Perfection has no limits. The Salesforce Platform continues to refine its unparalleled marketing product – MarketingCloud. Every three months we get a new release with more enhancements, upgrades and options. This time is not an exception. So, let’s have a closer look at what’s new and fresh within Marketing Cloud and discuss some new features that the Salesforce team has prepared for us.
Advertising Studio June 2019 Release Notes
View Journey Builder Advertising Campaign Metrics in the App
I would like to remind you that we can use Journey Builder Advertising to create Facebook campaigns in Journey Builder. For that, we should enable Advertising Studio and Journey Builder in our Marketing Cloud account. Of course, previously we needed to create an Advertising Audience in Journey Builder, to use in a Journey Builder Advertising campaign. For that we should have a Facebook Ads account and add a descriptive Business Name and Account Name, because, by default, the system uses the Account ID when the Facebook Ad Account is created. Using Journey Builder Advertising, we can create and run journeys for different communication channels, for example email, mobile, and Facebook advertising.
After creating content for a Journey Builder Advertising Campaign we can review and save the configurations for it.
And here the main question arises: Do we have a successful Advertising Campaign?
In order to answer this, we need to review performance metrics for the campaign. Previously, these metrics were available only in Facebook’s Ad Manager but now they are available directly in Marketing Cloud.
Email Studio June 2019 Release Notes
Use Angle Brackets in A/B Testing Subject Lines
The June 2019 release lets us use different special characters in the subject line of an A/B Test. For example, now we can use the less-than and greater-than brackets in the subject line.
Use a Verified Dynamic Send Classification When Sending Emails
As you know, we can use AMPscript to create a dynamic Sender profile. But after this release, when sending emails from the Content Builder, we can use a verified send classification that contains a sender profile, to dynamically populate the From Address. To use this feature we should enable Domain Verification.
Content Builder June 2019 Release Notes
Create LINE Multi-Content Messages in Content Builder
The June 2019 release represents for us a new type of message – LINE message. This is a multi-content message which can be created in Content Builder and then used in our Journey Builder sends. A multi-content message can contain a single video, image, audio, or text message or up to five of these elements in one message.
To create this new message we should, in Content Builder, select LINE Multi-Content Message or create carousel messages within a LINE activity in Journey Builder:
NOTE: This feature is automatically enabled for customers with Corporate or Enterprise editions. If you don’t have access to LINE channels in your Marketing Cloud account, you should contact your account executive.
To review analytics regarding our multi-content messages we can click the appropriate LINE activity in a running journey or find the Mobile Chat Messaging Journey Builder Activity Summary Report in the reports tool.
Create In-App Messages in Content Builder
In this release, Salesforce introduces a new type of engagement message for marketers to target app audiences – in-app messaging for mobile apps. To create this new message we should drag and drop an “In-app message” into Journey Builder and configure it, following the same process as when creating an SMS or chat app message:
We can select an already existing message or create a new one through the Journey Builder. Then we should choose message type: from full-page, modal, or banner-style templates in Content Builder.
After that we should set a name for the content, select an image from the Content builder base, set a title, and a message body. We can use personalization to create the best message content. Next we can add buttons and configure actions/behavior for them; for example an open detail product page. Also we have an option to set a lot of style parameters, test just created messages for appropriate Contact and in the end save the message:
Use File Names to Create the URL of Published Content
One more small but very helpful thing from Salesforce. Previously, for published content, Content builder generated a random number as part of the URL path. But now it will use the file name for published content instead. After uploading, of course, we have an option to edit the file name on the property page, but we can’t edit the URL anymore. To use this convenient feature we should activate it in Setup.
Store More Content and See Large Email Warning
The limit for saving shared content was increased and after this release Shared folders in Content Builder can hold up to 5,000 assets. This new limit also applies to REST API.
Also, a new warning was added on the Preview and Test pages for messages larger than the 102 KB limit of some clients. But it should be noted that such a warning does not prevent sends.
Journey Builder June 2019 Release Notes
Create and Share Journey Templates
Suppose we have a wide and complicated journey which should be used for different departments or regional administration of your company. Each department will have a separate business unit and configuration of journeys are made by different teams. It requires a lot of time and effort.
Fortunately, Marketing Cloud provided us with a great option to save the journey as a template. We should set a name, description and instructions for users who will use a template. After that we should share our new template across the enterprise’s business units. So now, other teams have the possibility to build journeys based on this template.
Only users with granted access (Journey Builder Create or Journey Builder Edit) in the same business unit, where the template was created, can edit the template.
NOTE: Template editing impacts new journeys which will be created from the template, but not journeys that we’ve already created.
Grant Separate Permissions for Salesforce Events and Activities
This new feature is related to the integration of Marketing Cloud account with Salesforce. Previously, an integrated Journey Builder user had permissions to create Salesforce events, and Sales and Service Cloud activities. After the June 2019 Release, user accounts created after this release by default don’t have permission to create the mentioned events and activities. Instead, for all new users we should explicitly grant access to create or edit Salesforce events or activities.
NOTE: Setting these new permissions for the Marketing Cloud user override role-based permissions that are already associated with this user.
These permissions are not related to other standard or custom roles except the Marketing Cloud Admin. So, now we can grant access permissions separately thought the Setup menu.
Interaction Studio June 2019 Release Notes
Audience Studio Integrates with Interaction Studio
The audience builder rights manager allows users to ensure that they are targeting only customers that have opted into targeting and data collection. Suppose, you visit a web-site and review some products. Data about the visit will be captured and collected by the Audience Studio and passed into the Interaction Studio. And then, if the customer visits your site again they will see the personalized content based on his previous exposure and preferences. Creating personalization segments and send attributes in Interaction Studio allows better leveraging of information that comes from Audience Studio. Adding a consumer to a streaming Audience Studio segment allows for the use Interaction Studio rules.
