Salesforce Marketing Cloud Direct Mail

admin 11/23/2021
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Marketing Cloud. Welcome to the Customer Success Ohana! This group is dedicated to your success with the Salesforce Marketing Cloud (Email Marketing, Social Media, Mobile Marketing, Web Marketing). Join the conversation here to ask questions, get answers, stay updated and share experiences. Salesforce has become synonymous with the CRM industry, so no surprise that our automated email marketing service is the most reliable option available. Our Marketing Cloud integrates with sales and service, allowing you to build a complete picture of your customers and deliver automated emails that are relevant and effective.

Email Marketing from Salesforce. Salesforce Marketing Cloud provides businesses with professional-level email marketing software. Marketers can use email personalization to maintain a relationship with their customers beyond apps and websites. Plan, personalize, segment, and optimize the customer journey with email software from Marketing Cloud. Measure campaign ROI using feedback from users. Transactional messaging is immediate, automated, non-promotional messaging, such as order confirmation messages, password reset emails, and bank balance inquiry messages. Use the Marketing Cloud Transactional Messaging REST API to send personalized transactional email and SMS messages to your customers.

Learning Objectives

After completing this unit, you’ll be able to:

  • Preview an email.
  • Send a test email.
  • Send an email.
Mail

Preview and Test the Welcome Email

Now that you’ve built out the Welcome email, it is time to test it and send it off.

  1. Launch the Trailhead Simulator.
  2. Click Begin.
  3. Click Next.
  4. In the Subscriber Preview and Attributes section, click .
  5. Click Data Extensions (1), click NTOSubscribers (2), select Faith Hines (3), and click Select (4).
    The Subscriber Preview and Attributes panel shows Faith’s information, and the email panel shows a preview of her email. Notice that Faith’s first name replaced the variable in the email.
  6. Click Mobile. This shrinks the width of the preview window so you can see how the email looks on a mobile device.
  7. Click .
    In this module, leave everything defaulted. However, when doing this in your Marketing Cloud instance, add the email addresses that you want to send your test email to.
  8. Click Send Test.
  9. On the Test Send Summary screen, click Confirm and Send.

Notice the success message.

The simulator shows how the test email appears in your email inbox.
Email PortionDescription
(1) Subject Line Qualifier
Prior to sending the test email, you can define this value. The default for this value is [Test]:. You can use the subject line qualifier to mark the email as a test.
(2) Subject Line
You defined the subject line as Welcome to Northern Trail Outfitters in the previous unit.
(3) Preheader
You defined the preheader as Let’s get to know each other! in the previous unit.
  1. Click the Welcome to Northern Trail Outfitters email. A web version of the email you created opens in another window.
  2. View the web version of the test email to make sure everything looks the way you want. This is a live version, so you can click the links to make sure they work. In the future, if you want to make corrections or changes to your email, you can easily go back and make them, and then send a new test email. In this case, let’s assume everything looks great and you are good to send it out.
  3. Close the email window and go back to the Trailhead Simulator window.
Salesforce

Send the Email

Now that you’ve previewed the email and sent a test, it’s time to send the welcome email to our NTO subscribers.

  1. Click Content Builder.
  2. Click Email Studio and select Email.
  3. From the recent items list, click Welcome Email.
  4. Click Send, then click Next.
  5. Click Data Extensions.
  6. Drag NTOSubscribers to the Targeted box.

This action pulls in the list of subscribers so Marketing Cloud knows where to send the email. This data extension was predefined for you, but in your live instance, you can create your own data extensions. To learn more about data extensions and how to create them, check out the Resources section.

  1. In the Select Publication List window, leave All Subscribers selected and click Select.
  2. Click Next.
  3. For Send Timing, keep the default of Send Immediately, then click Next.
  4. Check This information is correct and this email is ready to send.
  5. Click Send.
  6. Click Continue and Exit.

Congratulations. You sent the welcome email for Northern Trail Outfitters.

In this module you learned how to create a reusable email template, how to build an email using that template, how to preview and test an email, and how to send it. Remember, you just scratched the surface of what you can do with Marketing Cloud. Continue your learning journey with some of our recommended Trailhead content in the resources section below.

