The latest release of Salesforce Marketing Cloud has a variety of improvements across the platform. Here are our highlights:
Increase Email Open Rates with Einstein Send Time Optimization
With Einstein Engagement, over time Marketing Cloud can identify and determine the optimal time to send communications to a customer to increase the chances of them engaging with the emails they receive.
Store More Content and See Large Email Warning
Content builder now allows you to store more assets in folders and will now also warn you if your emails are too large to prevent from rendering issues when emails are deployed to customers.
This is a helpful new function as you are now made aware if emails exceed 102kb which is the size limit for Gmail, which clips emails if they are larger than this size.
Create and Share Journey Templates
Not only can you now you can template common journey structures that you use but you can also share these across business units.
Track Message Changes with Mobile Audit Logging
Changes to mobile messages (MobileConnect, MobilePush, inbox and in-app messages) can now be tracked and who modifies a message is now noted in the Mobile Audit Log. This can be helpful to determine who last made changes to a Mobile message and can also be viewed in a running journey in the Mobile Activity. This needs to be enabled by support.
View Push/SMS Message Activity Configuration Details in Journey Builder
Checking the details of Mobile activities in journey builder can now be viewed whilst a journey is in flight, you no longer need to stop a journey to see details about how it has been configured. The good news is that, once it’s released, you can view this for journeys that are running pre-release.
Send Transactional SMS Messages via API
Much like emails, you can now have transactional SMS messages that are differentiated from your commercial SMS sends. This is useful to get vital information out to customers that’s not for a marketing purpose. As SMS is a very upfront real-time way to communicate, it will have better reach for urgent messages rather than a transactional email.
Use a Verified Dynamic Send Classification When Sending Emails
When sending Content Builder emails, you can now use a verified send classification that contains a sender profile where AMPscript is used to dynamically populate the From address. This means greater send personalisation, and it moves away from the previous constraints of dynamic sender profiles due to the release of From Address Management in a previous release.
Shared Salesforce Data Extension Option Included with All New Accounts
Sharing Salesforce data across business units used to require either a complex and unreliable query or manual recreation of the synchronised data extension in Shared Data Extensions. Now, all new Marketing Cloud Connect Enterprise 2.0 accounts that support shared objects have a shared Salesforce data extension option, ensuring a far more straightforward process for sharing Salesforce data across business units.
Use File Names to Create the URL of Published Content
Instead of using the random number that Content Builder generates at the end of the URL, Content Builder will now use the content’s file name. This eases the frustration of unreadable URL’s for images and should make content maintenance easier.
As always, if you’d like to have a conversation about any of the above, Amicus is here.
Callan Avery is a handsome and charismatic stallion that currently works as an Implementation Consultant at Amicus Digital, a Merkle Company.