" valign="top" bgcolor="#f6f7f8" align="center"><table width="100%" cellspacing="0" cellpadding="0" border="0" align="center">
              <tbody><tr>
                <td style="font-family:'Open Sans', Arial, sans-serif; font-size:12px; line-height:15px; color:#0d1121;" valign="top" align="center">Test Email Sample | <a href="#" target="_blank" style="color:#0d1121; text-decoration:underline;">View Online</a></td>
              </tr>
            </tbody></table></td>
        </tr>
        <!--//Header section--> 
        <!--Banner section-->
        <tr>
          <td valign="top" align="center"><table width="100%" cellspacing="0" cellpadding="0" border="0" align="center">
              <tbody><tr>
                <td valign="top" align="center"><img class="em_img" alt="merry Christmas" style="display:block; font-family:Arial, sans-serif; font-size:30px; line-height:34px; color:#000000; max-width:700px;" src="images/05be8b57-6b90-4ebd-ba17-4014c79f2e4b.jpg" width="700" border="0" height="345"></td>
              </tr>
            </tbody></table></td>
        </tr>
        <!--//Banner section--> 
        <!--Content Text Section-->
                 <tr>
          <td style="padding:35px 70px 30px;" class="em_padd" valign="top" bgcolor="#0d1121" align="center"><table width="100%" cellspacing="0" cellpadding="0" border="0" align="center">
              <tbody><tr>
                <td style="font-family:'Open Sans', Arial, sans-serif; font-size:16px; line-height:30px; color:#ffffff;" valign="top" align="center">This is a sample email which shall be accommodated in a single paragraph</td>
              </tr>
              <tr>
                <td style="font-size:0px; line-height:0px; height:15px;" height="15">&nbsp;</td>
<!--—this is space of 15px to separate two paragraphs ---->
              </tr>
              <tr>
                <td style="font-family:'Open Sans', Arial, sans-serif; font-size:18px; line-height:22px; color:#fbeb59; letter-spacing:2px; padding-bottom:12px;" valign="top" align="center">This is paragraph 2 of font size 18px and #fbeb59 font color with a line spacing of 15px</td>
              </tr>
              <tr>
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        <!--//Content Text Section--> 
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                      <td valign="top" align="center"><a href="#" target="_blank" style="text-decoration:none;"><img src="images/fb.png" alt="fb" style="display:block; font-family:Arial, sans-serif; font-size:14px; line-height:14px; color:#ffffff; max-width:26px;" width="26" border="0" height="26"></a></td>
                      <td style="width:6px;" width="6">&nbsp;</td>
                      <td valign="top" align="center"><a href="#" target="_blank" style="text-decoration:none;"><img src="images/tw.png" alt="tw" style="display:block; font-family:Arial, sans-serif; font-size:14px; line-height:14px; color:#ffffff; max-width:27px;" width="27" border="0" height="26"></a></td>
                      <td style="width:6px;" width="6">&nbsp;</td>
                      <td valign="top" align="center"><a href="#" target="_blank" style="text-decoration:none;"><img src="images/yt.png" alt="yt" style="display:block; font-family:Arial, sans-serif; font-size:14px; line-height:14px; color:#ffffff; max-width:26px;" width="26" border="0" height="26"></a></td>
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                <td style="font-family:'Open Sans', Arial, sans-serif; font-size:11px; line-height:18px; color:#999999;" valign="top" align="center"><a href="#" target="_blank" style="color:#999999; text-decoration:underline;">PRIVACY STATEMENT</a> | <a href="#" target="_blank" style="color:#999999; text-decoration:underline;">TERMS OF SERVICE</a> | <a href="#" target="_blank" style="color:#999999; text-decoration:underline;">RETURNS</a><br>
                  © 2017 Companyname. All Rights Reserved.<br>
                  If you do not wish to receive any further emails from us, please <a href="#" target="_blank" style="text-decoration:none; color:#999999;">unsubscribe</a></td>
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</body></html>

There you go! You’ve successfully created an HTML Email! You can use this HTML Email Example and create your own.

Desktop Version

Mobile View

Wrapping Up

With the help of this step-by-step guide, you can build an HTML email template that can be used for your email marketing strategy. The above methodology is just one of the many processes used to train our developers and test the email templates rigorously using tools like Email on Acid to deliver pixel perfect results as per our clients’ requirements. You can easily use this HTML Email code in the Mailchimp, Pardot, Marketo, Salesforce and many other ESP editors.

