Ready to take your email marketing to the next level? Harness the full power of Salesforce with our ultimate guide to planning, creating, sending, and optimizing high-converting email campaigns. We’ll explore Salesforce’s robust email features, follow step-by-step instructions to create a campaign, and share pro tips to boost deliverability, engagement, and performance. Whether you’re new to Salesforce or looking to get more from its extensive capabilities, this guide will help you execute targeted, effective email campaigns that drive results. So buckle up and get ready to master the art and science of Salesforce email campaigns!
Overview of Salesforce Email Campaign Features
Salesforce offers a robust email marketing platform with Email Studio, allowing users to easily build professional campaigns with drag-and-drop simplicity. Key features include:
Email Studio for Drag-and-Drop Campaign Building
- Intuitive drag-and-drop editor makes campaign creation easy
- WYSIWYG content builder with ability to edit HTML
- Content blocks for reusable modules like headers, footers, etc.
- Image editor to crop, resize, apply filters to images
- Preview campaign across different email clients and mobile devices
- Collaboration tools to work with teams on campaign creation
Pre-built Templates for Common Campaign Types
- Hundreds of customizable templates for campaigns like:
- Welcome series
- Promotions
- Newsletters
- Events
- Holiday
- And more
- Templates designed for both desktop and mobile
- Can edit templates or create new ones from scratch
Segmentation and Personalization Tools
- Leverage CRM data to segment contacts for targeted campaigns
- Create dynamic content blocks to personalize messaging
- Use merge tags to insert subscriber personalization
- Subject line and content A/B testing capabilities
Automated Workflows with Journey Builder
- Map out multi-step campaigns with visual canvas
- Trigger emails based on actions, dates, data updates
- Create tailored journeys for segments
- See journey results and optimize over time
Built-in Analytics and Tracking
- In-depth email and campaign performance metrics
- Track opens, clicks, bounces, unsubscribes, etc.
- Analyze trends over time to optimize programs
- Export or connect reporting to BI tools
- Global compliance with email regulations
Step-by-Step Guide for Creating a Salesforce Email Campaign
Creating an effective email campaign with Salesforce involves several key steps:
Identify Your Campaign Goals and Audience
- Outline campaign objectives and metrics for success
- Determine target audience and optimal send time
- Segment contacts based on behaviors, attributes, or past interactions
Design Your Email Content and Assets
- Choose or create email template aligned to goals
- Craft compelling subject line and preview text
- Write copy that speaks directly to audience interests
- Incorporate images, video, gifs to increase engagement
- Include clear call-to-action based on desired outcome
Build Your Campaign in Email Studio
- Assemble email using drag-and-drop editor
- Insert dynamic content blocks for personalization
- Link to landing pages or microsites as needed
- Set up A/B tests to optimize components
- Configure sending options and schedule
Set Up Tracking and Analytics
- Insert campaign tracking code on landing pages
- Enable engagement tracking with open and click metrics
- Connect campaign to CRM data for attribution
- Establish success benchmarks and reporting cadence
Test and Validate Before Sending
- Proofread content, check links/images, verify formatting
- Send test emails to preview rendering across clients
- Review spam check results and make optimizations
- Confirm subscription center and compliance requirements
Analyze Performance and Optimize
- Review email and site analytics data
- Assess results against goals and iterate components
- Monitor deliverability metrics and troubleshoot issues
- Continuously refine targeting, content, timing based on trends
- Surface insights to guide future campaign development
Optimizing email deliverability is crucial for successful campaigns. Here are some tips when using Salesforce:
Proper List Building and Management
- Collect double opt-in and confirmed subscriptions
- Segment list based on engagement and attributes
- Remove inactive subscribers and bad email addresses
- Monitor bounce rates and troubleshoot high volumes
- Consider third-party list hygiene tools to maintain quality
Spell Check and Content Optimization
- Verify spelling, grammar, punctuation are correct
- Check for broken images, links, formatting issues
- Ensure content is relevant to the audience
- Find right balance between text and images
- Follow CAN-SPAM guidelines and best practices
Scheduling and Send Time Optimization
- Use Einstein Send Time Optimization to find best delivery times
- Test different days of week and times to determine optimal schedule
