Salesforce Marketing Cloud Resources
Salesforce Marketing Cloud is The Salvation Army’s platform for email marketing. We have a territory-wide email marketing campaign managed at THQ in partnership with DEG Digital. Divisions may create supplemental ad hoc emails for their local service area. if you want to create an email contact [email protected] or [email protected].
Before you ever create an email, these are the best practices you’ll need to know to ensure deliverability and engagement.
We follow a standard naming convention for all uploaded media, templates, filtered data extensions, etc. Start all names with USC-DIV-DATE or USC-DIV-CORPS-DATE. For one-time use items, like emails or filtered data extensions you don’t forsee using more than once, include the date. For items you will regularly use, replace the date with a one or two word description, such as “Metro Area” for a filtered data extension that pulls in all metro ZIP codes. Add additional details to the name after the format indicated as needed. Always complete the description for each item you create so that others can quickly understand its function. The description should be intuitive and not use abbreviations.
For new ad hoc emails, following this naming convention: YYYYMMDD_AdHoc_DIV_EmailCampaign. Replace YYYYMMDD with the date your email will deploy. Replace DIV with your division’s three digit code. Replace EmailCampaign with details about this specific email campaign.
Template Overview
Merkle has designed custom, dynamic email templates and content blocks for the central territory that are fully mobile-responsive and optimized for proper rendering and deliverability across all email clients.
The audience you are targeting will determine which template to use. We have three: Corps template, area template and a THQ division template. If you are sending to a specific corps use the corps template. Area template if you are sending to a specific area. All else should use the THQ Division template. Templates include dynamic text in the footer and will pull in the recipient’s corps, area or division (respectively) in the footer. These templates should be used for all ad hoc emails. Templates are saved here, for reference: Content Builder>Templates>Dynamic Email Templates. See below for how to build an email from an ad hoc template.
Building an Email from a Template
Log in and go to Email Studio – Email – Content in Marketing Cloud. Click the blue “+Create” button in the top right corner of the screen. Select “Email Message.” A new screen will pop up. On the “Define Properties” tab, ensure the drop-down next to the words “Create Email” has “Template” selected. Select the “Saved” tab under the drop-down. Select the folders button, navigate to: Content Builder>Templates>Dynamic Email Templates. Choose from Corps, Area or THQ Div according to your audience.
What’s that Block of Code at the Top of My Email?
It’s called Global AMPScript, and allows you to update the donation links in your template’s header and footer without needing to create a brand new template for each ad hoc email you send. It’s the first thing you’ll see under the Subject/Preheader and begins with “%%[/* Global AMPscript.”
It should not be removed from the template, as doing so will eliminate the header/footer donation links completely. (If it’s ever accidentally deleted, you can add it back just like you’d add any other content block. The block is called “global-ampscript.”) Within your template, whatever header and footer donation links are set in the Global AMPscript will be brought into all emails you build using the template as the default. Then, they are editable within each individual email you’ve created. Any changes you make to these links within your new email will only affect that email. You should edit the header and footer links in each email you build to match the donation ask in the body of the email and to add the email’s deployment date into the URL’s source code 1. See “Donation Links & Revenue Tracking” below to learn how to update the Global AMPscript donation links.
Revenue Tracking Overview
In order to know whether or not our emails are being effective at driving revenue, we need to take the following steps to enable revenue tracking. If you follow the steps below, you will know how much revenue came as a result of a click in an email, which emails drove the most revenue and where users are clicking in your emails to give.
Step 1: Select or Create a Classy Campaign for Use in Your Email
For general, year-round giving from email, appoint a donation form campaign in your division’s Classy account that is only linked from emails (not promoted on your website, social media, etc.). Having this default campaign available for email use allows you to quickly create an email with donation links without the need to create a new Classy campaign for every email you send.
Watch the Classy Donation Pages and Crowdfunding video training if you need help setting up a Classy campaign. Be sure that the campaign name for the form includes “(Email)” at the end. You also need to add a designation during form set up (Details – Program Designations) that includes Email as the marketing source. See the Classy page for the correct Program Designation format to follow.
When your email is promoting designated giving (to a specific program and/or location), or the call to action is to support a campaign that spans all digital platforms (ex: crowdfunding campaigns with goals, impact giving amounts, public-facing thermometers, etc.), you can link to a shared Classy campaign. In this case, source codes will allow us to differentiate revenue from email vs. other digital platforms.