Ideally, being an email marketer you need to dabble into various aspects of email, including email design, email coding and template testing. At the same time, most brands and agencies partner with us for their email template production needs to deliver high converting email marketing campaigns.

The post A Step-by-Step Guide to Create Your Own HTML Email appeared first on Email Uplers.

Email Sign Up Forms – The Types and How to Make Them Stand Out

Tue, 04 Aug 2020 12:50:39 GMT

Email continues to be the most effective channel for digital marketing.

In fact, the ROI can be as high as 4000% for every invested dollar! This also makes it more effective for customer acquisition and conversion than social media platforms like Facebook and Twitter combined. By leveraging email sign up forms on your website, you can not only grow your email list but also cut back on the attrition rate, which averages at nearly 2% a month.

Why? Primarily because sign up forms are permission-based. By submitting their information, your visitors are indicating their willingness to hear from you, making it a powerful tool for building upon quality leads!

If you have been planning to use the email sign up forms on your website, here’s everything you need to know about the art form.

What is a Sign-Up Form?

A sign-up form is a web page element that consists of input fields and is used to gather your visitors’ information. The inputs collected via these forms are directly added to your subscriber list, helping you communicate with your target audience. This can range from sharing mailers and newsletters to lead generation and conversions, promoting products and services, announcing special deals and discounts, and much more.

These forms are considered a strategic move from the digital marketing perspective for many reasons. But the key factor fuelling their popularity is the ability to earn engaged subscribers with their consent. This, in turn, results in high open rates and conversions for your emails!

The following are the most popular and effective types of sign up forms you can use:

1. Pop-up Forms

As the name suggests, pop-up forms are ones that literally ‘pop up’ on your screen when you visit a website. These are not embedded in the web page but are designed to appear at a designated place and time of your choice.

Source

You can also add different effects such as pop-up from top or bottom or slide in from a side and blurred background to enhance their effectiveness. A lot of website owners and developers prefer using these pop-up forms as they successfully capture the visitors’ attention.

On the flip side, they are also notorious for negatively impacting user experience. A lot of people find this sign up forms to be too in the face. Fortunately, you can manage the shock-and-awe value of these forms by adjusting their display such that it causes minimal disruption to your users. Besides immense scope for customization, pop up forms can also be integrated with third-party email marketing services platforms.

2. Landing Page Forms

Landing pages are typically designed to drive subscriber engagement with a website. Given their clean design and absence of a multitude of elements such as menu and navigation bars, drop-down menus, content, links, buttons, there are fewer distractions.

Source

Using landing page forms for driving sign-ups can, thus, prove to be extremely effective. Since your visitors cannot navigate from the landing pages to other pages on the website, they have only two clear choices – sign up or exit. If your webpage or services resonate with a visitor, they’d be more inclined to complete the signing up process rather than just leave.

You can enhance the effectiveness of landing page forms using focussed text, images, videos, or other interactive elements to motivate your visitors to follow through on the sign-up action.

3. Inline Forms

Inline forms are the sign-up forms that you can embed within the web page body. The placement of these forms can be of your choice. You can add them at the top or bottom of a page or even in the sidebar. In some cases, inline forms are also embedded within the page content to make them appear more organically.

Source

You also have the choice to decide whether you want them on all the webpages or selected ones only. Some plugins help you add inline forms to your webpages seamlessly and also track their performance.

How to make your Sign Up Form Stand Out

A good sign up form is one that will drive your average visitor to follow through and complete the action. However, since the target audience, customer behavior and interaction patterns vary from industry to industry, it is difficult to box the effectiveness of sign up forms in a one-size-fits-all approach.

That said, the following best practices have seen a universal acceptance across business and industry verticals:

1. Prime placement

Any website comprises a wide array of different elements, pages, links, menus, and content. It is very easy for a sign-up form to go unnoticed in this milieu. Your endeavor should be to pick a location and timing that grabs your visitors’ attention instantly, without putting them off.

Using a delayed pop up form on all pages, for instance, can work well. Or you could consider an inline form placed on the sidebar, so that it is visible to your visitors at all times, allowing them to sign up whenever they desire to.

2. Not too time consuming

Time is a luxury. Time is money. Time is the one thing most people are hard-pressed for. If you want your visitors to engage with your sign up form, make sure it’s not too time-consuming. The best way to ensure that is by not asking them for too much information.

