Requirements

• Email Marketing Best Practices Recognize and implement industry standards for effective email marketing.
• Email Studio Basics Navigate the Marketing Cloud Email Studio interface.
• Subscriber and Data Management Work with subscriber lists and data extensions.

Description

The Salesforce Marketing Cloud Email Specialist course is a comprehensive program designed to help digital marketers, Salesforce users, and professionals seeking to enhance their email marketing skills. This course offers in-depth training on how to leverage Salesforce Marketing Cloud to create, manage, and optimize email campaigns that drive customer engagement and business success.

As email marketing continues to be one of the most effective strategies in digital marketing, mastering a robust platform like Salesforce Marketing Cloud is essential for those looking to enhance their marketing expertise. This course will provide you with the knowledge and practical skills required to navigate the Marketing Cloud interface, develop targeted email campaigns, and analyze campaign performance.

By the end of this course, you will be fully prepared to sit for the Salesforce Marketing Cloud Email Specialist certification exam, which will validate your expertise in using Marketing Cloud to create impactful email campaigns.

Key Learning Objectives:

1. Understanding Salesforce Marketing Cloud:

   • You will start by gaining a solid foundation of Salesforce Marketing Cloud, including its different components, such as Email Studio, Automation Studio, Journey Builder, and more. You’ll become familiar with the platform’s user interface, and how each feature supports effective email marketing strategies.

2. Email Studio:

   • Learn how to use Email Studio to create and send personalized, responsive emails. This includes designing email templates, adding dynamic content, and creating attractive, mobile-optimized email layouts. You'll also explore how to manage email deliverability and comply with email marketing regulations, including GDPR and CAN-SPAM.

3. Subscriber Management:

   • Understand the importance of subscriber data management in email marketing. You will learn to work with data extensions, import and export subscriber data, and create segmentation strategies. Effective segmentation is crucial for personalizing emails, and this course will teach you how to segment your audience based on behavioral and demographic data.

4. Automation Studio:

   • Dive deep into Automation Studio, a tool for automating and scheduling emails. Automation is essential for sending timely and relevant messages to subscribers. You will learn how to automate welcome emails, cart abandonment messages, and re-engagement campaigns. Additionally, the course will cover how to set up complex workflows for automated campaigns.

5. Journey Builder:

   • Journey Builder allows you to create multi-step, automated customer journeys. In this course, you will learn how to use Journey Builder to create dynamic email campaigns that are triggered by customer behaviors. From nurturing leads to welcoming new subscribers, you’ll explore how to design customer journeys that guide prospects through the marketing funnel.

6. Advanced Email Marketing Strategies:

   • The course will cover advanced topics such as A/B testing, email personalization, and responsive email design. You will learn how to run A/B tests to identify what resonates best with your audience, personalize emails for greater engagement, and design emails that look great across all devices.

7. Analytics and Reporting:

   • Learn how to measure the success of your email campaigns using Salesforce Marketing Cloud’s reporting and analytics tools. You will explore key metrics like open rates, click-through rates, bounce rates, and conversions. The course will teach you how to interpret these metrics and use them to optimize future campaigns.

8. Deliverability Best Practices:

   • Achieving high deliverability rates is critical for any email marketer. You will learn how to implement best practices to ensure your emails reach your subscribers' inboxes. The course will guide you through strategies for sender authentication, domain management, and avoiding common email deliverability pitfalls.

9. Regulations and Compliance:

   • With email marketing being heavily regulated, especially in terms of data privacy, this course will cover the key regulations that marketers need to follow, including GDPR, CAN-SPAM, and CASL. Understanding how to comply with these regulations is crucial to maintaining trust with your subscribers and avoiding penalties.

Course Structure:

This course is divided into multiple modules, each focusing on a specific aspect of email marketing within Salesforce Marketing Cloud:

1. Introduction to Salesforce Marketing Cloud

   • Overview of Marketing Cloud and its features

   • Getting started with the platform

   • Setting up your first email marketing campaign

2. Working with Email Studio

   • Creating and sending email campaigns

   • Designing emails using templates and content blocks

   • Personalizing emails with dynamic content

3. Managing Subscribers and Data Extensions

   • Importing, exporting, and managing subscriber lists

   • Using Data Extensions for advanced segmentation

   • Best practices for audience segmentation

4. Setting Up Automation with Automation Studio

   • Creating automated email workflows

   • Scheduling and triggering email campaigns

   • Managing automated campaigns effectively

5. Building Customer Journeys with Journey Builder

   • Creating multi-step, behavior-based journeys

   • Personalizing customer journeys based on engagement

   • Tracking the performance of customer journeys

6. Advanced Email Marketing Techniques

   • A/B testing strategies for email marketing

   • Responsive email design techniques

   • Optimizing email subject lines and content for better engagement

7. Analyzing Campaign Performance with Reporting and Analytics

   • Using built-in reports to measure campaign success

   • Interpreting key metrics to refine strategies

   • Analyzing subscriber behavior to optimize campaigns

8. Improving Deliverability and Managing Compliance

   • Ensuring high deliverability rates

   • Sender authentication and domain management

   • Complying with GDPR, CAN-SPAM, and other regulations

Who this course is for:

• Email Marketers
• Marketing Specialists and Consultants
• Salesforce Users