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Marketing Cloud Email Marketing Cloud Email Salesforce, Winter ’22 @salesforcedocs Last updated: September 30, 2021 © Copyright 2000–2021 salesforce.com, inc. All rights reserved. Salesforce is a registered trademark of salesforce.com, inc., as are other names and marks. Other marks appearing herein may be trademarks of their respective owners. CONTENTS Marketing Cloud Email . 1 Email Studio . 1 Learn How to Use Distributed Sending . 489 Index . 505 MARKETING CLOUD EMAIL Plan, personalize, segment, and optimize the customer journey with these email apps. Email Studio With Email Studio, build and send personalized email from basic newsletters to the most complex campaigns. Deliver promotional, transactional, and triggered messages. Track and optimize to drive performance. Learn How to Use Distributed Sending Marketing Cloud Distributed Sending is a solutions package where your headquarters can provide the content and data for the local marketers. Local marketers use the content and data to send targeted email messages to their subscribers. Distributed Sending helps users create, deliver, and track their email campaigns with a streamlined, user-friendly interface. Email Studio With Email Studio, build and send personalized email from basic newsletters to the most complex campaigns. Deliver promotional, transactional, and triggered messages. Track and optimize to drive performance. Get Started Checklist for Email Studio Prepare your account for sending using Email Studio. Folder Management in Email Studio Folders are a great way to keep your account organized. Easily locate and access what you need in Marketing Cloud’s Email Studio. Start creating folders to organize your lists, data extensions, emails, templates, and content. Email Studio Navigation Use Email Studio’s primary navigation toolbar and the navigation pane to choose from a list of available items. Email Studio Admin Use Email Studio admin to performs actions within your Email Studio. Content Create content for your emails, and send your emails use Email Studio content creation tools. Create reusable content blocks, including text, HTML, images, buttons, dynamic content, and A/B testing, to ensure that relevant messaging reaches the right person every time. Subscribers A subscriber is a person who has opted to receive communications from your organization. You must have a valid email address for each subscriber who receives emails. For each subscriber who receives SMS messages, you must have a valid phone number. You can track additional information about subscribers using profile and preference attributes. Use the subscriber key to identify your subscribers in Marketing Cloud. Create lists or data extensions to store your subscribers. Store email subscriber information in lists or data extensions, and store SMS subscriber information in data extensions only. To segment your subscribers, create as many lists and data extensions as you need. You populate the information in the lists and data extensions when you add or import subscribers. Interactions Email Studio Interactions contain the communications and data processes that build and support your relationship with customers. 1 Marketing Cloud Email Get Started Checklist for Email Studio A/B Testing in Email Studio A/B Testing is a market testing method in which you send two versions of your Marketing Cloud Email Studio communication to two test audiences from your subscriber list. Track which version receives the highest unique open rate or highest click-through rate and send that version to all remaining subscribers. Tracking in Email Studio Tracking is an aggregated collection of data that allows you to view critical elements such as email opens, clicks, undeliverable messages, and other metrics online. You can also capture how many emails are forwarded and how many new subscribers each forward generates. You can create a subscriber list from tracking data to monitor subscriber and list performance. Marketing Cloud stores your tracking data for the life of your contract. Return Path Platform Marketing Cloud offers Return Path tools to help you monitor your email deliverability and reputation, test creative renders, learn how your subscribers are viewing your email, and more. Contact your Salesforce Marketing Cloud relationship manager regarding interest in this product. Email Studio Resources View resource documentation for Email Studio and Marketing Cloud. Reseller Account Administration As a Reseller administrator, you control the setup of your client and demo accounts. Use the Admin section to configure and manage users of your Reseller administrator account and the initial users of your client accounts in Email Studio. Enterprise 2.0 Shared Items A shared item is an email, template, portfolio, data extension, or content area that you control access to. Users outside the business unit can access the shared item with the appropriate role and permission settings. For example, user with view only permissions can view but not change a shared item. Get Started Checklist for Email Studio Prepare your account for sending using Email Studio. Tip: Use Setup Assistant to configure your Marketing Cloud account. A prioritized task list guides you to make full use of Marketing Cloud. Access Setup Assistant in the Setup menu of your Marketing Cloud account. If you choose to print or copy this page, check back for updates. 1. Set up Account Administration in Email Studio Admin. a. Configure these Account Settings: Timezone and Date format, Physical Address Security settings, Headers and Footers, and URL Expiration. b. If you want to have multiple From Names for your account, you can set this up using Send Classifications. c. Configure your Reply Mail Management (RMM) settings. d. If purchased, configure your Sender Authentication Package (SAP). e. If you purchased Enterprise Edition, configure your account structure with Business Units. f. Configure your own Roles or use the default roles provided. g. Create your Users. 2. Set up Account Organization in Email Studio. a. Determine your folder structure and how to organize objects. This structure is primarily used for Content and Data. 3. Set up your Data Model in Email Studio. 2 Marketing Cloud Email Folder Management in Email Studio a. Determine whether to use Lists or Data Extensions. If using Lists, set up Profile / Preference Management attributes. If using data extensions: set up sample Data Extensions with all fields necessary to copy for future use. b. Create your folder structure. c. Create several test Lists or Data Extensions. d. Import subscribers to test Lists or Data Extensions. e. Create and import subscribers to live Lists or Data Extensions. f. Review your Profile Center to make sure it looks suitable for subscribers. 4. Set up your Content using Content Builder. a. Create your folder structure. b. Upload images and other content. c. Create sample content blocks if you want to reuse content or skip this step and create and save content blocks during email creation. d. Create sample templates or skip this step and use our default templates. e. Create sample emails. f. To ensure they render properly, test your emails on different email clients, devices, and browsers before sending to your live audience. g. Test email personalization. 5. Establish Workflow and Approvals Process. a. To ensure emails are reviewed, establish a workflow timeline and approval process with your teams to reduce the risk of incorrect email deployment. 6. Send Your Email in Email Studio. a. Determine if you would like to save your send configurations for future use. b. If so, use User-initiated Emails on the Interactions tab. c. Otherwise, send emails using the send option on your Content Builder emails. Select your Tracking Destination Folder while sending so that your campaign results save to the correct folder. 7. Track your Email in Email Studio. Send results are stored in Tracking on the Sends page. Manage all your tracking results from this page. Folder Management in Email Studio Folders are a great way to keep your account organized. Easily locate and access what you need in Marketing Cloud’s Email Studio. Start creating folders to organize your lists, data extensions, emails, templates, and content. To create a folder, right-click in the appropriate folder space and select Create Folder or New Folder, as applicable. Rename, move, or delete folders by right-clicking the folder’s name. 3 Marketing Cloud Email Email Studio Navigation Email Studio Navigation Use Email Studio’s primary navigation toolbar and the navigation pane to choose from a list of available items. The primary navigation toolbar is at the top of the Email Studio app, under the Marketing Cloud header toolbar. Hide the navigation pane at any time by clicking the gray bar on the right side of the pane. You can resize the pane by dragging the bar that separates the navigation pane from the workspace. The list of available features in the primary navigation toolbar contains only those items you have permission to access. • Overview • Content • Subscribers • Interactions • Tracking • Admin Contact your Marketing Cloud admin for access to features that are not available in you. Custom Navigation Custom navigation allows you to create your own horizontal tabs to the primary navigation. To create more tabs for your users, add the URL of a landing page. You can build these landing pages for specific needs or a more customized user experience. Contact your Marketing Cloud relationship manager to enable custom navigation. Email Studio Admin
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