How to Get Started with Salesforce Email Marketing

If you’ve invested in Salesforce for your business, then you know all of the benefits that it can offer you.

One of the most overlooked benefits is the uptick it can provide to your email marketing efforts. Salesforce has several great features than can be a tremendous help to your email campaigns.

If that’s not something you’ve previously done on Salesforce, you might not know where to begin. There are several thought processes, and there’s no one right way to do it.

Here are several tips for how to get started with Salesforce email marketing and all it can offer your company.

1. Choose the Correct Email Service

Setting up successful email campaigns for your business starts from the time that you choose what email service you’ll be using.

There are several options out there, but you’ll want to make sure the one that you choose can integrate seamlessly with Salesforce.

Some of the best email marketing software, according to Jon Torres, is along the lines of ConstantContact, Mailchimp, Drip, Salesforce Marketing Cloud, etc.

As you’re going through them and weighing out your options, there are certain facets of data you’ll want to make sure your email software gives.

This includes the number of emails sent, how many were opened, how many emails clicks there were on your content, etc.

You’ll also want to consider things such as knowing how many people have opted out or unsubscribed from your email lists, who they are, and why they unsubscribed.

The more data that you have from your email campaigns, the easier it will be to fine-tune them and make future campaigns more successful.

2. Prioritize High-Quality Content

There are two things that go into having high-quality content for your future email campaigns.

First, you want to provide your clients and prospects with highly valuable information that will build your brand. The more information you can give them, the more you’ll be viewed as an industry-leader in their eyes.

Second, you need all of your content to be personalized. If the reader feels that you’ve seen the same email to hundreds of other people, they’ll close out of it.

The lack of personalization in emails is what makes your prospects feel as if they’re being solicited. As a result, they’ll unsubscribe from your emails. Needless to say that personalizing your content is crucial.

Lucky for you, you don’t have to go it alone. There are several content tools on Salesforce that will allow you to make every email more unique.

These tools are especially helpful in mass email campaigns. All you need is a quick drag and drop or click to separate each email for its intended reader.

To further increase the success rate of high-quality and personalized content, consider deduplication for Salesforce. Tools like DataGroomr allow you to merge duplicates via machine learning to enhance your data cleansing process, ensuring that sales leads aren’t contacted multiple times unknowingly.

3. Focus on Mobile-Friendliness

For the first time in the entire history of the internet, more people are using their phones than any other outlet.

So, while you might be styling the email to look proper and structured on a desktop, it may look a bit choppier when being read on a mobile phone.

Heck, even a strand of 3 to 4 sentences can look like an overwhelmingly long email to someone reading it on their phone. They’ll lose interest quickly, and may not try to read the email at all.

The proper display is everything when it comes to setting up your emails to be read on mobile phones. Make sure to keep each paragraph in 1 to 2 sentences at most!

4. Optimize the Data You’re Given

You’ve invested in one of the best customer relationship management services in the entire world.

You would be doing your company a huge disservice if you invest all that money but don’t use one of its key features: the insights.

Salesforce will give you ample amounts of data on all of your email marketing campaigns. Gone are the days of merely sending emails from your email account and wondering if the client ever read them.

These days, you can see whether they opened them and if any additional action was taken on your email, such as clicking on the links or videos you provided.

That information can help you grow your email marketing into one of your biggest marketing assets. By also incorporating an email engagement score, you will witness a higher sales conversion rate, growing customer loyalty, and the ability to further relationships with your customers.

5. Have a Strategy for Filing Your Previous Emails

While it’s important to use the data that you’re given on your prior email campaigns, it also takes a balance.

There is a fine line between learning from the past and holding on to your prior emails for way too long.

For example, say your company is a sports ticketing agency. Does it really give you the advantage to know that Jane Doe clicked on an email from 5 years ago to an event you no longer sell tickets for? Not at all.

Have a plan in place for the emails that you’ll archive into your Salesforce system. For storage and organization purposes, you’ll want to get rid of the clutter whenever possible.

Just as anything else, finding this balance takes time. Be sure to get all the information you can from each campaign, then figure out whether storing it for future use would be beneficial or not.

Use Your Salesforce Email Marketing to Your Advantage!

Now that you have Salesforce email marketing on your side, it’s time to grow your business exponentially!

Sometimes it’s best to simply start up an email blast, see what works, then learn as you go.

Be sure to browse our site for other articles relating to email marketing, as well as many other helpful business topics!

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.