Categories
Salesforce Marketing Cloud Technologies

Marketing Cloud Dashboard

Marketing Cloud dashboard is generally the first page you see when you login in Marketing Cloud. Although, this can be changed via Default Login Preference page.

You can see here about how to access and update Default Login Preference.

This page provides you a quick overview of recent user activities and current and planned marketing content. This page has following content:

  • Toolbar
  • App Switcher
  • Journey Templates
  • Calendar
  • Recent Activities
  • Salesforce Help

Toolbar is at top of the page that contains a horizontal menu with Calendar, Campaigns and Playbooks.
Calendar takes you to the Marketing Cloud calendar where you can see published and planned emails and other communications.
Campaigns takes you to the list of campaigns in your account. Each campaign has details for the published and planned activities.
Playbooks is a pre-configured email sequences setup where a non-technical, that is someone like a Marketer, Sales person can add and implement basic Journeys. Basic Journey will include Welcome series, Birthday series etc.

App Switcher is the main navigation bar where you can see all the Studios and Builders Horizontally with their icons. You can chose between showing My Apps and All Apps from the radio button at the right-most of the section. All Apps include:
– Email Studio
– Mobile Studio
– Advertising Stuido
– Web Studio
– Social Studio
– Interaction Studio
– Data Studio
– Analytics Studio
– Journey Builder
– Audience Builder
– Content Builder
– Personalisation Builder

Journey Templates section shows a list of 6-7 Journeys (by default) and you can add more by creating more Journey Templates to that.

Calendar row shows you a preview of what happened and what is planned for the current week. There is an expand icon at the top-right of the section that takes you to the detailed Calendar page.

Recent activities are listed for reference in the last section where you can see if any recent activities in Marketing Cloud.
– Recently Sent Emails
– Recently Edited Content Builder Emails
– Recently Run Automations
– Recently Edited Journeys

Salesforce also provides a couple of sections for help and reference where you can connect to other developers through communities, read Marketing Cloud blogs and create support tickets.

Categories
Salesforce Marketing Cloud Technologies

Security Features in Marketing Cloud

SFMC

Marketing Cloud provides a 3-layered security to the instance:
– General Security Settings
– Access control through Business Units
– Access control through User roles and permissions

Categories
Salesforce Marketing Cloud Technologies

General Security Controls

General Security Settings
Marketing Cloud Security settings are applied to the complete cloud (all users and all BUs). These are the settings which prevents invalid accesses. For example, restricting login to locations, IPs.

Session Settings:

  • Session Timeout
  • Require Secure Connections (https)
  • Enable Clickjacking Protection
Categories
Digital Marketing Salesforce Marketing Cloud Technologies

Journey builder and MobileConnect

SFMC

Sending Mobile messages through a Journey in Marketing Cloud is not as straight as sending emails. For mobile messages, Marketing cloud needs few things:
– Mobile Number in correct format
– Locale for each contact

Categories
Salesforce Marketing Cloud Technologies

Introduction to MobileConnect – Salesforce Marketing Cloud

Mobile Studio is one of the 5 channels of Marketing Cloud along with Email Studio, Web Studio, Social Studio and Analytics Studio. Mobile Studio (MobileConnect and MobilePush) enables marketers to engage/connect with mobile users via SMSs, push messages on mobile apps and via Line to broadcast to a larger audience.

Unlike Email Marketing, Mobile Marketing
– has a limit to characters in the content,
– can have no images sent directly

Categories
Blogs Digital Marketing Technologies

Firefox security restricts Pardot forms

I was never a fan of Mozilla Firefox for web browsing. But its new features like Pocket made me start considering Firefox for some activities. Regular updates on its look and feel to make UX better also helped. I was just entering the zone where I compare Chrome and Firefox. And then one day, I had to suddenly drop Firefox from the list.

