Manage Users and Roles , Manage Business Units — Salesforce Marketing Cloud Engagement

Marketing Cloud Engagement User Management

• Marketing Cloud Engagement Administrator — This role assigns Marketing Cloud Engagement roles to users and manages channels, apps, and tools. (Hint: this is you!)
• Marketing Cloud Engagement Viewer — This role views cross-channel marketing activity results in Marketing Cloud Engagement.
• Marketing Cloud Engagement Channel Manager — This role creates and executes cross-channel interactive marketing campaigns and administers specific channels like Email Studio.
• Marketing Cloud Engagement Security Administrator — This role maintains security settings and manages user activity and alerts.
• Marketing Cloud Engagement Content Editor/Publisher — This role creates and delivers messages through applicable channel apps.

Create a Role

1. Navigate to Marketing Cloud Engagement Setup.
2. Use Quick Find to navigate to Roles.
3. A list of all the standard roles appears. Select an existing role to edit it or click Create to make a new one.
4. Give the new role a name and select the permissions to Allow or Deny for the role.
5. Save the role.

Create a User

With your roles ready to go, you can now add users to Marketing Cloud Engagement and apply a role to that user.

1. Navigate to Marketing Cloud Engagement Setup.
2. Use Quick Find to navigate to Users.
3. Click Create.

User Preferences

After logging in, your Marketing Cloud Engagement users can adjust their preferences in Marketing Cloud Engagement to manage their own user experience. Preferences include Time Zone, Culture Code (language), Name, and more.

1. To adjust your individual Marketing Cloud Engagement preferences, click Cloud Preferences under your username.
2. In User Settings, click Edit to change things such as your display name, reply email address, time zone, culture code (language), and more.
3. In Default Login Preference, select which Marketing Cloud Engagement app opens automatically when you log in to Marketing Cloud Engagement.

SSO Authentication

You can enable single sign-on (SSO) authentication for Marketing Cloud Engagement. Keep in mind the following when setting up SSO Authentication.

• Marketing Cloud Engagement supports identity providers that utilize the SAML 2.0 specification. The configuration must trust the Marketing Cloud Engagement product as a service provider, sometimes called a relying party.
• You need to create an encryption key for Marketing Cloud Engagement activities.
• After you engage and configure your service provider and create a key, you must configure Marketing Cloud Engagement to use that identity provider.
• Test your SAML enablement on a single user before enabling others on your account. You can better resolve any configuration issues or errors when dealing with a single user.

Review Single Sign-On Authentication Via SAML 2.0 on Salesforce Help for step-by-step instructions.

Resources

• Help: Marketing Cloud Engagement Roles
• Help: Marketing Cloud Engagement User Preferences
• Help: Marketing Cloud Engagement Users

Manage Business Units

Marketing Cloud Engagement by business units if you’re working with an Enterprise 2.0 tenant. Business units control access to information and sharing of information throughout Marketing Cloud Engagement.

A company with multiple divisions or brands can create a business unit for each brand, so that users within that business unit can access only their brand-specific content. You can then use user roles and permissions to control what users can do within a business unit.

NOTE : Business units are not available in Enterprise 1.0, Agency, or Core tenants.

Users working in a business unit can access all items created in that business unit. Share items with users in other business units by placing the items in a shared items folder in the Content and Subscribers sections of the applications.

NOTE : Before creating business units, map out your organizational structure for business units.

Create a Business Unit

Creating a business unit in the Setup app is easy.

1. Navigate to Setup in Marketing Cloud Engagement.
2. Click Business Units.

3. Click Create to get started.

Define the name, description, and other properties for the business unit.

1. You can customize the time zone and date format for the business unit, so consider where the majority of that business unit’s users are working to choose something appropriate.
2. Select the parent (top) level business unit for this new child business unit.
3. Add the display name and address used as the default email address when sending emails from the business unit.
4. Add a physical mailing address information that is included by default on emails from this business unit, as required by CAN-SPAM regulations.
5. Select an option for Unsubscribe Settings. If a subscriber clicks the unsubscribe link from an email sent by this business unit, does it unsubscribe that person from only the business unit? Or from all business units within the enterprise account?
6. Save your new business unit.

Add a User to a Business Unit

With your business units ready, you can now add users to the applicable business units.

1. Navigate to Setup in Marketing Cloud Engagement.
2. Click Users.
3. Select the user and click Manage Business Units to add a user to a business unit. (Tip: You can import a file that creates multiple users in a business unit.)
4. Select a default business unit for the user.
5. Assign the user to business units.
6. Save your changes.

Prepare to Send — Marketing Cloud Engagement Sends

Types of sends possible with Marketing Cloud Engagement apps.

We use the words messages and sends frequently to represent sending content from Marketing Cloud Engagement to an individual subscriber or a collection of subscribers, such as a list, group, or data extension. Marketing Cloud Engagement supports email (a message sent to an email address), SMS message channels (a message sent to a mobile phone number), in-app inboxes (messages sent within a mobile app inbox), push notifications (message pop-up sent through mobile apps), and LINE mobile messaging app.

We also group Marketing Cloud Engagement sends into two categories: user-initiated and triggered.

• User-initiated send: When you choose the subscribers and the time to send a message — that’s a user-initiated send. These are typically marketing-related messages. You manage the entire process of a user-initiated email message through Marketing Cloud Engagement. A monthly newsletter sent to company employees is an example of a user-initiated send.
• Triggered send: A triggered send occurs in response to an action that your subscriber takes. Although you define the content and interaction for that message, it sends automatically when a subscriber does something. These are often transactional messages. For example, sending a confirmation email to a customer who purchases something on your website is a triggered send.

Best Practices for Deliverability

We have plenty of resources for you to create effective messages. Check out these tips for improving the deliverability of your messages.

