SFMC Release Notes Guide | April 2021

The latest updates from the April 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.

Wait Until Activity in Journey Builder

Introducing a new Wait activity in Journey Builder that can be triggered by an external API event. With this activity, you can create customised experiences for contacts who don’t take the specified action within a defined timeframe, and offer real-time experiences by allowing an external event to trigger an action mid-journey. 

In Journey Builder, this activity is available under Canvas Activities. The new Wait until API Activity is especially useful for journeys that involve purchases, as an example, as the rest of the journey path will continue to run only after being triggered by a transaction (the API event in this scenario).

Simply drag the Wait Until API event onto your journey canvas and open the activity to configure it. You can find details on how to Configure the Wait Until Event Activity here.

Note: This feature is available to all Marketing Cloud Journey Builder customers.

Marketing Cloud Package Manager allows you to import & export your Marketing Cloud assets across Business Units, including your fully configured Content, Automations, Data Models and Journeys. The Package Manager significantly improves scalability, while maintaining best practices. 

Additionally, any content with personalization strings can be configured to include prompts for the end-user (in the receiving Business Unit) to input default values (I.e. “Valuable Customer” as the default value for the “FirstName field”). 

Package Manager MC
How to Package

As such, the Marketing Cloud Package Manager is particularly useful for global enterprises with multiple Business Units (typically by region or a test environment for Quality Assurance). This feature is available to ALL Marketing Cloud customers (not just those with Enterprise Edn) at no additional cost.

Note: Access to this feature is currently limited to those with Admin permissions.

For more information, click here.

Legacy and Tenant Specific Endpoints

All Salesforce Marketing Cloud customers using any external systems or integrations that point to your Marketing Cloud instance are to use a dedicated Tenant-Specific Endpoint(s), also known as TSE. This includes REST, SOAP, SSO, SFTP or Device API requests.

In essence, compared to the previous Legacy Stack-Specific Endpoints in which requests bounce from one server stack onto another server until it lands in the correct stack, TSE leverages an architecture that allows the request to directly transmit to the customer-specific stack.

While Legacy Stack-Specific Endpoints contain the server-stack in which your Marketing Cloud instance is located (I.e. S10.exacttarget.com), Tenant-Specific Endpoints are formed by your unique subdomain, which is a 28-character string starting with the letters “mc”. When this subdomain is appended to Marketing Cloud APIs, it creates endpoints that are unique to your tenant. As such, TSEs provide greater security, reliability, and performance of Marketing Cloud Services.

As an SFMC Admin, you can check your installed packages (Setup\Apps\Installed Packages) as one way to assess external systems or integrations. Check the “URI” (Uniform Resource Identifier) for any activities to ensure it is pointing to your TSE which contains your 28-character unique subdomain.

In addition, it may be wise for any departments including IT that may be using an API with Marketing Cloud to ensure they are using the TSE. 

Multi-factor Authentication (MFA) will be compulsory for all Marketing Cloud users from February 1, 2022. MFA or Multi-Factor Authentication, is an easy and effective way to safeguard your sensitive business and customer data from unauthorised account access. 

With MFA activated, users will be required to prove their identity using additional pieces of evidence aside from username and password. This includes phone number and email address authentication, or through the Salesforce Authenticator app. 

To see users in your instance that have not opted in to MFA, navigate to setup, click on users in the left column, and click All Users. You will be able to see who has enrolled or not into MFA. 

Note: You may wish to consider how this may impact any Shared Users (in instances where departments or partners are accessing Marketing Cloud via the same user).

Multifactor Authentication Setup
Multifactor Authentication

You can now deploy web surveys through Interaction Studio when customers make certain actions on your website, based on targeting logic you define. 

Interaction Studio Surveys provide another layer of personalization to your tailored marketing strategy. The survey responses collected from your customers are stored in real-time, in each customer’s unified profile. These responses can then be used to create segments, or in a targeting logic for a campaign to further tailor the customers interaction with your brand.

You can view the demo here.

Note: Interaction Studio Surveys are only available to Interaction Studio Premium Edition customers.

 

Following the Salesforce Marketing Cloud April 2021 release, you can now view recent contact history for activities in Journey Builder. This feature will provide more insight into the contacts in your journey and help in strategic decision making by identifying trends in contact success and error rates which allows you to troubleshoot and resolve issues more quickly.

In Journey Builder, click on the count below on any non-wait activity to view a summary of contacts processed. For further information, click View Contact Details.

