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In the world of digital marketing, email remains a highly effective channel for engaging with customers and driving conversions. Salesforce Marketing Cloud’s Email Studio offers marketers a robust suite of tools to create, automate, and personalize email campaigns. In this blog post, we’ll delve into the features and benefits of Email Studio and explore how it can empower businesses to deliver targeted and impactful email marketing campaigns.

Email Studio is a component of Salesforce Marketing Cloud, a comprehensive marketing automation platform. It is a powerful tool specifically designed for creating, managing, and executing email marketing campaigns. With Email Studio, marketers can create visually appealing emails, personalize content based on customer data, automate email journeys, track deliverability, and analyze email performance. It integrates seamlessly with other Marketing Cloud tools and Salesforce CRM, allowing marketers to leverage customer data for targeted and effective email marketing strategies.

In Email studio there are Seven headers which have unique functionality, the following are named as:

Dashboard Of Email Studio

Overview :
The overview contains a dashboard showing recent emails, campaigns, send (past and pending).

Content :
In content we can create personalized content as per our requirement, we can send emails to the subscribers. Also create reusable content blocks including text, HTML, images, buttons, dynamic content, and A/B testing to ensure that relevant messaging reaches the right subscriber every time.

Subscribers :
In Email Studio, subscribers refer to individuals who have opted in to receive email communications from your organization. They are the recipients of your email campaigns and form the foundation of your subscriber list.

The Subscribers feature in Email Studio allows you to manage and organize your subscriber data. It provides tools for creating and maintaining subscriber lists, segmenting your audience, and tracking subscriber preferences and engagement.

To store your subscribers create list or data extensions . Store your subscriber information in lists or data extensions, and store your SMS subscriber information in data extensions only. To identify your subscribers in Marketing Cloud, Use the subscriber key to uniquely.

A/B Testing :
A/B Testing, also known as split testing, is a feature in Email Studio that allows you to compare the performance of two or more variations of an email campaign to determine which one generates better results. It helps you optimize your email marketing efforts by identifying the most effective elements, such as subject lines, content, layouts, or calls to action.

Interactions :
The communications and data activities that establish and support your engagement with clients are included in Email Studio Interactions.
Activities: An activity is a distinct unit of work in the application.

Messages: A message is a communication sent to an individual subscriber or a collection of individuals, such as a list, group, or data extension. Email and SMS messaging channels are supported by the Marketing Cloud.

Tracking :
Tracking in Email Studio refers to the ability to monitor and analyze the performance and engagement of your email campaigns. It allows you to gather data on how recipients interact with your emails, providing valuable insights that can inform your email marketing strategies and optimization efforts.
You may observe important components online, such email opens, clicks, undeliverable messages, and other metrics, thanks to tracking, which is an aggregated collection of data.

Admin :
The admin part is crucial to the marketing cloud because it allows us to construct send categories and manage reply mail from the admin part. It also allows us to regulate user access to marketing cloud studios visibility, among other things. As shown in the figure below, it demonstrates what may be done from the Email studio’s admin section.

Introduction to the Advertising Marketing Studio Cloud :

Salesforce’s product line includes Salesforce Advertising Studio, which helps businesses digitise marketing on a wider scale and achieve more exact audience targeting.

You can design a distinctive customer experience in terms of the adverts that are shown to customers thanks to the advertising cloud. To contact them, it makes use of each customer’s CRM data. There is no single suite in which the data can be used. Data from the Marketing Cloud, Sales Cloud, and Service Cloud can be imported.

How does advertising studio work?

To target current customers and audiences that look like them on social media, it uses data collected from interactions on mobile devices, email marketing, and site conversion

Key features of Advertising Studio

1. Journey Builder Advertising :
   With the help of the journey builder tool of the marketing cloud, you can visualise the sequence of actions that a consumer would take to reach the intended endpoint. It adopts the concept of a goal for each journey and is thus more data-driven.
   Example: End goal – Customer to sign up for an event.
   The buyer must go through a number of processes in order to obtain the required ticket or meeting connection. You can configure each phase of this plan using journey builder. Additionally, it enables you to meet the needs of clients who could pause mid-task, such as the sign-up and depart. With journey builder, you can send an email or a mobile notice with the necessary instructions to bring them back on track. Imagine the individualised, intimate experience this offers.
2.  Advertising audience :
   With the help of this function, you can categorise your audience according to a certain demographic, adjust your adverts to their needs, and create look-alike leads based on these demographics.
   You must register for an Ad account on Facebook or Twitter, depending on your preference.
3. Lead capturing :
   On the Sales Cloud and Marketing Cloud, lead collection can be done with slightly different setups. Administrator rights are a typical configuration for these setups. You can extract leads from your social media accounts and establish a lead capture in Advertising Studio if you have admin rights and access to your social media accounts.

