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Suzanna Vinoth
Salesforce Marketing Cloud is an incredibly powerful platform that facilitates multi-channel marketing journeys. However, that level of capability comes with an equal level of complexity that can leave many marketers confused as to how best to set up their campaigns. Keep on reading to learn some of the most common Salesforce Marketing Cloud mistakes and how to avoid them.
1. Excessive Audience Segmentation
Segmentation is a means of dividing your audience into smaller groups to help deliver more relevant and personalised content. However, marketers can sometimes go too far, and splitting your audience into too many small groups can actually lead to fewer meaningful interactions. You might end up with tiny segments that don’t reach enough people.
The fix: Concentrate on creating practical, high-impact segments. Rather than getting too specific, identify common traits that represent larger groups and enable you to connect with a greater number of people without compromising on relevance.
2. Underutilising Automation Studio
Marketing Cloud’s Automation Studio is capable of so much more than simply sending out automated emails. In fact, you can use it to automate key tasks such as syncing data, running imports, and reacting to customer behaviours. This can help to optimise your marketing efforts and boost campaign engagement.
The fix: Look past simple email automations. Set up systems to handle jobs like bringing in data, tidying up records, and sending tailored emails when customers take certain actions.
3. Ignoring Data Quality
Your marketing efforts rely heavily on the quality of your data. Bad data can result in irrelevant messaging or embarrassing mistakes, like sending an email to the wrong person.
The fix: Check and clean your data often. Create steps to get rid of old or wrong information, combine duplicates, and confirm new data entries. Clean data leads to better-targeted messages.
4. Failing to Connect with Other Salesforce Products
Salesforce Marketing Cloud works best when it links up with Salesforce’s other products, such as Sales Cloud or Service Cloud. By choosing not to connect with other products, your teams lose out on useful data and insights that could help make campaigns more relevant.
The fix: Ensure that your Marketing Cloud org connects to your CRM and other Salesforce products. This puts all customer information in one place, helping you send more personalised and timely messages.
5. Failing to Maximise Personalisation
Consumers have become accustomed to a high degree of personalisation from their marketing communications. Many companies just scratch the surface of this by putting a customer’s name in the subject lines of their emails – this won’t make you stand out in today’s packed inboxes.
The fix: Marketing Cloud’s dynamic content features allow you to customise emails based on what customers like, how they act, and their past interactions. This could mean showing products they might want or offering deals near them. Personalisation can boost how much people engage with your emails.
Looking to implement Marketing Cloud the right way? Simpala offers a Marketing Cloud quick start package, as well as Marketing Cloud implementation services. Contact us to get started.