Marketing Cloud Engagement Journeys

Nowadays, with technology going forward, people have less and less time to consume content, due to the excess of information that they get every day through email, apps, and social media. So, it’s essential to ally an assertive communication to subjects that really matter to your client, mainly when it’s related to companies whose revenue depends on it. Primarily the case for E-commerce companies.

With Salesforce Marketing Cloud Engagement, it is possible to deliver customized communications across multiple channels, such as email, social media, apps, Whatsapp, SMS and online ads. Communications can be customized to each customer’s preference and then also automated with Marketing Cloud Engagement.

Marketing Cloud Engagement is your solution to involve your clients throughout all the marketing, sales, and services lifecycle.

Advanced journey management platform

Marketing Cloud Engagement platform is considered to be one of the sector’s most sophisticated journey management platforms, it helps to plan, personalize, and perfect your 1:1 journey through all the channels whether online or offline.

It’s possible to draw all your journeys, paying attention to the lead’s activities during all its lifecycle with your brand, and then automatically answer and measure the efficiency of personalized campaigns based on history, preferences, location, and actions from the client/lead/prospect. It’s also possible to measure in real-time!

Independent of your need to be in touch with your clients via email, mobile, social, apps (or any other channel you can imagine), Marketing Cloud Engagement takes the strength of personalization to a whole new level.

How to use Marketing Cloud engagement for specific use cases?

Leader brands are using Marketing Cloud Engagement on their segments to promote campaigns across a continuous lifecycle and here are three examples of the type of journey design of the most common type of campaigns used nowadays:

1. Abandoned Cart

Abandoned cart journeys came to solve a major problem in nowadays e-commerce industry since a lot of them have high abandoned cart rates. However, using this type of journey we can reach to these potential customers again through email (or even SMS or other channels). Since this is an audience that at least has a spark of interest in your products, it’s obviously a good target to reach your goals.

In this example, we’ve started with an email with the products (or some) that the customer had on its cart, it then waits a period, when we then divide into if they’ve opened the email or not, if they did they’ll face a decision split so we can understand if there was a purchase or not if they buy they leave the journey if not we will remind them a second time with an offer or a discount and then they’ll leave the journey as well. Those who didn’t open the first email will receive another reminder with different subtitles and if they continue to not open the emails they will exit, if they do engage, they will rejoin the first part of the journey.

2. Webinar campaigns

A webinar is usually an online seminary that generates good material for the audience and is usually done to share relevant company information. It’s in your best interest to give more than what your product or services offered, when done right this type of webinars could bring added value to your relationship with your customers.

In this example, we start with the audience that came from a form (for the webinar, in this case, about how their service can increase goals in the agriculture industry) on cloud pages we then proceed to double check and separate the audience just for people on the agriculture industry, the remainder leaves. They will start with an email about how this webinar could benefit their companies and then we will observe if they’ve opened the email or not, if they didn’t, they will receive a reminder with different subtitles if they keep on not opening, they’ll leave the journey. If they do engage, they will rejoin the first part of the journey. Where the customers that opened the email will receive a confirmation email and then we will divide them into those who have registered and who have not, these last ones will get a reminder if they don’t register will proceed to leave the journey, and the ones who’ve registered will receive a thank you email and a ‘’today’s is the webinar’’ reminder on the specific date.

3. Welcome campaign

Everyone likes to be treated right and get a warm welcome, isn’t it? Whatever business, you may have or operate in, welcoming campaigns are one of the first real bonds that you can have with your new customer. As for best practices, try to be the most personalized as possible (but remember, these are new customers and you probably won’t have that many fulfilled fields that you can play with) just so you can make a good first impression and always remember to provide content that adds value to them, not just some generic email templates.

In this example, we’ve divided the audience by a simple field called country, so we can send an email in their own language, and then use dynamic content on the email itself to bring added value to this customer, since it’s a simple one they’ll leave right after. The twist that we have here is that the remainder will get a different email and a preferred choice on which language is preferred to be on their communication, if they do fulfill this they will exit if not they’ll get a reminder and then leave.

With that being said, it is noticeable that Marketing Cloud Engagement can help your company to improve your marketing, being through simple campaigns, welcome ones, or even more complex ones, such as the Abandoned Cart.

At Havik, we have certified professionals and we’re the ideal partner to help implement this tool in your business to maximize your results. Count on us to unveil to you the world of Marketing Automation, Salesforce Marketing Cloud and all the power that it can offer.