What’s new for Salesforce Marketing Cloud in January 2021?

The January release for the Salesforce Marketing Cloud is scheduled to take place from January 30 through February 6. Let’s take a look at some of the new features in this release.

email and journeys

Note: If you are using Classic Content, you need to be aware this is now reaching it’s definitive end of life. The creation of classic emails has been retired since the June 2020 release, and with this release, editing classic emails is scheduled for retirement in all Marketing Cloud Email Studio accounts. You will be able to see classic content, so you can migrate it, and customers who use MC Connect V2 will have access until the March/April release.

AMP for email support

AMP (Accelerated Mobile Pages) enables senders to insert interactive elements like image galleries, feedback forms, appointment bookings and buying straight from emails without going to a landing page. AMP allows for dynamic data, so content such as prices, discounts and available products will be refreshed in real time within the email.

You will be able to leverage the power of AMP with the creation tools integrated in Content Builder and use data from the Salesforce ecosystem for personalization and updating email content.

Watch this demo to see how this looks from both the subscriber’s and the email builder’s viewpoint.

AMP for email feature is made available to accounts by March 1 2021.

One-click unsubscribe

Marketing Cloud is adding a one-click unsubscribe link to the header for commercial emails. Adding this link results in more engaged subscriber lists, which improves deliverability. Some ISP’s require this. The one-click HTTP method uses the standard Subscription Center in your Marketing Cloud account.

Datorama reports

A new way to analyse email and journey campaign data. Datorama Reports offers these tools:

  • Dashboards: analyze your data to make informed, data-driven decisions with prebuilt dashboards
  • Scheduled Reports: Retrieve, view, and share a detailed analysis of your data. You can export them as Excel, CSV, and Text and share them in formats like PowerPoint, PDF, and PNG.
  • Pivot Tables: create custom reports that organize, summarize, and slice your data so you can view comparisons, trends, and patterns.

Watch this video for a demo of Datorama for Marketing Cloud. Datorama Reports replaces the Discover reporting tool, this is scheduled for retirement in all accounts on April 21, 2022.

Enhanced error reporting in Journey Builder

You can see details of any error that may have occurred with a specific contact. Open the Health panel of a stopped or running journey to search for a contact and view the path and location. If you find the contact encountered an error that caused them to exit at a particular activity, click to view the details of that error.

Marketing Cloud WhatsApp Messages

A new chat messaging feature lets you send transactional and session messages to your customers with WhatsApp. You will need to create a WhatsApp account to link with Facebook Business Manager. WhatsApp must approve your account, which takes approximately 2–3 business days. WhatsApp requires explicit consent from your contacts for template messages.

After the chat messaging feature is provisioned, you can use Content Builder and Journey Builder to personalize and send messages to your audience. Enterprise and Corporate edition customers can purchase this feature after February 16, 2021.

For the onboarding process and their established conversational API, Salesforce is partnering with Sinch, an official WhatsApp business solution provider.

Google Analytics integration

The Google Analytics Free integration opens up some Google Analytics 360 Integration tracking and reporting features for customers with the free Google Analytics Property Type. The Google Analytics Free integration is available if you have Journey Builder. Tracking configuration can be found in Setup in Google Analytics and Parameter Manager. After completing setup, you will find Google Analytics reporting on the Journey Builder Analytics dashboard.

Marketing Cloud Einstein

Einstein Learning Center

The Einstein Learning Center on the Marketing Cloud landing page and the Einstein Overview page lets you explore every Marketing Cloud Einstein product available. The Learning Center helps you understand Einstein with an interactive, use-case-based portal.

Enhanced Send Time Insight

Einstein can now use data from multiple customers to derive insights to improve recommendations for send timing. Einstein creates a model based on opted-in customers’ email engagement data, improving prediction accuracy so you send emails to each customer at the most optimal time. A banner appears on the Einstein Send Time Optimization dashboard to let you know this model is used.

To be able to use the model derived from global data across multiple Marketing Cloud customers, your Enterprise Account must contribute data to the data pool. You can find your opt-in status in Einstein Settings in Marketing Cloud Setup. You can opt your Enterprise account out of contributing data to Einstein’s pool by submitting a support case.

Pardot

Clone Campaigns with Related Assets

Pardot now has an enhanced Clone with Related tool for campaign records that includes Marketing Link, Marketing Form, and Landing Pages. Take a look at this video for a quick demo.

Cross-Cloud Integrations

Marketing Cloud is retiring the Marketing Cloud Connector V2, which allows users to interact with Marketing Cloud features (Email Classic) within the Salesforce system. Retirement of the Marketing Cloud Connector V2 is scheduled for March 31, 2021.

To maintain the security of your connectivity to Sales and Service Cloud, Marketing Cloud Connect V5 customers must move from legacy authentication to Connected App authentication. If you aren’t authenticated with the Connected App, you’ll no longer be able to connect to Sales/Service Cloud after January 30, 2021.

Read the complete release notes for January 2021 here. Or register for the webinar on February 11.