Besides, after the 2016 data mining controversy, users are wary of sharing more information with businesses than they have to. The rule of thumb is to have no more than three fields in your sign up form. Unless your business operations depend on it, avoid adding the phone number field.

3. A clear call to action

You see sign up forms on nearly every website you visit. How many of those prompts do you act on? Make yours stand out by giving your users a reason to spend that extra couple of minutes sharing their contact information with you.

A clever, witty, and pointed call to action goes a long way in making that happen. It helps if your CTA is in plain text and prominently placed on your sign up form template.

4. Autofill

Even if you’re asking for minimal inputs from your users, manual entering those details can seem tedious to many, making the whole process seem unnecessary. You can navigate this stumbling block by leveraging autofill options using social media or Google sign-in options.

5. Opt-in box to indicate preferences

You may want to send out different types of emails to your subscribers – newsletters, promotional materials, information about product launches et al. But are your subscribers willing to receive a barrage of communication from you end?

By including an opt-in box where they can select whether they just want to receive your newsletter or all emails, you give them the power to choose.

5 Simple Steps to Create the Best Sign Up Forms

The best way to grow your email list is to get your visitors excited about the prospect of signing up. Here’s how you can create a sign-up form which does exactly that in 5 simple steps:

1. Address the ‘What’s in it for me?’ question

An email is a valuable commodity and your visitors know that. To get them to follow through on the sign-up process, you must address the ‘what’s in it for me?’ question right off the bat. A crisp description of what they stand to gain by signing up ought to do the trick.

For instance, you can use ‘sign up for our weekly newsletter and receive exciting offers’ instead of just saying ‘sign up here’ or ‘spare a few moments to sign up’.

2. Use double opt-in to gain quality leads

You may have 10 million subscribers but if you can’t get them to convert, the whole exercise becomes futile. The focus should be on assimilating quality sign-ups and the best way to ensure that is a double opt-in feature.

This simply means a lead will have to confirm their interest to sign up twice – once at the web form and then on a follow-up CTA that is typically emailed to them. Anyone who completes this process is genuinely interested in your business and qualifies as a high-quality lead.

3. Keep it simple

Your visitors should be able to access the sign-up form and complete the process in a matter of seconds. That’s why keeping it clean and simple is the key.

Don’t add too many fields, don’t make the process too complex or you risk losing a potential lead’s interest.

4. Choosing placement and timing carefully

With so many options in terms of sign up form types and placements, this choice can be baffling for even the most seasoned business professionals. For this, you need a clear understanding of your target audience.

Will they be annoyed by a pop-up form that pops up after just a few seconds or is an exit intent form a better choice? Are they likely to miss an inline form? Will they bounce from a landing page form? How much time will they be willing to spend on it? Knowing the answers to these questions can help you arrive at the best combination of the two for your sign up form.

5. Follow up the submission with an email

Once a visitor signs up, show them your gratitude with a welcome email, thanking them for their interest in your services. You can also include a special discount or share some relevant links to get them excited about taking this relationship forward.

Wrapping Up

An email sign up form is an efficient way to expand your outreach, and in turn, your conversions and sales. Invest the time and effort to create one that will bolster your email marketing efforts and close the gap between lead generation and conversions.

The post Email Sign Up Forms – The Types and How to Make Them Stand Out appeared first on Email Uplers.

Salesforce Marketing Cloud July 2020 Release: Your guide to all the important features – Part 2

Fri, 31 Jul 2020 13:30:42 GMT

This is part 2 of the article on Marketing Cloud July 2020 Release and in continuation with Part 1, which can be referred here.

We have covered the following features in part 1 of the article:

Micro-level user Permissions in Journey Builder
Transactional Send Email Journeys in Journey Builder
Single Send SMS Journeys in Journey Builder
Identifying and deleting a contact in Journey Builder
Interactive Email forms to have pre-populated data
Multi-Factor authentication
Discontinuation of Use of Internet Explorer 11 for Marketing Cloud

We will cover the rest of the important features of the July 2020 release in this blog.

Einstein Send Time Optimization to increase push notifications engagements

With the latest release, marketers can apply the Send time optimization [STO] capabilities to the MobilePush feature. This capability will help marketers to assess the past engagement of the subscriber with MobilePush. The past engagement pattern is defined as the time & day at which the subscriber is most likely to open the push notification. This pattern is used for sending the push notifications at the appropriate time to gain maximum exposure from the subscriber.

