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Salesforce Marketing Cloud For Dummies by Mark Pollard, Chester Bullock

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Chapter 1

Introducing the One-to-One Customer Journey

IN THIS CHAPTER

check Understanding email marketing

check Learning about customer journeys

check Understanding how Salesforce Marketing Cloud fits into customer journeys

Email marketing has grown into a direct marketing powerhouse. Because you have access to so much data about the people you're sending emails to, you can create automation that tailors your messages to each customer's unique needs and circumstances. Email marketing not only delivers marketers unparalleled value but also ensures that customers actually want to read the messages they receive from you.

No other marketing channel is so customizable at such an affordable price. You can personalize the content of your email even more than the content in a direct mailer, plus your email doesn't require printing or postage, isn't subject to the mail delivery schedule, and doesn't use paper. At the same time, your email marketing campaigns can be as broad reaching as a television commercial because, after you've set up your marketing campaigns, each additional email might add only a fraction of a second to send.

Add to this the capability to get feedback on your campaigns through testing ...

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