If you are not familiar with Salesforce Journey Builder, it’s a critical tool in mapping and creation. Even when it comes to targeting your leads and customers. You are able to map out journeys through multi-platforms such as email, mobile, advertising and web. Journey Builder gives you ultimate power when it comes to customer experience. Building strong emails with Salesforce Journey Builder could never be easier.
Salesforce has a lot of features that make it the ‘go-to’ for brands. Both that have large and small scale operations around sales and marketing. Slick and efficient, the platform has been driving businesses for years. Some of the most significant parts of Salesforce are so powerful they could be standalone units of software on their own. With Salesforce Journey Builder, that deep level of functionality (and the corresponding ROI) means that you have a powerful tool. Combined with tons of features and automation all in one place.
We thought we would take a look at Salesforce Journey Builder. At the email side, in particular, to see just how much of a game-changer it has become.
What Is Journey Builder For The Newbies?
Journey Builder, as anyone who has used it will know, is very good at showing a visual tracker of the customer journey. This is what makes it an incredibly useful tool. For marketing teams, and general developers and consultants. Focus on getting ‘in the moment’ perspectives on how a customer is doing while going along on that journey. It makes a real difference to be able to see a real-time visual representation of the experience of a prospect you are engaging with.
The critical value of Journey Builder comes into play when you are at the stage where you can ‘build’ journeys for prospects and clients.
While a lot of people have used Journey Builder in the past, thousands and thousands of people are new to Salesforce products and services every year. So let’s have a quick recap about what the application can do so well. You’re going to need to learn the basics when it comes to building strong emails with Salesforce Journey Builder.
Understanding your customers – Journey Builder is a great out of the box tool to understand more about your customers and leads. Even more importantly think ahead about what they want. You can even predict when creating journeys. You’re able to harness all of your customer data through customer attributes. Their browsing behaviour and purchase history of making sure personalised communications are on point.
Making every moment count when the time is right – Making every moment count in a journey is so important. With Journey Builder, you’re able to trigger customers on journeys that are based in real-time and events like purchases, mobile notifications and downloads to achieve sales. Making every moment count is key to building strong emails with Salesforce Journey Builder.
Aligning your messages across every single channel – You can able to align your messages across every available channel to make sure they are following effortlessly. Layout your customer journeys if they are simple or detailed. Communicate through SMS, push notifications, adverts, landing pages and apps to make sure your customers and leads always get the right information at the right time.
Where Do Journeys Come Into Play?
The first Journey you can sink your teeth into is the ‘Multi-Step Journey’. Here, you build a Journey that sends messages across any channels. These messages are driven by customer behaviour and logic provided by marketing and data.
After that, you have the option of sending a customer along a ‘Single Send Journey’. This is a one-off message through any specified channel, and the message is personalised.
The rest of the process is truly incredible, in that you can divide and segment audiences again and again, to the extent that you can have multiple segments and Journeys. This gives teams a sophisticated approach to marketing, one that allows for versatility and deep engagement.
Journey Builder allows businesses to map a customer journey and find gaps. These gaps can be filled, with further personalised messaging. Much of the best work a company can do with messaging is through email, and that is where we are going to focus next. Planning and mapping your journeys is crucial to building strong emails with Salesforce Journey Builder.
Starting A New Journey
The beauty of Journey Builder is its interface, and once you decide to use Journey Builder with email, you drag some data into the New Journey. Once this is done, you can then create a new email to add to this particular Journey. Again, this is drag and drop stuff, and couldn’t be more straightforward.
Once you have selected the option to create an email for the journey, you are presented with a large number of email templates. All of these are very much fit for purpose, and it’s worth taking your time to look through them all and work out which template best suits the particular journey you want to send the customer on.
Creating Your Message
Then, Journey Builder allows you to create your message, as well as design how the email will look. It gives you the opportunity here to truly adapt the message so that it is specific and personalised.
You can jump right in and populate the top image block with an image of your choice. You can upload from your computer or from the Web. Since most brands will be using this space to upload logos, it’s pretty fair to say they will be uploading from their image stock on a PC.
Hero images can be uploaded too, allowing for an engaging image to be inserted into the main image block in the email. Again, it’s easy to use and allows for real branding opportunities. Perhaps the most exciting thing about this feature is simplicity. Other email builders (like those you might find on email marketing platforms) sometimes alter the Hero image or affect it’s size, for example. This one, through Journey Builder, is seamless and allows for true integrity of the image you choose.
So that’s inserting images into the email. What about text?
There is complete freedom here, with options to edit the main text as well as other areas such as button text. Text font and size, as well as colour, can all be edited and therefore bring a personal, branded feel to the messaging.
Like with the image editing, the user experience here is smooth and fluid. Text can be copied in or simply typed right there in the interface.
After spending time adding and editing images and then adding text, all that remains to be done is to launch the Journey.
Emails then fit into the usual Journey Builder experience. They can become part of triggers, efficiently working into a Journey as and when needed. They can be part of specialist campaigns, using the phenomenal tracking ability of Journey Builder to hit audiences with the right message at the right time.
Most importantly, rely on the email experience in Journey Builder to provide truly personal messages.
Journey Builder allows for easy email creation. It then gives teams the chance to send emails off on a Journey with a customer, and all of it is personalised.
Step One – Planning
There will be mass planning when it comes to launching your first journey in Salesforce Marketing Cloud. It will need some thought. Your first going to need to think about the message or communication you want to send out. You could even set a goal.
When it comes to planning, it needs to be done right. Target the correct audience and create your personalised content to make sure that goal you set yourself is reached.
The first typical journey that is selected is ‘the welcome journey’ and is a great way to send a series of emails to interact with your customers. This could be through a first purchase or a second email prompt. You could ask for a review or someone signs up to the email newsletter.
Define what you want to happen in this journey.
Step Two – Prep Work
For anything to work, your going to need to create the content for these journeys. This can be done in Email Studio’s Content Builder for example. Create your welcome journey and your series of emails and plug them into the journey ready to be dispatched.
Step Three – Create Your Audience (Entry Source)
Once you have your content built your going to need to think about the audience you want to target. While you might already have ideas about what audience you want to market towards you need to find a way to obtain this data and information.
By using a Data Extension you can obtain batches of contacts or audience data into a journey. You’re also able to configure a filter control that allows for a certain amount of contacts for this journey.
APIs are a critical point in any journey, what we are referring to here is an API event. Journey Builder will connect the canvas to the API and admit contacts into the journey. You will also be able to filter and control these contacts based on conditions.
You’re also going to need a landing page or CloudPage. Using the smart capture form your be able to admit contacts that sign up into the journey that will be created.
Step Four – Building Your Journey
When Creating A Journey you need to make sure you are looking at all features to increase personalisation and also make it efficient as possible.
An abandoned cart is a great way for businesses to increase everyday purchases. You‘re able to send an email to a user that has left items in their cart prompting them to make a purchase. Convert those customers that are leaving the buying process.
Anniversaries are a hot topic when it comes to journeys. Be able to send customer discounts and items to customers at meaningful moments to encourage the repeat in business and customer engagement.
Birthdays again are a great way to increase engagement through coupons, discounts. Make your customers happy and get a birthday purchase. Before you know it you have a birthday customer for each day of the year.
Follow these steps, and you have a fantastic basis to build strong emails with Salesforce Journey Builder.