Welcome to the Salesforce

Marketing Cloud
Table of Contents
Step 1: Marketing Cloud Fundamentals
A. Account and Login Navigation........................................................................................................................................2
B. Marketing Cloud Home Page Navigation........................................................................................................................2
1. Member Account ID (MID) 2
1. Marketing Cloud Home Page Navigation Activity 3
C. Email Application .............................................................................................................................................................4
1. Email Application Home Page 4
2. Email Application Workspace 5
3. Creating Folders 6
D. Security Settings 7
a. Manage your Security Settings 7
E. My Users 9
a. Defining your Users 9
F. Sender Profile 10
a. Identify From Names 10
G. Delivery Profile 11
a. CAN-SPAM 11
b. Header & Footer requirements 11
H. Send Classification 12
a. Commercial vs. Transactional 12
I. Brand Builder 13
Questions 14
Step 2: Subscribers
A. Subscribers Rule 15
B. Identifying Data Sources 15
C. Identifying Profile & Preference Attributes 16
1. Profile Attributes 16
2. Preference Attributes 18
D. Managing Lists 19
E. List Management 20
1. Subscribers Tab 20
2. Properties Tab 21
3. Tracking Tab 22
Questions 23

Step 3: Creating Your Email

1. Path to Email Success 24
A. Portfolio 25
1. Content Organization 25
B. Email Building Checklist 27
C. Template Creation 28
a. Template Samples 28
D. Content Forms 30
E. Hexidecimal Color Code 32
F. HTML Checklist 33
Questions 34
Step 4: Testing & Sending Email
1. Workflow 35
A. Before you Send 36
a. Before you send checklist 36
B. Test Sending 37
a. Test Email Addresses37
C. Sending your Email 38
a. Send Type Breakdown Chart 38
Questions 39

Step 5: Sending & Tracking

A. What is Tracking? 40
a. Tracking Elements 40
B. Tracking Grid41
a. Tracking Grid Preferences 41
C. Creating Lists from Tracking Data 42
D. How to Share 43
a. How to send your Tracking Information 43
Questions 44
Welcome to Salesforce Marketing Cloud!

This workbook was designed to welcome you to the Marketing Cloud and assist you as you begin your path to power 1:1
customer journeys.

You can use this workbook to follow along while you set up your account and get a general overview of the platform.

 We invite you to join the Getting Started with Email Webinar Series (https://webevents.force.com/s/marketing-
cloud.html) where we share how to get you up and running with the Marketing Cloud. The 5 steps in this workbook
align to the 5 webinars in the series.

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Getting Started with Email Workbook – Page 1 of 45
Marketing Cloud Fundamentals

A. Account Login and Navigation

Use this worksheet to access the email application and navigate through everyday situations.
You’ll want to ensure that you have the correct username and password. If you do not have this information, you’ll need to
reach out to your account administrator or Global Support at help@exacttarget.com.

B. Marketing Cloud Home Page Navigation

Now let’s determine how to find out account information. In the top right corner you will see your account name. Hover over
your account name to find your Member Account ID, or MID. You will need to know your MID when you are logging a case
with Global Support.

1. Member Account ID

Member Account ID (MID)

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Getting Started with Email Workbook – Page 2 of 45
 2. Marketing Cloud Home Page Navigation

For the next activity you will get the chance to navigate through the Marketing Cloud homepage. Take a minute to label the
different areas of the homepage and highlight areas that you would like to learn more about or think might be helpful to
understand.

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Getting Started with Email Workbook – Page 3 of 45
 C. Email Navigation

Follow along with the webinar to fill in the two diagrams below including the Email application home page and inside the Email
application workspace.

1. Email Application Home Page

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Getting Started with Email Workbook – Page 4 of 45
2. Email Application Workspace

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Getting Started with Email Workbook – Page 5 of 45
 3. Creating Folders

Take time now to organize your thoughts. Jot down the folders you plan to make so you can keep organized in the application.
You can use the following questions to get you thinking.
 What kind of campaigns will you be sending?
 Will you break it down by season/quarter?
 Do you have a series of emails that could be a folder?
 Would you rather group it by content? Accessories, Shoes, Women, Men etc.

