Tag Archive | "Marketing"

New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

“We’re making email marketing even smarter with a set of new AI capabilities getting released into Salesforce Marketing Cloud,” says Salesforce VP Armita Peymandoust. “One of them is Einstein Engagement Frequency. The other one is Einstein Send Time Optimization. We also have Einstein Content Tagging out and available today to our customers. Email is definitely not dead. Even the Millennials say that.”

Armita Peymandoust, VP Product Management, Analytics, and Einstein at Salesforce, discusses new AI-powered email features for Marketing Cloud announced by Salesforce at Connections 19:

AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

As we know email is still a really important channel. Over 64 percent of customers are still saying that they prefer email channels to all the others. What we’re doing is we’re making email marketing even smarter with a set of new AI capabilities getting released into Salesforce Marketing Cloud. One of them is Einstein Engagement Frequency. The other one is Einstein Send Time Optimization. We also have Einstein Content Tagging out and available today to our customers. Email is definitely not dead. Even the Millennials say that.

Einstein Engagement Frequency

With Einstein Engagement Frequency we’re trying to tell the marketer what’s the sweet range that they should keep on engaging with their customers. As marketers, we want to keep on engaging with our customers but we just don’t want to get to a point that we’re potentially annoying them. So we are telling them that this is the range that you should stay in.

Einstein Send Time Optimization

Now that the marketer knows what the frequency of engagement should be, with Einstein Send Time Optimization we’re also telling them what is the right time to send those messages. It’s really easy with a drag and drop of an activity into Journey Builder we make every message go out at the right time for the customers.

Einstein Content Tagging

Then with Einstein Content Tagging, we’re basically bringing image recognition the same set of AI capabilities that you’re familiar with for your customer based or consumer based products. This is where you upload photos and then they automatically get tagged. We are bringing that same technology to the hand of the marketer. Every image that’s getting uploaded into Content Builder gets automatically tagged so they can find it later and use it when they’re building their messages.

Transactional Messaging

We’re also releasing Transactional API’s for Emails and SMS. There are different types of emails out there. There’s the commercial one and there’s the transactional one. It allows the marketer to bring both of those two in an inter-marketing cloud and take advantage of Marketing Cloud to send those emails to have the same voice, the same brand voice, and also be able to see how those are performing all in one place.

Indiana Pacers Improved Customer Engagements By 20 Percent

These features are all relatively new. So we have pilot customers that have been taking advantage of them. We have one retailer that talked about Einstein Engagement Frequency. They had a hunch that they were over messaging customers but they couldn’t really put their finger on it. With Einstein Engagement Frequency we could show them visually exactly where they’re over engaging with their customers and let them take action on it. The platform automatically created lists so that they would not send messages to the ones that are getting too many email messages.

We’ve had a set of AI features in Marketing Cloud, specifically Einstein Engagement Scores, was one that the NBA’s Indiana Pacers is taking advantage of, to increase the engagement rate that they’re having with their fans. They got a 20 percent increase in engagements with their fans using that.

Customer Engagement Getting Even More Granular

We have a jam-packed roadmap for the next of the rest of the year as well. One of the things that I’m really excited about is Content Selection that’s coming out. Content Selection lets each of those messages that we’re creating be dynamically optimized for every customer that’s receiving them. Think of your email as a template that has different aspects or different selections in it that gets automatically replaced with what your customer cares about most and also what they have engaged with most and historically. It’s very engaging for every one of your customers.

The other one that I’m interested in (that is coming later) is bringing natural language processing to understanding your subject lines. What types of subject lines are resonating? Why is it that they’re resonating with your customers? It will give you an insight on them first and then also give you recommendations on how to improve your subject lines.

New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

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Content Syndication: How to get wider distribution of your content marketing

Insights to help you bring more attention to your brand’s content and ultimately find the results you seek
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What’s Really Broken in the ‘Content Marketing Playbook’

Sometimes it bums me out that we’ve become a culture of contrarians. Whether it’s Black Panther, 3D printing, or strawberry…

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Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel

If you avoid these seven online marketing mistakes and you follow these tips you’re going to generate more sales, says popular digital marketing expert Neil Patel. A common theme of Neil’s tips is creating a brand. “Google doesn’t want to rank sites that aren’t brands,” he says. “There’s an issue out there called fake news and that’s why they’re pushing brands over anything else.” Patel says that if you follow these tips you’re going to crush it!”

