Campaigns Salesforce, Winter 19 @salesforcedocs Última atualização: 16/10/2018
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CONTEÚDO Campanhas no Marketing Cloud................................... 1 Campaign Approvals in Marketing Cloud...................................... 1 Campaigns Administration in Marketing Cloud.................................. 8 Campaigns in Marketing Cloud FAQs....................................... 10 Marcas de campanhas no Marketing Cloud................................... 11 Campaigns and Associations in Marketing Cloud............................... 13 Índice........................................................... 16
Campanhas no Marketing Cloud permitem que os profissionais de marketing planejem, coordenem e meçam campanhas entre canais em tempo real, possibilitando a implementação de campanhas entre canais que funcionem, o aumento do ROI de marketing e a comprovação dos resultados para os executivos. Campaign Approvals in Marketing Cloud Marketing Cloud campaign approvals introduce an approval system in Campaigns, which allows users within an account to collaborate around building and finalizing email campaigns. Campaigns Administration in Marketing Cloud Administration tasks in the Marketing Cloud Campaigns app. Campaigns in Marketing Cloud FAQs Read the Marketing Cloud Campaigns FAQs. Marcas de campanhas no Marketing Cloud Marcas em Campanhas do Marketing Cloud permitem que os profissionais de marketing classifiquem campanhas usando vários critérios. As marcas podem ser usadas para classificar qualquer critério, como geografia, tática de marketing e linha de produtos. Campaigns and Associations in Marketing Cloud A campaign in the Marketing Cloud Campaigns app is a place for organizing content and messages so you or a team can plan, collaborate, analyze, and use workflows and approvals around them. An association is a channel-specific message, content, or activity you want to include in the campaign. Campaign Approvals in Marketing Cloud Marketing Cloud campaign approvals introduce an approval system in Campaigns, which allows users within an account to collaborate around building and finalizing email campaigns. After the campaign administrator assigns a submitter, reviewers, and final approver, the respective parties use approval tools to prepare email campaigns for sending. Use the approval tools to navigate across multiple emails within a campaign to make comments and visual annotations, and to verify links across multiple rounds of revisions. Campaigns Approvals Administration in Marketing Cloud Campaign approvals can be enabled in Marketing Cloud Campaigns anytime by the administrator of the account. Roles, Actions, States Campaigns have three roles in Marketing Cloud Campaign Approvals. Each role can have a single user or multiple users. Roles are designated to perform actions in a process. Approvals Tab in Marketing Cloud Campaigns When you move from the Storyboard to the new Approvals tab in Marketing Cloud Campaigns, you can view the team's roles, view and track individual comments, and generate notification emails. Approve and Comment on Marketing Cloud Campaigns via Email Under Marketing Cloud Campaigns Administration, you can enable users to approve and comment via email. 1
Campaigns Approvals Administration in Marketing Cloud Withdraw a Campaign in Marketing Cloud In the Marketing Cloud Campaigns approvals workflow, the submitter role and the final approver role can withdraw a campaign at any point in the approval process. The withdraw action sends the campaign back to Returned status. Review Proofs in Marketing Cloud Campaigns Use the reviews in Marketing Cloud Campaigns to review emails for valid links and content. Campaign Approvals in Marketing Cloud Scenario A marketer at Northern Trail Outfitters wants to launch an email campaign about a summer clothing sale in Marketing Cloud Campaigns. Campaigns Approvals Administration in Marketing Cloud Campaign approvals can be enabled in Marketing Cloud Campaigns anytime by the administrator of the account. See Campaigns Administration na página 8 for instructions on how to enable a campaign and how to assign user roles. Nota: Only campaigns created after enabling campaign approvals show under the Approvals tab. To use campaign approvals for a campaign created earlier, delete the campaign and recreate it. Roles, Actions, States Campaigns have three roles in Marketing Cloud Campaign Approvals. Each role can have a single user or multiple users. Roles are designated to perform actions in a process. Role Submitter Reviewer Final Approver Description Creates emails and incorporates feedback, for example: an email marketing specialist Reviews email content and provides feedback, for example: a copy editor, legal person, brand manager, or marketing director Collects and edits feedback, returns comments, or approves campaign, for example: an email marketing manager, or a project manager Actions, for example: Submit, Return, Approve, are performed to change the state of a process. States are the steps that a process goes through, for example: Draft, Submitted, Returned. See the workflow diagram to learn how different roles perform actions and create states. 2