Creating your Folders

Folder Title What’s included

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Getting Started with Email Workbook – Page 6 of 45
 D. Security Settings

Use the following activity to identify how you will manage your security settings. You may need to reach out to another
department to set the correct security options for your company.

Manage your Security Settings

When would you like your session to automatically timeout?  20 min  1 hr  2 hrs  4 hrs  8 hrs

Does your account require secure connections? Yes or No

Do you want your login to expire after inactivity?  30 days  60 days  90 days  1 year  Never

How many login attempts are acceptable before a lockout? 3 5  10

Do you want your account to count invalid logins across sessions? Yes or No

What is your minimum username length?  4 6 8  10

How long do you want your Device Activation Code lifetime to be?

How long do you want your device to be inactive before it requires

reactivation?

What is your minimum password length? 6 8  10

How many alpha?

How complex do you want your password to be? How many numeric?
How many special characters?

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Getting Started with Email Workbook – Page 7 of 45
 How many passwords do you want your account to remember?

When do you want your user password to expire?  30 days  60 days  90 days  1 year  Never

Do you want to exclude API users from password expiration? Yes or No

Would you like a password change confirmation email? Yes or No

E. My Users

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Getting Started with Email Workbook – Page 8 of 45
 In this activity you’ll think through the different users that you will need for your account. Think about
the different permissions they will need in order to be successful. If you need more information on permissions please visit
help.exacttarget.com
When defining the people in your organization that will have access to the Email application, below are some items to be
thinking about:
 Who, in your company, is going to access the Salesforce Marketing Cloud Email Application?
 Each user in the Email application has a role that determines what tasks they can complete.
 What roles need to be created for your company?

Before you start building users in your account, list and define the users and their properties.

Username Full Name Reply Email Access Permissions Temporary PW

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Getting Started with Email Workbook – Page 9 of 45
 F. Sender Profile

Let’s think about what your From Names will look like for your campaigns.

From Name Discovery

Is your From name a user from the drop down menu? Yes or No

Do you need to add a specific name in? Yes or No

a.
b.
If you need a specific name, what will it be?
c.
d.

Do you have permission to use this name and email? Yes or No

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Getting Started with Email Workbook – Page 10 of 45
 G. Delivery Profile

It is important to know the difference between a Commercial Email and a Transactional Email. Let’s review that now!
CAN- SPAM

The Assault of Non- Solicited Pornography and Marketing Act, or the CAN-SPAM Act, that is the US federal standards

Commercial emails are when the primary purpose of the message is to deliver commercial content. These MUST include your
physical mailing address and provide an opt-out/unsubscribe mechanism.

Examples from your program include:

Transactional emails are when the primary purpose is to deliver transactional content. An unsubscribe link is not required in
transactional messages.

Examples from your program include:

Each Email and or Campaign will have specific header and footer requirements. Let’s get your requirements in order for your
first email.

Email Name Associated Campaign Header Footer

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Getting Started with Email Workbook – Page 11 of 45
 H. Send Classification

Let’s get more specific. Which emails do you have that are Commercial and which emails do you have that are Transactional?

Reminder: If you choose to use a unique header, note that you will have to create a new content area.

Email Type Sender Profile Delivery Profile

 Commercial
 
 Transactional

 Commercial
 
 Transactional

 Commercial
 
 Transactional

 Commercial
 
 Transactional

 Commercial
 
 Transactional

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Getting Started with Email Workbook – Page 12 of 45
 I. BrandBuilder

BrandBuilder is a private labeling tool that allows you to provide a branded experience to both your application users and your
subscribers. Take the time now to make sure you have built your brand to the highest standards!

