The latest updates from the January 2021 Salesforce Marketing Cloud release notes are now live!
To help you navigate through these release notes, we have created a guide for the most important features below.
Table of Contents
Chat with your customers via Salesforce Marketing Cloud WhatsApp Messages
Salesforce Marketing Cloud now has the ability to integrate with the messaging application WhatsApp.
WhatsApp is one of the largest global communication channels with over 2 billion users. With integration into Marketing Cloud, marketers can expand their omni-channel presence by tapping into this global audience.
There are two types of WhatsApp messages; Template and Session messages, both of which can be automated in Journey builder.
Template messages are outbound messages such as shipping notifications, order confirmations or booking reminders. While Session messages are free-form messages used to respond to user-initiated conversations.
However, please note that WhatsApp can only be used for Transactional messaging, and Template messages must be approved by WhatsApp prior to send.
To activate WhatsApp support in your Marketing Cloud instance, contact your Marketing Cloud Account Executive or the Datarati team for support.
Create and Send AMP-Powered Emails in Marketing Cloud
Marketing Cloud now supports the creation and sending of AMP-Powered Emails!
AMP for Email is an open-source email standard that allows customers to interact with messages directly from their inbox. AMP Emails also pull real-time data from the sender’s data source, meaning that it can be used to provide the most relevant information to users.
By providing an app-like experience in your Emails, AMP Emails allow marketers to deliver frictionless email experiences. You can view the Salesforce demonstration here.
Suppose that you were to send out a survey to capture customer data and preferences. With HTML Emails, customers typically click on a link that redirects them to an external page to enter their details.
With AMP-Powered Emails, customers can interact with your forms within the comfort of their inbox.
Moreover, if the same customer updated their details elsewhere, this would be updated and reflect at the time of open (or re-open).
To access this feature, simply enter Content Builder and click Create Email. From here, you can select between:
- Template + AMP and
- HTML + AMP options.
However, please note that AMP Emails default to HTML fall-back versions after 30 days and are only supported in Gmail, Yahoo and Mail.Ru email clients.
Introducing Datorama Reports to replace Discover Reports
The Discover reporting tool is scheduled to retire on the 21st of April 2022, and will be replaced with Datorama reports. Datorama is the new reporting tool for Email Studio and Journey Builder to optimise performance and increase customer engagement. You can watch the demo here.
With Datorama, accessible, real-time data and insights are now at your fingertips. This roll-out includes three features to help easily analyse your data, and make informed, data-driven decisions.
- Prebuilt dashboards that visualise email and journey campaign-level data up to the business-unit level
- Customisable pivot table reports to view comparisons, trends and patterns in your data
- Scheduled reports so you can retrieve, view and share a detailed analysis of your data in CSV, Pivot Table and PDF.
Note that Datorama Reports has been provisioned starting from 16th of February for all Corporate and Enterprise customers that have Discover enabled in their accounts. This update is scheduled to occur post-renewal of your Salesforce Marketing Cloud contract.
To access Datorama Reports, enter Analytics Builder and select Datorama Reports.
Get One-Click Header Unsubscribe Support in Email Studio
Email Studio now provides support for one-click list-unsubscribe functionality for Emails.
One-click list-unsubscribe is an unsubscribe function present in the header of the email. This functionality is controlled by the email client and makes it significantly easier for customers to opt-out of commercial emails.
The results is a higher opt-out for disengaged customers, more engaged subscriber base, and improved email deliverability.
Enhance your Tracking with Google Analytics
Enhance your tracking from Salesforce Marketing Cloud with an integration with Google Analytics that enables Google Analytics 360 tracking and reporting features for customers with the free Google Analytics Property Type.
Enhanced journey reports allow you to assess the impact of your marketing efforts on customer engagement. Based on this reporting from Google & Salesforce, you can make data-driven decisions regarding your marketing efforts.
Configure the Google Analytics Integration for Salesforce Marketing Cloud under Apps in Setup.
Simply link your account here and then configure the views you wish to populate your Journey Builder dashboards with.
View Google’s configuration guide here.
Maintain Security and Connectivity with the Connected App – Action Required!