Approvals Tab in Marketing Cloud Campaigns Approvals Tab in Marketing Cloud Campaigns When you move from the Storyboard to the new Approvals tab in Marketing Cloud Campaigns, you can view the team's roles, view and track individual comments, and generate notification emails. página 8 1. Review - To view the approval status and the number of rounds or revisions of each campaign, click a link. See Review Proofs na página 5. 2. Approval Process Information Bar - Show date, round number, and instructions for the approval process. 3. Team - View and assign user roles. User rules can also be assigned under Administration na página 8. 4. Export - View a list of team members or comments that you can copy or paste into a document. 5. Action and Refresh - Use the Action button to change the state of a process, for example: Draft, Submitted, Returned. Use the Refresh button to refresh the Team and Files data. Commenting Hovering over the Total Not Completed number shows a list of comments made by reviewers but have not been revised and validated. These comments are listed in the Review Proofs tab where they were entered and submitted for revisions. When they have been checked off as fixed, the comment is submitted for further review where it can then be checked off as completed. When completed, the comment disappears from the hover. Approve and Comment on Marketing Cloud Campaigns via Email Under Marketing Cloud Campaigns Administration, you can enable users to approve and comment via email. As the submitter and reviewers navigate through the approval workflow, they receive notifications based on their role and the current state in the workflow. From the notification email, you can link directly to the campaign, enter comments, and approve the campaign directly from your inbox or mobile device. See the sample email notification. This table shows which users in which roles receive email notifications after an action is taken. Role New State Draft Submitted Reviewed Returned Approved Submitter Yes Yes 3
Withdraw a Campaign in Marketing Cloud Role New State Reviewer Final Approver Yes Yes Yes Nota: The Final Approver can override reviewers during the review process and approve the email. Sample Email Notification 1. To go to the Campaigns app to review the email, click this link. Alternatively, you can use email to review or approve a revision. 2. To generate an email to send to submit comments, click this link. When the email appears, enter your comments in the designated area and send it. 3. To generate an email to send to approve a revision, click this link. When the email appears, enter your comments in the designated area, if necessary, and send it. 4. When you click Submit Comments or Approve, an email like this one appears. Enter your comments and send the email to perform the action. Withdraw a Campaign in Marketing Cloud In the Marketing Cloud Campaigns approvals workflow, the submitter role and the final approver role can withdraw a campaign at any point in the approval process. The withdraw action sends the campaign back to Returned status. 4
Review Proofs in Marketing Cloud Campaigns Review Proofs in Marketing Cloud Campaigns Use the reviews in Marketing Cloud Campaigns to review emails for valid links and content. Use the annotation tools to submit instructions and comments back and forth between creators and approvers. As these annotations are marked Addressed and Completed, the Comment and Open Comments under the Approvals tab are updated. 5
Review Proofs in Marketing Cloud Campaigns 1. Campaign - Use this tab to toggle view campaign level elements like footers, headers, and other global properties. After clicking this tab, use the Check links tab on the right to validate links, or the Annotations tab to add annotations. 2. Email - This tab allows you to toggle to view email-specific elements like text, images, and links. After clicking this tab, use the Check links tab on the right to validate links, or the Annotations tab to add annotations. 3. Desktop and Mobile - The user can switch between Desktop and Mobile views. Mobile annotations are only visible in Mobile mode. Desktop and Mobile comments are merged with comment types indicated by color. View Mobile Preview screenshot. 4. Check links - With this tab selected, the user can verify whether links in an email or campaign element are valid. To enter fullscreen mode, click the blue arrow under the Annotations tab. 5. Annotations - With this tab selected, the user clicks an area in the email to drop a marker. Email markers are orange and campaign markers are purple. When created, the content the user places in the makers populates to annotations grid on the right. To enter fullscreen mode, click the blue arrow under the Annotations tab. 6. Comments - Comments placed into annotation markers appear here in their respective grids where you can filter by status and mark comments as Addressed and Completed. 7. Audience - 6