Einstein Send Time Optimization (STO) dashboard will show the likelihood of notification to be opened. ETO activity can easily be located in the Journey builder module.

This action can be achieved by inserting an Einstein STO activity in the Journey builder canvas right before a Push Notification activity. Also, activation of Einstein STO for email as well as push notification can be achieved by visiting the Einstein section of the Setup.

Real-time Contacts details in the Journeys

Currently, it is not possible to view a contact‘s exact location in a Journey builder and hence marketers are unable to get the real-time status of the contact. With the advent of this new feature, in the Journey Builder’s Einstein STO (Send Time Optimization) activity, marketers can view the contacts progression through the journey.

This feature enables to view the contacts who are waiting to pass through activity or have passed through the activity on an hourly basis.

This helps the marketers to analyse the counts for the last 30 days and this requires no configuration as it is available out of the box and can be seen by clicking on the respective activity.

Details of Einstein Messaging Insights Model

Einstein Messaging Insights model card provides details of how the model is used within the Salesforce Marketing Cloud. This will be helpful in understanding the factors involved in coming up with insights which include inputs to the model, its applications, and ethical considerations.

Interactive Email Form to have pre-populated text blocks

Interactive email forms are used to capture the subscriber data in a hassle-free manner. If Salesforce email specialists have the existing data of the subscriber, they can pre-populate the data and showcase it in the Interactive forms.

This functionality will be really helpful in the scenarios where a subscriber needs to update their existing details. Subscriber will just have to update or reconfirm the details instead of typing the whole text.

Values that can be added in the form of hard-coded values, a personalization string, or AMPscript.

Alert Manager Notifications

Previously, for errors occurring due to the failed sends, marketing cloud would attempt to resend the email thrice and if it failed the third time, then support contacted the account administrator. Also, the Alert Manager would let admin enter emails to receive critical system alerts.

With this release, emails can be sent to the nominated Admin for email send and triggered send errors.

If there are errors due to system issue or limitation, the system will alert the nominated admins about the issue in Salesforce Email Studio, Automation Studio, or Journey Builder

To add the nominated Administrators, marketers should add their details in Setup–>Setting–>Company

New permission sets for Interaction Studio

Interaction studio, previously known as Evergage, is a Salesforce Marketing cloud real-time personalization and interaction management solution backed by AI capabilities. Interaction Studio helps marketers to gain a complete view of their subscribers. It can help marketers to inject real-time personalization based on the actions taken by the subscribers.

Permission related to interaction studio can be activated by visiting Setup within Salesforce Marketing Cloud.

Wrap up

In this blog, we have covered six important Salesforce Marketing Cloud features from the upcoming Marketing Cloud July 2020 release. We hope these will help marketers to maximize the Salesforce Marketing Cloud usage.

For the complete list of Salesforce Marketing Cloud features of July 2020 release and their details, please refer to the link below.

https://help.salesforce.com/articleView?id=mc_rn_july_2020_release.htm&type=5

The post Salesforce Marketing Cloud July 2020 Release: Your guide to all the important features – Part 2 appeared first on Email Uplers.

How Email marketing Plays an Essential Role in your CRM Strategy

Thu, 30 Jul 2020 10:55:58 GMT

CRM (customer relationship management) is a process that involves managing communications with existing and potential customers. It makes use of data to create, improve, and manage customer relationships. Simply put, it helps you keep track of your customer’s data, sales history, and product information. It also works toward organizing customer reminders and callbacks, scheduling staff hours, and develops reports regarding sales volumes, goals, and performances.

So, as you can see, CRM helps businesses in aggregating, organizing and analyzing customer data for facilitating a better relationship with their customer base. That’s the reason 91% of companies with more than 11 employees leverage CRM software. Moreover, with CRM expected to reach a revenue of $80 billion by 2025, it becomes imperative to leverage it to the core and be successful in the long run of business.

Now, let’s take a look into how email marketing fits into your CRM strategy, making it even better.

How email marketing can help you ace your CRM strategy?

Integrating CRM with email marketing can help you establish a more personalized, effective, and direct connection with prospective clients. While for each dollar you invest in CRM, you get a revenue of $8.71, spending $1 on email marketing gives you an ROI of $44. These statistics prove that email marketing can help your CRM strategy to develop and grow to the next level. Here’s a detailed look at various ways which email marketing uses to make your CRM strategy top-notch.

