Provided with a list of branding and creative strategies, probe for additional information that is needed to recommend an appropriate solution.
Marketing Cloud allows to brand applications and content, to provide users and customers with a branded experience. Consistent branding of Marketing Cloud applications and content helps to convey better marketing messages.
Marketing Cloud accounts can be configured to send emails from authenticated private domains. This allows to wrap images and links in emails with branded domain names. Furthermore, the appearance of Marketing Cloud can be changed to provide a branded user experience.
A sender authentication package (SAP) can be purchased for Marketing Cloud accounts and separate business units. It consists of several tools to improve email deliverability and wrap content with custom private domains.
Branding tools included in SAP are:
The private domain configured with SAP is used as the From address in email sends. I can also be authenticated with the Sender Policy Framework (SPF), Sender ID, and DomainKeys/DKIM authentication to improve email deliverability.
Only one private domain can be configured with SAP for each account and business unit. Additional private domains for the same account or business unit can be purchased and configured outside of SAP. However, account branding features such as link wrapping in only based on the private domain configured authenticated with SAP.
The private domain authenticated with SAP is used to wrap images and links in emails and URLs to public Marketing Cloud features, such as Subscription Center, Profile Center, or Cloud Pages. Account branding therefore removes all references to Marketing Cloud standard domains, such as exct.net.
The dedicated IP address assigned via SAP is used to send emails from Marketing Cloud. It therefore represents the sending reputation of a Marketing Cloud account or business unit.
Reply Mail Management (RMM) is used to manage email replies from subscribers. RMM allows to filter auto-responses and automatically process manual unsubscribe requests.
Brand Builder can be used to change the logo and color scheme in Marketing Cloud. This helps to provide Marketing Cloud users and customers with a branded design.
Logo and color scheme changes defined in Brand Builder are applied to the following components:
Marketing Cloud provides features to ensure consistent design and approved content in Content Builder. Email templates and content blocks can be used to define design and content elements. Approvals can be used to ensure that only approved content is sent to customers.
Templates define the design and layout of emails. They can be used for multiple emails and therefore ensure a consistent design across emails. Template-based emails use standard or custom templates as their layout basis.
When creating template-based emails in Content Builder, content can be added to unlocked content areas using content blocks. Content blocks can be pre-defined as well, to reuse existing content in multiple emails created from different templates.
Custom brand fonts are not supported in emails. As a best practice, a web-safe font which is similar to the custom font should be chosen instead.
Email Approvals help to maintain control and consistency over email communications and branding on a company-wide basis. They also ensure that users can only send final email versions and that those emails meet compliance requirements to improve deliverability. Unapproved emails can only be edited, whereas approved emails can be sent to an audience.
Marketing Cloud differentiates between two types of email approvals:
The standard approval workflow consists of a submitter, one or more reviewers, and an approver: When a submitter submits an email for review, one or more reviewers review it and provide their comments. Once the review is completed, an approver either approves or returns it for revision. If the email is returned for revision, then the submitter needs to change it resubmit it for review again. If the email is approved, then the workflow ends and the email can be sent.
The two-step approval workflow is simpler than the standard approval and only consists of a submitter and an approver: When a submitter submits an email for approval, an approver either approves or returns it to the submitter for revision. If the email is returned for revision, then the submitter needs to change the email and resubmit it for approval again. If the email is approved, then the workflow ends and the email can be sent.