In the latest Summer 22 release cycle, Salesforce rolled in new features in Marketing Cloud to help marketers seize the power of Personalization.
With customer expectations skyrocketing, Personalization is becoming extremely critical to a brand’s digital strategy.
But to address the expectation of customers, brands face challenges in scaling Personalization across channels, leveraging owned data, and aligning organizations.
For teams navigating these challenges, this guide to Marketing Cloud personalization strategies shows how behavioural signals and first-party data can be turned into more relevant, scalable customer journeys.
Thus, to help marketers tap the power of Personalization while building marketing strategy, Salesforce unleashed new features in Marketing Cloud.
Here are our top 5 picks from these new features-
#1. Data Extension Query Support
To ensure personalization, Marketers need to deliver the right messages at the right time. The Data Extension Query Support feature empowers you to monitor the performance of your messages by leveraging the special audience attributes stored in SFMC’s extensions.
This feature helps drive engagement and loyalty to your brand by enabling you to
- Perform codeless queries on the extension to identify new opportunities
- Enriching customer segment analysis by adding 30 new extensions to your marketing Cloud data.
#2. Triggered Campaign messages
Combining the best of Journey Builder and Marketing Cloud Personalization, Salesforce brings this feature to help you re-engage with your customer on their chosen channel. With this feature, you can send the most personalized and relevant messages in real-time.
Now, you can trigger mobile messages, emails, push notifications, and many more with this feature based on customer behavior. You can also measure the time spent by customers on your site and decide the next course of action accordingly.
#3. Customer Data Platform
With the latest update in the Customer Data Platform, you can reach customers on their preferred channel by using rich customer information. The new features in CDP allow you to
- Elevate the volume and various data types shareable with SFMC engagement systems.
- Connect data across all systems
- Expand activation capabilities to drive one-on-one Personalization at every virtual touchpoint.
#4. What if Analyser
The interesting ‘What if’ Analyzer on the Einstein Engagement Frequency dashboard is here to predict how your next email message is going to affect engagement.
As a result, you can now avoid email fatigue, visually test various message frequency scenarios, and determine the number of emails that should be sent for the campaign.
#5. Database Exports
Database Exports is a critical feature that acts as a repository to store all your marketing data. As more and more businesses are investing in enterprise database software, Salesforce meets this demand with the Database Export feature that makes data accessible across all enterprises.
With this feature, you can automate the moving of data into your company’s database, distribute them for analytical and insight purposes and back up the data in your database.
Wrap Up
Tapping on the new features in Marketing Cloud will power up your marketing strategy, helping you to deliver Personalization more effectively.
Be sure to hire a trusted Marketing Cloud Consultant to implement these features in your org. Reach out to us for a demo today!
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