Marketing Cloud Intro

This is your introduction to the Marketing Cloud Administration section of the course!

In this section we'll cover:

• How to actually login to Marketing Cloud.

• Getting to the Admin Tab in Marketing Cloud.

• All of the Marketing Cloud Account Settings that an Admin sets up for a company.

This section contains A LOT of good information, so let's get to it!

The link in the resource section of this lecture is the link you'll go to in order to login to Marketing Cloud and start using the platform.

Go ahead and bookmark the link so that you can make the login process faster.

To get to the Admin Tab in Marketing Cloud, take the following steps:

• Go to Email Studio in the Marketing Cloud Over Page

• Click the Admin Tab in Email Studio

Now we're in Account Settings in Marketing Cloud.

In this section of Marketing Cloud, we can see and edit the following items:

• Marketing Cloud Settings

• General Settings

• Company Information

• Authenticated Domains

• Headers and Footers

Each one of these sections inside of Account Settings has its own sub settings that you can edit in order to make Marketing Cloud fit to your needs.

If you want, take a look at the official Salesforce Documentation on Marketing Cloud Account Settings.

In this video, we'll go over the Security Settings in Marketing Cloud.

Set the security settings to the standard that your company sees fit.

In Security Settings, you can edit the following:

• Session Settings

• Usernames and Logins

• Password Policies

• Data Export Settings

• Connection Security

• Audit Trail

If you want, take a look at the official Salesforce Documentation on Marketing Cloud Security Settings.

You can choose the IP ranges that users can login from in Marketing Cloud.

In this video, we'll walk through how to set the IP Ranges that users can access Marketing Cloud from.

If someone tries to login from outside the IP range that you define, then they will be denied access.

If you want, take a look at the official Salesforce Documentation on Marketing Cloud IP Whitelisting.

According to Marketing Cloud Documentation;

"The Identity Verification security setting in Marketing Cloud requires you to authenticate the browser or app used to access the application.

When you attempt to log in, the system sends an email with a verification code to the email address associated with your account. Enter the code in the Verification Code field to log in.

Ensure that all users in your account use valid email addresses in their user profile."

• Take a look at the official Salesforce Documentation on the Marketing Cloud Identity Verification Log if you want more information.

The export email whitelist list contains the email addresses or domains that can receive exports via email from Marketing Cloud.

If you try to send exported data to someone that's not on your whitelist, Marketing Cloud displays an error.

Here's the step by step guide on how to whitelist a domain in Marketing Cloud

• Click Setup.

• Click Security.

• Click Export Email Whitelist.

• Click Create.

• Enter the domain you want to whitelist

• Click Save

Check out how to Whitelist an Email Address in Marketing Cloud.

Check out how to Enable Export Email Whitelisting

According to Official Marketing Cloud Documentation;

"Business units allow you to control access to information and sharing of information.

Users working in a business unit can access all items created in that business unit.

Share items with users in other business units by placing the items in a shared items folder in the Content and Subscribers sections of the applications."

• Read more about Marketing Cloud Business Units

• Assign a Role to a Marketing Cloud Business Unit

Here's a snippet from Marketing Cloud Documentation on "From Address Management".

"Add a single From address and import multiple From addresses within Marketing Cloud Setup From Address Management.

Importing multiple addresses is ideal for accounts that use AMPscript in Sender Profiles to create dynamic From addresses in email sends.

Only import addresses that you plan to use as From addresses in email sends."

• Marketing Cloud "From Address Management" Documentation

• Add an email "from address"

• Import email "From address"

Reply Mail Management (RMM) manages replies to the email jobs you send through Marketing Cloud.

RMM processes the reply automatically, if appropriate, and forwards the message if the message requires personal review.

Use the RMM setup wizard to easily setup Reply Mail Management in your Marketing Cloud Org.

• Reply Mail Management Initial Setup

• Reply Mail Management In Email Studio

In your Reply Mail Management Settings, under the Setup Wizard, you can set the:

• Email Display Name

• Reply Subdomain

• Email Reply Address

• Reply Filters

• Responses

• Routing

Choose these settings in order to get your Reply Mail Management settings where you want them to be.