1. Effective segmentation

Segmentation is a critical aspect of CRM email marketing. It gives you an idea about the customers who will be the most receptive to what you are selling. So, to get the best out of your CRM, it is important to go for a detailed segmentation. You can do it by filtering information through your CRM software and divide your customer base on the basis of location, purchase history, age, gender, personal interests, and so on. Here’s how hyper-segmentation can help a business:

Source: Superoffice.

These figures say it all. Your business can see similar results if you make good use of email marketing and CRM.

2. Superior Personalization

According to Campaign Monitor, segmented and personalized campaigns have the ability to boost revenue by 760%. Email marketing, By gathering the data collected in your customer base with the help of CRM, you can send personalized emails to the target interests. From adding the first name of the customer in the subject line to customizing the email copy with relevant content, there are a lot of ways to leverage personalization. Here’s what a personalized subject line looks like:

Here’s another email example of personalization where DAVIDsTEA is celebrating their 10th anniversary and giving the customer insight about their journey. From the day the customer signed up to mentioning their favourite beverage, they have included it all in their email copy. The data game of DAVIDsTEA is surely strong.

Source: Really Good Emails

3. Useful follow-ups

CRM has the ability to send alerts in real-time, thereby helping you to be in constant touch with your customer’s journey via emails. From letting you know when the messages you send to your customer and leads are opened and read to giving you an idea about which link the customer is clicking, CRM does it all. With email marketing, by making use of such data, you can follow-up with your customer base and target them in a way that resonates with them. It will help you personalize the messages to customer behavior, thereby helping you boost your open rates, conversions, and ROI. See how Uncommon Goods is making good use of the follow-up email template by recommending their customers various products based on their browsing history and interest.

Source: Really Good Emails

4. Lead nurturing

Nurturing leads is imperative to any business. However, it is still a struggle for many. 65% of marketers say that lead generation and traffic generation are their biggest issues.

Source: HubSpot

So, if you too are struggling with the same, CRM along with email marketing can solve this issue. As you have an idea about your subscriber’s biggest pain points, it helps you present them with products and services that can provide them with a solution, thereby starting the lead nurturing process. Lead nurturing also includes sending engaging content, follow-up emails, and targeted messages.

5. Email Template Customization

With CRM email marketing, you can use customized email template designs. You can do so by dragging, dropping and placing everything the way you want. In short, you don’t need to have any complex coding language to create emails that lead to conversions. As interactivity is the latest trend in emails, you can use interactive elements such as videos, GIFs, kinetic images, and so on in your customized email templates.

While adding videos in your email can increase click rates by 300%, including a GIF can enhance the conversion rates by 103%. Hence, make sure you get interactive with your emails once in a while and keep your revenues soaring. See how Readdle makes good use of video in their product launch email.

Source: Really Good Emails

Here’s another one from Kate Spade with a quirky use of GIF:

Source: Really Good Emails

You can also include tappable elements the way B&Q did:

Source: Really Good Emails

4. Email automation

Automation can play a great role in your CRM email campaigns. With CRM and automation working on your side, you can send the right content at the right time. To put it in other words, whenever a subscriber performs a trigger, whether it is abandoning their cart or clicking on your pricing page, you can automate a follow-up email. Do it the way Bonobos did it in their cart abandonment email.

Source: Really Good Emails

You can even use your CRM software to customize these triggers and tailor it to fit your subscriber’s preferences.

5. Better analysis

Using CRM to track the success of your campaign can be a great option. CRM has a capacity for huge data storage. It can help you in handling several campaigns simultaneously. From web analytics and event monitoring to profitability analysis and third-party data review, CRM can help you create campaigns that work.

Moreover, as CRM presents the analysis through graphs, it becomes even easier to understand what is working and what is not.

Wrap up

CRM email campaigns work as a well informed, highly targeted, and planned strategy. From segmenting your audience and scheduling emails to third party integration and effective follow-ups, it can help you do it all. Besides, it lets you be in constant touch with your customers while making your brand strong and trustworthy. It also provides you with a detailed insight into how your campaign is performing and helps you build a long-lasting relationship with your customer base.

The capabilities of email marketing become manifold with CRM. All you need to do is leverage it in the right way and you will be good to go. Hence, put your best foot forward and make the most out of your CRM email campaign. There are a variety of CRM options that you can choose to integrate with your email campaign and pave new avenues of success.