- Consider audience time zones and typical engagement patterns
- Avoid sending during known ISP maintenance windows
- Throttle send pace to manage reputation and maximize deliverability
Reputation Monitoring and IP Warmup
- Review domain and IP reputation with monitoring tools
- Gradually ramp up new IP address sending volumes
- Maintain good complaint and bounce rates
- Use dedicated IPs for transactional and marketing emails
- Explore IP warmup services for new domains
Avoiding Spam Trigger Words and Phrases
- Review and remove common spam trigger words and phrases
- Don’t overuse exclamation points, ALL CAPS, or repeated text
- Have a human review copy to ensure natural language
- Avoid overly salesy or promotional messaging and tone
- Use MailChimp’s Content Detective or other spam check tools
Integrations and Add-Ons for Advanced Features
Salesforce offers robust email capabilities out of the box, but third-party integrations can help take things to the next level:
Marketing Automation Integrations
- Tools like HubSpot, Marketo, and Eloqua extend personalization and workflows
- Build sequences across channels like web, mobile, ads, and social
- Leverage advanced lead scoring models and attribution
Third-Party Email Analytics Tools
- Deeper analysis on opens, clicks, dwell time from platforms like Litmus and MailChimp
- Testing for rendering, spam potential, and more through email preview tools
- Connect reporting to BI tools like Tableau or Power BI
Enhanced Personalization and Testing Capabilities
- Leverage more advanced segmentation from MA platforms
- Use progressive profiling tools to serve dynamic content
- Access expanded A/B testing options beyond subject line and preview text
Extended Reporting and Dashboard Options
- Custom dashboarding, visualization, and scheduling capabilities
- Email performance trends compared to other channels and campaigns
- Unified views across systems when integrate systems like Tableau or Looker
There are many powerful add-ons that can amplify Salesforce’s native email marketing features. The right integrations can depend on specific use cases and the stack already in place.
Tips for Designing High-Converting Salesforce Emails
Well-designed emails don’t just look nice – they drive conversions. Here are some best practices for Salesforce email design:
Strong, Benefit-Focused Subject Lines
- Lead with the value proposition or core benefit
- Keep subject lines short, clear, and compelling
- Consider using the subscriber’s name for personalization
- Try different formats like questions, urgency, exclusivity
- A/B test different subject lines before finalizing
Clear Calls-to-Action
- Include a strong, singular CTA targeted to each audience segment
- Make the CTA button or text stand out visually
- Place CTA prominently in the content flow, often below introductions
- Try different CTA copy options and optimize based on performance
Mobile-Optimized Layouts
- Over half of emails are opened on mobile, so mobile optimization is a must
- Use a single-column layout with responsive design
- Ensure content flows visually and require minimal scrolling
- Check rendering across different devices and email clients
Effective Use of Images and Video
- Images can capture attention and convey key messages
- But keep file sizes small and include alt text for accessibility
- Well-placed video can boost engagement when used selectively
- Ensure images and videos render properly across different clients
Reader-Focused Content Strategy
- Focus on subscriber needs and interests rather than promotions
- Establish relevance upfront with a strong opening hook
- Use clear headings, bulleted lists, and bolding for scannability
- Align content flow and messaging to campaign goals and audience
Key Metrics for Measuring Campaign Success
Track these essential email marketing metrics to gauge campaign effectiveness:
Open and Click-Through Rates
- Open rate – % of total recipients who opened the email
- Click-through rate – % who clicked any link in the email
- Good benchmarks: 20+% open rate, 2-5%+ CTR
Bounce and Unsubscribe Rates
- Bounce rate – % of emails flagged with a bounce error
- Unsubscribe rate – % who opted out from the mailing list
- Aim for <5% bounce rate and <0.2% unsubscribe rate
Conversion Rates and Revenue Impact
- Conversion rate – % who completed desired action after email
- Revenue per email sent – Total revenue generated / # emails sent
- Varies widely based on business model and goals
Engagement Duration and Social Sharing
- Time spent on site or with email – Measure depth of engagement
- Social sharing – Track clicks on sharing buttons as secondary goal
- Can indicate how interesting and helpful content is
Analyzing performance across these key email metrics can offer insights into list health, engagement, and email program optimization opportunities.
