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BEST PRACTICES: Marketing Cloud - Targeted Email Messaging

Knowledge Article Number 000231184
Description
Salesforce Cloud Services
Tools for Targeted Messaging

Segmentation
Segmentation is the key to delivering targeted, relevant messages that speak to your subscribers' specific needs, wants, and interests. We offer a variety of methods to sort your subscriber lists into smaller, more targeted subsets.
Types of Segmentation:
  • Groups are a subset of a list. You can create four different types of Groups:
Attribute Based (“people who live in New York City”)
Random (Automatically generated)
Interval-Based (“include every third subscriber”)
Data filter (Drag & Drop option, outlined below)
  • Measures use subscriber behavior to segment your subscriber base through measures. For example, you can find all subscribers who have opened an email within the last 3 months. Below are a few examples of measures:
Bounce, Click, Forwarded to a Friend, Sent, Open, Unsubscribe
More info here
  • Data Filters are similar to a group, except that data filters can be applied to Data Extensions and can include and/or statements. A data filter will segment your subscribers on a list or a data extension, according to the criteria you set.
Data Source for filters: Profile Attributes (if you are using lists), or Data Extensions
Examples:
[Interest (is equal to) Fashion] OR [Age (is greater than) 15 AND Age (is less than) 41]
This says send to those who like fashion, or those who are between the ages of 15 and 40.
  • Query Activities retrieve Data Extension data or view information that matches your criteria and use that information to populate a Data Extension. A query activity uses SQL and AMPscript.
More information here

Personalization Strings
A personalization string is a tag that lets you insert any of the attributes in your account (such as subscriber name) into your emails. Personalization strings can appear in the subject line of the email or in the email's content boxes. You may have heard personalization strings referred to as merge fields or substitution strings. You can use personalization strings in three different ways:
Data About the Email
Example: %%xtmonth%% = Full name of the month which email is sent
Example: %%linkname%% = Descriptive name of hyperlink, aka link alias.
Data About the Recipient and Subscriber List
Example: %%emailaddr%% = Subscriber’s Email Address
Example: %%mobile_number%% = Mobile Number
Data About the Sender
Example: %%replyname%% = Your reply name, as defined in your account settings
Example: %%memberid%% = Your account ID (MID)

Dynamic Content
Dynamic content is content that displays in a content box according to the rules that you define based on the subscriber's attributes or data extension column values. By using dynamic content, you can ensure that a more-tailored message is reaching your targeted audience.

Four Elements of a Rule:
1. Defining Attribute: The profile on which you want to base which subscribers see this content.           
 Example: Gender
2. Operator: The relationship between the attribute and the value that you select.
Example: “is equal to”, “contains”
3. Value: The attribute values to be used in determining which subscribers see this content
Example: Female
4. Content: The Content that will display if a subscriber meets the attribute requirements defined.
Example: If Female is equal to Gender, display Dresses Content Box.

Predictive Intelligence
Delivering an average of 250,000 decisions per minute, Predictive Intelligences gives you the power to create highly relevant, individualized content or product recommendations across the customer journey. Every interaction is an insight. With every click, download, view and purchase, customers are giving your brand an understanding of their wants, needs, and lifestyle. This customer profile is coupled with algorithms to predict what piece of content will be most engaging to each individual customer. Integrated across email, mobile and web products, Predictive Intelligence is leveraged to deliver in real-time, the most engaging and personalized experience.

Best Practices and Information about PI HERE

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