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The post How Email marketing Plays an Essential Role in your CRM Strategy appeared first on Email Uplers.

A Brief Guide To Salesforce Distributed Marketing

Tue, 28 Jul 2020 12:51:14 GMT

If you pride yourself on being a ‘customer-centric’ organization, here’s a question you should be able to answer very easily:

1. How many customer touchpoints have you identified across your org? 1, 2, 5, 10? More?

Ready with the answer? Now ask yourself this:

2. How many customer touchpoints are you able to tap into in order to improve your customer-centricity? A few? Some? Many? All?

And finally:

3. How many of these touchpoints is your organization’s corporate marketing team directly involved with, and how many are in the picture because of your network of distributors, channel partners, franchisees, etc?

Here’s why it’s important to know the answers to these inter-related questions. Today’s customers – especially those who are ‘digital natives’ – often explore and utilize many different ways to interact with brands. And they want every such interaction to be relevant, convenient, and most importantly, connected. So if you don’t know how many different ways your customers can – and do – interact with your brand, you won’t be able to serve them through those touchpoints. Can you say ‘missed opportunity’?! Do note here that simply knowing how many touchpoints are relevant to your customers is not enough! It’s also important to know the answers to questions #2 and #3. And here’s where you might face problems.

For most organizations and their corporate marketing departments, selling and marketing their products or services through a few touchpoints is a fairly manageable endeavor. But as the number of these touchpoints increases, say due to the expansion of a ‘partner network’ of franchisees, agents, resellers, etc., the added complexity can make it very challenging to deliver superlative customer-centricity, and seamless, connected and personalized consumer engagement at scale.

67% of marketing leaders say that creating ‘connected’ customer journeys is critical to their success.

—2017 Salesforce State of Marketing report (based on a Salesforce survey of 3500 marketers worldwide)

Salesforce Distributed Marketing offers a powerful solution to these challenges by making it easy for brands to deliver consistently high-quality customer experiences, not only across corporate marketing but also across their (growing) partner networks.

But what is Salesforce Distributed Marketing? How does it work?

What are the advantages/benefits of Salesforce Distributed Marketing?

And finally, what are some best practices that can enable brands to extract maximum value from Salesforce Distributed Marketing?

In this guide, we will cover all these aspects of Distributed Marketing from Salesforce (except for Salesforce Distributed Marketing pricing which is not in our scope). Leverage this powerful tool to personalize your brand’s corporate marketing campaigns across every customer touchpoint and to make every campaign more relevant to local audiences.

What is Salesforce Distributed Marketing? How does it work?

Distributed Marketing comes into the picture when most of your brand’s customer touchpoints are outside of your normal corporate marketing ‘ecosystem’. It empowers those who deal with your customers in some way but are not a part of your immediate team, say, your franchisees or vendor partners, with all the resources, tools and content they may need to deliver seamless, connected and on-brand customer experiences. For organizations with large partner networks, Distributed Marketing from Salesforce helps ensure that customers never experience a frustratingly ‘disconnected’ brand experience, i.e. an experience where they feel as though they’re engaging with two different companies.

Many such organizations and their corporate marketers already rely on Salesforce to power their sales outcomes through these partner networks. And now, with Distributed Marketing from Salesforce and Salesforce Marketing Cloud, these organizations and marketers – with the help of their Salesforce certified email specialists and Salesforce Marketing Cloud specialists – can easily build personalized customer journeys and deploy them to their partner networks. Then, the partners using Salesforce Sales Cloud, Service Cloud or Community Cloud can leverage these personalized journeys to on-board new clients, create and execute special promotions, manage their renewals, and do much more with their customer relationships than they ever did before.

Salesforce Distributed Marketing:

Can be enabled across multiple elements of the Salesforce ecosystem including Sales Cloud, Service Cloud, Financial Services Cloud and Community Cloud
Can track customer journeys across various touchpoints distributed over a multi-entity partner network
Enables brands to deliver consistent and personalized customer experiences across a distributed sales network
Provides rich, actionable customer insights for corporate marketers

What are the advantages/benefits of Salesforce Distributed Marketing?

