Achieving strong performance in Salesforce Marketing Cloud (SFMC) requires more than just crafting great content—you need a solid foundation of best practices to drive engagement, maintain deliverability, and protect your sender reputation. Below are proven SFMC email best practices that will help you increase email engagement and optimize your Marketing Cloud usage.
SFMC Email Best Practices for User and Admin Management
Designate Multiple Admins
Assigning multiple admins ensures business continuity by distributing responsibilities and reducing dependency on a single individual.
Add a User (Administrator Account)
Be sure to create an additional administrator account with appropriate access to prevent disruptions during personnel changes or account issues.
Essential Roles for Marketing Cloud
Assign the correct user roles, such as Marketing Cloud Administrator and Administrator, to streamline account management and enforce security protocols.
Assign Roles and Permissions from the Users Screen
Use the Users screen to manage roles effectively, ensuring team members have the right access to complete their tasks efficiently.
One Admin Without SSO
Ensure that at least one admin account has Single Sign-On (SSO) disabled. This acts as a backup in case of SSO authentication issues, allowing direct login access when needed.
Maintain an Internal Admin List
Keep a documented list of all Marketing Cloud admins within your organization. This facilitates internal communication, eases troubleshooting, and strengthens security compliance.
SFMC Email Best Practices to Increase Email Engagement
Email Authentication
Set up email authentication with tools like Sender Authentication Package (SAP) to improve deliverability and build sender trust. [See: Email Authentication Documentation]
Confirmed Opt-In Process
Use a confirmed opt-in (also known as double opt-in) process to ensure recipients have explicitly consented to receive your emails, enhancing list quality and compliance.
Avoid Purchased Data
Never use purchased or third-party data without prior permission. Doing so increases spam complaints and violates compliance standards. [See: List Compliance FAQ]
Create Spam Filter-Safe Content
Avoid trigger words and maintain a balanced text-to-image ratio to prevent being flagged by spam filters. [See: Content and Spam Filters Guide]
Deliver High-Quality, Relevant Content
Craft compelling, value-driven content that addresses the needs and interests of your audience. This is key to maintaining attention and encouraging engagement.
Deliverability and List Hygiene Tips to Increase Engagement
Monitor and Reduce Bounce Rates
Keep your bounce rates below 10% by removing invalid or unengaged addresses. High bounce rates negatively impact your sender reputation.
Encourage Address Book Inclusion
Ask subscribers to add your sending email address to their address book or safe sender list. This simple step improves inbox placement.
Optimize Subject Lines and From Names
Use clear and recognizable “From” names and subject lines that reflect your brand. Familiarity increases open rates and reduces spam complaints.
Purge Old or Inactive Subscribers
Regularly remove contacts who haven’t engaged in the last six months. This keeps your list healthy and your engagement metrics high.
Manage Email Frequency and Expectations
Send emails according to the cadence you promised during sign-up. Consistent, expected communication builds trust and improves retention.
Use Analytics to Improve Email Performance
Authenticate Your Email
Ensure your emails are authenticated to pass security checks and avoid being diverted to spam or bulk folders.
Utilize SFMC’s Built-In Analytics Tools
Leverage tools like:
- SQL Query Activity – for custom data segmentation
- Email Studio: My Tracking – for email performance insights
- Analytics Builder – for deeper reporting and dashboards
- APIs – for real-time data synchronization and automation
Tracking campaign performance helps you identify what works, adjust quickly, and continually increase email engagement.
Conclusion
By applying these SFMC email best practices, you’ll not only protect your sender reputation and improve deliverability but also build stronger relationships with your audience. Consistent monitoring, optimization, and personalization are the keys to long-term success in email marketing with Salesforce Marketing Cloud.Need help optimizing your SFMC email strategy or setting up automation? Contact our experts today.
