Book Image

Automating Salesforce Marketing Cloud

By : Greg Gifford, Jason Hanshaw
Book Image

Automating Salesforce Marketing Cloud

By: Greg Gifford, Jason Hanshaw

Overview of this book

Salesforce Marketing Cloud (SFMC) allows you to use multiple channels and tools to create a 1:1 marketing experience for your customers and subscribers. Through automation and helper tasks, you can greatly increase your productivity while also reducing the level of effort required in terms of volume and frequency. Automating Salesforce Marketing Cloud starts by discussing what automation is generally and then progresses to what automation is in SFMC. After that, you’ll focus on how to perform automation inside of SFMC all the way to fully running processes and capabilities from an external service. Later chapters explore the benefits and capabilities of automation and having an automation mindset both within and outside of SFMC. Equipped with this knowledge and example code, you'll be prepared to maximize your SFMC efficiency. By the end of this Salesforce book, you’ll have the skills you need to build automation both inside and outside of SFMC, along with the knowledge for using the platform optimally.
Table of Contents (20 chapters)
Section 1: Automation Theory and Automations in SFMC
Section 2: Optimizing Automation inside of SFMC
Section 3: Optimizing the Automation of SFMC from External Sources
Section 4: Conclusion

Email marketing automation overview

Email marketing is one of the oldest and strongest relationship marketing strategies available. With the right cadence, elements, and targets, your campaigns can provide amazing returns on your efforts.

That brings us to the question of what is email marketing automation? It is the act of fully preparing and sending out email campaigns programmatically based on triggers, categories, and/or schedules that are set by you.

Automating your promotional campaigns is useful as it saves marketers from needing to create and send email jobs each time a need arises. By creating an automated process, you greatly reduce the need for manual action every time an email is ready to be sent thereby reducing the draw on your staffing resources and a drop in the time it takes to get each email campaign created.

Next, we will go into detail about how email automation is very different from email blasts or batch and blast methods. These are more one-off email...