Firefox blocks important things

I was working on a Pardot implementation for a client when I found out about a Security update in Firefox. As per the new security updates, all third party things on the website will be blocked even if they are SSL certified. Third party components can be external scripts, iframes, SDKs etc.. Now this Security thing, for sure, makes Browsing secure and keeps you safe but as a web-developer and digital marketing expert I will say that is not at all a good thing.
As per Firefox, if you are creating a web page, you should use all the assets that are hosted on the same server/domain. This can make your website heavy and prone to issues due to heavy input-output transactions on all the scripts. Anything that is referring to an external asset will be blocked whether it is:

  • an advertisement image,
  • Facebook plugin to display the comments,
  • an iframe to display content from another website,
  • Google Analytics tracking script, or
  • a lead capturing form.

Yes, also a Lead Capturing form present in an iframe or one that sends data to an external site. Pardot forms are implemented on websites in iframes, which in the case of Firefox will not be working.

Impact and Solution

Let’s take a different view, according to analysis Browser market share, ~13% of web traffic comes from Firefox. In other words, 13% of potential customers will not even see a form on your website. The idea of this loss of potential customers and tracking data forces you to think of the workarounds to minimize the impact.
There are a couple of solutions to this:

  1. Replace the original content with other content. This will make sure that the user does not see any weird behavior on the webpage.
  2. Show the user a popup to saying ‘For the best experience, turn off Tracking security in your browser”.

we will discuss more on these solutions in my next blog. Stay tunes.
— SG
More such blogs here → Bloggingsoul.com

Categories
Technologies

Email Marketing-Best Practices

Device Friendly Designs

We have got 3-7 seconds to impress enough the recipient to make him read the whole email. If we fail to do so, the reader will end up ignoring the email or worse, deleting the email. The design/look of the email creates the first impression to the reader, hence we better make the design look good and compatible to most every possible device the user might open it in.
More than 50% of emails are now opened on Mobile devices
Statistics show that 97% of all email interactions happen on the device in which the email was first opened.

The Rule: 20/40/80

The rule stats that the three important parts of an email that makes the reader read the email can affects the email performance.
Following is considered as the high performaning set for the trio.
Sender Detail: 20 Characters
Subject Line: 40 Characters
Intro-Text: 80 Characters

Dynamic/Personalised  Content, Predictive content

Personalised email conatent make the reader ‘valued’ and ‘cared’. Its good to include salutations, names, applicable instances etc to make email personalised. This helps in following:

Improves Email Performance
Increases users’ engagement and Conversions
Prevents Unsubscribes

More..

There are a lot of such best practises to make sure that the email marketing that your organization is investing pays off. Here are a ew of such to-dos that may help:

Use Shared items for re-usable content: Helps in achieving effective designing standards
Use Forward-to-friend to allow recipient to forward the email: Helps tracking forwards and hence can generate new leads.
Create a Plain Text version of your email as well: Helps in email deliverability where HTML emails are blocked.

Conclusion

Email marketing has been an essential part of digital marketing book. Good habits always pay off, similarly if we want to achieve high email performance, open rates, clik-through rates and conversion rates, we should be applying best practices within our efforts.
Hopefully the above mentioned helped and if you want to get more, please write to me at saranshgarg12b@gmail.com or visit saranshgarg.com.
More such blogs here → Bloggingsoul.com

Categories
Technologies

Web Analytics – What? Why? How?

Website analytics

The most common uncharted territory for the marketers these days. It is now among the frequently asked questions. How to create an effective Web Analytics strategy and get most of their website traffic. Recently I have encountered a request to capture web activities of prospects/customers. Then further use the information for marketing purposes in a Marketing Automation cloud.

What exactly is Web Analytics?

Keeping record of traffic your website is generating and tracking activities of the visitors to further optimize your web content and methodology.
Analytics is a tool that answers questions and provides insights.
Analyzing your websites traffic and then finding ways to improve.

Why do Web Analytics?

