Creating and Managing Campaigns in Salesforce Marketing Cloud - dummies

Creating and Managing Campaigns in Salesforce Marketing Cloud

By Chester Bullock, Mark Pollard

A key to a successful marketing campaign is keeping track of the components that make up your campaign. Salesforce Marketing Cloud includes a dashboard tool intuitively called Campaigns, where you can group the email, mobile, social, and other marketing efforts related to the same campaign.

By grouping the campaign components in the Campaigns tool, it’s easier to plan, execute, and measure the various kinds of efforts all in one place. For example, by associating multiple email sends with a campaign, you can easily review the performance of all the emails.

campaign emails Salesforce Marketing Cloud
Separate email sends brought together in a campaign.

Campaign associations

The process for creating a campaign has two distinct phases. First you must define the campaign itself, and then you must select the associations (email, mobile, social, and other marketing efforts) that belong to the campaign.

You have to create the associations in the appropriate Marketing Cloud apps before you can add them to the campaign. You can add the following association types to your campaigns:

  • From Email Studio:
    • Email: A regular email that you create and send to a list of subscribers
    • Triggered send: An email that Marketing Cloud sends automatically in response to a subscriber action, such as completing a support form
  • From Mobile Studio:
    • Mobile message: An SMS (text) message
    • Push message: A message sent to subscribers through a mobile app
  • From Social Studio:
    • Twitter update: A tweet sent from your corporate Twitter account
    • Facebook update: A status update added to your Facebook page
    • Facebook tab: Facebook fan pages managed through the SocialPages app
  • From Web Studio:
    • Sites: Collections of website pages hosted through your Marketing Cloud account
    • Landing page (email): A single website hosted through Marketing Cloud
  • Audiences:
    • Subscriber list: A collection of email subscribers
    • Subscriber group: A filtered subset of a subscriber list
    • Data extension: A collection of email records stored in a configurable data table
  • Other content:
    • Automation: A series of tasks performed in sequence
    • Event: An event you create using the calendar.

You can add associations to a campaign from the Campaigns tool or from the app where the association was initially created. For example, you can add an email as an association to a campaign from the Email app.

Creating the campaign

Before you can associate marketing activities to a campaign, you have to define the campaign itself. You provide just a small amount of information in the Create Campaign dialog box so that Marketing Cloud has something to add associations to.

Define Salesforce Marketing Cloud campaign
Defining a campaign gives Marketing Cloud an umbrella to put your marketing efforts under.

You need the Create and Edit permission for Campaigns to perform this procedure.

To define a campaign, follow these steps:

  1. On the toolbar, select Campaigns.
    The Campaigns tool appears.
  2. In the upper-right corner of the Campaigns tool, select Create Campaign.
    The Create Campaign dialog box opens.
  3. Complete the following fields:
    • Name: Enter the name of your campaign. Choose a name that is unique and lets a user know right away what the campaign is about.
    • Description: (Optional) Describe your campaign, including its intent.
    • Calendar Color: Use the color picker to assign a color to the campaign. Items in this campaign appear in this color on the calendar. Colors are a good way to create a visual link between similar types of campaigns.
    • Deployment Date: Assign a campaign start date and time. These dates determine where the campaign appears on the Calendar tool but do not affect the actual campaign deployment.
  4. (Optional) Complete any of the following fields:
    • Campaign Owner: Assign a Marketing Cloud user as the owner. The owner is the only person who can make modifications to the campaign settings.
    • Campaign Code: Assign a campaign code. Marketing Cloud does not assign campaign codes, but it provides this field so you can store a campaign code generated by another system you use, such as Aprimo.
    • Tags: Assign applicable tags. You also can add tags to a campaign later if you need to.
  5. Click Create.

Adding associations to a campaign

After you’ve defined the campaign, it’s time to add the associations.

You need the Associate permission for Campaigns to perform this procedure.

To add associations to a campaign, follow these steps:

  1. In the Campaigns tool, open the campaign to which you want to add associations.
  2. In the storyboard section, click the down arrow next to the Add to Campaign button.
    A drop-down list of associations appears.
  3. Select the association you want to add, and then click Add to Campaign.
    The system adds the association to your campaign. Repeat these steps for each association you want to add.
Salesforce Marketing Cloud campaign associations
To see the association in this list, you must create it in the appropriate app.

Tagging a campaign

Tags are descriptive keywords that you add to your campaign to help categorize it. You can use tags on a campaign to filter the list of campaigns that appears in the Campaigns tool and the events that appear on the calendar. You can use the tags on a campaign also in the Reports app to retrieve analytics on multiple campaigns with the same tag.

For example, you might add tags to the campaign to identify the following:

  • The marketing channels you use in the campaign, such as email, mobile, or web
  • The campaign type, say, monthly newsletter
  • The type of offer or content that the campaign promotes, such as one-day sales
Salesforce Marketing Cloud campaign tags
Tags on a campaign give you information at a glance.

To create a new tag to use in your campaigns, follow these steps:

  1. Pause the mouse pointer on your username in the upper-right corner of the Marketing Cloud toolbar, and select Administration from the drop-down list.
    A new window appears, listing several administrative options.
  2. In the top navigation bar, select the Account drop-down menu and choose Tags.
    The Tags overview screen appears, displaying any existing tags and the number of campaigns with those tags. There’s also an option to delete each tag.
  3. Select Create Tag.
  4. Type the tag’s name and an optional description.
    Tag names must be unique.