BrandBuilder Checklist
Action Items Completed Need Review

Add your logo/header background color to


every screen, including the login screen

Change the color scheme of the primary


navigation buttons

Brand your survey and Forward to a Friend

landing pages as well as the Profile and 
Subscription Center

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Getting Started with Email Workbook – Page 13 of 45
 Still have questions? List out your open questions below and use help.exacttarget.com to find your
answers. If you run into any difficulties finding answers, remember you can always reach out to Global
support at help@exacttarget.com .

Have a question about your account? We have an answer.

Questions Answers

Step 2: Subscribers

A. Subscribers Rule
Which of the following is not a part of Subscribers Rule:

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Getting Started with Email Workbook – Page 14 of 45
 1. Serve yourself
2. Honor their unique preference with regard to communication, content, frequency &
channels
3. Deliver them timely, relevant content that improves their lives
4. Serve the individual

B. Identify Data Sources

For this activity, you can list the data sources that you will use for your first send.

File Name Data Source Notes

C. Identifying Profile and Preference Attributes

1. Profile Attributes

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Getting Started with Email Workbook – Page 15 of 45
 Take a moment to define your profile attributes. Think of all of the fields that you will need to power
your targeted, relevant communications and for your future filters and groupings.

Examples: Birthday, gender, location etc.

Profile Attributes

Attribute Type Required Default Hidden Read-Only Default Value

Email Text    

Full Name Text    

User Defined Boolean    

   
   

   

   

   

   

   

   

Attribute Type Required Default Hidden Read-Only Default Value

   

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Getting Started with Email Workbook – Page 16 of 45
    

   

   

   

   

   

   

2. Preference Attributes

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Getting Started with Email Workbook – Page 17 of 45
 Take a moment to think about the possible ways you can use preference attributes to power your
campaigns. Remember, preference attributes are yes / no scenarios.

Example: HTML, Monthly Newsletters, New Product Announcements etc.

Preference Attributes

Attribute Default Hidden Read-Only True or False

HTML Email   
  

  
  
  

  

  

  

  

  

  

D. Managing Lists

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Getting Started with Email Workbook – Page 18 of 45
 Let’s think about what communications you can manage with lists? In the table below, outline the lists
you will need to create in your account.

Example: Monthly Newsletter, Weekly Specials, New Products or Class information etc.

Lists Description

E. List Management

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Getting Started with Email Workbook – Page 19 of 45
 Follow along with the webinar to navigate through a list’s properties, subscribers and tracking
information. Fill in the blanks for the diagrams below for each section.

1. Subscribers Tab

The Subscribers tab is the initial screen you will see when you choose a list. Here you will see all of the subscribers included in
your list. Fill in the blanks to get a better idea of how to manage your lists.

2. Properties Tab

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Getting Started with Email Workbook – Page 20 of 45
 The properties tab shows general information about your list and also shows a count of how many
subscribers are in the list. Fill in the blanks to learn more about your list’s properties.

3. Tracking Tab

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Getting Started with Email Workbook – Page 21 of 45
The tracking tab is the final step of your list navigation. Here you will see the most recent sends as well as your list
composition. Fill in the blanks to see how you can track the subscribers in your list.

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Getting Started with Email Workbook – Page 22 of 45
 Still have questions? List out your open questions below and use help.exacttarget.com to find your
answers. If you run into any difficulties finding answers, remember you can always reach out to Global
support at help@exacttarget.com .

Have a question about your account? We have an answer.

Questions Answers

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Getting Started with Email Workbook – Page 23 of 45
 Step 3: Creating Your Email

1. Path to Email Success

You’ve learned a lot! Let’s take a second to review the Path to Email Success. In this section we will be focusing on getting
organized with Portfolio, creating templates and making sure you have everything ready to send your email.

Port Import and Upload assets (images, documents, etc).

foli
o

Design a template.
Te Build the branding for your email.
mpl
ates
Create content using text and images.
Personalize the email.
Em Include links for additional information.
Verify content prior to send.
ail

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Getting Started with Email Workbook – Page 24 of 45
 A. Portfolio

1. Content Organization

For the next activity, let’s think of how you are going to organize your Content. Outline your folder structure within Portfolio and
how you plan on utilizing the folders.