According to official Salesforce documentation:

"When creating rules related to unsubscription, create a single rule for list-unsubscribe headers and another rule for unsubscription information within the email body.

Make sure that the list-unsubscribe rule appears first in any collection or message flow."

Read the link if you want official documentation on how to Create a Rule.

According to official Salesforce documentation:

"Include a rule that details how the collection handles a leave-unsubscribe header as the first rule in the collection.

That rule must be the first rule in the collection. You can specify how that rule handles messages that include a leave-unsubscribe header to best fit your needs."

Read the official Salesforce documentation to learn how to Create a Collection.

According to official Salesforce Documentation:

"To enable a landing page of job-level tracking information, create a custom tab in Admin to display a link on your Email Studio tracking screen.

Contact your Marketing Cloud account representative for information on enabling this feature."

Read the official Salesforce documentation to see how to Create a Custom Tab.

We can choose our Salesforce Marketing Cloud Connect Connector Settings, which include;

• Choosing if we're connecting to a Salesforce Sandbox

• Choosing to Scope by User or Not Scope by User

We can also see:

• Our Salesforce System User when we've set them up.

• Salesforce Org ID

• Our Connection Status

• And our Marketing Cloud Settings at the bottom

According to official Salesforce Documentation:

"Create a file transfer location through Data Management in Marketing Cloud Setup.

After you complete this procedure, you can create a file transfer activity that uploads a file to or downloads a file from this location. You must have administrator privileges to use this procedure."

Read the official Salesforce documentation to see how to Create a File Transfer Location.

According to official Salesforce Documentation;

"Use Key Management to manage security keys and other security options used to encrypt and decrypt data, digitally sign email messages, and implement SAML single-sign on for your Marketing Cloud account.

This encryption applies only to information stored in the Marketing Cloud and not in other Salesforce offerings."

A few pre-requisites before using Key Management in Marketing Cloud:

• Get accustomed AMPscript usage.

• Contact your Salesforce Marketing Cloud relationship manager for more information on this feature and how to activate it for your account.

• You can only use the EncryptSymmetric() and DecryptSymmetric() AMPscript function on data contained within the Marketing Cloud.

• The Marketing Cloud does not support the use of these functions along with outside or third-party encryption and decryption functionality.

Read the Salesforce documentation to learn how to Create a Key.

According to official Salesforce Documentation:

"A sender profile within Marketing Cloud Setup specifies the From information for a send in a central location.

Email Studio reuses that information across multiple sends without requiring selection each time.

The sender profile contains the name and address that the message appears to be from in the subscriber's email client."

Read the official Salesforce documentation to see how to Create a Sender Profile.

According to official Salesforce Documentation:

"A delivery profile within Marketing Cloud Setup specifies the delivery information for a message in a central location.

Email Studio reuses that information across multiple sends without requiring selection of the information each time."

Read the official Salesforce documentation to see how to Create a Delivery Profile.

According to official Salesforce Documentation:

"Send classifications for Email Studio in Marketing Cloud Setup lets admins define parameters for an email job in a central location.

The account can reuse those parameters for multiple email send definitions.

For example, an admin creates a send classification used every time a message containing a catalog sends to ensure that send always uses the appropriate parameters.

Select a send classification, together with content information and audience information, when you define a message send by creating a message interaction."

Read the official Salesforce documentation to see how to Create a Send Classification.

Choose the number of test emails you can send to with Test send Thresholds.

Also choose the Maximum Threshold. This specifies the maximum number of test emails you can send to!

According to official Salesforce documentation;

"This Marketing Cloud Setup feature displays a notification to the user to highlight words in the Subject and Preheader of emails prior to sending.

The notification warns users and prevents accidental live sends that contain test-related words in the subject and preheader.

The notification displays when sending an email during creation, using Send Flow to send an existing email and in the Send Email Activity in Automation Studio.

The default validation list includes the words Test, Draft, and Proof. You can configure the list for your situation or language."