As of January 30th 2021, it’s been mandatory for Marketing Cloud Connect V5 customers to migrate from legacy authentication to the Connect App authentication to maintain security and connectivity to Sales and Service Cloud.
The Connected App authentication is the most secure method of authentication available. However, please note that the upgrade to the Connect App authentication method may require a 2-hour outage, so it’s best to schedule this task during quiet periods for your business to keep disruptions to a minimum.
Please note, without the Connect App authentication, you won’t be able to connect to Sales or Service Cloud.
To check whether you’re currently using Legacy or Connected App authentication, go to:
Marketing Cloud Setup -> Platform Tools -> Apps -> Salesforce Integration
If you see “Connection” at the bottom of the Configuration Settings Screen, you are authenticated with Connected App. View the guide on upgrading to the Connect App authentication here.
On the other hand, if you see “Tracking User Name” and “Tracking User Password” fields under Configuration Settings, you’re using Legacy Authentication.
Detailed steps on how to upgrade your account to Connected App Authentication are outlined here.
Explore the Einstein Engagement Scoring Model for Mobile Card
Einstein engagement scoring model for mobile evaluates each contact’s engagement record and assigns scores based on likelihood of interacting with mobile messaging through opens and clicks. The scores are then used to group subscribers into one of four personas. These include:
- Loyalists: High open and click engagement
- Window Shoppers: High open and low click engagement
- Selective Subscribers: Low open and high click engagement
- Winback/Dormant: Low open and click engagement
By analysing customers’ engagement behavior and segmenting them into four personas, marketers can modify marketing efforts based on customer scores.
Subsequently, marketers can lower unsubscribe rates, increase conversions, and gain a holistic understanding of factors that drive the engagement of their customers by leveraging the predicted engagement scores.
To use this feature, click Einstein Engagement Scoring under Einstein in Marketing Cloud, and select Mobile.
The Einstein Engagement Scoring Dashboard includes 5 main tools:
- Predicted App Engagement – a blended metric to review engagement on predicted app sessions
- Predicted App Session – a metric on sessions your audience is expected to generate on average
- Predicted Push Message Direct Opens – a metric on the average frequency of engagement with push notifications to open an app
- Predicted Push Message Inferred Opens – a metric on how often your audience is expected to open the application within 24 hours of receiving a push notification
- Predicted Time in App – a metric on your audiences expected time spent in-app
Allow Distributed Marketing Multiple Customer Personalisation Interactions for Segmented Sends
This is an enhancement to the Custom Personalisation Interaction (CPI) feature to allow multiple custom interaction tabs instead of the previous limit of one for customers who have the version 230 and higher of the Distributed Marketing package installed.
Now you can use multiple interactive tabs during the personalisation workflow to further customise Distributed Marketing to fit your company’s needs, including complex use cases such as carbon copying or sending to alternate email addresses. This feature is available for Segmented Sends with Campaign, Quick Sends with various objects, and Scheduled Sends.
Please note, this feature is not available for Bulk Send workflows. Additionally, it’s recommended to avoid using more than 10 custom interaction tabs with no more than 10 fields for each.
Learn more about Custom Personalisation Interactions here or get in touch with us for further information.
Use Regular Expressions and Wildcards for Restricted Words in Distributed Marketing
The updated Distributed Marketing Restricted Words feature now provides Distributed Marketing admins more flexibility, granularity, and control over content using custom expressions. This update enables you to use regular expression strings and wildcards, enabling your company to customise restrictions on text-based content.
You can also now restrict sending based on active flags or a date range to ensure your customers never receive irrelevant content.
Being able to programmatically restrict phrases and variations of content improves the security of your company as it helps you ensure that only the right content is shared via Distributed Marketing. This is particularly useful to prevent sensitive data that should not appear in your company’s communications.
Please note, Salesforce recommends using a maximum of 10MB of customised regular expressions per organisation.
Simply navigate to Distributed Marketing Administration via your Sales or Service Cloud App Launcher and select “Restricted Words”. Populate the regular expressions in the new “List of Regular Expressions” text box and click “Apply Changes” to save, then set “Disable sending when a message includes restricted word” to “Yes” to apply the feature.
Datarati is here to help
If you have any questions about any of these updates, including how they may impact your instance, please reach out to your Datarati Account Manager or our senior leadership team below.