1. Ensure compliance with corporate marketing standards for more ‘connected’ campaigns

Local partners often struggle to meet a brand’s corporate marketing standards and guidelines. Salesforce Distributed Marketing helps bridge these gaps. Thus, one of the biggest advantages is that it empowers brands to design personalized on-brand marketing campaigns so they can deliver high-quality customer experiences, and consequently maintain an instantly recognizable brand image with their valued audience. With Distributed Marketing from Salesforce, brands find it easier to establish corporate marketing standards for the entire distributed sales network.

Through Journey Builder in Salesforce Marketing Cloud (SFMC), corporate marketers and their team of Salesforce Marketing Cloud specialists can:

Develop best-practice consumer journeys for targeted engagement in a few simple clicks
Activate and connect the journey with the campaign in Sales Cloud, Service Cloud or Community Cloud, and distribute those journeys to the network
Empower partners to access these pre-built journeys that they can personalize and send to consumers
Establish more control over what is being communicated and to whom

Source

Thus, Distributed Marketing from Salesforce fills the voids that often crop up in omni-channel marketing for brands with large partner networks so they can deliver superlative in-person experiences for customers interacting with their affiliates.

2. Create personalized messages

Today’s consumers are not impressed with generic, cookie cutter-type brand messaging. With Salesforce Distributed Marketing, a brand’s partners and corporate marketers can edit each message for individual contacts within the journey in order to deliver personalized, results-oriented communication. They can also preview each message by email address to ensure that the copy is tailored to each individual before the contacts are entered into an on-brand cross-channel journey.

At the same time, the general framework that determines how the company communicates with its customers does not change. This means that personalization and the elements that make a brand unique – colors, messaging tone, language, etc – go hand in hand to benefit both the brand and its customers.

Source

3. Better understand customer journey ‘engagement’ with analytics

With Salesforce Distributed Marketing, brands can track each customer touchpoint and journey. After sharing suggested journeys with partners, corporate marketers can look at the engagement analytics at the aggregate journey level to gain actionable insights, say, about what kind of digital marketing (e.g. email marketing versus social media marketing) works better with their customers.

And wherever necessary, they can then change the journey to continue to deliver optimal customer experiences. Partners too can log in to the cloud they use every day (e.g. Sales Cloud) in order to access and choose all the pre-built journeys created by the corporate marketing team.

How can you leverage the power of Salesforce Distributed Marketing for your organization?

Since Salesforce Distributed Marketing supports a number of Salesforce Clouds including Sales Cloud, Service Cloud, Financial Services Cloud and Community Cloud, your organization can vertically integrate and extend your corporate marketing systems to your partner network. Thus, you can connect better with your consumers while ensuring that your partners comply with your corporate marketing brand standards across all communications touchpoints throughout their journey.

You can also gauge how your marketing campaigns are working, and make changes as and when required to keep consumers highly engaged with your brand. This can boost their loyalty and drastically improve Customer Lifetime Values (CLV).

Best Practices for Salesforce Distributed Marketing

Here are some best practices to help you make the most of your brand’s Salesforce Distributed Marketing deployment:

Make sure you review the required products, licenses, permissions and any required complementary Salesforce products to determine if you can use Salesforce Distributed Marketing in your corporate marketing environment.
Before rolling out Salesforce Distributed Marketing, have an internal ‘alignment’ meeting with important stakeholders from corporate marketing, IT and business users such as Sales or Partner Management.
To increase your chances of success, review tasks with your technical team of Salesforce certified email specialists or Salesforce Marketing Cloud specialists, determine a timeline and roll-out strategy, and set the right expectations.
Set up a ‘Quick Send’ workflow if you’d like to send a single, personalized email or SMS message to multiple individuals.
When creating emails for Distributed Marketing, make sure you include the necessary sections or content to remain legally compliant in your region, e.g. unsubscribe links
Create a ‘Campaign Send’ workflow to add contacts, leads or person accounts to single or multi-step journeys such as email drip campaigns
Distributed Marketing uses Marketing Cloud data extensions to store information about the send (e.g. who is the sender and who is the receiver). Complete this step for any message you want to send with Distributed Marketing. Your Salesforce Marketing Cloud specialist should be able to take care of this for you.
To extend the message personalization flow, create custom personalization interactions. Extend the payload to include more data for journey decisions, content personalization, etc.

Wrap Up

Salesforce Distributed Marketing provides a number of tools, workflows and experiences that can help your corporate marketing team better serve and engage with your entire book of business. We hope this guide helps you make the most of it to impress your customers and keep them on-board with your brand for a very long time.

The post A Brief Guide To Salesforce Distributed Marketing appeared first on Email Uplers.

