5 smart ways to increase email marketing ROI with Salesforce Marketing Cloud

Salesforce Marketing Cloud is a vital tool for many marketers. It helps to create and manage their customer relationships with personalized marketing campaigns, plus save time with automation.

Salesforce Marketing Cloud is well-known to have the capabilities to support many facets of marketing including dynamic customer journeys, multi-channel campaign execution, pre-and post-campaign analytics that includes audience building and segmentation, social media engagement, advertising, as well as the data management platform. There are also several proven apps and experts available on the AppExchange to extend the power of this marketing platform.

There are five smart ways you can increase your email marketing return on investment (ROI) with the usage of Salesforce Marketing Cloud. Let’s dive into them now.

5 Smart Ways To Increase Email Marketing ROI

  1. More Customer-Centric Campaigns

It is never just the demand from customers that fuels email marketing efforts, but the greater desire to deliver quite memorable customer experiences. The first step that relates to increasing email marketing ROI is to let the preferences, needs, and expectations from customers guide the company’s email marketing priorities, strategies, and tactics. Additionally, the audiences need to be segmented into targeted groups. With further usage of Einstein Analytics, the content of the email has to be identified which stands out in the inbox and ensures getting highly engaged subscribers.

  1. Dynamic Content

Customizations are known to improve open rates (82%), click-through rates (75%), and customer satisfaction (58%). So, the organization needs to craft relevant, personalized, authentic, and dynamic content for its subscribers.

For the same, there is a high requirement for custom templates that can be designed with the help of SFMC Email Studio. The creation of dynamic content blocks would also help by setting up parameters and rules to hide, display, and further adjustments of content that is best-suited to different subscribers. Also, insights from Salesforce Marketing Cloud’s Social Studio would help to gain greater relevance and personalization. Salesforce Marketing Cloud Social Studio helps in connecting the teams from marketing, service, and sales directly to the customers of an organization, with the help of several social channels which would help in building quite meaningful relationships. It would also help in closing the gap between the customer-facing teams, while also removing any information silos which would help in ensuring that no opportunities have been lost.

Salesforce Marketing Cloud Consultant would be helpful to provide more insights over the usage of such technology that is exclusively brought up by Salesforce and helps the organization to manage it further.

  1. Focus on ‘Full-Funnel’ Email Marketing

The substantial rise of prominent lifetime customer values corresponds with the rapid growth of focus on end-to-end customer experiences by the marketers, which is the result of the growing demands of the customer. However, the creation of customer experiences that foster this high lifetime value needs quite close coordination across multiple functional areas, out of which email marketing has become a critical part. In other words, full-funnel marketing is more in demand.

We can say that there is a higher expectation by the customer that relates to having consistent experiences across different channels and functions. This is only happening with the usage of full-funnel marketing that is powered by coordinated efforts across the functions.

Also, aligning the mobile/SMS marketing efforts with email marketing would be possible with the help of Salesforce Mobile Studio, which can bring better ROI.

An E-Commerce company leveraged Marketing cloud Email studio and Mobile studio for their marketing campaigns to target their customers based on the channel preferences to drive better ROI. Marketing cloud social studio was also leveraged to understand the customer attitude towards their brand and work on campaign enhancements.

  1. Modernize the Email Marketing Toolbox

According to the Salesforce report: 89% of successful email marketers give priority to modernizing their email marketing toolbox for customization and any other in-demand strategies.

To be ahead of any competition from the peers, the email marketing program has to be well-kept, and further ensure that the technology stack, tools, and data that are involved remain razor-sharp, and are always focusing on the customer’s needs and goals.

With the help of email authentication, the reputation of the brand stays intact and further ensures that any kind of spammers or cybercriminals will not be able to imitate the organizations’ work. With the help of Salesforce Pardot, the user would be able to send emails from their own domain by further ensuring proper authentication with the help of two most widely accepted email authentication standards, namely Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). The majority of the ISPs (Internet Service Providers) and also check with corporate spam filters for one or maybe more of these types of authentication while determining to further allow the emails to a recipient’s inbox. The setup of email authentication is considered to be quite critical for the further achievement of good deliverability.

  1. Leverage the Power of Artificial Intelligence

Beginning from email personalization and dynamic content to further data analysis, Artificial Intelligence plays a major role while helping email marketers deliver more satisfying customer experiences with campaigns. With AI, the possibilities of getting a high potential ROI have become virtually endless.

AI is considered to be most helpful while delivering the most engaging content, personalized for each of the organizations’ subscribers. In the Salesforce Marketing Cloud, Einstein enables relevant business rules to a variety of content ideas which would help in the selection of the right content for each of the customers without the need to create a new email. One particular example wherein AI plays quite a major role in the Salesforce Marketing Cloud is Einstein Send Time Optimization (STO) in Journey Builder. By going through the email engagement data and behavioral history, such as subscribers’ sends, clicks, and opens, STO can analyze and further predict the optimal engagement time for each of its customers, while also leading to maximum conversions.

Conclusion

Increasing an organization’s email marketing ROI begins with the creation of emotionally resonant emails that puts more focus on customers. Then, applying these tips on top of that can help yield a high ROI, even during these current challenging times.

Originally published on Medium
15 December 2021
Written by Khushali Jain