Marketing Cloud Einstein June 2019 Release Notes
Use Einstein’s Automatic Content Tagging
Now Marketing Cloud will help us locate images using an object search. After this release, images in Content Builder will be automatically tagged with the content. Einstein Content Tagging applies Google Vision to all image files that end in JPG, JPEG, or PNG and are less than 10 MB. We should set a confidence level and the maximum number of tags to apply. To each tag will be added a prefix in order for us to easily distinguish between manually added tags and tags added by Einstein Content Tagging. For using the automatic tag content, we need to configure the required parameters in the Marketing Cloud Setup.
Increase Email Open Rates with Einstein Send Time Optimization
During planning of every marketing campaign you should think about a way to improve email Open Rates for our messages and increase engagement rates. So, how do we find out when is the best time to send emails? Previously Salesforce was working with vendors who did a lot of manual work and provided analysis for sending email campaigns, when the opening probability was the highest. The Salesforce team has done a great job and provided an easier way to do it directly in the Marketing Cloud environment. We just need to let Einstein Send Time Optimization determine the best time for sending email messages to the customers in our journeys.
For that, in Journey Builder we should canvas drag and drop “Einstein STO” activity before a send email activity and Einstein will automatically send the email at the best time for each subscriber. Cool!
For increasing open rates, the Einstein engine uses machine learning and data for the last 90 days to calculate and predict the best time within the next 24 hours to send our emails.
Google Analytics 360 Integration in the June 2019 Release Notes
Track Key Google Analytics 360 Goals in the Journey Analytics Dashboard
Google Analytics 360 Integration enables us to track and analyze journey activities through our Google Analytics account and we don’t need technical support or services.
Using the Journey Analytics Dashboard we can monitor the impact of journey activities on key Analytics 360 goals. For now we have a single goal tile that contains a dropdown with all the Goals available for the associated Google Account. This release extends a single tile up to five configurable goal tiles. So we can add tiles to monitor other goals; for example: a completed purchase, unsubscribe, contacts who left comments or a review. For that, on the dashboard we need to click the Edit button, then click Manage Components, and in the Google Analytics 360 metrics section select the goals we need from the list.
View Google Analytics 360 Email Activity Metrics in Journey Builder
It is important to know and review the impact that our campaign emails make on the Analytics 360 Goals, which we defined for our site. This release provides us with an option to review goal metrics related to individual email activity in Journey Builder; for example site usage.
To review the metrics in an active journey, we need to click on email activity in the Journey Builder canvas, choose the Analytics 360 Goals Summary tile at the bottom of the Email Analytics Activity drawer and click View Details.
Social Studio June 2019 Release Notes
Create and Analyze Persona Insights
The June 2019 release provides us a new feature – Persona Insights. This new dashboard will help us uncover insights related to specific social audiences. This is very important because it will help us to understand persona insights within our social audience, especially if our organization uses different types of audiences.
Marketing Cloud lets us create the persona groups from Twitter Data. Persona groups can be created based on data from cards in a Twitter Account Summary dashboard, most cards in a workbench, cards in a social listening dashboard, or Service Cloud CRM data of all contacts. Persona groups will help us to see Twitter authors that engage with our brands – they will contain data about these authors. Then we can create Persona Group Summary dashboards using these groups.
NOTE: Only Twitter-based dashboards and dashboard cards can have Persona Groups.
Engage with Facebook Brand Mentions
And one more exciting feature from Salesforce. Now our customers can contact us directly with @mentions. When we use an @mentions tag, as a content, we can hear and analyze what customers are thinking and saying about our brand, and also better understand their expectations.
So, we know customers who mentioned us and can easily communicate with them directly. For that we need to add a filter on Facebook to see only @mention content.
The @mentions content type is available to all Social Studio users.
Mobile Studio June 2019 Release Notes
Great news. After the June release we can review the configuration details of our Content Builder SMS activity directly in a running journey. Before, we had to stop or pause a journey and only after that, view configuration details. It was not very convenient. This feature is available in Content Builder, Journey Builder, and MobilePush.
NOTE: We can’t use this new option with legacy messages which were created in MobileConnect.
View Push Message Activity Configuration Details in Journey Builder
We have the same new feature for Push notifications. For this type of activity, we also have the possibility to view the configuration details in a running journey.
For that, in Journey Builder, we need to click the push notification activity (only for activities using Content Builder), and from the dropdown menu select Summary.
Track Message Changes with Mobile Audit Logging
We have all faced the situation when it was necessary to know who and when the changes on emails were made.
This release will give us the option to track information on who, in our Marketing Cloud organization, made changes by MobileConnect, MobilePush, inbox, or in-app messages.
For that we have a paid version of Marketing Cloud Audit Logging. We can enable this feature for users with the Marketing Cloud security admin role. In Setup we need to choose Security and then select Security Settings. Here we will have the checkbox “Enable Audit Trail Data Collection”.
NOTE: In order to get Advanced Audit Trail enabled, we should contact our account executive.
On a Final Note
Salesforce Marketing Cloud development team keeps working on making the platform even more comfortable for the marketers. The latest release opens new capabilities for personalized interactions, AI-driven data management and all-inclusive metrics. With all those instruments at hand, the marketing teams can now engage with the customers across every channel in a timely manner to produce actionable results.
The post What is Hot and Handy in Salesforce Marketing Cloud: June 2019 Release Notes appeared first on CoreValue.