Read the official Salesforce Documentation on Subject and Preheader Validation.

According to official Marketing Cloud Documentation;

"The URL Expiration feature in Email Studio allows administrators to configure when, at a minimum, email links tracked by Marketing Cloud expire and where expired links redirect to when clicked.

Whenever a subscriber clicks a link in an email, Marketing Cloud looks up the expiration threshold of the account's URL Expiration settings to determine if the link is expired."

Read Marketing Cloud Documentation to see how to Set URL Expiration.

This is your introduction to the Marketing Cloud Data Extension section of the course!

In this section we'll cover:

• What Data Extensions are.

• How to Find Data Extensions throughout Marketing Cloud.

• How to Import into a Data Extension.

• How to Create different types of Data Extensions.

• And So Much More.

This section contains A LOT of good information, so let's get to it!

Here is Salesforce Trailhead's definition for what a data extension is:

"A data extension is simply a table with fields of data about your contacts.

Data extensions can be standalone or related to other data extensions.

You can use the data to run queries, pull information, and send it to a subset of subscribers.

You can manually import data extensions, or you can automate the import through Automation Studio or the Marketing Cloud API. "

If you have any questions about what a Data Extension is and want to read more about it, check out Salesforce documentation.

To find Data Extensions, you need to go to 1 of 2 places.

The 1st place to go is "Email Studio"

When you're in Email Studio, click 'Subscribers' and click 'Data Extensions' - Then click 'Create'

The 2nd place to go is Audience Builder and then go to Contact Builder, then press Data Extensions in the top section.

Standard data extensions - Used for building a custom set of fields.

If you would like to read official Marketing Cloud documentation on creating a standard data extension, click the resource below.

According to Marketing Cloud Documentation:

"Your account must use enhanced FTP to import data.

Before you can import a file, you must create a data extension and create the import file.

Your import file must contain a header row and at least one row of data.

Your import file must be a comma-delimited, tab-delimited, or other delimited file.

You can use the Automation Studio import activity or the import wizard to populate your data extension."

If you would like to read official Marketing Cloud documentation on importing into a data extension, click below.

Filtered data extensions - Used to create a subset/segment from an existing data extension.

If you would like to read official Marketing Cloud documentation on creating a filtered data extension, click below.

Random data extensions - Allow you to randomly select subscribers from a source data extension

If you would like to read official Marketing Cloud documentation on creating a random data extension, click below.

Creating a data extension from an existing data extension is used when you want to take all of the fields from a specific data extension and create a new one.

You may do this because you want to add an attribute to keep track of another value and you want to that value to be in a different data extension.

If you would like to read official Marketing Cloud documentation on creating a data extension from an existing data extension, click below.

Creating a data extension from a template is used when you want to create a specific type of data extension.

These types of data extensions will be for Tracking your send logs, SMS Message tracking, and other templated data extensions that come standard in Marketing Cloud.

If you would like to read official Marketing Cloud documentation on creating a data extension from a template, click below.

In order to add, edit, or delete information in specific columns of a data extension, you NEED to be in Contact Builder.

You cannot perform these actions in Email Studio.

If you do decide to delete data from a column, make sure that it is not a required column. If it's required, then you won't be able to delete the data.

Otherwise, Add, Edit, and Delete your data as you please inside of Contact Builder.

Make sure that when you do any of this, you're following Marketing Cloud Best Practices.

You may be holding data in a data extension for a short period of time and want to delete that data when it's no longer useful for you.

You can keep the data extension and delete the data inside of it.

For official Salesforce documentation on how to clear data from a data extension, click below.

Export a data extension when you want to get your data out of Marketing Cloud.

If you want to read about exporting a Marketing Cloud data extension, read the link below.

You can filter data extensions by the TYPE of data extension you're looking for.

When you're in a folder looking for a data extension, you may want to find a data extension extremely quick.

To do that, you may filter by the type of data extension you're looking for.

For example, filter by:

• Standard

• Filtered

• Random

When you do this, you get data extensions that match the type you're searching for.

