Your Mid-Year Salesforce Marketing Cloud Check Up
Jun 15, 2020 Emily Brungard
It’s June—can you believe it?
We’re not just telling you it’s June because we think you’re unaware of the date (we all rely on our Google Calendars, after all)—we’re reminding you that it’s time to check in on your 2020 marketing success.
We’re halfway through the year—are you halfway to achieving your marketing goals?
If you implemented Salesforce Marketing Cloud this year, you now have a solid six months of data to review. If you’ve used it for longer than that, even better: You have even more benchmark data to work from.
Have you really looked at your Salesforce Marketing Cloud numbers yet this year? Not just your open rate or total engagements. Have you done a deep dive into your marketing processes to analyze what’s working and what should be changed? If you haven’t had a chance yet this year, we get it—marketers are busy! But doing so will give you the valuable insight you need to plan for the rest of the year and beyond.
By now you know the importance of testing your emails. You even have the tools to do it yourself, but you might not know what your next steps should be. Email Studio’s A/B testing abilities give you visibility into whether or not your marketing emails could be working harder.
Let’s say you are the Director of Marketing for a popsicle company. Your company is seeing an uptick in sales (it is summer, after all), but your email marketing program hasn’t been updated in a while. As you revamp your email efforts, you come up with two great, pun-filled subject lines. Which one will get the most opens, leading your customer to download a coupon and purchase your latest flavor? Only A/B testing will tell.
You already know that sending your emails into cyberspace with no audience in mind is a no-no. When was the last time you refreshed your audience segments? If you’ve pivoted in your strategy over the last six months, it’s important to make sure that your emails are reaching the right prospects. More than that, prospects need to be receiving personalized messages that are relevant to them. With all of the information available to us as marketers today, there’s no excuse for not breaking down your audience based on marketing goals.
Your popsicle company just launched a new flavor: prune. Your email sign up requires a birthday (for birthday treats, of course), so you are able to break down your audience by age. With your prior knowledge and a little research on the prune-eating demographic, you decide to target customers above the age of 50. Luckily, you’ve already built a list of customers who fit this demographic. Your prune popsicle is sold out in no time.
As the Director of Marketing for your popsicle company, you know that you need marketing to generate popsicle buyers (also known as leads). Your email list helps you do that by sharing the latest news, upcoming events, and more. Did your list growth become stagnant over the winter? It’s time to reignite its growth with some old fashioned cross-channel marketing.
Use channels you’ve already invested your time and money in, like digital advertising and social media, to create and execute your email growth strategy.
Remember, just because the year is half over doesn’t mean you have to stick with what you’re already doing. Now could be the perfect time to dive into a new medium.
Whether you work for a popsicle company, a start-up, or an enterprise business, the mid-way point of 2020 is here and it’s time to check in on your marketing progress. The Torchlite Marketplace connects you with experts and templates that show you what to do, how to do it and who can get it done.