Marketing Cloud Enhancements 2024

Salesforce has introduced several important feature enhancements over the past year, enhancing the capabilities of Marketing Cloud and other tools. Marketing Cloud Enhancements 2024. Here’s an overview of the most impactful updates:

Generative AI for Marketing Cloud

Generative AI can now be integrated into Marketing Cloud to create brand-specific content that resonates with your audience. This technology allows businesses to project their unique voice and style while reducing the time spent on content creation.

Using Einstein generative AI, you can craft subject lines and body copy directly within Einstein Copy Insights and Content Builder. In Copy Insights, you can test, copy, and download AI-generated content, while Content Builder enables seamless content creation for marketing messages. You can also leverage the Typeface integration to generate on-brand images alongside the text, further enhancing your content strategy.

Salesforce’s Einstein Trust Layer ensures data privacy and security, preventing potential data breaches while using generative AI features, providing a safer alternative to external AI platforms.

Enabling Einstein Generative AI

To get started with Einstein generative AI, enable both Einstein Copy Insights and the generative AI features in Marketing Cloud Setup. You can customize content based on your organization’s brand identity by using Brand Center to define personalities like “Professional” or “Casual” or create up to 10 custom personalities. This allows you to ensure all AI-generated content aligns with your brand’s voice.

Crafting Subject Lines and Body Copy

With Einstein generative AI, you can quickly generate and test up to five subject line or body copy options for a given message. The system allows you to test, copy, and download selected options while ensuring content is protected from bias and privacy risks via the Einstein Trust Layer. Additionally, the AI-generated content is never stored, safeguarding sensitive data.

Typeface Content Block for Image Creation

Create visually engaging and on-brand content using the Typeface Content Block in Content Builder. The AI-powered image editor allows for quick adjustments, like adding text or swapping backgrounds, without the need for advanced design tools. You can generate creative variations for targeted campaigns and optimize performance through multivariate testing.

Error Messaging for CloudPages Custom Domains

Marketers can now customize error messages for CloudPages custom domains. These friendly error messages can guide customers when they encounter issues such as wrong URLs or unpublished pages.

Content Recovery in Content Builder

Content management is now more efficient, with the ability to restore deleted items from the Recycle Bin in Content Builder. This feature, accessible to users with delete permissions, ensures smoother content recovery processes without needing support intervention.

Journey Builder Performance Optimization

The new System Optimization Dashboard helps you monitor journey performance and identify inefficiencies. With real-time data, you can pinpoint issues that affect processing speed and implement recommendations for optimizing journeys.

Recent Journey Builder Enhancements

Several updates in Journey Builder boost productivity:

Expandable and Collapsible Paths: Easily manage activities on the journey canvas by collapsing decision splits to focus on specific sections.
Enhanced Exit and Goal Criteria: You can now combine Journey and Contact data for Exit and Goal criteria, streamlining monitoring processes.
Stop Multiple Journeys: Manage multiple journeys simultaneously from the dashboard, halting up to 10 journeys at once.
Email Throttling: Control email delivery windows and hourly send thresholds within Journey Builder for more precise campaign management.

Data Management Updates in Contact Builder

Improvements in Contact Builder include the ability to restore deleted data extensions within 30 days and two new dashboard columns for better data retention insights. The row limit for data retention has also been increased to 500 million, offering greater scalability.

Accurate Distinct Contact Counts

Salesforce has improved the accuracy of Total Distinct Contact counts in Marketing Cloud. This update ensures duplicate contact records across different data sources are automatically deduplicated, providing a more accurate count of unique contacts.