Neil Patel, digital marketing expert and founder of Neil Patel Digital, discusses the seven online marketing mistakes in his latest video release:

Stop Making These 7 Online Marketing Mistakes

I’m going to break down seven online marketing mistakes that you need to stop. You’re probably wondering you’re doing all these things but why aren’t you seeing results? Even if you’re doing the right things, if you’re also doing the wrong things at the same time it’s going to hurt you and it’s going avoid you from getting the results that you deserve.

Mistake 1: Not Collecting Emails

The first mistake you are making is not collecting emails. It doesn’t matter how good you are with SEO or marketing only a very small percentage of your visitors are ever going to convert into customers. By collecting emails not only can you get people to come back to your site but you can convince them to convert over emails.

The moment someone gives you their email address think of that as a micro-commitment. They’re much more likely to convert into a customer because they committed, they already gave you something. That’s why you want to collect emails. You can do this through sliders or exit pop-ups. You can do this for free using tools like Hello Bar.

Mistake 2: Not Collecting Subscribers Through Push Notifications

The second mistake you’re making is you’re not collecting subscribers through push notifications. There are free tools like Subscribers.com that’ll make it easy. Just add in a JavaScript or a WordPress plug-in and then when people come to your website they will automatically subscribe through the browser. Then anytime you have new content or products or services that you want to sell then you can notify them through Subscribers.

Mistake 3: Not Building a Brand

The reason tip number one on collecting emails and tip number two on getting more push notifications subscribers are really important is because you need to build a brand. This gets you into the third mistake. Google doesn’t want to rank sites that aren’t brands. Why is this? There’s an issue out there called fake news and that’s why they’re pushing brands over anything else. It’s not just going to be Facebook and in Google. Eventually, it’s going to be Twitter and LinkedIn and all the sites out there.

When you get people back to your site seven times you’re much more likely to build a brand. It’s called the Rule of Seven in marketing. So with your site, you want to provide an amazing user experience. When you provide an amazing user experience, create a great product, create a great service, it’ll help you build a great brand over time.

Mistake 4: Not Interlinking

The fourth mistake you’re making is not interlinking. You may notice on Google I’m ranking for terms like online marketing on page one. You’re probably wondering how do I do this? A lot of it comes out to interlinking. In my sidebar, I link to my most popular pages of content. When I write blog posts related to online marketing I link back to the online marketing guide that talks about what online marketing is. By having all these links it helps me rank higher.

Mistake 5: Just Focusing On Text-Based Content

The fifth mistake I have for you is just focusing on text-based content. The future of digital marketing is moving to video. It doesn’t mean you should stop doing text but it means you should also be doing video. When you do video you’re going to get more traffic because everyone’s lacking it. LinkedIn wants it right now. YouTube wants more of it. Facebook wants it. Instagram even wants it.

Why is this? They want to crush the television networks. You look at things like the Oscars or traditional movie theaters and they’re not doing as well. You look at traditional TV and they’re going to get crushed. Why? It’s because of Facebook. It’s because of Google. It’s because of Netflix. If you’re there creating that video content you can be part of it and you’re going to get extra traffic. They want as much help as possible to crush these big old-school companies.

Mistake 6: Sticking To Just a Few Marketing Channels

The sixth mistake that you’re making is you’re really sticking to just a few marketing channels. Marketing is competitive. People raise venture capital hundreds of millions of dollars just so they can compete in marketing and sales. You need to do more than one or two or three marketing channels. The more you do the better off you’re going to be.

Mistake 7: Not Asking For the Sale

The seventh mistake I have for you is not asking for the sale. Whether it’s a lead or whether it’s getting people to buy your product, there’s nothing wrong with asking people to buy from you. If you don’t you’re not going to generate any sales. Everyone’s like I get all this traffic through my online marketing but no one’s converting. Why? Because you’re not asking for a sale.

Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel

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10 Content Marketing Goals Worth Pursuing

Ever wonder why content marketing works so well for some businesses — but doesn’t seem to do anything at all…

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Make your content better with social media and marketing automation

Content pollution is real. Are you part of the problem?



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Seth Godin on the Future of Marketing

Well, I’m back in the United States from my family trip around the world. Although not officially home in Boulder,…

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3 Ways Marketing Automation Can Mess Up Perfectly Good Copy (and How to Fix Them)

Pretty much every online business on the planet uses marketing automation in one way or another. Honestly, it would be…

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Craft a Deliciously Effective Content Marketing Strategy with a Farm-to-Table Approach

If you’re in the mood for a special dinner and you have a farm-to-table restaurant in your city, it might…

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21 Recommendations for Spending Your Content Marketing Time Wisely

One enduring challenge with content marketing is how quickly it can turn into the content treadmill. This week, we’ve got…

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