The list view of your data extensions may have too many columns in them, causing you to see information that doesn't matter to you in the list view.

Add and remove the columns in your list view so you only see the columns that you want to see.

According to Marketing Cloud documentation:

" Data extension policies govern which users and processes can modify or delete a data extension, including attributes and information.

Only administrators can make changes."

If you want to read official Marketing Cloud documentation on Managing Data Extension policies, click below.

If you don't want to constantly search for your data extensions, there's a way to find the data extensions that you've recently viewed.

When you're on the Email Studio overview page, click on "Data Ext" and you'll be taken to the data extensions that you've recently viewed.

According to Marketing Cloud documentation:

"Shared data extensions must exist in the main Shared Data Extensions folder or a subfolder under Subscribers.

From Shared Data Extensions, create and set permissions similar to other shared items.

Move data extensions to the Shared Data Extensions folder to share the data extension with other accounts."

This is your introduction to the Marketing Cloud Content Builder section of the course!

We're going to cover:

• Content Builder.

• Dynamic content.

• How to send test emails to yourself.

• And so much more!

This section contains A LOT of good information, so let's get to it!

Content Builder in Marketing Cloud is the place to:

• Import email / SMS content

• Create emails, SMS Messages, and Mobile Push Messages

• Ensure that messages pass validation rules

• Preview and test your marketing messages

So lets get into Marketing Cloud's Content Builder

Learn how to find Content Builder so that you can start to:

• Import content

• Create Emails and SMS messages

To find content builder, hover on 'Content Builder' in the Marketing Cloud overview page and then click on 'Content Builder' in order to get to Content Builder.

Now is the time to import your content into Content Builder.

To do that, we get the following images from unsplash.com:

• Tree with a Hammok

• Beautiful Hotel Image

• Suitcase Image

Then we import these images into Content Builder.

There are a couple of ways to import content.

Follow the steps in the video in order to learn how to import content.

In Content Builder, click Create, then select the type of message you want to create.

Choose to create an email from:

• Template

• Text Only

• Existing Email

Then choose the following type of email:

• Basic

• Empty

• Themed

• Saved

And then define your Email Properties, which include:

• Name of the Email

• Description of the Email

• The Location of the Email

• The Campaign that the Email will be associated to

Make sure you're on the Add Content section when creating an email in order to validate that amp script works for your Subjects and Preheaders.

Put the ampscript code into your Subject and Preheader line, and then go to the Data Extension that you want to test from.

Make sure to put the correct column name that you want to pull information from in between the percentage signs that I demonstrate in this video.

Create your email body by adding content blocks to your email.

Depending on what you want to add to your email, make sure that you add the corresponding box onto the email body.

Follow the official Marketing Cloud documentation in order to read on how to create Emails in Content Builder.

Now is the time to preview and test your emails in Content Builder.

This is where your email comes together so that you can see what you've built in Content Builder.

Choose the Data Extension that you want to send your Email to and then test your Ampscript and Dynamic Content.

By doing this, you can see how your email will look for your subscribers that will receive your email messages.

Review this Marketing Cloud documentation to read how to perform a subscriber preview and test send.

This is your introduction to the Marketing Cloud Automation Studio section of the course!

In this section we'll talk about :

• What Automations Studio is.

• The Different automation Studio Activities.

• How to Make an Automation.

This section contains A LOT of good information, so let's get to it!

This is your introduction to the Marketing Cloud Journey Builder section of the course!

In this section we'll cover:

• What Journey Builder is.

• The roles you'll need in order to access Journey Builder.

• How to find Journey Builder.

• Activities you can do in Journey Builder.

• How to navigate and create a Journey.

• How to create a Journey from a template.

• How to save a Journey as a template.

This section contains A LOT of good information, so let's get to it!

This is your introduction to the Marketing Cloud Administration section of the course!

In this section we'll cover:

• How to find Reports in Marketing Cloud.

• The Report Catalog.

• Setting Report Filters in Analytics Builder.

• How to Run Reports.

• The Different Tracking Metrics in Email Studio.

This section contains A LOT of good information, so let's get to it!