How to Build High-Converting Email Journeys in Salesforce Marketing Cloud

So, you’re a digital marketer or a business owner looking to revolutionize your email marketing strategy and achieve the unthinkable. You have experimented with email automation before. But the engagement and conversions you hoped for didn’t yield the expected results for you. 

• Your emails fail to make that first impression count. 
• Your customers feel disconnected due to a lack of personalization. 
• Your conversion rates are nowhere near the expected. 

But you’ve realized that there’s something missing with the way you’re executing your traditional strategies. 

You require something that will place you ahead of your competitors. What you actually need is something that can build high-converting email experiences. You require – Salesforce Marketing Cloud (SFMC).

With the right strategy, you can create seamless, personalized experiences through SFMC. You will be able to guide your customers through every stage of their customer journey. 

So, if you are ready to design email workflows that not only engage but also drive desired results, here is the Table of Contents we will go through. 

If you want to learn more about SFMC email marketing automation in lead nurturing, here is a handy ebook that will help you excel. 

By the time you finish reading this article, you will be equipped with all the necessary insights and techniques needed to build powerful email journeys to maximize engagement and boost conversions. 

Let’s dive right in.  

What are email journeys? 

Email journeys are automated sequences of personalized communications that guide customers through various stages of engagement, from awareness to conversion and beyond. 

But what good will high-converting email journeys bring to your business – you may ask. 

Well, effective email journeys enhance customer experience, foster loyalty, and significantly impact your return on investment (ROI). Also, with the help of SFMC, you can create engaging email marketing campaigns that can boost conversion with a lot less effort than you would do otherwise. 

5 Steps to build high-converting email journeys 

Here is a step-by-step guide to help you create email journeys in SFMC that seamlessly convert. 

1. Setting the foundation 

The first step is to create your prerequisites for success. For that to happen, you need to collect and organize your data so that you can precisely target your potential customers. The more accurate the data, the better the targeting. You can also use demographic and behavioral data to segment your audience effectively. 

Next, you need to integrate SFMC with other platforms. You can connect with a customer relationship management (CRM) platform for a unified customer view. You can also maintain consistent data across different platforms by synchronizing customer data. This will lead to seamless communication, after all. 

1. Designing your email journey 

You can identify key interaction touchpoints throughout the customer journey. They are instrumental in influencing customer decisions. You can also set clear goals for each email to achieve. Then, you can incorporate dynamic elements into your emails to tailor the messaging and content to individual preferences. And lastly, you can use personalization strings and AMPscript for advanced customization. 

Also, you should focus on a mobile-first approach for your emails. No matter the screen resolution and size, your emails should adapt seamlessly. You should also regularly test your emails on multiple devices and browsers to ensure they offer a consistent user experience. 

1. Building the email journey in SFMC 

You should use SFMC’s Journey Builder to define how and when customers enter the journey based on specific triggers. They will act as entry sources. Next, you can set up actions, such as sending emails or updating records, within the journey. 

Also, you can use Automation Studio to streamline processes like data imports and audience segmentation. And lastly, you can plan automation schedules and monitor their performance for optimal efficiency.

1. Optimization strategies for high conversion rates 

You can experiment with different subject lines and content variations to identify what resonates best with your audience. Then, you can use test outcomes to make data-driven decisions and enhance future campaigns. 

You can also use SFMC’s features to determine the optimal send times for your audience. You should rack open and click-through rates to adjust send times accordingly. 

Also, you can set up SPF, DKIM, and DMARC records to authenticate your emails. And lastly, you need to comply with laws such as GDPR and CAN-SPAM by including clear unsubscribe options and respecting user preferences. 

1. Monitoring and analyzing performance 

You can compare open rates and click-through rates to gauge the effectiveness of your content. You also monitor the percentage of recipients who take desired actions like buying, getting on a list for a newsletter, etc.

You can completely utilize SFMC’s analytics capabilities to view your data and gain valuable insights with frequent reports and analytics. And, of course, you can even customize these reports to emphasize the metrics that align with your business objectives. 

Advanced tips for maximizing the impact of high-converting email journeys 

Here are some pro tips that will help you make the most of your email journeys through SFMC marketing campaigns. 

Pro tip 1 – You can leverage Einstein’s machine learning capabilities to anticipate customer behavior and customize your content accordingly. 

Pro tip 2 – You can use this data to deliver content and personalized recommendations to enhance their buying experience. 

Pro tip 3 – You should slowly ramp up your email frequency to establish a positive sender reputation score. 

Pro tip 4 – You should keep an eye on bounce rates and spam complaints to maintain a healthy sender status and ensure that you land directly in your audience’s inboxes. 

Wrapping up 

Creating high-performing email experiences in Salesforce Marketing Cloud is a careful process that combines data management, content customization, automation, and ongoing optimization. Using the practices outlined in this guide, you can create compelling email experiences that engage your audience and drive meaningful conversions. 

It’s time to create your action plan and make the most of your SFMC email campaigns.