Bisera Chauleva
- UIST ”St. Paul the Apostle” Ohrid Faculty of Information and Communication Sciences, Partizanska bb,
Jovanka Damoska Sekuloska
- UIST ”St. Paul the Apostle” Ohrid Faculty of Computer Science and Engineering, Partizanska bb, 6000 Ohrid, Republic of North Macedonia
Abstract:
This study investigates the impact of data-driven email marketing strategies using Salesforce Marketing Cloud, emphasizing innovative techniques for optimizing digital marketing performance. Recognized for its robust analytics and personalization capabilities, Salesforce Marketing Cloud provides advanced tools for improving engagement, conversion rates, and campaign efficacy. By examining practices for data collection, analysis, and actionable insights, this research offers a framework for enhancing customer segmentation and optimizing decision-making processes. Focusing on a case study in the cosmetics industry, findings demonstrate how strategic, data-centered approaches drive higher return on investment and elevate campaign effectiveness. This study provides valuable insights for leveraging Salesforce Marketing Cloud, offering a model for developing dynamic, personalized email marketing strategies that maximize platform potential and lead to effective, high-yield campaigns.
Tenth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research - LIMEN 2024 - International Scientific-Business Conference – LIMEN 2024: Vol 10. Conference Proceedings , December 5, 2024
Conference Proceedings published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia
ISBN: 9788680194929 , ISSN: 26836149 , DOI: 10.31410/LIMEN.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
