Given a customer scenario, evaluate elements and techniques of email marketing to design an effective email campaign.
Marketing Cloud consists of several products to cover the elements and techniques of email marketing. Relevant tools can be combined and work together, to design and build effective email campaigns.
Salesforce Marketing Cloud is a platform to manage a personalized business to consumer (B2C) communication across marketing channels. The platform consists of several products to reach customers via email, SMS, mobile apps, web, and social media.
Marketing Cloud products can be categorized into three types:
The most relevant Marketing Cloud products for email marketing are Email Studio, Journey Builder, and Automation Studio. Those tools work well together to build efficient email campaigns.
Email Studio is a Marketing Cloud product to create and manage email communications. The tool is scalable and can be used to build both single emails and mass emails part of campaigns.
Journey Builder is a Marketing Cloud product to create and manage one-to-one customer journeys. The tool can be used to automate behavior-driven customer communications.
Automation Studio is a Marketing Cloud product to create and manage multi-step marketing and data management automation. The tool can be used to import external data and export internal data based on immediate, scheduled, and triggered automation activities.
Marketing Cloud Connect is a Marketing Cloud product to connect Marketing Cloud with Salesforce CRM. The product can be used to synchronize data and share functionalities between Marketing Cloud and Salesforce Sales Cloud and Service Cloud.
Marketing Cloud products can be used isolated or in conjunction with each other. The most effective email campaigns can be built when functionalities from several products are combined. Especially Studios and Builders work well together to manage communications and automate campaign tasks.
For email marketing, the Email Studio can be used together with Journey Builder and Automation Studio. For example, Email Studio can be used to create and manage email content, Automation Studio to import subscribers from external systems, and Journey Builder to send emails to subscribers based on their behavior.