Personalizing Customer Journeys with Salesforce Mobile Studio

Posted on November 9th, 2022 by Pranjal Dixit

Salesforce Marketing Cloud provides the ability to send, track messages sent to the customers on their mobile devices.

By using Mobile Studio a user can reach customers on any mobile device with personalized mobile messaging.

To effectively personalize customer journeys in Mobile Studio, it is essential to manage and unify customer data across different channels. Salesforce Marketing Cloud provides Contact Builder, which acts as a centralized data model to store, organize, and relate customer data from multiple sources. Contact Builder helps marketers create a single view of the customer, enabling more targeted and personalized mobile messaging campaigns.

Mobile Studio Features

1) MobileConnect

By using MobileConnect one can create, send, receive and track SMS and MMS text messages. Send alerts and transactional messages to subscribers using templates and a drag-and-drop interface. Automatically respond to incoming messages, manage keywords and many other tasks.

It can be accessed by following the below mentioned path:
Login into SFMC > Mobile Studio > MobileConnect

MobileConnect

Create message in MobileConnect

Create message in MobileConnect

Creating engaging and personalized messages in Mobile Studio requires well-structured and reusable content. Salesforce Marketing Cloud provides Content Builder, a centralized content management tool that allows marketers to design, manage, and reuse content across different channels such as email, SMS, and push notifications. Content Builder enables the use of dynamic content blocks, personalization strings, and templates to enhance messaging effectiveness.

2) MobilePush

MobilePush lets a user create and send notifications.

It can be accessed by following the below mentioned path:
Login into SFMC > Mobile Studio > MobilePush

MobilePush

3) MobileConnect

Use GroupConnect to send messages to contacts via messaging apps. Currently, GroupConnect supports the LINE mobile messaging app and Facebook Messenger(available only via chat messaging API). The LINE app is integrated into Content Builder and Journey Builder. Use GroupConnect to create and send messages, manage contact subscriptions and receive messaging activities.

It can be accessed by following the below mentioned path:

Login into SFMC > Mobile Studio > GroupConnect

GroupConnect

SMS CODES

What's a SMS code?

  • A code is a sequence of characters (numbers) that allows you to send an SMS message.
  • Without a code, it is not possible to send an SMS message to a mobile subscriber in SFMC.

Short Code vs Long Code

  • Short code is a 4-6 digit number.
  • Short code only works for subscribers in that specific region/country.
  • Long code is usually the length of a phone number and is international.

BLACKOUT

What's a blackout window?

  • Blackout Window is a period during which your MobileConnect account will not send outgoing messages.
  • This feature prevents you from sending SMS at inappropriate times like nights and weekends.
  • It does not affect Automations, Journeys. It only holds the message delivery till the end of the blackout time.

Prerequisites to send SMS

What's required to send an SMS?

  • Subscriber Key
  • Mobile Number
  • Locale (Country)

In Salesforce Marketing Cloud, subscriber data used for mobile messaging is typically stored in Data Extensions or Lists. These data structures help organize subscriber information such as mobile numbers, preferences, and attributes required for segmentation and targeting. Proper management of data extensions ensures that messages are delivered to the right audience with accurate personalization.

Mobile Studio is a useful tool where push notifications allow a user to create specific messaging to build customer lifetime value.

A user can use Send Time Optimization to personalize push deployment.

At last, push notifications and in-app communication can be used to make app interaction a habit and influence behavior to retain customers.

Salesforce Marketing Cloud provides a comprehensive platform for creating personalized, data-driven customer journeys across multiple channels, including mobile, email, and web. Tools like Mobile Studio, Contact Builder, Content Builder, and Data Extensions work together to deliver targeted and engaging customer experiences. To explore more tutorials, guides, and best practices related to Salesforce Marketing Cloud, visit our Salesforce Marketing Cloud page.