How to use Salesforce for Email Marketing to Increase sales
salesforce email marketing
salesforce email marketing

How to use Salesforce for Email Marketing to Increase sales

This post will tell you everything about salesforce email marketing products and how to use the platform to generate massive sales in your business.

This post will tell you everything about salesforce email marketing products and how to use the platform to generate massive sales in your business.

It is a fact that email marketing platform is a factor to consider when going into email marketing. In other words, the email platform largely determines how simple and productive your email marketing campaign could be.

Before I go into details, let’s quickly this question making around the internet:

 Does Salesforce have Email Marketing?

Yes, is the answer. Email marketing software is one of the numerous marketing products salesforce offer.

Email marketing is a direct marketing channel that businesses use to enlighten their customers about their products and services. It is direct marketing because the businesses are in direct contact with the customers (the final consumers). There is no intermediation between the businesses and their customers.

Email marketing is used by businesses to build healthy relationships with their customers. And since that relationship exists, it is easy to sell to them.

In this article, we’ll be looking at one of the oldest, most effective email marketing platforms:

What is Salesforce?

The Salesforce email marketing software, is known as Salesforce Email Studio. It helps make communication easy for its users by providing them with ready-made email templates. The users can easily customize these templates as they seek to communicate with their customers in the language and tone they prefer.

Salesforce was founded in 1999 by three amazing individuals. They are Marc Benioff, Parker Harris, and Dave Moellenhoff. The company”s headquarters is in San Francisco, California, and currently has over 73,000 employees.

However, our focus today is not on the history of Salesforce as a company. But how can you use one of its amazing tools to build a better relationship with your customers and increase your sales conversion by a huge margin.

 How to use Salesforce for Email Marketing

Before you launch that email marketing campaign, you must understand that the way you structure it determines the result you get.

Given below are guides on how you can create your first email marketing campaign on Salesforce:

Prepare Your Campaign

In preparing your campaign, there are a few steps you need to take to ensure a well-optimized email campaign.

The first thing to do is to segment your audience. What are the demographics of your target audience? That is, what age bracket do they fall in? What is their income level? Gender? You also need to know the kind of sites they visit, their purchasing behaviors, and even brands they often engage on social media.

What is their predominant location? Locations like their country, city, etc. Do you have an idea about their lifestyle, interests, and attitudes?

Having known the demographics, carefully filter them into lists. This will help you customize and personalize your content for each category of people.  

Secondly, specify your campaign responses. Salesforce has an option that lets you specify the responses you get from your prospects. Did they open your email?

Did they click on the link provided? If there’s a form, did they fill it? So you need to set these things to be able to track your campaign.

It will help you know what is working and to what extent. With that, you’ll have a clear idea of what to fix and what not to touch.

Lastly, on campaign preparation, you need to add more details if you plan on running multiple email campaigns. You can store as much information about your prospects as you want. This will enable Salesforce to create detailed campaign reports for you.

Create Your Content

This is where the Salesforce Email Studio does its magic. The Email Studio has awesome functionalities that will make your email campaign a very seamless one.

It has a content builder with in-built email templates. This helps you create personalized emails that will hit the core of your audience’s emotions.

There’s also an A/B testing feature that diagnoses your entire campaign to figure out what is working and what is not. This will help you duplicate successful campaigns and tweak unsuccessful ones to produce better results.

Some words make an email spammy. The Salesforce Email Studio has a feature that detects those contents and makes suggestions that will give you better email deliverability.

Perhaps the most awesome feature of this software is that it uses the historical data of the audience to determine the best time to email them. This will help you avoid sending emails at odd hours so they don’t get pushed down the list before your targeted contact gets to check his mails.

It would help if you considered your email designs when creating your content. You have to consider the responsiveness of the templates you use. Salesforce has email templates that are both mobile and web responsive. Use them to improve the readability of your content.

Salesforce also has a design feature that lets you define your profiles. Profiles like your “From Name” and “From Email Address” can be customized to use the same email domain as your brand.

The Email Studio also lets you add opt-in and opt-out links at the end of every email you send. This ensures your emails align with CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) regulations.  

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Launch Your Campaign

Before officially launching your campaign, you should use Salesforce Marketing Cloud Journey Builder to create the customer behavioral cycle. That is the process a prospect will go through from the point of product consideration to when he finally makes a purchase and what he does after a purchase has been made.

The SFMC journey builder lets you create a single personalized message for your prospects. It also lets you create an email flow that takes your prospects on the awareness-acquisition journey. It helps you personalize content for each customer or list based on the insight from previous campaign reports.

Structure your campaign in such a way that everything is accurately timed. Welcome emails for new subscribers abandoned cart emails, and anniversary and festivity emails should be sent at the right time.

For instance, a new subscriber should receive the welcome email immediately after signing up. Abandoned cart emails can come a few hours later after the product has been added to the cart, and a follow-up one should come about a day after. If a third one is necessary, it can come three days after the time of abandonment. Abandoned cart emails shouldn’t exceed three; hence it is tagged harassment.

Use SFMC Email Studio automation features to ensure proper timing and email delivery. With all these in place, you can now launch your email campaign.   

Track and Measure the Success of Your Campaign

Once you’ve launched your campaign, it is time to sit back and monitor how it performs. The SFMC Email Studio has an in-built tracking system that provides comprehensive data reports on the running campaigns. With it, you can study your email campaigns and know what is working and what is not.