Content Organization

Folder Name Images Included Content Included Media Files Included

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Getting Started with Email Workbook – Page 25 of 45
Folder Name Images Included Content Included Media Files Included

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Getting Started with Email Workbook – Page 26 of 45
 B. Email Building Checklist

Before you get started building an email, let’s make sure you have everything you need. Refer to this checklist as you begin
building your emails and before you know it, you’ll be a pro!

Email Checklist
1. Are all of your images created? 
2. Have you checked the file types that are supported? 
3. Have you created a banner? 
4. Do you have all of your content uploaded into Portfolio? 
5. Do you have your content placement identified? 
6. How many images/ content areas will you need? 
7. Have you chosen a template? 
8. Have you reviewed the Template Size Guidelines 
9. Will you need to build HTML code outside of the app? Y or N
10. Do you know your hexidecimal color codes? 
11. Do you know the border color for the banner, if needed? 
12. Do you know the background color, if needed? 
13. Do you have a header that is less than 600 pixels? 
14. Do you have a subject line? 
15. Do you have your preheader identified? 

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Getting Started with Email Workbook – Page 27 of 45
 C. Template Selection

Trying to figure out what templates work for you? Go ahead and pick a few that you think might be useful for different emails.

A ________________ B _________________ C _________________ D _________________

E _________________ F _________________ G _________________ H _________________

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Getting Started with Email Workbook – Page 28 of 45
I _________________ J _________________ K _________________

L _________________ M __________________

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Getting Started with Email Workbook – Page 29 of 45
 D. Content Forms

Consider the different forms of content and list how you can utilize them in your emails
Content Forms How will you use them?

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Getting Started with Email Workbook – Page 30 of 45
©Copyright 2015 salesforce.com, inc. All rights reserved.
Getting Started with Email Workbook – Page 31 of 45
 E. Hexidecimal Color Code

Use this next activity to gather the correct hexadecimal color codes for your emails. Then you’ll be able to quickly refer back to
it if you need to add a spice of color! Different colors may need to be used for different parts of your email.
Example: FFFFFF used for Border Color

Hexidecimal Color Code

Code # When to use this color

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Getting Started with Email Workbook – Page 32 of 45
 F. HTML Checklist

In order to create an HTML template, you need ensure the appropriate additions are made to your HTML code. Use this as a
checklist to have a completed HTML code before creating a template.

HTML Checklist
Email Open Tracking 
Content Areas 
Tracking Alias 
CAN-SPAM Compliance 
Personalization Strings 

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Getting Started with Email Workbook – Page 33 of 45
Still have questions? List out your open questions below and use help.exacttarget.com to find your answers. If you run into any
difficulties finding answers, remember you can always reach out to Global support at help@exacttarget.com .

Have a question about your account? We have an answer.

Questions Answers

Step 4: Testing & Sending Email

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Getting Started with Email Workbook – Page 34 of 45
 1. Workflow

Below is a diagram for the workflow you will walk through when testing and sending an email.

Preview /
Modify Content Send
Validate Test Send
Text Detective Preview
Version

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Getting Started with Email Workbook – Page 35 of 45
 A. Before you Send

You want to make sure you send the perfect email. This list will help you

Before you Send Checklist

Review the deliverability tips to ensure that your email reaches as many subscribers as possible.


Run the Spell Check in the content areas in your email. This is done within each content box by
clicking the Spell Check icon, or by selecting Edit > Check Spelling. 

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Getting Started with Email Workbook – Page 36 of 45
Preview your email using Send Preview


Run Content Detective and make any necessary updates 

Validate your email 

Perform a test delivery of your email



B. Test Sending

Before you begin testing, think about who you want to receive your test emails. These may include subscribers who are
approvers, key stakeholders, and additional members of your email team.

