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Salesforce Marketing Cloud Release Highlights April – June 2019

22nd July 2019

Author Marketing Automation Team

The last two Salesforce Marketing Cloud releases have been packed full of new features and enhancements. Keeping up with all the updates can be challenging. We’ve reviewed everything and summarized some of the highlights. Download the PDF for the full review.

Platform Updates

Marketing Cloud Setup

You would have noticed the new look and feel of Marketing Cloud Admin. Email Admin and Platform Admin functionalities are now clubbed together under “Setup” which makes managing Marketing Cloud easier for administrators. There are some new features now available to be configured under Admin which were earlier only available by creating a Salesforce support case. You can quickly navigate account setup with the new search feature. Email Studio Admin, Send Time Optimization and Einstein Content Tagging are now available to be configured via Setup.

Transactional Messaging for SMS

Marketers can now deliver critical SMS messages with real-time tracking in addition to Transactional Email API which was released earlier this year. This is a great opportunity to start sending critical SMS and Emails out of Salesforce Marketing Cloud like order confirmations, payment confirmations, password reset, shipping updates, billing and invoice related comms etc. This new feature will enable you to reliably send all communications from a single platform, adding consistency to brand communications and opportunity to include marketing content in transactional communications.

Deployment Manager

This has been a much-awaited feature from Salesforce Marketing Cloud product team. Quite often we have seen clients wanting to replicate Journeys and automations setup in their existing Business Unit to build an end-to-end UAT/sandbox environment or plan a global rollout of journeys configured and tested for one country. This was hindered due to lack of an automated solution to deploy assets and had to be manually re-built with chances of regression. In last two releases Journey wireframe and Data Extension replication have been made available.

Email Studio Highlights

Domain Verification

This has been a phased project to add guardrails for verifying the email domain used for sending emails to customers from the marketing Cloud Account. Previously it was possible to send emails to customers using Marketing Cloud Sender profiles using any domain which was not safe. Some action may be required here if you are using any domains apart from those authenticated using SAP (Sender Authentication package).

Site Core Connector

We are quite excited about this integration as it enables a lot of functionality that marketers have been waiting for. It drives content consistency across web and messaging and enables consistent cross channel experience for the end user. Now you can trigger campaigns and journeys in Marketing Cloud based on your customers’ behaviour and actions on the website.

Content Builder Highlights

Einstein Content Tagging

Salesforce have been quick to take advantage of developments in Google Vision’s image recognition capabilities. Now you can drive your team’s productivity by auto tagging thousands of images already stored within Content Builder and then easily search for relevant images when required. This is quite a useful feature especially for retail marketers to quickly search and organise the product images for emails.

Dropbox connector for Salesforce Marketing Cloud

Dropbox formed a strategic partnership with Salesforce to give sales, service and marketing teams better content and customer engagement tools. This app empowers marketers to improve collaboration on content and increase end-to-end marketing effectiveness. With the new integration, marketers can easily create engaging campaigns that focus on deepening customer relationships.

With Dropbox for Salesforce Marketing Cloud, you can centralize your assets to make it easier for your team to access the right files for the right campaign—all without leaving Salesforce.

Journey Builder Highlights

Einstein Send Time Optimisation

Marketers can now communicate individually with their subscribers at the optimal time for each subscriber, rather than the optimal time for whole audience group. This also simplifies and automates the way marketers choose the right time for sending communications across channels.

Shared Journey Templates

Shared journey templates will be quite useful for marketers working for multi-brand and multi-geography Enterprises. Marketers can easily share the journey wireframes in a template so other co-brands and geographies can make use of the successful journeys built.

Enhanced Journey Validation

With enhanced journey validation features marketers can easily validate and address the journey errors more efficiently.

Mobile Studio Highlights

In App Messaging

Marketing Cloud Mobile Push development teams have addressed one of the key features demanded by mobile app clients to start using marketing cloud for their push notifications. With this feature you can now communicate with subscribers opted out of mobile push to educate them on the benefits of push notifications or inform your most engaged users of new products. You can even incorporate in-app messaging to journeys presenting users with an omni channel experience.

Einstein for Marketing Cloud Highlights

Einstein Engagement Frequency and Einstein Send Time Optimisation

With Einstein AI in play, you can now simply discover the optimal range of emails to send to each subscriber that drive the highest engagement. You can now simply identify over/under messaged subscribers and run campaigns for each group accordingly.

Advertising Studio Highlights

Integration with Google Customer Match (GCM)

Increase return on advertising spend with Google Advanced Match. Advertising Studio now allows you to match customers by Mobile Id, Mailing Address, User Id, email and phone number. Matching on these attributes increase the match rate leading to better ROAS. If you have captured these attributes about the subscriber and are already available in Marketing Cloud, it is recommended to update your audience lists in Advertising Studio to take advantage of this release now.