Campaign Approvals in Marketing Cloud Scenario Subscriber Level Review - The user can select a data extension for testing purposes when reviewing dynamic emails. Reviewers can navigate through subscribers in the data extension to see their attributes and how the email previews using them. Campaign Approvals in Marketing Cloud Scenario A marketer at Northern Trail Outfitters wants to launch an email campaign about a summer clothing sale in Marketing Cloud Campaigns. 1. After logging in to the Marketing Cloud, the user clicks Create Campaign. They name their campaign, add a deployment date, and assign a campaign owner. A default campaign owner can be assigned under Administration. 2. Next, they associate emails they want reviewed to the campaign. 3. Next, they assign user roles. Nota: If default user assignments were set up under Administration, users are assigned. 7
Campaigns Administration in Marketing Cloud 4. Next, to begin the first round of the approvals process, the Submitter clicks the submit action, which notifies the reviewers. 5. The approval status changes from Draft to Submitted, and reviewers are shown with an Open Task icon in the Team list. 6. To review the emails, reviewers go to the Approval tab and click Review. Campaigns Administration in Marketing Cloud Administration tasks in the Marketing Cloud Campaigns app. Enable Campaign Approvals As an account administrator, use this procedure to enable Campaign Approvals. 1. Hover over your username in the upper right corner of the Marketing Cloud. 2. Click Administration. 3. Under Applications, click Campaigns. Nota: Do not click Approvals under the Applications dropdown. That Approvals is for Email Approvals. 4. Next to Approval, select the Use Process checkbox. 8
Default Campaign Owner, User Roles, Email Notifications Default Campaign Owner, User Roles, Email Notifications Use this procedure to set a Default Campaign Owner, assign roles for users, and enable campaign notifications. 1. Hover over your username in the upper right corner of the Marketing Cloud. 2. Click Administration. 3. Under Applications, click Campaigns. 4. Select the business unit you want to configure. 5. Configure your settings: a. Campaigns - To choose the user to be the default campaign owner, click Settings. b. Approval - To turn on approvals, check the Use Process box. To assign roles to users, click Settings. You can assign multiple roles to users. 9
Campaigns in Marketing Cloud FAQs c. Notification - To enable approvals and comments via email, click Settings Campaigns in Marketing Cloud FAQs Read the Marketing Cloud Campaigns FAQs. Where did my old Campaigns go? I don't see them on the campaign Overview tab. Campaigns that contain an email that has been sent automatically have their status set to Deployed. By default, the Overview tab only shows Campaigns with a status of In Process. To view older campaigns that have a status of Deployed, simply adjust the filter in the upper left. Setting the campaign status to Deployed now happens automatically when associated emails are sent. This feature was enabled in January 2014. What s the difference between the campaign Overview tab and the Campaign Summary tab? The campaign Summary tab is the campaigns list view originally implemented when Campaigns launched. It has columns for Campaign Code, Last Activity, and Next Activity. The campaign Overview tab has a column for Campaign Status, Deployment Date, Campaign Owner, and, if enabled, Approval status. What s the difference between the Campaign status and Approvals status columns on the Campaign Overview? Campaign status has two options: In Process or Deployed. Each Campaign starts by default in the In Process state. The status is automatically changed to Deployed once the first job is sent from the Campaign. The approval status displays these states on the Approvals tab: Draft, Submitted, Reviewed, Approved, Returned, and Withdrawn. 10
Marcas de campanhas no Marketing Cloud What s the difference between the new Campaign Planning Calendar and the existing calendar in the Marketing Cloud? The Campaign Planning Calendar allows users to view and schedule future campaigns. It is for planning purposes only. The Marketing Cloud Calendar presents a view of past, current, and near future activity, past sends and scheduled sends. Marcas de campanhas no Marketing Cloud Marcas em Campanhas do Marketing Cloud permitem que os profissionais de marketing classifiquem campanhas usando vários critérios. As marcas podem ser usadas para classificar qualquer critério, como geografia, tática de marketing e linha de produtos. Por exemplo, cada campanha para um informativo mensal pode ter a marca "informativo". A análise para campanhas com a marca "informativo" pode ser agregada a relatórios. Você pode adicionar marcas a campanhas na tela Editar campanha. Você pode associar várias marcas a uma campanha. Você pode adicioná-las ou removê-las a qualquer momento. Filter Campaign Tags in Marketing Cloud Learn about filtering tags in Marketing Cloud Campaigns. 11
Filter Campaign Tags in Marketing Cloud Campaign Tags Administration in Marketing Cloud Campaign tags in the Marketing Cloud Campaigns app are managed and defined at the Enterprise level. Tag names must be unique and can include spaces. CONSULTE TAMBÉM: Campaign Tags Administration in Marketing Cloud Campaign Tags Administration in Marketing Cloud Filter Campaign Tags in Marketing Cloud Filter Campaign Tags in Marketing Cloud Learn about filtering tags in Marketing Cloud Campaigns. Overview Filtering with Tags You can filter your view of the campaign overview list based on tags. Selecting a tag filter displays the campaigns associated with that tag. Calendar Filtering with Tags You can filter your view of the campaign planning calendar based on tags. Selecting a tag filter displays the campaigns associated to that tag. 12
