Email Marketing
Data 360 Activated Episode 8 – Marketing Cloud Next with Segments and Data Graphs
How do you send one email that speaks personally to every customer — and skip the ones you shouldn’t be emailing in the first place? In this episode of Data 360 Activated, we explain how to use Marketing Cloud Next with Data 360 segments and data graphs to build a weekly digest email that picks the right recipients and personalizes what each one sees.
When Pronto sends the same promotional email with the same coupon to every customer — including those with an open support case — loyal customers get treated the same as one-time buyers, and frustrated customers unsubscribe. Join Salesforce Developer Advocate Aditya as he fixes both problems using Marketing Cloud Next, which runs natively on the Salesforce core platform with no separate login and no data extensions to sync. We build a weekly digest segment that excludes customers with open cases and nests the serial refunders segment created in the previous episode, and configure the nested publish behavior so the exclusion list recalculates every time the parent segment publishes.
You will learn how to set a data graph as the data source for an email, use merge fields to personalize the subject with the recipient’s first name, create subject line variations based on fields from a calculated insight (like days since last order), define dynamic content variations for coupon codes, and power a repeater component with related sales order products from the same data graph. Finally, we send the email through a campaign, which runs on a segment triggered flow under the hood, and switch its schedule to recurring so the weekly digest fires automatically. By the end, one email definition delivers a completely different experience per unified individual — system of context, applied to marketing.
Video Chapters:
0:00 Pronto’s marketing problem
0:25 Introducing Marketing Cloud Next
0:50 Native on the Salesforce core platform
1:05 Creating the audience with segments
1:26 Excluding customers with open cases
1:53 Nesting the serial refunders segment
2:11 Nested publish behavior
2:32 Publishing the audience
2:37 The content tab: emails, forms, landing pages, SMS
3:05 Creating a weekly digest email with components
3:44 Setting a data graph as the data source
4:21 Personalizing the subject with merge fields
4:46 Subject line variations based on days since last order
5:33 Dynamic coupon code variations
6:07 Repeater components powered by data graphs
6:35 Previewing the email per recipient
7:14 Campaigns: content, audience, channel, and schedule
7:34 Segment triggered flow under the hood
8:14 Configuring the send email element
8:34 Setting the schedule
8:45 Making the campaign recurring
9:07 System of context in marketing recap
9:20 Next episode preview
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