Salesforce announced new email features and functionality for its Marketing Cloud offering that aim to help marketers better personalize campaigns and improve overall customer engagement. Specifically, the announcement includes new Einstein features baked into the email marketing tool, interactive email functionality and productivity updates to help streamline campaign creation.
The new Einstein features are designed to help marketers make smarter decisions, while also automating time-consuming tasks that tend to prolong email campaign creation. These features include:
- Einstein Content Selection: a tool that automatically recommends visual assets to use throughout the email based on customer preferences and past behaviors;
- Einstein Copy Insights: a feature that uses natural language processing to help users produce relevant subject lines, text messages and social media copy; and
- Einstein Messaging Insights: a notification feature that highlights under- and overperforming email journeys, while also recommending next best actions to improve email campaign effectiveness.
The new interactive capabilities are integrated specifically from Salesforce’s acquisition of Rebel in Fall 2018. Scheduled to be available in pilot starting in 2020, the solution is designed to let respondents engage with a brand directly within the email — aiming to become an extension of the company’s website.
The productivity updates are also designed to streamline the email campaign creation process with tools such as Journey Templates, which can be shared throughout an organization and help users quickly build and deploy campaigns. Salesforce has also added new testing and validating functionality to help automatically troubleshoot email marketing journeys and identify errors or irrelevant offers.
“These announcements are really focusing on us helping marketers be smarter when it comes to their customer’s experience,” said Leah Pope, Head of Marketing for Salesforce Marketing Cloud, in an interview with Demand Gen Report. “It’s all about smarter marketing done through AI, personalization and efficient customer experience. As AI continues to help marketers accomplish [mundane tasks], that will be the pervasive argument for AI in the marketplace.”