Campaign Tags Administration in Marketing Cloud Campaign Tags Administration in Marketing Cloud Campaign tags in the Marketing Cloud Campaigns app are managed and defined at the Enterprise level. Tag names must be unique and can include spaces. Campaigns and Associations in Marketing Cloud A campaign in the Marketing Cloud Campaigns app is a place for organizing content and messages so you or a team can plan, collaborate, analyze, and use workflows and approvals around them. An association is a channel-specific message, content, or activity you want to include in the campaign. Campaign associations are cross-channel objects used to build campaigns. You associate these objects to a campaign to: 1. Organize the associations needed to execute a campaign 2. Plan messaging in the short and long-term future 3. Act as parameters for analytics around a marketing objective Add and Remove Campaign Associations in Marketing Cloud You can add and remove associations to a campaign from the Marketing Cloud Campaigns app or from the apps where the associations live. Create, Edit, Delete Marketing Cloud Campaigns Learn to create, edit, and delete campaigns in the Marketing Cloud Campaigns app. CONSULTE TAMBÉM: Add and Remove Campaign Associations in Marketing Cloud Create, Edit, Delete Marketing Cloud Campaigns 13
Add and Remove Campaign Associations in Marketing Cloud Add and Remove Campaign Associations in Marketing Cloud You can add and remove associations to a campaign from the Marketing Cloud Campaigns app or from the apps where the associations live. Add Campaign Associations Nota: When you add an association to a campaign, only the future activity for that association is associated with the campaign. Add Associations from Campaigns 1. On the Overview page, select a campaign. 2. Click the Add to Campaign button. A dropdown appears listing campaign associations. 3. Select a campaign association from the list. 4. Navigate to the item you want to add as an association and select it. A check mark appears next to the item. Click again to remove it. 5. Click Finished. Add from Other Marketing Cloud Apps Use this procedure to associate an email to a campaign. 1. Select Email from the Marketing Cloud menu. 2. From the my emails list under the Content tab, select an email and click Properties. 3. In the top right of the Properties screen, click the Add Campaign Association link. The Select Campaign screen appears. 4. Select a campaign from the campaign list. If a campaign is already associated, you can remove the association by clicking the Remove Campaign Association link to the right of the item. 5. Click Finished. From the emails list page, associated campaigns are shown in green under the Associated Campaign column. Hover over the associated campaign to show these options: Go to the campaign Edit the association Remove the association Remove Associations from a Campaign 1. On the Overview page, select the campaign from which you want to remove associations. The Storyboard for that campaign appears. 2. Hover over the association name and click the Remove from Campaign link. The Remove Campaign Association dialogue appears. 3. Click Remove. Nota: Removing associations from a campaign does not delete the associations themselves. They are still available in their respective Marketing Cloud apps. 14
Create, Edit, Delete Marketing Cloud Campaigns Create, Edit, Delete Marketing Cloud Campaigns Learn to create, edit, and delete campaigns in the Marketing Cloud Campaigns app. CONSULTE TAMBÉM: Add and Remove Campaign Associations in Marketing Cloud Create a Campaign 1. Click Create Campaign on the Overview page. The New Campaign dialogue box appears. 2. Perform these actions in the Create New Campaign dialogue: Name - Name your campaign and give it an optional description. Description - Give your campaign an optional description. Calendar Color - Assign a color to your campaign from the color picker. Advanced Options - Assign an optional campaign code from the Advanced Options dropdown. 3. Click Save. Edit a Campaign 1. Open Campaigns by clicking Campaigns from the Marketing Cloud menu. 2. From the Overview page, select the campaign to edit. This step takes you to the Storyboard tab where you can edit the campaign. Changes are saved automatically. Delete a Campaign For users with the proper permissions, use this procedure to delete a campaign. 1. On the Overview page, select the campaign you want to delete. This step takes you to the Storyboard tab. 2. To delete the campaign, click the trash icon in the upper right. The Delete Campaign dialogue box appears asking if you want to delete the campaign. 3. To delete the campaign, click Delete Campaign. Nota: Deleting this campaign removes all associations and then deletes the campaign from the system. Associated objects are not deleted. 15
ÍNDICE A actions 2 approvals administration 2 approvals tab 3 associations 13 C campaign approvals 1, 7 campaign associations 14 campaign tags 12 13 campaigns 10, 13, 15 campaigns administration 8 campanhas 1 E email notifications 3 F FAQs 10 M marcas da campanha 11 R review proofs 5 roles 2 S states 2 W withdraw campaign 4 16