Situation
Our client sells watches and other lifestyle products on its e-commerce website. To remain competitive, they wanted to elevate their customer’s online experience and drive more traffic to the website from social media.
Leveraging Enstein AI, our client can execute more efficient and personalized marketing campaigns across global brands.
Our client also wanted to capture buyers’ interest with personalized email campaigns and leverage the power of AI by adding new features to improve productivity.
In addition to a backlog of business requirements, they also struggled with retaining internal resources for Salesforce Marketing Cloud projects.
Action
We implemented two parallel tracks for feature enhancements and support of our client’s Salesforce platform. Personalized customer journeys were set up in Marketing Cloud across 6 brands, and existing email journeys and email scripting were modernized.
In addition, we implemented a personalized journey (“recommended for you”) that offers additional product selections based on the users’ browsing history for 4 brands. To accomplish this, we deployed a Salesforce Einstein AI recommendation engine to modify existing automation and created Einstein logic and rules. Testing was conducted using a sample email template with Einstein content and data extensions.
Email campaigns (e.g., welcome journey, post-purchase, birthday, new product launch, and more) were automated using Salesforce Journey Builder and Automation Studio with information that flowed from Marketing Cloud to Sales Cloud. A dynamic call to action (CTA) link was implemented in the email marketing newsletter.
All data was integrated across Salesforce Commerce Cloud and Sales Cloud using Data Cloud (CDP) and future data scrubbing.
Results
- Deployment of Einstein AI across 4 global brands to enable more efficient and personalized marketing campaigns
- 80+ customer journeys using Salesforce Marketing Cloud were implemented across 10 brands.
- Multilingual email content was deployed across 13 countries.
Personalized customer journeys were set up in Marketing Cloud across 6 brands.
Email campaigns were automated using Salesforce Journey Builder and Automation Studio.
A dynamic call to action link was implemented in the email marketing newsletter.
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80+
Customer journeys implemented across 10 brands -
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4
Brands deployed using Salesforce Einstein AI -
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13
Countries with multilingual email content