Resources

Salesforce Marketing Cloud
IndustryMarketing automation
FoundedIndianapolis, Indiana
December 15, 2000
FounderPeter McCormick, Scott Dorsey and Chris Baggott
Headquarters
Number of locations
14[1]
Worldwide
Key people
Adam Blitzer, GM & EVP
Revenue$292.3 million (2012)[2]
1,800 (2013)[3]
ParentSalesforce.com
WebsiteMarketingCloud.com
Salesforce Marketing Cloud Direct Mail
ExactTarget Logo

Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services. It was founded in 2000 under the name ExactTarget. The company filed for an IPO in 2007, but withdrew its filing two years later and raised $145 million in funding. It acquired CoTweet, Pardot, iGoDigital and Keymail Marketing. In 2012, it raised $161.5 million in an initial public offering, before being acquired by Salesforce for $2.5 billion in 2013. ExactTarget was renamed to Salesforce Marketing Cloud in 2014 after the acquisition by Salesforce.

Corporate history[edit]

Salesforce Marketing Cloud was founded under the name ExactTarget in late 2000 by Scott Dorsey, Chris Baggott, and Peter McCormick with $200,000 in financing.[4][5] Joanna Milliken joined ExactTarget as the first employee in 2001.[6] It raised $10.5 million in funding from Insight Venture Partners in 2004.[7] The firm grew from $11.5 million in its second year of operations to $41.1 million in 2006, which was its first profitable year.[8] In December 2007, ExactTarget filed an intent for an initial public offering with the Securities Exchange Commission,[9] but withdrew its filing in May 2009.[7] Instead, it announced that $70 million in venture funding had been raised for international expansion, which was followed by another $75 million round later that year.[7][10][11][12] An office was established in London[13] with the acquisition of a UK-based ExactTarget reseller, Keymail Marketing, in September 2009.[14][15] The company hired 200 additional employees.[7] In 2010, ExactTarget acquired CoTweet, a company founded in 2008 that develops and markets software for managing multiple Twitter accounts.[16]

ExactTarget went public in March 2012[17] and raised $161.5 million in funding on the New York Stock Exchange.[18] In late 2012, it acquired a marketing automation vendor, Pardot, for $96 million, and the developers of a product recommendation engine, iGoDigital, for $21 million.[4][19] In 2012, its revenues grew 40 percent over the preceding year.[20] The following June, ExactTarget was acquired by salesforce.com for $2.5 billion.[21] A few months later, salesforce.com said it was laying off 200 staff due to overlaps after the ExactTarget acquisition.[22] That September at the ExactTarget Connections conference, salesforce.com said it was integrating ExactTarget into a new division called Salesforce ExactTarget Marketing Cloud.[23]

In May 2014, Scott Dorsey stepped down as CEO of ExactTarget and was replaced by Scott McCorkle.[24] The company was renamed in October 2014 to 'Salesforce Marketing Cloud', removing 'ExactTarget' from its name, as part of its integration with Salesforce.[25]

Salesforce has plans to move Marketing Cloud to Microsoft Azure.[26]

Software and services[edit]

Salesforce Marketing Cloud develops marketing automation and analytics software for email, mobile, social and online marketing. It also offers consulting and implementation services.[27] The software is sold primarily on a multi-year subscription basis. The price of the subscription is based on what features are enabled, number of users and level of customer service.[28]

The software's Interactive Marketing Hub was released in 2010, when the software's user interface was re-done. It serves as the software's primary user interface for managing communications and content through different media.[29][30][31] The Salesforce Marketing Cloud software is offered in a hosted, online subscription model.[9] The company owns the CoTweet,[30] Pardot, and iGoDigital tools. Its mobile features, as well as many of its workflow and collaboration tools, were released in July 2013.[32]

Salesforce Marketing Cloud was founded as an email marketing vendor.[7] Its email management software maintains mailing lists and schedules[33] and modifies email messages based on what recipients read, click-on or forward.[34][35]

