This is the fourth post in our series on personalization on WordPress. In case you missed it, here is the previous one on Conversion Rate Optimization with Personalization.
This post highlights the recent work done at rtCamp to personalize marketing campaign landing pages using first-party data from Salesforce Marketing Cloud.
As part of a project for a client using Salesforce Marketing Cloud for managing their campaigns, rtCamp was tasked with integrating the client’s WordPress site content with the email template design tool. Thus, the WordPress VIP for Salesforce plugin was born.
WordPress VIP for Salesforce enables the Salesforce Email Studio template editor to list WordPress pages, posts or any custom post made public and embed these into a marketing email.
Tracking Campaign Performance
The plugin allows marketers to define UTM parameters in order to identify a specific campaign, its marketing channel, and other data to identify the source of the URL. In addition, some custom URL parameters are introduced to identify the Salesforce email recipient without divulging any Personally Identifiable Information (PII).
The UTM parameters are appended to the WordPress content permalinks that are embedded into the email template.
Personalising Campaign Landing-pages
WordPress VIP for Salesforce enables the personalization of block-editor designed pages at a block level using the UTM parameters of the Salesforce campaigns. Currently, both Gutenberg and Elementor editors are supported using an additional plugin such as LogicHop or Block Visibility. Using UTM parameters, a block’s content can be conditioned on the values used in the email permalinks. Thus, when a campaign is launched, users opening the links will be shown personalised content based on the UTM parametrization of their content links.
Leveraging Salesforce Segmentation Functionality
Salesforce Interaction Studio is another service package available in the Salesforce Marketing Cloud. It has the ability to track customer journey data and analyse it to segment users, which can be used to create persona specific email templates for better targeted campaigns. The plugin leverages the Interaction Studio API to identify a user’s segment when visiting a page. This can be used to add conditional content based on user personas.
Identifying Marketing Campaign Recipients
Salesforce Interaction Studio tracks identified users with unique IDs. When including WordPress pages in marketing campaigns, these IDs can be included in the permalinks as an additional query parameter, such as UTM parameters above. This enables campaign recipients to be uniquely identified when they visit the linked pages. In order to identify a subscriber of a marketing campaign, the embedded page link includes the subscriber’s unique ID that identifies with their Salesforce dataset. When the user visits the page, the WordPress VIP for Salesforce plugin is able to query the Salesforce API to identify the user’s segment and display the corresponding content.
Conclusion
Personalization on WordPress using first-party data and segmentation analysis stored in third-party services such as Salesforce Marketing Cloud is yet another demonstration of the digital experience transformation that can operated on a WordPress site.
The WordPress VIP for Salesforce plugin enables marketers to leverage the content of their WordPress site to create campaigns in Salesforce Email Studio. In addition, their campaigns can target users and personalise the campaign landing pages to ensure optimal messaging.
The plugin can also leverage the user profiling data from Salesforce Interaction studio to further segment a page’s content and provide a more personalised message.
In the next post in this series, we review how to mitigate the impact of scaling-up page personalisation on performance.
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