How To Send Email Campaign In Salesforce – Oana Munteanu is a Salesforce Marketing Cloud Champion and Senior Marketing Consultant at Bluewolf, an IBM company.
As you become familiar with Salesforce Marketing Cloud, you’ll discover that there are different ways to achieve the same results. An important example is sending emails using the Marketing Cloud. Even experienced users can find it difficult to choose between the available options, but don’t worry, we’ll guide you through which method to use (and when).
How To Send Email Campaign In Salesforce
Email marketing is at the core of this platform as a key component that marketing cloud products are built on. Depending on what you have access to, you can compose and launch emails from different parts of the platform, such as Email Studio and Journey Builder. Let’s look at each one individually…
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Salesforce Marketing Cloud Email Studio is where you create, preview, test, and send emails (using Content Builder).
Send streams let you send emails to any type of audience, including lists, data extensions, and Salesforce reports and campaigns.
Send Flows are Marketing Cloud’s original and most popular send type. This is especially true if it’s the only Studio you’ve purchased (ie your account only has Email Studio provisioned).
The Send Flow replaces the previous Guided Send in Email Studio. Although the name is different, the functionality is almost the same, including the UI and guided streaming experience.
Salesforce Marketing Cloud (sfmc) Triggered Email Integration
One of the many benefits of using dispatch flows is the highly visual step-by-step guide that walks you through the process, helping to minimize potential errors.
When to use: When you only have one email at a time to send to a specific audience stored in a list or data extension.
Note: When using this option, email tracking data will not sync to Salesforce CRM unless the target data extension is stored in the Salesforce Data Extensions folder.
Go to Email Studio → Select email to send → Click Send. This action opens the send flow experience.
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These Sends work like Sender Definitions, in that they configure all email sending features (email selection, categorization, sending audience, adding CC and BCC recipients).
You can find sending emails like this in the Interactions area of Email Studio. This is part of the legacy Email Studio functionality (hence the outdated look and feel of the UI).
Send manually. You can send it immediately or schedule it for a specific date and time.
When to use: If you reuse the same audience and settings multiple times, i.e. a monthly newsletter (saved as a data extension) that is always sent to the same audience.
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Note: If you choose to enable the CC/BCC feature, please be aware of the cost implications as each copy of your email will be charged. If you don’t see this feature in your account, you may need to contact your account executive to enable it.
Like user-initiated sends, Salesforce sends are sent using Email Studio, but as the name suggests, they are sent from the Salesforce platform.
Note: The user must be integrated with a CRM user to get this option in the account.
Triggers are sent to individual recipients in real-time. This follows an action or transaction, for example receiving a confirmation email after registering for an event.
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The main difference between trigger sends and user-initiated emails is that these emails are sent to each recipient individually (even though they share the same UI).
Triggers consist of three components, two of which are configurable in the Marketing Cloud interface: content and interaction.
The third component is interaction triggering criteria configured outside of the SFMC platform (via API calls). These triggers use the information defined in the trigger send configuration (Content component) when sending the email.
If you need to update the email content, you can pause the interaction, announce your changes and resume the interaction.
Salesforce Email Integration
When to use: To trigger automated emails based on events occurring within or outside of the SFMC platform, such as web form submissions hosted on your website (not Marketing Cloud forms).
Think of this as a view of a Journey loader sent from within Email Studio. From this area, you can view, pause, start/restart, and publish changes to Journey Builder submissions.
In other words, you’re not actually transmitting from here. Journey Builder sends are created by default in this view and can be managed from Email Studio.
Tip: Monitor emails sent through Journey Builder from this area. This is because it provides more accurate and detailed information about whether a transmission is complete, queued, or has errors.
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Not technically a send type, but I wanted to include A/B testing. As you know, you can send emails while checking different variables.
The A/B testing feature (inside Email Studio) lets you do just that. There are six types of tests that can be run. Subject, pre-header, sender name, sent date and time, content area, and even two different emails.
During setup, you choose your target audience, the percentages you want to test in your test, how you’ll determine the winners (clicks and open rates), and the evaluation period. For duration, the more viewers you send, the larger the time window for calculating the winner is recommended. The final step is to schedule your shipment. This can be immediate or on a different date.
Marketing Cloud Journey Builder is an amazing campaign automation experience that visually maps your relationship “journey” through your marketing touchpoints.
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A single send journey allows you to send an email in three steps. First, select the emails you want to send, select the data extension that contains your target audience (add more filters if needed) and schedule the send.
Apart from the ease of setup, another big advantage is that email tracking automatically syncs to Salesforce CRM for sending emails all the way. This means you don’t have to worry about storing your data in a long specific folder to ensure this synchronization.
Multi-step tours are the perfect tool if you need to send multiple emails. Design and build simple or complex multi-channel journeys that take customers down different paths (branch logic) based on engagement and data. Set emails to be sent automatically on specific days or at different intervals. Journey Builder’s Canvas interface is designed to help you track the progress of your customer journey.
Go to Journey Builder → Create New Journey → Multi-Step Journey → Build. When you configure an email activity in Journey Builder, a Send Trigger activity is automatically created in the background and displayed in that area.
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Only used for transactional messages sent in response to user actions such as form submission or purchase completion.
Transactional API message access sources are created through the Journey Builder UI instead of using code that helps non-technical users. These sends are a step up from Email Studio’s traditional trigger sends and are sent via the REST API (asynchronous).
Note that the actual trigger criteria are configured via APIs outside of the platform and are bound to specific traversals via event definition keys (unique user-generated keys that can be referenced by API calls).
You can choose to configure the email sending activity as part of a multi-step automation or by itself.
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Configuring the Send Email activity creates a send definition that can be used in multiple automations similar to user-initiated sends. A good use case for using this type of transmission is scheduling automated reports to be sent via email.
As you become familiar with Salesforce Marketing Cloud, you’ll discover that there are different ways to achieve the same results. However, it is important to learn about all available methods so that you can decide which method is best for your situation.
Finally, the sales force said: Bottom line: Make decisions based on the purpose of your message and you’ll be on your way to delivering. In this post, we review the Salesforce mass email feature and best ways to optimize it in Lightning, current Salesforce mass email limitations, search, apps and tools that can help you with mass email like ContactMonkey, Mailchimp, Pardot. Suggest a way. . Send bulk emails in CRM.
In the Winter’19 release notes, you will be able to track open rates and emails (error or undelivered emails).
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Over the years, Salesforce has consistently ranked among the most popular CRM tools, and is looking to capture more and more market share by expanding its product offerings. For example, in response to current demand, Salesforce released Vaccine Cloud to manage vaccine administration. They don’t seem to be leaving
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