Importance of Advertising Studio Marketing Cloud

• Email marketing efforts benefit from it.
• With the trip builder tool, the buyer’s experience is improved.
• Based on the characteristics of their top buyers, it enables customers to collect leads from social media. As the cycle continues, revenue grows.
• It acts as the centre of the Marketing Cloud’s marketing operations.

How can you set up your Advertising Studio account and start taking advantage of its features?

Steps to set up Salesforce Advertising Studio Marketing Cloud

Salesforce Advertising studio setup starts with the account configuration for the users and their level of access.

Step 1: Account configuration

The first step in account configuration is defining the advertising studio’s users. You then specify each user’s level of access and record these modifications in the Marketing Cloud

Demo:

Three users—Admin, Advertising Manager, and Designer—are chosen. For security purposes, these users will have varying degrees of access to the Advertising Studio platform. After clearly outlining the actions that these users are capable of performing, you document it (ideally in tabular form for accessibility).

Note the steps:

• Define the users.
• Define the level of access for each user.
• Documentation.

Step 2: Navigation & granting access

• Navigate to Setup and Administration on the dashboard.
• Admin, Advertising Manager, and Designer should be created as users.
• Change these users’ roles and permissions in accordance with your documentation.

Enabling the API user setting for the users is another option

With these all set, you should have:

• Journey builder.
• Advertising audience.
• Lead capture.

Now, you can build audiences based on your social media connections and import the data into Advertising Studio.

Step 3: Monitoring the flow of data

Users can create an Ad account for the social media sites after the setup is complete and connect them. Now that your viewers can be monitored, grouped, and approached in accordance with their demographics, you may rinse and repeat.

Additionally, data from the Sales cloud can be merged with that from the Marketing cloud.

Benefits of Salesforce Advertising Studio :

The benefits of Salesforce Advertising studio includes

• Activation of inactive clients.
• Automated lead generation: Post leads from social media to Salesforce.
• Finding additional leads and new customers: Assists in locating new clients who share the same traits as your high-value clients.
• Data protection: Customer information never leaves the secure Salesforce platform’s encryption.
• across all Salesforce platforms, access data.

Conclusion :

Salesforce Advertising Studio can significantly lower the amount of money spent on awareness-building and advertising. Targeting clients that share your interests based on demographics is an excellent example. Any organisation may make data-driven decisions while staying within its budget by using this cycle.

What is Automation Rule?

Automation rules allow you to perform certain marketing and sales actions based on criteria that the client or business unit specifies. Automation rules continuously look for prospects who match the rule criteria. They are retroactive.

The Automation Rules can be considered for multiple scenarios like:-

• To assign prospects when they are sales-ready.
• Send prospects to pertinent Salesforce campaigns.
• Assign grading profiles and other tasks.

And there are countless inventive ways to use Account Engagement automation rules to boost marketing initiatives.

Some Creative Ways to Use Account Engagement Automation Rules:

1. Take action if a prospect carries out a certain sequence of actions.:-

Although completion actions are a good method to automate depending on an action a prospect really takes, what about automating when a prospect fills out a form but doesn’t ask for any information or follow-up? or, as is common for non-profits, views the contribution page but doesn’t actually give anything? This is an excellent chance to locate those prospects using an automated rule and direct them to an engagement studio program where you can guide them into the following stage of their journey.

2. Only the registered people who have been invited may sign up for an event:-

To make sure that only invited prospects may sign up for an event, we deploy automation rules. In this situation, if a person fills out the registration landing page but is not on our invitee list, they are added to an uninvited list, which prompts our events coordinator to get in touch with them. The automation rule also deletes these prospects from the registration list because the landing page completion action introduced them to it in the first place.

3. Use tags to customize prospect activity digests:-

We can tag a prospect using automation rules, and then we can utilize those tags to exclude prospects from different prospect activities, so the team can only see activity in their own region.

To build on this excellent suggestion, you may personalize prospect activity digests for each of your Account Engagement users even if you do not use them. Simply click Edit Preferences from the user menu for one of your Account Engagement users.