1. CAN-SPAM Act : if you’re not familiar with the United States CAN-SPAM Act, take time to review and understand the information that the Federal Trade Commission (FTC) provides about this law. The CAN-SPAM Act establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. Marketing Cloud Engagement processes unsubscribe requests to help you remain compliant with the CAN-SPAM Act. There are also specific settings in Marketing Cloud Engagement that you can use to differentiate commercial emails versus transactional emails, which are treated differently under the CAN-SPAM Act
   Learn Privacy and Data Protection Law trail
2. Content Detective : One of the easiest things you can do before sending a message is to run the Content Detective tool to identify potential spam triggers in your email content. This feature mirrors the logic used by spam-filtering software to identify words, phrases, and patterns that are likely to trigger filters and then recommends a resolution to each identified problem. For example, words such as “100% Free” or “click here” are flagged by Content Detective as problematic. This gives you an opportunity to fix your content before sending.
3. Text Versions : When you create emails in Marketing Cloud Engagement, consider that some of your subscribers set their inboxes to receive text emails, not HTML. Preview and modify text versions to ensure those subscribers are still receiving an impactful message. While you’re in the editor workspace, click Edit Text Version or Plain Text to view and adjust your content.
4. Subscriber Preview and Test Send Want to see exactly how the message will look to your subscribers before you actually send? When you create an email, you can select Preview and Test to render the email as a subscriber will receive it. This gives you an opportunity to see how personalization displays for subscribers, and validate AMPscript or other programmatic languages you may have used to create the message. You can also do a test send to your own inbox to view how the email appears in your email client.
5. IP Warming As a new Marketing Cloud Engagement client, the sending IP addresses reserved for your use have no history of previously sending mail. Internet service providers (ISPs) are inherently suspicious of mail received from IP addresses lacking history because their data suggests that most connections from new IP addresses are attempts to deliver unsolicited spam or other unwanted emails. As a result, the largest ISPs and webmail providers recommend that you build up a sending reputation on any new.
6. Sender Authentication Package : The Sender Authentication Package (SAP) in Email Studio provides a collection of products designed to help ensure that your email messages reach the intended recipients’ inboxes.

1. SAP helps your subscribers identify with your brand and increases brand awareness. To purchase the SAP collection of features and help increase the deliverability of your email messages, contact your Salesforce account executive.
2. Check out the Email Marketing Strategies badge on Trailhead!

Run Reports and Track Results

“Your account is set up, you can send emails, and now you’re ready to communicate with your customers”

Here are different ways you can track message effectiveness and adjust for greater success.

Tracking

Have you ever sent a message and wished you could know whether people were actually reading it or clicking any of the links?

Marketing Cloud Engagement makes it easy for you to get that information and more for every message you send.

After you start sending emails, follow these steps to access tracking data.

1. Navigate to Email Studio.
2. Click Tracking.
3. Click Sends to view a list of your sends.
4. Click an email for a deeper look into how your subscribers interacted with that email.

After you select a specific email, you can view tracking data, including:

• Total and unique opens
• Total and unique clicks
• Unsubscribes
• Delivery rate, including bounces
• Forwards
• Click activity and exactly which links were clicked

Reports

Marketing Cloud Engagement provides dozens of standard reports to track the effectiveness of your campaigns. You can run reports manually or schedule them to run automatically. You can also choose who receives the reports. Check out some examples of what you can learn from these reports.

Navigate to Reports under Analytics Builder.

Reporting Tips

• When you set a custom date range, the system generates a report based on data as it appears at 12:00 AM on that date. To include data from the end date, set the end date parameter to the following day. For example, if you want to include data from May 1 through the end of the day on May 17, set May 18 as the end date.
• We recommend shorter data ranges for reporting parameters. If you select 6 months or a year, it can take a long time to run the report, depending on how much data is in the account. The report stops running if it’s active for more than 3 hours.
• Where noted, some reports are not available to view as a web page and require you to select a format for file export.
• Larger reports that you can’t view as a web page must be delivered by email or sent to FTP.
• Reporting capabilities are only available on standard data extensions that are a core part of the Marketing Cloud Engagement. Reports for any customer created data extension are considered custom.

A/B Testing

If you want to get even more sophisticated with testing and tracking your message success, check out the A/B Testing feature in Marketing Cloud Engagement. A/B Testing is a method of market testing in which you send two versions of your communication to two test audiences from your subscriber list. You can track which version receives the highest unique open rate or highest click-through rate and then send that version to all remaining subscribers.

Continually testing these variables over time allows you to optimize your campaigns to deliver more targeted and relevant messages to your subscribers. Through automating the testing process, you can save valuable time and resources. You can test the following elements.

• Subject lines
• Emails
• Content areas
• From names
• Send times
• Preheaders

The best part is, Marketing Cloud Engagement automates a lot of the heavy lifting for you

The best part is, Marketing Cloud Engagement automates a lot of the heavy lifting for you. You set conditions for the test and Marketing Cloud Engagement randomly sends the two versions out to a subset of your selected subscribers.

Check out A/B Testing information Salesforce Help

Now it’s time to learn more about specific Marketing Cloud Engagement applications.

Complete the Create and Send Targeted Emails with Email Studio trail to start building emails and get even more best practices for deliverability.

Learn how to set up Content Builder for your team to effectively use in the Content Builder Basics badge.

Resources

• Help: A/B Testing
• Web: Salesforce Admins
• Help: Standard Reports for Marketing Cloud Engagement Data Management and Analytics
• Help: Tracking in Email Studio
• Trail: Get to Know Intelligence Reports for Engagement
• Trail: Intelligence Reports for Engagement Advanced in Marketing Cloud Engagement
• Help: Intelligence Reports for Engagement