Salesforce Marketing Cloud — Marketing Cloud February 2022 Release
On February 19, the Salesforce Marketing Cloud spring 2022 release goes live. After a long break, we want to take this opportunity to once again present our personal release highlights on a Feature Friday.
Journey orchestration based on in-app behavior
In the Journey Builder area, Salesforce is announcing a number of innovations aimed at orchestrating journeys based on real-time in-app user behavior. For example, there should be a mobile app entry source event that allows contacts to enter a journey who have shown a specific behavior in the app, such as an installation or a purchase. In line with this, a new wait activity is also being introduced, in which a contact remains until they perform a previously defined action in the app. The two new entry sources “Push Message Engagement” and “In-App Message Engagement”, on the other hand, add users to a journey according to their interaction with the messages received from the app.
Einstein STO in Automation Studio
Until now, SFMC's own sending time optimization could only be used in Journey Builder by installing an Einstein Send Time Optimization Activity before sending an email. This should change with the February release: Einstein STO should now also be able to be used for mass mailings that are sent from Automation Studio. According to Salesforce, all you have to do is configure the Send Email Activity. We think that was long overdue and are excited about this new feature.
More Einstein Features
With the release, several other enhancements and improvements to Einstein functionalities go live. These include improvements in the area of Einstein Content Selection, Einstein Content Tagging, and Einstein Engagement Scoring. We find the new integration with Slack, which is still in beta, interesting: This integration sends notifications from the Journey Builder and KPIs, which are presented in the Einstein Messaging Insights dashboard, to Slack.
What's new in Datorama Reports
Users of Advanced Datorama Reports will soon be able to use additional email dimensions and measurements in their reports and thus adapt their evaluations even better to their own needs. By the way, anyone who is still using the old Discover reports should migrate them by April 1, 2022, because then the old functionality will be switched off.
conclusion
The February release offers some interesting new features: In the Einstein area, minor optimizations are constantly taking place, as is the case with the Datorama Reports. However, we find the new In-App Journey Builder Activities particularly exciting, because with them, the Salesforce Marketing Cloud is once again expanding its options for multi-channel orchestration. As always, if you want to know more about the release, you can find more information in the SFMC release notes.