Select the Send daily prospect activity emails (for my prospects) checkbox and then exclude prospects based on the tag, as shown in the below image:

4. Review prospects that are active and “CRM Deleted”:-

Typically, a lead was deleted in Salesforce and transferred to the Account Engagement recycle bin in such a situation. The prospect can be recovered by filling out a form, however, the previous delete action prevents the prospect from being created again in Salesforce. When a tag, such as “allow CRM recreate,” is added to a record, this action is typically combined with a second automation rule that uses the “allow deleted lead or contact to re-create in salesforce” action.

The “allow deleted lead or contact to re-create in salesforce” action can be used within a single automation rule, but it will automatically generate a new lead. And occasionally the lead was eliminated since it was a chronic form spammer that you didn’t want returning to your organization time again. Therefore, the two-part action with a manual check is more watchful.

5. Prospect score can be degraded due to inactivity:-

Repetition of automation rules is a wonderful way to gradually degrade prospects’ scores who have been inactive for a while. As a result, your prospects won’t appear to be “sales-ready” when they’re actually not participating in your marketing and sales efforts.

You can also select the Repat Rule checkbox which allows prospects to be matched multiple times and in specific time period the automation will keep running.

What is Account Engagement Form Handler?

Form handlers are an alternative to hosted forms that you create in Account Engagement. You can use a form handler to integrate the third-party or custom forms and track submitted data.

Form handlers allow you to manage forms yourself and post the data and activities to Account Engagement. You may want to consider using a server-side post instead of migrating before the Account Engagement era forms to Account Engagement. A server-side post occurs after the data has been captured by your existing form and forwards the captured data onwards to an Account Engagement Form Handler. With this mechanism, you can use your existing business processes intact without the need to migrate pre Account Engagement era forms into Account Engagement.

To do set up, you have to create a Form Handler in Account Engagement to receive the fields that will be passed through your web form. Once the data is successfully forwarded to Account Engagement Form Handler, the prospects are tracked by Account Engagement in a similar way as the information has been submitted directly through Account Engagement Hosted Form.

Whether you use Form or Form Handlers, Prospects will be tracked by Account Engagement unless and until Prospects delete their browser cookie or enable the No Tracking feature in the browsers feature.

How to use Form Handler:-

You can simply use any third-party form or create the new web-to-lead form in Salesforce to use it as a third-party form

Use Case Scenario to Use Form Handler:-

Suppose a business unit using the form to generate leads for their business and also they do not want to switch their existing web-to-lead forms to Forms hosted by Account Engagement even though Account Engagement Forms offer multiple features in comparison to a third-party form.

In such cases, we can suggest the use of an Account Engagement Form Handler. Also, the business unit wants to pass the prospect data to both Account Engagement and Salesforce, once a prospect submits the third-party web-to-lead form. And we will implement Form Handler by mapping their web-to-lead form.

Steps to implement the Form Handler:-

>Click on Marketing | Form | Form Handlers

>Then click on the + Add Form Handler button, as shown in the following screenshot:

>Enter the Name of the new Form Handler, and Fill up all the information if needed.

>Select a Folder wherever you want to save the form.

>Select the appropriate Campaign for your Form.

>Enable Kiosk/Data Entry Mode (Do not cookie browser as submitted prospect) if needed.

>Select Enable data forwarding to the success location check box, because we want to pass the same data to Salesforce. Once Account Engagement receives the post, the exact same data will be transferred to the location specified as the Success Location.

>The next step is to add a Success Location URL, to specify where you want to pass the data when a third-party form successfully submits data to Account Engagement; or, where you want to redirect the prospect information when data is successfully passed to Account Engagement by web-to-lead form. As we also want to pass the data to Salesforce, we have to identify Web-to-lead Post URL, as shown in the following screenshot:

>Use the URL mentioned in the above screenshot in the Success Location.

>Now you can add Error Location, to specify what is displayed once a third-party form fails to pass the data to Account Engagement.

>In the next step define Completion Action, it allows you to take action as soon as the prospect data is successfully passed to Account Engagement. Completion Action will work overtime when a form is submitted by the prospect.

>In this step add fields to Form Handler and map it with web-to-lead form fields. Before going ahead, make sure the field names added in the form handler as an External Field Name should be the same as the field name in third party form for mapping purposes.

>While adding the fields in the form handler one open a pop-up window will be shown, where you have to select Prospect Field from the dropdown. Once a prospect field is selected, the rest of the field Data Format will be auto-populated based on the information in the Prospect Field.