In September 2014 the company introduced the Journey Builder for Apps, which is intended to create customer lifecycle maps of mobile app users.[36] That month, at the September 2014 ExactTarget Connections conference, they announced numerous updates to their software. This included integration with software products owned by Salesforce.com, such as Buddy Media and Social Studio, as well as improvements to workflow and content management tools.[37]

In November 2014 the company released a new version of Social Studio. This release expanded Social Studio beyond Salesforce's Marketing Cloud, where it started, integrating it with the Service Cloud and the Sales Cloud. This enabled sending leads over to the Sales Cloud — the salesperson can see the full context of the company's social media interactions with the lead.[38]

Operations[edit]

As of December 2012, about two thirds of ExactTarget's 1,500 employees were located in Indianapolis.[4]

Salesforce Marketing Cloud Direct Mail

The company hosts an annual user conference called Salesforce Connections, previously the ExactTarget Connections Event.[39] The first Connections event in 2007 attracted 500 attendees, and it has since grown into one of the largest conferences on digital marketing. The event was located in Indianapolis from 2007 until 2014, New York City in 2015, and Atlanta in 2016. It did not occur in 2017 as it was merged with world tours, and was brought back in Chicago in 2018.[40] As of April 28, 2016 the conference was renamed Salesforce Connections.[41] It merged with Salesforce World Tour in 2017.[42]

Salesforce Email Marketing Platform

References[edit]