Step 2: Set Default Donation Links in Your Template
Within your division’s email template in Marketing Cloud (Content Builder>Templates>2020>New Division Templates – Responsive + Preference Center.), click on the Global AMPscript code block at the top. This will open a content editor on the left where you can edit the default donation URLs. There are two donation URLs controlled by the AMPscript – @header_donateURL and @footer_giveTodayURL. You’ll want to populate them with your general email donation form URL created in step 1. Be sure to replace both instances of the URL in the AMPscript code. Also, includes Classy source codes following our standard format for email by adding this string to the end of your Classy URL for the header button – ?c_src1=EmailDIVYYMMDD&c_src2=HeaderDonateButton – and this string to the end of the URL for your footer text link – ?c_src1=EmailDIVYYMMDD&c_src2=FooterGiveTodayLink. The general email donation form will now be the default giving link in the header and footer for every email you create. More about source codes below. All you’ll need to update in these links for the emails you build using the template will be the source code dates.
(NOTE: We do not link to the national donation form from email. That is because these donations will not be as easily tracked back to your email as the revenue source.)
Step 3: Add Source Codes to All Donation/Classy Campaign Links in Emails
Source codes place a reportable value on transactions in Classy that show not only that the revenue came from email – but which email by date and/or where the subscriber clicked to give. Including source codes is REQUIRED for all emails sent through Marketing Cloud as part of our territory-wide email revenue reporting process.
Adding source codes simply means appending a string of text/data to the end of a Classy page URL. Complete step 3 for each email you create by following these steps:
- Each new email your create will inherit the local donation form default URL you set in step 2, but you retain the ability to edit it. When you create a new email from your template, find the Global AMPscript block of code at the top of the email. Click on it to open a content editor on the left. Find the two instances of the URL that you replaced in step 2. If the default form is the preferred giving link, you can simply add source codes for tracking. Or, you can swap out the entire URL with another Classy campaign, also including source codes in this instance. Include source codes by adding a query string to the end of each URL that identifies your division, the email date, and the location of the donor’s click (see our standard format below).
- In addition to updating the AMPscript for each email you create (which controls the header and footer donation links only), you also want to add this tracking code to ANY Classy campaign links (donation forms and other Classy landing pages) in the body of the email. Click on the content block in the body of the email that contains the Classy link, then add the query string to the URL (see format below).
Standard Source Code Format for Email Tracking
HEADER DONATE BUTTON, ADD THIS TO END OF THE LINK URL: ?c_src=EmailDIVYYYYMMDD&c_src2=HeaderDonateButton
FOOTER GIVE TODAY BUTTON, ADD THIS TO END OF THE LINK URL: ?c_src=EmailDIVYYYYMMDD&c_src2=FooterGiveTodayLink
BODY DONATE BUTTON , ADD THIS TO END OF THE LINK URL: ?c_src=EmailDIVYYYYMMDD&c_src2=BodyDonateButton
ANY OTHER LINK IN THE BODY, ADD THIS TO END OF THE LINK URL: ?c_src=EmailDIVYYYYMMDD&c_src2=DescriptiveLocationForClick
Update the bolded text. DIV = Your division’s three letter abbreviation. YYYYMMDD = The deployment date. After the date, you can add identifying information about the email, like the email name. Do not exceed 30-characters per source code, as that is Classy’s limit. Be sure to test each URL with the code appended to be sure the correct donation form still displays.
Creating a New Email
For every local ad-hoc email you need to send, you will start by creating a new email from your division’s template. Here’s how:
Log in and go to Email Studio – Email – Content. Find the blue “Create” button on the right. Click to create a new email. Select to create an email from a template, and find the copy of the template you named for your division. Click the Select button at the bottom of the screen to name and start building your email. Use our naming convention, as outlined above.
Adding Content Blocks
Once in Edit mode for the new email you created, you will see a tab for Content (second from the left). This tab contains all of these plug-and-play content blocks that DEG Digital designed for use with our template (as seen in the mobile and desktop templates above). All are fully-optimized and tested. (You’ll see versions of the blocks others have used in this tab too, and they display based on creation date. Search the names found here – “Available Content Areas by Name” – in Marketing Cloud to quickly find the content blocks you want to use.) Once you’ve found a content block you want to use, simply drag it into the body of the email – labeled as Content Area – and begin to edit the text. Any content blocks that contain images list the optimal dimensions in pixels. You have the ability to reorder blocks within the email as you build it out within the content area.
Changing the Header & Footer Links
Be sure to follow the steps under “Donation Links & Revenue Tracking” above to appropriately track any revenue received in this email. Step 3 needs completed for each new email you build.
Our email template is 640 pixels (px) wide. Any images that span across a full width of the email need to be sized to 640 px wide, and the height will scale accordingly.
2 images side-by-side need to be 285 px wide each. It’s ideal that their heights be the same to keep the flow of the template.
4 images side-by-side need to be 152 px wide each. It’s ideal that their heights be the same to keep the flow of the template.
