Email for marketplace businesses

Email for marketplace businesses

Your customer's relationship with your brand is complex. To borrow a phrase from the Beatles, it's more like a long and winding road than a short path from awareness to conversion. That's why the "one size fits all" model of email marketing doesn't work as well as it used to. Messages that treat every customer the same don't address each customer's unique situation, and the result is loss of engagement and contact with that customer. In today's complex retail environment, marketers have to listen closely for the signals their customers are sending and find the right timing and frequency to send messages that respond to those signals within a framework built to help the brand achieve its own objectives. This is hard enough for traditional retail brands that combine both brick-and-mortar and e-commerce. It becomes even more critical with the growth of "marketplace" e-commerce models. If your brand operates on the marketplace model and you're seeing diminishing returns from your email messaging, this information...
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A New Journey Builder Feature To Be Aware Of

A New Journey Builder Feature To Be Aware Of

I was updating content for a client’s journey in Salesforce Marketing Cloud the other day, and stumbled onto a new ‘feature’ I wasn’t aware of. This could be important for you to think about, depending on your workflow for updating emails in Journey Builder. Sending Email In Journey Builder When you add an email to go out from Journey Builder, you are basically creating a triggered send. Normally, triggered emails remain static until you pause them, publish the updates, and then restart them. This was true in Journey Builder for some time as well. In essence, if you had content updates to make, you could make them, test them, and then decide when you wanted to make them live. How it works now Now when you update an email that is part of a journey, the content automatically updates. The amount of time it takes varies, indicating to me it is part of some content check happening in a regular interval. SMS messages that...
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