Overall Satisfaction with Salesforce Marketing Cloud Email Studio
ExactTarget was used by the marketing department to send email campaigns to the entire dealership base. Marketing is done primarily as B2B. Office furniture (industry where I used it at two separate companies) is somewhat of a commodity and tends to look very similar and be close in price point. Differentiating with marketing efforts was one way to stand out. ExactTarget made email communication to mass groups and segments easy.
- Susbscriber list import and management is simple and easy to maintain.
- Tracking/monitoring success of campaigns is thorough and relevant for both marketers and management.
- Creation of text-based emails based on HTML (graphical) emails is simple.
- Design and layout of emails - very tough to create lists or tables of information in the body of emails. To get formatting to look right, have to use HTML scripting.
- Reactivating a subscriber who has unsubscribed accidently is not a simple feat!
- Pricing! For a small to mid-size company that could benefit from ExactTarget, the pricing can be prohibitive.
- For repeated emails sent that are similar and sent to different groups, modifying the emails and creating a personalized set of recipients is very easy - great ROI.
- Easy to tell click-through rates for effectiveness of the email look and call to action. My experiences are not online purchasing, rather B2B overall marketing, so no direct sales ROI is possible.
- Based on the pricing I experienced of cost per email sends, the price can be a deterrent to using ExactTarget, and why it has not been implemented at my current company....yet.
Spam checking, ease of subscriber list management and overall experience and knowledge of email marketing were at the top of the list when selecting ExactTarget. At my current company we have chosen a less sophisticated solution based on price, and do not have some of the list management or testing options available to us.
Using Salesforce Marketing Cloud Email Studio
5 - Marketing is the primary department that uses ExactTarget. IT assistance, specifically web developers, as also used as support for the tool for HTML coding logic. Graphic designers create our email heading images that are visually appealing, with text behind the images, should the recipient only have text based email or their company's spam filter block images.
4 - Knowledge of ExactTarget by the marketing group is necessary for use of the tool. IT assistance, specifically web developers, as also used as support for the tool for HTML coding logic. Graphic designers create our email heading images that are visually appealing, with text behind the images, should the recipient only have text based email or their company's spam filter block images.
- Communication of new products and new product introductions
- Promotional opportunity communication
- Reseach of information (surveys) for preferences of our customer base
- Employee surveys
- linking to videos
- Social media following by recipients
- Personalized email campaigns by sales territory
- Direct integration with Salesforce.com
- have more template emails that are sent by the sales team without marketing interaction
Evaluating Salesforce Marketing Cloud Email Studio and Competitors
- Product Features
- Product Usability
- Product Reputation
- Vendor Reputation
- Analyst Reports
Industry reputation, which was very positive, confirmed that the features we needed and wanted were available with Exact Target. We wanted a reliable product that could assure we were sending legally compliant emails and would manage our subscribers appropriately. Email design and administration of the tool were important as well and adequately met our needs.
I would evaluate the price per email spend compared to the actual number of emails that are planned over the course of the contract year compared to other product offerings. I would also include design capabilities and request a test period prior to signing a contract for the tool. Although I don't feel our choice would be different, it would confirm that is the best product for the price and the effort of using.
Salesforce Marketing Cloud Email Studio Implementation
- Implemented in-house
Change management was a small part of the implementation and was well-handled - It was important to communication and get buy-in from the sales team that corporately developed emails would be created and distributed by the marketing team - making sure the brand consistency, look, messaging, and intent were similar between campaigns. Random, less well-thought-out emails from sales or other groups without marketing involvement were highly discouraged...that directional change did take some transition time to accomplish.
- Learning the tool - design of email usage
- Subscriber cleansing
- HTML knowledge needed
Salesforce Marketing Cloud Email Studio Training
- Online training
- Self-taught
Salesforce Marketing Cloud Email Studio Support
Pros | Cons |
---|---|
Quick Resolution Good followup Knowledgeable team Problems get solved Kept well informed No escalation required Immediate help available Support understands my problem Support cares about my success Quick Initial Response | None |
No
Online help, as well as support staff assistance is adequate to answer questions. Typically support is a "how to" situation, rather than an actual problem that needs to be addressed. Paying for additional support and services was not necessary, as the information available is sufficient to solve the everyday questions that we have had.
When trying to get a subscriber (email recipient) who had unsubscribed accidently to be an active subscriber again for our company, I called the customer support line and filed an issue. I had also looked at the online help, but needed more information to help get things resolved. With the help of the support person, they quickly assisted and we got the subscriber back to an active status so they could receive communication from our company.
Using Salesforce Marketing Cloud Email Studio
Pros | Cons |
---|---|
Like to use Relatively simple Easy to use Technical support not required Well integrated Consistent Quick to learn Convenient Feel confident using Familiar | None |
- List management
- Spam checking
- text-email creation from html emails
- formatting body of emails
- reactivating a subscriber who unsubscribed accidently
- pricing!