MSI Folder Structure

[ChristinaZuniga]

I'm setting up my MSI emails - templates in Marketo for Sales to send via MSI in Salesforce. I'm curious about how others are setting up their programs. Do you have one program with many emails in it? Or is it more like your marketing initiatives with many programs? Especially since this impact sales' user experience with the folder structure to choose emails in MSI, the more programs the more clicks for them to find the right email.

[Jessica_Kao3]

I prefer to create one program on the top level of marketo and place all the MSI emails there. If you keep the MSI emails in the individual marketo programs in your folder structure, what the sales reps see in SFDC will be the entire inherited folder structure.  Sometimes you can end up clicking down into 10 folders before reaching the email and it becomes a real pain. 

[ChristinaZuniga]

I want to do that to make it easier and just have all emails in the same folder with easy to understand names, but I'm worried there will be an issue with reporting or channel success. Do you have any issues with those?

[Jessica_Kao3 · Accepted solution]

Hi Christina,

How do you want to report on the MSI emails.  You can already create email performance reports on sales insight emails.  You are right that if you stick then all in one program you won't be able to separate out successes based on clicks and opens from MSI emails  However, I don't report on these on the program level.  If I want to know how an MSI email did I look at the email performance report.  If I want to look at how did MSI emails do in driving registrations to a webinar, I look at that metric differently.

If someone successfully registers and attends  a webinar from an MSI email, I use URL parameters and hidden fields to track.  That person is a success in the webinar program.  The MSI emails will have a unique url parameter with utm_campaign contains either SDR, or sales.  Within the webinar campaign, i have a smart campaign that processes if you have utm contains SDR put it onto a list.  I can then easily see how many folks became members of the program from this MSI email. 

I reserve the use of successes and program statuses when I am reporting on pipeline and revenue.  You could theoretically set up a separate program to track success of each MSI email in its own program.  The email doesn't have to live within the program. I find that the numbers are low that it wasn't worth it for me but come to think of it you could do that and track each email as it's own program and have smart campaigns to process each of those.  Make one, clone it and the setup will be pretty straightforward. 

[ChristinaZuniga]

Do you have a channel for MSI emails or do you use your regular channels?

[ChristinaZuniga]

Grégoire Michel​ when you help set up instances do you make sales emails / MSI emails it's own channel?

[Grégoire_Miche2]

Hi Christina,

It depends

I tend to group the emails in one or a few programs, to make them easier to find, but the use of the email does not trigger the membership of that program. So the channel does not matter.

Example:

I have a gated content, in a gated content program. I want to have the sales promoting this content as well, so in the "MSI emails" program, I create an email for the sales with a link to the LP of the gated content. That link contains some specific utm_source=MSI parameters so that we know, at LP level, the source of the trafic. When the lead arrives on the LP and fills out the form, the Gated Content program membership is updated.

We do not manage the MSI emails program membership. We just run some email report to monitor the usage of each MSI email.

-Greg

[ChristinaZuniga]

That makes sense! Thank you - you always have a great answer for my questions!

[Grégoire_Miche2]

You may want to vote here:

-Greg

[ChristinaZuniga]

Voted!!!