6 New Marketing Cloud Features To Help You Power Personalisation

As a marketer, you need to ensure you’re delivering the right message to the right audience. With Data Extension Query Support, you can analyse the performance of your messaging by unique audience attributes stored in Marketing Cloud’s Data Extensions. This helps drive higher engagement and brand loyalty. With this new feature, you can:

• Enrich your query analyses by connecting up to 30 data extensions to your subscriber-level and aggregate Marketing Cloud engagement data
• Perform codeless queries with audience attributes from Data Extensions to uncover new optimisation opportunities
• Understand the structure and rows of your Data Extensions with standalone querying

Triggered Campaign Messages combines the best of Marketing Cloud Personalisation with the powerful outbound communication engine of Journey Builder. This can help you reengage customers on their preferred channel. Deliver personalised, relevant messages based on deep, contextual customer behaviour, all in real time to:

• Trigger an email, mobile app message, push notification, next best action/offer, or an in-store experience based on an individual’s behaviour
• Measure the amount of time an individual spends on your site, and understand the business context
• Use powerful real-time segmentation and sophisticated artificial intelligence to determine and deliver contextually relevant experiences that inspire customers to take action

When it came to prospects interacting with marketing assets, marketers previously needed to run multiple automations to segment effectively and at scale. The new Conditional Completion Actions allow marketers to run these automations in one place. Get even more granular with personalisation on your emails, forms, and other assets by only triggering follow-up actions if a prospect meets a certain set of criteria. You can now:

• Suppress certain groups from getting added to lists, engagement campaigns, or receiving auto-responder emails
• Easily assign prospects to the correct user
• Route leads to more personalised journeys by further segmenting prospects at the point they interact with content

Customers are investing increasingly in enterprise database software. These databases act as repositories of information from all teams across the entire organisation. Previously, getting data from the marketing team was a hassle. Marketing data is often complicated and relatively siloed, so teams are tasked with making marketing data more accessible enterprise-wide. We are meeting this trend of database investment with the new Database Exports feature. With Database Exports you can:

• Automate the export of cleansed and harmonised marketing data into your organisation’s database
• Make marketing data available to other parts of your organisation for deeper analysis and insights
• Back up the data you have in Intelligence in your preferred database, creating an audit-proof system of all enterprise data

Are you worried that your customers will feel email fatigue from too many messages? The new “What-If” analyser tile on the Einstein Engagement Frequency dashboard predicts how your next email send will affect engagement. This will help you:

• Avoid email fatigue that comes from oversaturating your subscribers
• Visually test multiple message frequency scenarios to understand how additional messages will affect engagement over time
• Determine how many emails to send for your upcoming campaigns