Thank you for joining Karmel James and me for our session at London’s Calling, thank you. We hope you enjoyed the workshop and its content. Below are resources we compiled for your reference as you shape or reshape your marketing operations.
The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Kevin Ryan, Product Manager at Salesforce for SMS took us through three product areas he and his team are responsible for: Mobile Connect, Journey Builder SMS Activity, and SMS APIs. You can catch the session in its entirety via this recording link. Below are five key points from the session as outlined in Guilda’s post on Twitter.
One thing I learned from this session is that content is not shared between Mobile Connect and SMS Activities in Journey Builder. Each app has its own content store. Mobile Connect manages its content while SMS Activities relies on Content Builder for its content.
QRG = Quick Reference Guide for Mobile terminology Short Message Service (SMS) is the most common form of text messaging Multimedia Messaging Service Mobile Terminated (MT) are outbound mobile messages sent to your customers/subscribers Mobile Originated (MO) are inbound mobile messages sent by customers/subscribers Delivery Receipts (DLR) only let you know whether a message was delivered, it does not confirm that it was read Application-to-Person (A2P) messaging is where a person receives messages from an application – IN scope in this post Person-to-Person (P2P) messaging is where a person receives messages from another person – Out of scope in this post
What’s required to send SMS from Marketing Cloud?
There are three attributes the are required to deliver SMS messages from Marketing, they are:
1. Subscriber Key 2. Mobile number 3. Locale (Country)
The Locale value is inferred when using the contact model. You can use a Data Extension (DE) too, but you must include the appropriate, 5 alphanumeric locale (country code) in order to send from the DE, said Kevin. I’ve reference a number of resources for this topic in the Resources section at the bottom.
Do I Have Permission?
May I vs. Can I? Just because you (technically) can, doesn’t mean you should send SMS without explicit opt-in (permission) from the recipient. Otherwise, you come off looking like this…
Subscriptions live at a code and keyword level. What this means is that when inbound mobile messages sent by customers/subscribers are received, Marketing Cloud will first match to account (MID) that is associated with that code. Second, it will route to the keyword owner, which is at the Business Unit level. Several more checks and validations are applied to ensure that wishes of the person sending the SMS are respected and handled appropriately. For a deeper look at this process, you should look slides 21-22 and/or watch the recording around the 21 minute mark.
Kevin included a lot of good, easy to digest examples and use cases for leveraging MobileConnect, including many tips, tricks, and sample code. In addition to the excellent information shared in this session, I’ve added a few more to supplement it, below. Hope you enjoy(ed) the session as much as I did. Additional resources, including the recording and slides, as well as a number of other SMS related resources, are linked below.
The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Al Iverson from the Salesforce Marketing Cloud Deliverability team took us through the various building blocks of creating a successful deliverability strategy. You can catch the session in its entirety via this recording link. Below is a brief summary of the key points from the session.
QRG = Quick Reference Guide of common deliverability terms SAP = Sender Authentication Package (Salesforce service offering) SPF = Sender Policy Framework DKIM = DomainKeys Identified Mail DMARC = Domain-based Message Authentication, Reporting & Conformance IP Address = Internet Protocol Address
Everybody emails because it’s “cheap and easy” to do. However, being successful at it requires some effort. There’s a reason we all get junk mail. If you want to arrive in and stay in the inbox of the people you’re looking to engage with, then it’s important to invest the time up front to configure your email solution AND monitor it as the world of spammers is constantly looking for ways to game the system and get you to click on their nefarious links. I highly recommend you watch the recording of this session and review the slides for a deeper dive into creating and maintaining a strong and successful deliverability strategy.
I am happy to share that I was included, with many talented and passionate individuals in the inaugural cohort of Salesforce Marketing Champions. The first class was announced on its blog on April 20, 2020. Congratulations to everyone!
Fortunately for me, I have had the pleasure of working with or at least getting to know, many of the newly minted champions. It’s even more exciting to see a great number of people I haven’t interacted with, meaning I have the opportunity to meet and learn from others I might have otherwise not crossed paths with. In my experience, the marketing circle is far smaller than some of its sibling (sometimes rival) departments, so it’s nice to see my circle expand!
You have your Marketing Cloud licenses and you are ready to use them to get closer to your audience. But where do you start? I’ll share my tips to implement Marketing Cloud right the first time and give your organisation the tools they need to engage with your audience.
The following tips will be explored during this session:
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I recently sat for and passed the Salesforce Marketing Cloud Administrator certification. As someone with multiple years experience with the Salesforce Marketing Cloud (the MAP formerly known as ExactTarget), I felt good going into the exam. My learning style relies heavily on practical experience, which is the primary reason I was confident going into the exam. However, I still prepared with some insights and tips from the community. The following is a outline of how I prepared and does not refer to all of the possible resources you could use in your own preparation. You know your learning style best so use your judgement in where you choose to spend your time studying.
I started with official Exam Guide provided by Salesforce. Here you while find links and references to recommended trails and modules on Trailhead, an outline of the of key sections with each weighted percentage of the exam, as well as a description of what a Marketing Cloud Administrator is expected to know.
The other thing I did, for which I’m very fortunate to have access to, was I went into system itself and refreshed myself on the various aspects of the Administrator area found in Settings. If you have access to a Marketing Cloud environment, I strongly recommend reviewing it as there have been a number of changes to its organization in the last year as the user interface (UI) has been remodeled to more closely resemble your “typical” Salesforce setup navigation.
Lastly, I completed several badges on Trailhead. If you don’t have access to a Marketing Cloud environment, this is where you can and should spend some time getting familiar with the responsibilities of a Marketing Cloud Administrator. It both narrates the practical execution of navigating and updating the configuration as well as provide visual images of much of the corresponding area in the UI for reference. If you can’t DO, then REVIEW what you can via Trailhead. The Exam Guide mentioned at the top will point to you several modules contained within the Administer Marketing Cloud Trail and Google Analytics 360 Integration for Marketing Cloud Module. Other modules you may want to review are: