Plan Your Campaign
Learning Objectives
After completing this unit, you’ll be able to:
- Describe how Marketing Cloud Engagement Connect works.
- Explain how to design emails using content blocks.
- Describe how to create a journey map.
Get Connected with Marketing Cloud Engagement
In unit 2, Linda created a customer segment for Gold Tier members. It’s time for Mary to create a campaign that includes specific communication, a customer journey, and the promotion. She wants to reach members on different engagement platforms, with customized content based on their engagement with the brand. Because Loyalty Management is integrated with Marketing Cloud Engagement, she can easily import loyalty and segment-related data to Marketing Cloud Engagement using Marketing Cloud Engagement Connect.
Marketing Cloud Engagement Connect seamlessly integrates data from different clouds. It uses this data to help create personalized digital marketing across every customer touch point. Based on how a customer interacts with the brand, Marketing Cloud Engagement Connect helps trigger specific customer journeys.
Mary can’t wait to see this in action. In a real-world scenario, she would ideally work with a Marketing Cloud Engagement admin to create a meaningful engagement strategy. For simplicity, Linda also performs the role of the Marketing Cloud Engagement admin in this module.
Plan the Communication
Mary discusses her requirement with Linda. She believes email is the best way to deliver personalized communication. And it’s easy to track customer behavior, such as which emails they open, which links they click, which offers they redeem, and on which devices.
Mary wants to set up a series of emails for members of Gold Segment Revival. She wants the first email to inform members about the promotion. She then wants periodic emails to be sent to remind them of the promotion. Lastly, she wants thank you emails to be sent when they make a purchase. She also wants to send SMS reminders in between these emails. Here’s how Linda sets this up.
Gather the Content
Linda opens Marketing Cloud Engagement to create email communications. She uses Content Builder to create the content of the emails. Content Builder is Salesforce’s cross-channel content management tool, which consolidates images, documents, and content in a single location. It helps save time in creating and looking for content, and it lets you easily create emails using drag-and-drop content blocks. It also lets you test and preview the email to know how it looks to the customer. You can tag, search, and share content across distribution channels, including email, social media, and mobile.
Linda starts gathering the content for the email, such as content blocks, templates, documents, images, and videos. She organizes these assets in appropriate folders in Content Builder. She’s now ready to start putting together all of this content.
Linda can also use Loyalty Management’s ready-to-use content blocks in her email templates. She adds the content blocks to Marketing Cloud Engagement by completing a few prerequisite steps, including the installation of a Loyalty Management Content Block package.
Loyalty Management offers the following ready-to-use content blocks. Click each content block to learn about its functionality.
To learn more about content blocks and how to install them, refer to Use Loyalty Management Content Blocks in Email Templates and Template-Based Emails help documentation.
Build the Content
Mary asks Linda to create three emails for the Golden Segment Revival members.
- A promotion announcement email
- A friendly reminder email
- A purchase acknowledgment email that mentions the number of points credited for the purchase
Linda gets to work. First, she gathers assets like templates and images for each email. To these assets, she adds the Loyalty Campaign Promotion and Loyalty Accrual Transaction content blocks.
Next, she pulls details about the member into the email, including promotion records, tier status, and points. She does this using Marketing Cloud Engagement Connect, which imports data from loyalty objects into Marketing Cloud Engagement.
Mary wants to send SMS and push notifications to members so that they get a mix of alerts about the brand. Linda uses Content Builder again to create content for these messages.
To find out how you can use mobile messaging in your marketing strategy, refer to the SMS Messaging with MobileConnect and App Messaging with MobilePush modules in Trailhead.
So far, Mary planned the email communication and Linda created the contents of the email in Marketing Cloud Engagement. The emails contain information about membership details. This is possible thanks to Marketing Cloud Engagement Connect, which imports data from loyalty objects into Marketing Cloud Engagement. Linda and Mary preview the emails and messages and are happy with how they look. They must now plan the campaign journey to automate the communication.