>Again for External Field Name make sure to enter the correct field name from the web-to-lead email field, as shown in the following screenshot:

>If you want you can add custom error message text under the Advanced tab. Once you are done with all the changes, Save the all work.

>The final step is to click on the Create form handler button. Your form handler is now live and hosted, as shown in the following screenshot:

>Now open your web-to-lead HTML form and add this URL to the form’s post URL and save the file with the “filename.html” extension.

Now you can do the testing of the form handler by accessing the HTML file and submitting the form by filling it up and then checking in account engagement and salesforce whether you got the data there.

Everyone takes a phone gadget with them in this generation. Therefore, it must be simple to distribute business information via it. In order to send trustworthy, transactional, offer, and survey-like communications to their company clients via mobile Device, Mobile Studio is primarily utilised for this purpose.

In order to provide these services in the sector of mobile devices, Salesforce Marketing Cloud offers a potent tool called Mobile Studio.

Mobile Studio, which comprises of the three modules MobilePush, GroupConnect, and MobileConnect, is a fundamental tool for every omnichannel campaign and enables us to communicate with our customers via SMS, push notifications, and instant messaging.

Mobile Connect : SMS

Mobile Connect Account Administration :

By looking up MobileConnect in the Setup app, administrators may access the transmit blackout window, as well as name, headers and footers, subscription details, keywords, short and long codes, and other account-level options.

• Send Blackout: An admin can set the period of time during which the message shall not be sent from this window. Let’s say you want to prevent sending messages from 8 p.m. to 8 a.m., in which case you must configure and activate transmit Blackout.
• From Name: You have the option of changing it to your company name, but you must first speak with your account executive about this. If not, it won’t function normally for an incoming message and they won’t be able to respond.
• Headers and Footers: Using the marketing cloud mobile studio, you can specify the standard header and footer for the message you wish to send. Therefore, you can make the header and footer common to all messages.
• Subscription details: Show how long the Mobile Studio subscription has been used for.
• Keywords: Given that a single SFMC may have multiple short codes, these are the keywords associated with a certain short code.
• Short Code and Long Code: It lists the short and long codes that have been assigned to a specific SFMC account.

Mobile Connect Overview :

Deal with practically all of the activity in MobileStudio on the Overview page in MobileConnect.

It displays message statistics, such as the total number of outbound and inbound messages sent and received for the previous month, week, and day.

The very next window contains information on the most popular Keywords for which there have been a lot of short- and long-code answers.

All of the opt-in for a certain SFMC organisation are displayed in the Contacts window, along with the most recent percentage change for the growth of opt-in over the previous 30 days. Additionally, you can manually add and manage contacts or import files.

The last window at the bottom shows all the messages that have been created, including outbound messages, text responses, active and inactive messages, etc.

You can create a message in MobileConnect. It offers various types of message templates.

• Outbound: advertising initiatives with a predetermined audience in mind. These messages can be set up as automatic sendings, linked into a real-time automation in Automation Studio, or included in a campaign developed in Journey Builder.
• Text Response: Allow the user to answer by text using predetermined keywords. With our customers, a feedback channel is now open.
• Surveys: provide us the chance to learn what our clients think about their choices.
• Mobile opt-in: You can ask your customers to participate in a campaign using mobile opt-in.
• Info capture: Using these texts, we can ask our consumers for specific information, such a membership number or a promo code.
• Email opt-in: Similar to mobile opt-in, email opt-in allows us to automatically send invitations to the invited parties.

Mobile Connect and Journey Builder :
One of Journey Builder’s strengths is the integration of MobileConnect, which opens up a wide range of possibilities, including more intricate trips that integrate emailing and SMS.

Many of the standard email functions, such customisation through input attributes or click tracking, are now available in SMS. This means that we may integrate SMS into our campaigns and employ intriguing methods like SMS reengagement in the event that our email is not opened by potential clients.

MobilePush: Push notifications :

With the help of this module, applications created for iOS or Android can produce Push Notifications. The notifications can be tailored, and the target market can be divided. These messages can be incorporated, just with MobileConnect, into campaigns started with Automation Studio and Journey Builder.

In particular, Mobile Push offers the option of employing Geo-fencing to launch automated messages based on location.

GroupConnect :

Through messaging programmes, messages are sent using GroupConnect. Right now, Facebook Messenger and LINE both allow for this. You may also check messaging actions and manage contact subscriptions.

In conclusion, Mobile Studio is a clear industry leader due to its automation and customization capabilities as well as its connectivity with other SFMC products like Journey builder and Automation Studio.