If you go to Content Builder > Templates > 2018 > Responsive Template > Content Blocks, you can click on the saved out content areas. There are placeholder boxes for images so you can see specs in further detail. These have set heights, but don’t let that confuse you as heights can be adjusted.
Data Extension Overview
We use data extensions to build the audience we want to receive an email.
Our full Central Territory engaged audience data extension is: Master_Engagement_2020 (Salesforce Data Extensions>New CRM Data Extensions>Master Engagement 2020>Master_Engagement_2020)
Full division engaged audience data extensions are found here: Salesforce Data Extensions>New CRM Data Extensions>Master Engagement 2020>Find Your Division’s (Ex: EMI_DE_CRM_ENG2020)
Audiences you build for your ad hocs should be saved here: Salesforce Data Extensions>New CRM Data Extensions>New CRM Division DE’s>Find Your Division’s Folder
Ad hoc audiences should be created as new filtered data extensions, selecting your full division engaged audience (see above) as the source. Once created the first time, these can be reused for future sends.
Sending to Your Entire Division
If you want to send an email to your entire division, this audience already exists so you don’t need to create a new one. Simply list your division’s engaged data extension (found here: Salesforce Data Extensions>New CRM Data Extensions>Master Engagement 2020>Find Your Division’s) as the desired audience when you request an email deployment. (Ex: EMI_DE_CRM_ENG2020) Yours will include your division’s three letter abbreviation, then an underscore and the letters “DE_CRM_ENG2020″.
Sending to a Select Area of Your Division
If you want to send an email to a subset of your division, you will need to create a new, filtered data extension, using your division’s engaged data extension (DIV_DE_CRM_ENG2020) as the source. By selecting your division’s data extension as the source, you start with a base of all your subscribers in this new data extension, but then add filters to only include those in your area who meet additional criteria. An example would be adding filters to only include people with Zip Codes in your metro area.
To start a new filtered data extension, go to Email Studio – Email – Subscribers – Salesforce Data Extensions – click the blue “Create” button in the top right corner and choose “Filtered Data Extension” – then select your division’s existing data extension (ex: DIV_DE_CRM_ENG2020 in this folder – Salesforce Data Extensions>New CRM Data Extensions>Master Engagement 2020>Find Your Division’s) as the source. Then, you will be taken to a screen where you can select the criteria you want to filter.
Most often, you will be filtering to include or exclude certain Zip Codes in your division. We recommend using the “Zip Code” field vs. the Address – City or Address – State fields to segment, since we only require Zip Codes and may not have the other two fields for all contacts in your division. Please also note that the “Billing Postal Code” field does not include any updates users have submitted via the preference center for the geographic area they want to receive emails from. The “Zip Code” field accounts for any updates in the email preference center and fills in the Billing Postal Code from the CRM when no updates have been made.
Here’s an example of how the logic to include select Zip Codes should be added: “ZipCode begins with 49221 OR ZipCode begins with 49228 OR ZipCode begins with 49229” Using “begins with” ensures that those who have a 9-digit ZIP in the CRM will still be added to your audience based on a match of the first 5-digits.
Add all desired criteria. If more than one filter exists, be sure to set it to either “AND” or “OR” so it knows whether one of the filters or all of them need to be true to include a subscriber. You can have multiple groups of “AND” or “OR”. For example, you can say “this Zip Code OR this Zip Code OR this Zip Code” AND “gave at this level last year”. When you are building the filtered audience, you’ll see a list of all available fields for filtering from the contact’s record in our CRM on the right hand side. These additional fields allow you to segment based on criteria such as giving level, last gift date and more.
When you click to “Save and Build” and name it according to our standard naming convention, you are creating a new, filtered data extension – your audience for the email you want to send. Save this filtered data extension in your division’s folder at this location – Salesforce Data Extensions>New CRM Data Extensions>New CRM Division DE’s. List this new data extension as the desired audience when you request an email deployment.
Requesting a Deployment & Timeline
After you have completed the email design and content population, use the on-screen prompts to “Preview and Test” it. Then, it’s time to submit it for review. All ad hoc emails will be deployed by DEG. Ad hoc email deployment requests must be received in Teamwork at least 7 business days prior to the requested deployment date, except in times of disaster or another urgent need, like empty volunteer spots a few days before an event.
Why? We do a creative/strategy review here at THQ which may result in some suggestions back to the division, and then take a couple other steps, like verying that query strings have been added to Classy donation links so that we can track any revenue directly back to your email for reporting purposes. Then, THQ passes the email on to DEG, who checks to ensure the email is safe to send, will not land in SPAM folders and will display properly across all email clients. They also complete the actual scheduling for deployment and set up any requested deployment variables (such as dynamic content). We ask that divisions plan ahead as much as possible.