The key metrics to measure here are; open rates, email bounce, and click-through rate.

Reports on low open rates for your campaign show there’s something wrong from the beginning. If your prospects don’t open your emails, there’s no way they can obey your call to action.

So, start by rewriting your subject line to make it more compelling. Scrutinize the content to ensure you’re not using words or practices that send your emails straight to the spam folder.  

For an email to bounce, it’s either you didn’t get the characters accurately, the prospect stopped using that email, or their inbox is filled up, and you can’t receive new messages.

You have to check properly to ensure the error is not from your end. If prospects change their emails, you need to add a footer message in all your emails soliciting them to notify you if they change their email address so that you can update your list.

Your click-through rate shows the rate of people who viewed your email and obeyed your call to action. The number of people who opened your email should be compared to those who clicked on your CTA.

If the percentage is low, it is either your email copy is not persuasive enough or the CTA is weak. You can create another email campaign with the same objective but a different email copy or CTA to compare. When you figure out the problem, adjust it immediately.

Salesforce Email Marketing Pricing

Unfortunately, the SFMC Email Studio does not have a free version. However, it has a free ten days trial version.

The premium services are categorized into four:

  • Basic
  • Professional
  • Corporate, and
  • Enterprise.

The Basic Plan

The Basic plan starts at $400 per month, and the billing is done annually. Its main focus is on personalizing promotional email marketing. Below are the key features:

Audience targeting

  • Subscriber profiles
  • Drag-and-drop segmentation

 Email Building

  • Subscriber preference management
  • Content management and Workflows
  • Mobile-Optimized email templates

Data Leverage

  •  Reports and Dashboards

Increase Conversions

  •  A/B Testing
  • Personalization Tools

Boosts Efficiency

  • Integration with Salesforce Sales Cloud

The Professional Plan

 The professional version starts from $1,250 per month and is billed annually too. The key feature of the pro version is marketing automation with email solutions. check the features below:

Audience Targeting

  • Subscriber profiles
  • Drag-and-drop segmentation

Email Building

  • Subscriber preference management
  • Content management and Workflows
  • Mobile-Optimized email templates
  • Einstein Email Recommendations
  • Einstein Content Tagging

 Email Automation

  • Triggered Communications
  •  Automated Workflow and Campaigns
  • Automation Studio

Data Leverage

  • Reports and Dashboards

Increase Conversions

  •  A/B Testing
  • Personalization Tools

Boosts Efficiency

  • Integration with Salesforce Sales Cloud

The Corporate Plan

 The corporate plan begins at $3,750 per month. It is also billed annually. The key focus is on cross-channel strategic marketing solutions. Here are the features:

Audience Targeting

  • Subscriber profiles
  • Drag-and-drop segmentation

Email Building

  • Subscriber preference management
  • Content management and Workflows
  • Mobile-Optimized email templates
  • Einstein Email Recommendations
  • Einstein Content Tagging

Email Automation

  • Triggered Communications
  • Automated Workflow and Campaigns
  •  Automation Studio

Data Leverage

  • Reports and Dashboards
  • Advanced Reporting
  • Einstein Engagement Scoring
  • Einstein Engagement Frequency

Increase Conversions

  • A/B Testing
  • Personalization Tools
  • Journey Builder
  • Einstein Web Recommendations

Boosts Efficiency

  • Integration with Salesforce Sales Cloud

Reach your on-the-go customers

  • Mobile Messaging Templates
  • Location-Based Push Messaging
  • App Inbox Messaging
  • SMS Response Messaging

The Enterprise Plan

The enterprise plan offers sophisticated journeys across channels, brands, and geographies. There’s no specified price for this version. The price depends on the message volume and other customizations the user wants.

 salesforce email marketing – FAQ

Can You do Email Blasts with Salesforce

Yes, you can send bulk emails to contacts on Salesforce. To do that, go to the Tools section at the bottom of the contacts or Cases tabs and click on “Mass Email Leads.”

How to Use Salesforce for Email Marketing

All you need to do is set up an account with Salesforce and pay for access to your preferred SFMC Email Studio package. There are four different packages, and the least amongst them starts from $400 per month.

When you’ve done that, you can start setting up email campaigns with the SFMC Email Studio.

How Many Emails Can be Sent From Salesforce?

There’s a daily limit of 5000 single emails to external email addresses. These external email addresses are email addresses that are not associated with your already existing contacts or leads on your Salesforce account.

But to contacts or leads in your Salesforce account, there’s no limit to the number of emails that can be sent in a day.

How to Get Salesforce Email Marketing Jobs

This is pretty easy. Study and understand the structure of the Salesforce email marketing software. Once you’ve learned how to create email campaigns successfully, you can start sourcing for clients who might need your services.

Pitch to them. If possible, show them a demo of how you’ve successfully set up email campaigns in the past and how you can boost their sales conversion with your skill.

 

Israel Chima

Israel Chima is a pro blogger that derives joy in helping small and medium businesses gain an online presence.

He guides business owners in having a full online presence by creating world-class websites, social media marketing, and content marketing.

Well-written SEO content ranks easily on the first page of Google, which translates to getting real customers.

Israel chima is an authority in planning and developing well-structured SEO content. So, you can contact him for your blog content.
https://web.facebook.com/israel.chima.1

He is the author of 3 books on entrepreneurship, education, and transportation business. You can check out his book on Amazon titled “Discover to Recover.”

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