Personalizing Emails and Integrating Them with ABM Strategy in Marketo

Tue, 28 Jul 2020 05:37:25 GMT

As a marketer, you would agree that at some point in time you have sent email campaigns that were not targeted to a segmented audience but you just went with it in the hopes of finding some leads. Now you might even have got good results but you yourself know that with a proper alternative strategy and a clear vision, you would have succeeded in achieving even better goals.

Account-based marketing is one such alternative to avoid looking for prospects in a dark room. In this strategy, each email campaign is uniquely designed and delivered according to the preferences, traits, and journey of each account or prospect. The most important feature of this strategy is that the marketing and sales team sit together and analyze the prospects and target them in a way that the needs of the recipient and the services of the sender resonate.

According to Altera Group, 97% of marketers have achieved higher ROIs by implementing this strategy as compared to any other. And why wouldn’t they?! The audience will never look away when an email they receive not just stands out amongst a hundred other emails but also fulfils their needs.

We are familiar with email personalization but what if someone said, let’s jazz it up with ABM strategy and deliver even more relevant, unique, and targeted emails? That is exactly what Marketo said and has made ‘fishing with spears’ possible, instead of just laying a net and waiting. Read on to know more about how you can incorporate this strategy into your campaigns:

How does Marketo help bridge personalization and ABM?

To put in simple words, Marketo implements the ABM strategy by not just personalizing the content of the campaign according to the account but by personalizing the customer experience and increasing engagement by delivering the right message to the right accounts

It also empowers businesses to communicate in real-time with such targeted accounts and maintain a consistent brand image across all marketing platforms of the company. This makes it possible to maneuver the customer’s digital journey with the brand and offer as much interaction as possible.

3 things to understand before we go further

Account-based targeting tools

Modern age marketers have been targeting niche prospects for quite some time now. However, targeting specific and unique accounts requires an advanced toolkit, which Marketo provides. Further, by tracking an organization’s APIs and tracking them with the ABM strategy will help one deliver content and services to a focused population.

Sales engagement tools

Jon Miller in his e-book about Account Based Marketing, mentions this strategy as fishing with a spear instead of with a wide fishing net. Sales engagement tools are the equivalent of that spear. In simpler words, sales engagement tools bring together personalization and persistence that are powered by automated platforms like Marketo.

Lead-to-account matching

Leads can be generated through multiple sources like email, webpages, web traffic, and so on. With varied sources of engagement, it might become difficult to monitor and match the leads from different sources to their respective accounts. With the assistance of AI, Marketo’s lead to account matching deals with this process efficiently.

Making the most of ABM strategy and email personalization in Marketo

Profiling accounts

The sales and marketing teams target the right accounts by profiling them with the help of AI. Apart from that Marketo exclusively enriches the engagement data and prioritizes the accounts accordingly. Further, it matches the lead to the account and manages the lists. The factor that makes Marketo stand out in this service, although it partners with a CRM, is that it not just targets accounts but also tries to recognize the persona and target leads accordingly.

Building the right contact list

As mentioned earlier, attracting the key personas and acquiring new leads and contacts across targeted accounts, extends the reach of the account-based marketing, controlled from a single point.

Approaching across channels

Marketo enables automating the complete approach of marketing from acquiring the leads from sources to nurturing them to delivering a personalized experience that expands the communication, opportunities, and conversions irrespective of the source of engagement.

Sales & marketing partnership

Marketo offers a smooth and hassle-free experience for the sales and marketing teams to work together on targeted accounts. This allows internal teams to work together with full visibility of activities related to account, sales, and marketing. It also makes tracking the performance of individual client accounts and monitoring how the engagement filters and trigger points for them.

Measurement

Being accountable is one of the most important steps of email campaign management. Knowing which sales, advertising, and marketing campaigns are delivering the best ROIs and which are not, will help you enhance your account-based marketing approach. Marketo offers the best compatibility to monitor all such activities, its results, and metrics, which together helps you analyse the overall performance.

Wrap Up

ABM and email personalization are an unbeatable pair when it comes to generating conversions and nailing that ROI. ABM is here to stay. Although there are chances the trend might evolve with time, for now, make the most of ABM with Marketo.

Let us know your experience with account based marketing and email personalization on any other marketing platform.

The post Personalizing Emails and Integrating Them with ABM Strategy in Marketo appeared first on Email Uplers.