Salesforce Marketing Cloud June 2021 Release
With the Salesforce Marketing Cloud June 2021 release, some new features have gone live again. On today's Feature Friday, we're giving a summary of the most important points for everyone who wants to get a quick overview.
Customer 360 Audiences becomes Salesforce CDP
The Customer 360 Audiences were renamed Salesforce CDP. The new name aptly describes what kind of product it is: Salesforce's Customer Data Platform. In line with the new naming, a number of new features have been introduced, in particular with regard to the connection of other tools from the Salesforce universe: By connecting with Interaction Studio, behavioral data can be brought into the CDP and complement the customer profiles there. In addition, data from your own mobile or web app, Einstein engagement data from Salesforce Marketing Cloud, or data from the Commerce Cloud can now also be read in. From there, the data can finally be transferred to Datorama for further analysis using the Salesforce CDP API Connector.
What's new with Salesforce Marketing Cloud Einstein
Salesforce is constantly working to improve and expand Einstein products. As a result, a few new features have gone live again with this release:
- Einstein Send Time Optimization (STO) can now also display the optimal sending time for individual data extensions. This means that marketers can now also use dispatch time optimization for batch shipments to data extensions.
- Einstein Engagement Frequency is now also available for mobile push messages. With the Engagement Frequency Split in Journey Builder, the categories known from the email split can now also be used to control the frequency of push notifications.
Email Studio Optional Features for Compliance
With the new release, marketers have the opportunity to set up some compliance settings for Email Studio themselves. You can now set yourself whether emails must include Salesforce Marketing Cloud's standard compliance elements (sender's physical address, default unsubscribe, and profile center link). When using a custom template, these elements are usually replaced by tailor-made links and information, so deactivating the compliance check is usually useful. Until now, this required a support ticket; now you can make the settings yourself in the setup.
Package Manager
The package manager, which was introduced a few months ago, supports Salesforce Marketing Cloud users in deploying various objects between individual business units. The previously quite limited range of applications has now been expanded, e.g. in the area of automation. (Update 20.8.2021: Read the Package Manager Feature Friday)
Do you want a full overview of the release? Salesforce release notes can be found here.