List the email addresses that you would like your test emails to be sent to. You can send to up to 5 email addresses at one
time.

Test Email Addresses

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Getting Started with Email Workbook – Page 37 of 45
1.

2.

3.

4.

5.

C. Sending Your Email

Each type of send option has different steps. Let’s keep organized by referring to the following guides for each unique type of
send.

Test Send Simple Send Guided Send

From the send menu, select Test From the send menu, select Simple From the send menu, select
Send Send Guided Send

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Getting Started with Email Workbook – Page 38 of 45
 Enter up to five email addresses to Review Subject and From Name,
Click Next on the first screen of
receive the test send select a List for sending, and a send
the Wizard
data and time
Click Send Select the list(s) or group(s) to
Click Send
send to
Confirmation is displayed on screen Select Exclusion Lists (if
Confirm Send
required)
Modify the subject, From
Options, Send Options, and Test
Options (if required)
Select to send the email
immediately, or schedule for a
specific date and time
Review and confirm the
configuration
Click Send
Confirmation is displayed in the
wizard when your email has
been sent/scheduled. Click
Finish

Still have questions? List out your open questions below and use help.exacttarget.com to find your answers. If you run into any
difficulties finding answers, remember you can always reach out to Global support at help@exacttarget.com .

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Getting Started with Email Workbook – Page 39 of 45
 Have a question about your account? We have an answer.
Questions Answers

Step 5: Tracking Your Email

A. What is tracking?

Tracking is an aggregated collection of data that allows you to view critical elements. Which of the following elements do you
think will help you track your emails?

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Getting Started with Email Workbook – Page 40 of 45
 Tracking Elements How will it help?
Deliverability Rate
Undeliverables
Unique Opens
Total Opens
Open Rate
Unique Clicks
Total Clicks
Click Rate
Unengagement
Conversions
Surveys
Forward to a Friend Activity

B. Tracking Grid

Which of the following elements do you think will help you track your emails and would be most valuable to having included in
your workspace? Select which columns to display in the Tracking grid.

Tracking Grid

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Getting Started with Email Workbook – Page 41 of 45
 ID  Total Clicks 
Name (This column is required to be visible)  Unique Click-Through Rate 
Subject  Open Rate 
From Name  Undeliverables 
Date/Time Sent (This column is required to be visible)  Deliverability Rate 
Status  Unsubscribes 
Emails Sent  Unsubscribes Rate 
Delivered  Survey Responses 
Unique Opens  Unique Conversions 
Total Clicks  Total Conversions 
Unique Clicks  FTAF-Forwarders 
Total Clicks  FTAF- Recipients 
FTAF- Subscribers 

C. Creating Lists from Tracking Data

Creating a list from your tracking data is very important. Follow along with the steps below to get you through your first list
creation, then you’ll be a pro!

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Getting Started with Email Workbook – Page 42 of 45
 Creating a List from Tracking Data
1. Click the hyperlinked item you would like to create a list for 
2. Click Copy All in the toolbar 
3. Select to add to an Existing List or New List
- Existing List: Select the list from the dropdown 
- New List: Enter a Name, description and visibility
4. Click Copy 

D. How to Share

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Getting Started with Email Workbook – Page 43 of 45
 Certain tabs allow you to create a PDF, Excel file or both. Before starting to track your subscriber data
you’ll need to know what form of tracking information your team or certain individuals would like to
view. Use the below table to help outline who you will send tracking to, how you will send it over, and how frequently you will
send it.

Tracking Information
Team or Employee Name Document Type How often do they need it?
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________
Daily  Weekly  Bi Weekly  Monthly  Bi Monthly 
PDF  Excel 
Other ________________________

Still have questions? List out your open questions below and use help.exacttarget.com to find your answers. If you run into any
difficulties finding answers, remember you can always reach out to Global support at help@exacttarget.com .

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Getting Started with Email Workbook – Page 44 of 45
 Have a question about your account? We have an answer.
Questions Answers

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Getting Started with Email Workbook – Page 45 of 45