A strong online presence can be the key to a business’s growth with increased exposure and better communication. Better communication with potential and current customers alike. But what is the point of a fancy website and lots of online activity without a carefully thought out strategy? How can you develop strategy without accurate and up-to-date analysis? This is where web analytics come in.
Web Analytics is important to determine if you are meeting your objectives. This is true, whether your web presence is a storefront, an informational site or a mixture of both. Additionally, web analytics helps you define your future plans for web strategies, so that you can ensure a continuous improvement of the user experience on your website.

How to do Web Analytics?

In early years of my career I would just slap Google Analytics code on a site I was building and think to myself, “Bam! Analytics done!” Raise your hand if you’ve done that (or still do). It’s alright, this is a safe place and I won’t judge you. Luckily, after haphazardly approaching web analytics for years I learned my lesson about how to actually be strategic with my data analysis and create a plan that gives insights and can make our online marketing much more effective.

Identify ‘What to Analyze’

There is one thing that you need to do prior to set up your analytics practice that is Identify what you want to analyse. One of the challenges with implementing an analytics strategy is that every business is different, has different goals, challenges, and metrics. It’s tough to choose a one size fits all answer to tell you what to care about and what to start tracking, but there are some great practices to lead you in the right direction. First off, what does your business care about–is it making money? (It’s probably making money). Is it getting a list of email subscribers to market to? Is it how many people download and install your app? You need to figure out what those key metrics should be so that you can work out the value of what makes you successful. That will give you a good baseline of where you should start tracking and interpreting data. It boils down very simply to: find out what information you want to know and then figure out how to track that. In other words, start tracking from your end goal and that will tell you what you care the most.

Starting ‘How’

Implementing Analytics is similar to what you use to do with Google Analytics, it says just add a code snippet to your website. This will allow your tool to start tracking your web presence quality.
If your objectives include making people read your content and share further, you should be focusing on these. First, from where you are getting the most traffic. Second, which content attracts the most. Third, how long the reader is spending on your website. Fourth, how much traffic is organic vs in-organic.
And if your objective is to make people register/subscribe and fill-in their details on your website, you should be focussing on these. First, what CTAs are the most resulting. Second, what offer/tagline makes most of the registrations.
There are a few more which are common to every situation:
Which heading of the page attracts most,
What type of image results highest traffic,
How styling affects the traffic and bounce rates etc.

Conclusion

To Summarize, we can say this is a topic that could span much more than a blog post. But it is a truth that Web Analytics is an important part of a Marketer’s toolkit and its importance is increasing day-by-day as digitalization is putting itself in every domain. There are a lot of tools that can help you start your web analytics, most famous of which is Google Analytics, Spring Metrics, Woopra, Clicky, Chartbeat etc.

Categories
Technologies

Cloud Computing – What is it?

Cloud Computing

Is a subscription-based service where you can obtain networked storage space and computer resources. One way to think of cloud computing is to consider your experience with email. Your email client, if it is Yahoo!, Gmail, Hotmail, and so on, takes care of housing all of the hardware and software necessary to support your personal email account. When you want to access your email you open your web browser, go to the email client, and log in. The most important part of the equation is having internet access. Your email is not housed on your physical computer; you access it through an internet connection, and you can access it anywhere. Your email is different than software installed on your computer, such as a word processing program. When you create a document using word processing software, that document stays on the device you used to make it unless you physically move it. An email client is similar to how cloud computing works.

Except instead of accessing just your email, you can choose what information you have access to within the cloud.

The technology is the use of computing resources (hardware and software) that are delivered as a service over a network.

Origin of term:: The origin of the term cloud computing was derived from the practice of using drawings of stylized clouds to denote networks in diagrams of computing and communications systems.

Cloud computing relies on sharing of resources to achieve coherence and economies of scale similar to a utility over a network. At the foundation of cloud computing is the broader concept of converged infrastructure and shared services.

For More on Cloud Computing, click here.