View more information here

Journey Analytics Navigation
Journey Analytics Dashboard

The new and improved Analytics Dashboard in Journey Builder has been redesigned to optimise journey analytics. The same powerful tracking is still present, but with a cleaner layout and updated dashboard editing flow. 

The condensed onscreen space and settings menu allows you to fully optimise the tool in order to get the most out of the Journey Analytics Dashboard.

To view the Journey Analytics Dashboard, navigate to Journey Builder and click on a running Journey you would wish to find analytics for. Then, click on the “Pie Chart” icon in the Journey Builder Toolbar to access the Journey Analytics dashboard. 

Note: Customers who integrate Google Analytics can also access the updated Journey Analytics Dashboard.

 
Einstein Messaging Insights
Einstein Messaging Insights Dashboard

Receive high-level Journey insights with Einstein Messaging Insights, and analyse any anomalies detected in your journeys. This feature will allow you to pinpoint what is causing your journeys to under- or over-perform. 

Simply trigger the journey and let it run in the background, while Einstein evaluates each journey and gathers insight on engagement metrics such as open, click and unsubscribe rates. 

Einstein Messaging Insights also immediately alerts you of any changes in your marketing performance with a notification badge in the header of your Marketing Cloud instance, no matter where you are in Marketing Cloud!

To view statistics of your journey performance, click on the Einstein tab in Marketing Cloud and navigate to Einstein Messaging Insights dashboard. This feature is automatically switched on so all you have to do is review your Messaging Insights dashboard to see what you can learn! 

Note: Only Corporate and Enterprise Editions of Marketing Cloud are powered by Einstein, unless otherwise included in your package.

You can learn more about Messaging Insights Dashboard here and Einstein Messaging Insights general information here.

Einstein Engagement Frequency SFMC

Einstein Engagement Frequency is a tool that helps identify contacts in your customer base that have received less than the optimal number of emails (undersaturated) or more than optimum levels (oversaturated). 

Additionally, in the Einstein Engagement Frequency dashboard, you can view how your email sending frequency affects opens, clicks and unsubscribes over time.

Based on these insights, Einstein calculates the optimal Engagement Frequency of email send, allowing you to optimise your email marketing strategy. 

Using Einstein Engagement Frequency, improve your open, click and unsubscribe rates by tailoring your send frequency based on each customer’s engagement score. 

Einstein Engagement Frequency Dashboard

For example, Customer A that has been identified as ‘undersaturated’ can be sent emails at a higher frequency such as weekly newsletters. In contrast, for Customer B that has been identified as ‘oversaturated’, we want to ensure we target them only with important emails such as personalised promotional content (I.e. Coupons and vouchers). 

By recognising Customer B’s predicted engagement frequency, we can stop such customers from unsubscribing and improve overall return on investment. 

To access this feature, navigate to the Einstein tab in Marketing Cloud, and click on Einstein Engagement Frequency. 

Note: Only Corporate and Enterprise Editions of Marketing Cloud are powered by Einstein, unless otherwise included in your package. 

You can learn more about Einstein Engagement Frequency here.

You can now use data quality scores to help understand the quality of data your Einstein applications use, factors that impact quality, and tips to optimise Einstein predictions and insights. Understanding your data quality scores for Einstein is crucial as it determines the quality of analytics, insights and predictions Einstein generates. 

Data quality scores and supporting metrics can be found in Einstein Overview, Einstein Send Optimisation, Engagement Frequency, and Engagement Scoring dashboards. 

You can now use data quality scores to help understand the quality of data your Einstein applications use, factors that impact quality, and tips to optimise Einstein predictions and insights. Understanding your data quality scores for Einstein is crucial as it determines the quality of analytics, insights and predictions Einstein generates. 

Data quality scores and supporting metrics can be found in Einstein Overview, Einstein Send Optimisation, Engagement Frequency, and Engagement Scoring dashboards. 

To check your data quality score in each app’s card, click on the Einstein tab in Marketing Cloud and click on Einstein Overview (OR Send Time Optimisation, Engagement Scoring & Engagement Frequency). Then, click on view Details to review which metrics matter for each individual app.

To learn about the Data Einstein uses, click here.

Note: Einstein powered insights, predictions and analytics are only available for Marketing Cloud Corporate and Enterprise Editions, unless otherwise included in your package.

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.

Existing enquiries

Mark Rodda
mark.rodda@datarati.com.au
0425 362 311

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Michael Joo
michael.joo@datarati.com.au
0451 790 113

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Will Scully-Power
will.sp@datarati.com.au
0400 828 866

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