Frequently Asked Questions
An FAQ section can help cover common reader questions and concerns. When writing an FAQ, aim to anticipate questions that readers may have after reading the article content and provide helpful, detailed answers.
Some examples of possible questions for a Salesforce email campaigns FAQ:
What options are available if I go over my allotted monthly sends in Salesforce Marketing Cloud?
- Overview of send limit options and overage policies
- Explaining how to upgrade to higher tier if needed
- Alternatives like adding user licenses or purchasing add-on sends
How can I track email performance in Salesforce beyond the built-in reports?
- Discuss options like Marketing Cloud Connect or Einstein Analytics
- Overview of popular third-party analytics integration options
- Steps to export data and connect to external reporting tools
What do I need to do to comply with international email regulations like GDPR?
- Tips for consent management, privacy notices, unsubscribe options
- Required data fields, retention policies, and data processing overview
- Links to additional compliance resources and guides
What options are available if I go over my allotted monthly sends in Salesforce Marketing Cloud?
Salesforce Marketing Cloud has a few options if you exceed your contracted monthly sends:
- Upgrade to the next tier pricing plan to receive more monthly sends
- Purchase add-on overage packs (e.g. 25,000 additional sends)
- Add user licenses, which increase the monthly send allowance
- Leverage journey builder wait steps to throttle sends month-to-month
- Consider 3rd party deliverability services to optimize your sending
How can I track email performance beyond Salesforce’s built-in reports?
To expand email analytics beyond Salesforce’s core reporting, you can:
- Use Marketing Cloud Connect to access campaign data in Tableau, Datorama etc.
- Leverage Einstein Analytics for custom dashboards and reporting
- Install AppExchange apps for deeper analytics and visualization
- Export campaign data and connect to external BI tools like Looker
- Integrate with specialized analytics platforms like Litmus and MailChimp
What do I need to do to comply with international email regulations?
To meet global email compliance requirements:
- Include postal address, unsubscribe links, and opt-out preferences
- Honor opt-out and unsubscribe requests within mandated timelines
- If needed, seek consent from subscribers to continue email communications
- Review and follow regulations for countries you send emails to
- Avoid purchasing lists and only send to opted-in contacts
- Develop a process for data retention and subscriber request handling
How can I track ROI from my email campaigns?
To measure ROI from email campaigns:
- Set up campaign tracking codes on landing pages
- ConnectConversion events to campaigns using UTMs or Salesforce tracker
- Pull in attributed revenue data to relate campaign KPIs to ROI
- Calculate revenue-per-send and compare campaign performance
- Analyze customer lifecycle and retention post-campaign
- Factor in sales cycle length for long-term nurture campaigns
Key Takeaways
- Salesforce offers a feature-rich email marketing platform through Marketing Cloud and tools like Email Studio for creating campaigns.
- Leverage Salesforce’s CRM data and built-in segmentation tools to target campaigns and personalized messaging for more relevance.
- Follow best practices across list management, content optimization, send optimization and deliverability to ensure emails reach the inbox.
- Use A/B testing capabilities to continually refine and improve campaign components like subject lines, content, layouts, calls-to-action.
- Integrate Salesforce with marketing automation platforms for more advanced workflows and potentially deeper personalization.
- Regularly analyze email performance metrics to identify opportunities to optimize campaigns and strategy over time.
- Well-designed emails with compelling copy, layouts and visual content will boost engagement and conversion rates.
- Set clear goals and success metrics upfront to accurately measure campaign results and make data-driven decisions.
- Leverage Salesforce’s robust platform and optimize across key areas to execute highly targeted, high-converting email campaigns.