Submitting Your Email: Teamwork
Teamwork is the technology we use to collaborate on local ad hoc email requests from divisions. There is a Tasks area, which contains our shared email calendar, and a Messages area, where divisions can request local, ad hoc email deployments. Each staff member has a unique login to the system.
Video: Teamwork Training Session with DEG/How to Request Ad Hoc Deployments
DEG hosted a virtual training session with divisions in August 2018 to outline the process for requesting ad hoc email deployments.
Step-by-Step: Requesting a Local Ad Hoc Email Deployment
After you have created a new email from your template and built/selected the audience data extension in Marketing Cloud, you are ready to request deployment in Teamwork. Please use the email name format of YEARMMDD_AdHoc_DIV_EmailName in all steps:
Please note this process was updated slightly in 2020. You no longer need to add a task and the new grid document for completion contains prompts to save you from needing to look up items like your division’s sender profile.
Under Files, download the file called “Grid – Full Execution – TSAC_DeploymentDate_AdHoc_Division_EmailName UPDATED.xls” (Or, click the name to download.) Complete the first two tabs only. Complete anything listed as required or where there’s a dropdown/yes or no question.
Under Messages, “Add a Message” and use the name format of “YEARMMDD_AdHoc_DIV_EmailName.” Use the deployment date for YYYYMMDD. Attach your completed grid file and type any notes DEG will need to know. Tag yourself + Nicole Nicklin and select your division’s category before posting.
Territory-Wide Campaign Overview
DEG Digital has been hired for the strategy and management of our territory-wide email marketing campaign. The territory-wide campaign will include 4 deployments per month (up to 6 per month during the holidays). Campaign creative was designed to find new ways to communicate the shared themes that we all need to relay to our supporters between now and January. Divisions can send additional, supplemental emails for hyper-local needs (local events, specialized volunteer needs, additional matching opportunities, etc.). These ad hoc deployment requests will be submitted in Teamwork (see above).
Video: Email Strategy from DEG
Our email strategy is prepared in approximately 6-9 month increments. DEG and THQ will host calls with divisions about the upcoming months on a rolling basis. Divisions can use this territory-wide strategy to help in planning their additional, hyperlocal email sends.
- September 2020 – March 2021 (Call from August 2020) / passcode: tC+LG^07
- February – August 2020 (Call from January 2020)
- September 2019 – February 2020 (Call from August 2019)
- February – September 2019 (Call from January 2019)
- August 2018 – January 2019 (Call from August 2018)
Presentation Slides: Email Strategy from DEG
To supplement the video above, here are the full presentation decks that were shared by DEG.
- September 2020 – March 2021 (Call from August 2020)
- February – August 2020 (Call from January 2020)
- September 2019 – February 2020 (Call from August 2019)
- February – September 2019 (Call from January 2019)
- End of August 2018 – January 2019 (Call from August 2018)
Preview Creative: InVision
Invision is where all territory-wide email creative will be shared with divisions in advance. You can typically find creative at least 3 business days in advance, though we strive to provide it sooner when possible. Each staff member has a unique login to In Vision, which is required to view the content.
NEW VIDEOS: HOW TO BUILD, TEST & SUBMIT EMAILS
In fall 2020, DEG began recording a video training series for our divisions. Each video is short and aims to tackle a specific step in the ad hoc email creation process. Please see the first three below. More are in progress.
How to Create an Ad Hoc Email ( Passcode: 75M%bqE= )
How to Build an Ad Hoc Email Using Our Template ( Passcode: C9Ym=6K8 )
How to Add Personalization to Emails ( Passcode: CW3Ww1+@ )
How to Internally Test an Ad Hoc Email ( Passcode: 1i?G3r4Y )
How to Submit a Request for Ad Hoc Email Deployment using Teamwork ( Passcode: 0J%E9+9h )
Presentation: On-Site Marketing Cloud Training with DEG
DEG hosted an on-side training for our divisions at THQ in June 2018. Here’s the presentation slides they shared.
Marketing Cloud: Accelerator Library
Salesforce offers Marketing Cloud training to all clients through the accelerator library. These trainings won’t be specific to our instance of Marketing Cloud so there will be differences, but they may be able to serve as a refresher to supplement our client-specific training, or help you grasps things like the larger capabilities of email through Marketing Cloud.
Post-Training Resources to Bookmark
Following our on-site training with DEG, they provided the following bookmarks list for divisions to help when you run into an issue or forget how to do something:
List of Email Reports with Description
Query Examples for the Data View Tables
Marketing Cloud Support
For any issues with the Marketing Cloud platform or questions during the email creation process, please email Nicole Nicklin.
