Salesforce Marketing Cloud Release Highlights January 2021
On this first Feature Friday 2021, we wish all our readers a happy and healthy new year as well as every success and exciting projects for 2021. In Salesforce Marketing Cloud, the year starts right away with a new release, which once again introduces some interesting features and improvements. In this article, we provide an overview of the most important new features.
Datorama Reports for Marketing Cloud
Starting in February 2021, Salesforce is introducing Datorama Reports as a new reporting tool for all previous Discover Reports users. The new tool not only gives marketers the opportunity to compile tailor-made analyses and send them out regularly, it also offers a clear dashboard on which the most important KPIs are presented. By spring 2022, Datorama Reports should replace the previous Discover tool.
Customer 360 Audiences
There are a whole range of improvements and enhancements to Customer 360 Audiences. Among other things, data can now be validated in Data Explorer, match rules can be deleted to standardize data and data streams can be edited. In summary, the user gets even greater flexibility when processing the data used in Customer 360 Audiences.
Marketing Cloud WhatsApp Messages
The partnership with WhatsApp business solution provider Sinch now also allows WhatsApp messages to be sent in journeys. This applies to sending transactional messages and answering customer inquiries via WhatsApp — since December 2019, the sending of advertising communication has no longer been permitted in WhatsApp.
AMP for email
With AMP for email, SFMC gives marketers another way to incorporate interactive elements into emails in addition to Interactive Email. This open-source email standard can be used in Content Builder from March and will be embedded in the email as a new MIME part. AMP emails are currently supported by Gmail, Yahoo, and mail.ru.
What's new in Interaction Studio
There are also several new features in Interaction Studio, including the Journey Builder segment Listener. With this feature, target groups can be added to journeys in real time based on their behavior. For example, a journey can be started for a website visitor who has viewed the same product three times in one week — right after the third visit to the website.
Salesforce is also presenting the most important new features again in a webinar.
In our opinion, the first release this year brings with it some very useful and exciting new features, which we are really looking forward to testing.
As usual, we will report on our tests and everyday experiences here.