  1. ^Global Offices, ExactTarget
  2. ^ExactTarget Announces Fourth Quarter and Full Year 2012, ExactTarget, December 31, 2012, retrieved September 25, 2013CS1 maint: discouraged parameter (link)
  3. ^Human, Dan (August 29, 2013). 'ExactTarget parent cutting 200 jobs worldwide due to merger'. Indianapolis Business Journal. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  4. ^ abc'Digital marketer ExactTarget splashed onto NYSE'. Indianapolis Business Journal. December 28, 2012. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  5. ^Mitra, Sramana (February 2, 2012). 'ExactTarget Rides Email Marketing Wave'. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  6. ^http://www.prweb.com/releases/2015/05/prweb12690686.htm
  7. ^ abcde'The $100 million Revenue Club: ExactTarget'. The Wall Street Journal. February 10, 2010. Retrieved September 26, 2013.CS1 maint: discouraged parameter (link)
  8. ^Andrews, Greg (December 17, 2007). 'Breaking: ExactTarget plan $86M IPO'. Indianapolis Business Journal. Archived from the original on December 18, 2013. Retrieved September 24, 2013.
  9. ^ ab'FORM S-1 REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933'. Retrieved 2018-10-27.CS1 maint: discouraged parameter (link)
  10. ^Tartakoff, Joseph (May 7, 2009). 'E-Mail Marketer ExactTarget Raises $70 Million from Venture Firms; Delays IPO'. CBS News. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  11. ^Mullaney, Tim (May 14, 2009). 'DigitalGlobe Shares Advance after $279.3 Million IPO'. Bloomberg. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  12. ^Hosford, Christopher (May 7, 2009). 'ExactTarget secures $70 million venture capital investment'. BtoB Magazine. Archived from the original on December 13, 2013. Retrieved September 24, 2013.
  13. ^MacMillan, Gordon (March 3, 2010). 'Twitter welcomes ExactTarget acquisition of CoTweet'. BrandRepublic. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  14. ^Hosford, Christopher (September 8, 2009). 'ExactTarget establishes direct European presence with acquisition'. BtoB Magazine. Archived from the original on December 13, 2013. Retrieved September 24, 2013.
  15. ^'ExactTarget acquires CoTweet'. The Deal Pipeline. March 2, 2010. Archived from the original on March 2, 2014. Retrieved September 24, 2013.
  16. ^Ingram, Matthew (March 2, 2010). 'Worlds of Email Marketing and Twitter Collide'. Giga Om. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  17. ^Tan, Anjelica (March 22, 2012). 'ExactTarget Soars in Debut after Initial Public Offering'. Bloomberg. Archived from the original on March 2, 2014. Retrieved September 24, 2013.
  18. ^'Venture-backed IPOs raised $1.5 billion last quarter'. Reuters. April 2, 2012. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  19. ^Brosnan, Rob (October 11, 2012). 'ExactTarget Acquires IGoDigital and Pardot'. Forrester. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  20. ^Fletcher, Chris (April 23, 2013), Magic Quadrant for CRM Lead Management, Gartner, retrieved October 19, 2014CS1 maint: discouraged parameter (link)
  21. ^Hesseldahl, Arik (August 29, 2013). 'Can Salesforce Keep its Cloud Business Growing'. AlllThingsD. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  22. ^Bort, Julie (September 4, 2013). 'Salesforce Cuts 200 Jobs from Marketing Cloud Thanks to ExactTarget Acquisition'. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  23. ^Konrad, Alex (September 18, 2013). 'Announcing New Partnership, Salesforce and Workday Crash Oracle's Earnings Day'. Forbes. Retrieved October 31, 2013.CS1 maint: discouraged parameter (link)
  24. ^Swiatek, Jeff (June 3, 2014). 'New ExactTarget CEO predicts accelerated growth'. Indianapolis Star. Retrieved July 1, 2014.CS1 maint: discouraged parameter (link)
  25. ^Council, Jared (October 9, 2014). 'Salesforce drops ExactTarget name from flagship product'. Indianapolis Business Journal. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  26. ^'Azure'.
  27. ^Products, ExactTarget, retrieved September 25, 2013CS1 maint: discouraged parameter (link)
  28. ^Amendment No. 1 to Form S-1 Registration Statement, Securities Exchange Commission
  29. ^Gonsalves, Antone (October 4, 2010). 'Twitter CEO Williams Steps Down'. InformationWeek. Retrieved October 31, 2013.CS1 maint: discouraged parameter (link)
  30. ^ abDiana, Alison (September 17, 2010). 'Twitter Touts Redesign's Advantages for Marketers'. InformationWeek. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  31. ^Interactive Marketing Hub, ExactTarget
  32. ^Levine, Barry (September 19, 2013). 'Marketing Automation Provider ExactTarget, on a Roll, Launches New Email Products'. CMS Wire. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  33. ^Entrepreneur Press (1 March 2009). Start Your Own E-Business. Entrepreneur Press dba Entrepreneur Media, Incorporated. p. 131. ISBN978-1-61308-065-8. Retrieved 25 September 2013.CS1 maint: discouraged parameter (link)
  34. ^Maximizing Your Sales with Microsoft Dynamics CRM 4.0. Cengage Learning. 2009. pp. 229–. ISBN978-1-59863-837-0. Retrieved 25 September 2013.CS1 maint: discouraged parameter (link)
  35. ^Cindy Krum (February 25, 2010). Mobile Marketing: Finding Your Customers No Matter Where They Are. Pearson Education. pp. 112–. ISBN978-0-7686-9479-6. Retrieved September 25, 2013.CS1 maint: discouraged parameter (link)
  36. ^Nicastro, Dom (September 23, 2014). 'Salesforce ExactTarget Marketing Cloud Gets Personal with Apps'. CMSWire. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  37. ^Martinez, Juan (September 24, 2014). 'Salesforce to add content management tools to the ExactTarget Marketing Cloud'. TechRadar.
  38. ^https://techcrunch.com/2014/11/19/salesforce-social-studio-revamp/
  39. ^VanBoskirk, Shar (September 15, 2011), Making Connections Through Exact Target, Forrester, retrieved October 19, 2014CS1 maint: discouraged parameter (link)
  40. ^Swiatek, Jeff (September 25, 2014). 'ExactTarget will move huge Connections conference to New York'. Indianapolis Star. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  41. ^Simon, Kelley. 'ExactTarget Connections is now Salesforce Connections'. Marketingcloud.com. Retrieved 31 May 2017.CS1 maint: discouraged parameter (link)
  42. ^Liegl, Julie (12 January 2017). 'Transforming Salesforce Events in 2017'. Salesforce.com. Retrieved 31 May 2017.CS1 maint: discouraged parameter (link)

Salesforce Marketing Cloud Direct Mail Server

External links[edit]

Salesforce Email Marketing Tool

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