Email Campaigns in Salesforce Marketing Cloud: Sender and Delivery Profiles and Send Classifications

By Chester Bullock, Mark Pollard

Before you ever write your first bit of email content, your Salesforce Marketing Cloud account configurations are already contributing to the success of your email campaigns. Your sender and delivery profiles and your send classifications are simple, but they play an important role in helping your emails make it to your subscribers’ inboxes and convincing your subscribers to open them.

Following is a brief definition of these features:

  • Sender profile: Where you set up the From name and email address that appears in your subscriber’s inbox.

Using a recognizable From name is one of the most important factors in establishing brand awareness and trust with your audience. Studies have found that the From name is as important as — or even more important than — the subject line in determining whether a subscriber opens an email.

  • Delivery profile: Where you indicate the IP address from which the email is sent, as well as the header and footer.

The header that we’re talking about here is the text at the very beginning that includes code to generate a link to the web page version of the email. This is not the header graphic or other content you design to appear at the beginning of a particular email.

The footer is the text at the very end of the email. It includes, among other things, the legally required elements of your email, such as a physical mailing address and an unsubscribe link.

  • Send classification: Where you categorize the email content as Commercial or Transactional. Commercial messages are more tightly regulated under the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) act.

You can use a send classification to set the priority level of the email. The platform uses the priority to determine which sends to process first when there is a lot of sending activity.

The send classification is also where you specify the sender and delivery profiles. When it comes time to send the email, the send classification is the only thing you need to choose because the correct sender and delivery profiles are also included.

By setting up these three tools before you send emails, you save time and reduce the chance for human error. You’re not limited to just one of each, either: You can create as many sender and delivery profiles and send classifications as you need to achieve your email goals.

Creating a sender profile

Use the following steps to create a sender profile:

  1. From the toolbar in the Email Studio app, select Admin.
    The Admin screen appears, including a navigation tree on the left side of the screen.
  2. From the left navigation menu, click the + next to Send Management to expand the menu. Click Sender Profiles and then click Create from the toolbar.
    A new sender profile appears.
  3. Enter the name for the profile.
  4. In the Sender Information section, choose the option to Use Specified Information and enter your From name and From email address.

    Make sure that the domain of your From email address matches a domain that is set up with authentication using SPF (Sender Policy Framework) or domain keys, or both. Usually this is the same domain that has been configured in your account for sending. Using a different, non-authenticated domain can seriously harm your message’s chance of being delivered.

  5. If applicable, use the options under Custom Reply Mail Management to indicate how to process any replies you receive to your messages.
  6. Click Save.

You can use substitution strings in the From name and From email fields to cause a different value to appear depending on which subscriber the email is addressed to. For example, if your subscribers have a personal relationship with your agents, you could use substitution strings to populate the From name and email address with the contact information of the subscriber’s agent.

To do this, you must create a subscriber attribute or a data extension field with the agent’s name and email address and reference that attribute or field with a substitution string. For example, if the subscriber attribute or data extension field were called agentname you would enter %%agentname%% in the From name field.

Creating a delivery profile

Usually the default delivery profile created for your account is the only one you need. Unless you have a specific reason to create an additional delivery profile, you can skip this procedure and simply specify the default delivery profile when you create your send classification.

If you decide to create a delivery profile, follow these steps:

  1. From the toolbar in the Email Studio app, select Admin.
    The Admin screen appears, including a navigation tree on the left side of the screen.
  2. From the left navigation menu, click the + next to Send Management to expand the menu. Click Delivery Profiles and then click Create from the toolbar.
    A new delivery profile appears.
  3. Enter the name for the profile.
  4. If applicable, in the Delivery Information section, select an IP address from the Private drop-down menu.
  5. Select a header and a footer to use with this delivery profile.
  6. Click Save.

Creating a send classification

Use the following steps to create a send classification:

  1. From the toolbar in the Email Studio app, select Admin.

    The Admin screen appears, including a navigation tree on the left side of the screen.

  2. From the left navigation menu, click the + next to Send Management to expand the menu. Click Send Classification and then click Create from the toolbar.
    A new send classification appears.
  3. Enter the name for the profile.
  4. In the About CAN-SPAM Classification section, choose either Commercial or Transactional from the drop-down menu.
  5. If you choose Transactional, decide whether to select the Honor Source and Publication List Level Opt Outs check box.

    Selecting this check box prevents messages with this send classification from sending to subscribers with an Unsubscribed status.

    If you select a Transactional send classification for your email send, Marketing Cloud doesn’t check for the email elements that the CAN-SPAM act requires in marketing emails. Additionally, if you do not select the Honor Source and Publication List Level Opt Outs check box, people who previously unsubscribed will receive the email message.

  6. In the Sender Information section, choose the sender profile and delivery profile you want to use for this classification of send.
  7. In the Send Priority section, choose the priority of the message.

    Usually you leave this field set to Normal. Higher priority sends may cost more to send.

  8. Click Save.

For a truly transactional message, such an email receipt from an online purchase, these behaviors are exactly what you want. However, there are legal ramifications for these behaviors if the message is truly commercial in nature.

Please proceed with caution! If you’re not sure whether your message meets the legal definition of “transactional” or if you’re not fully aware of the policies around CAN-SPAM compliance, please discuss this with your legal counsel before proceeding.