Understanding SFMC Licensing and Super Messages

Salesforce Marketing Cloud licensing is based on the number of contacts stored in the system, and super messages are used to track interactions with these contacts. To optimize licensing costs, it’s essential to remove contacts that are not being marketed to and don’t need to be kept in SFMC.

Historical performance data on these contacts can be stored elsewhere, reducing the need to maintain them in SFMC. Additionally, revisiting marketable segments and adjusting frequency or proposing re-engagement campaigns can help remove non-responders and reduce contact counts.

Optimizing Super Messages

For super messages, it’s crucial to examine the audiences being sent to, the segmentation criteria, the cadence of message sending, and the response rates for each audience. By refining the sending strategy, teams can reduce sending to unengaged, non-responding audiences and lower their super message consumption.

Furthermore, looking at CloudPage Impressions can also help reduce super message consumption. If sending from an email to a CloudPage form with a confirmation page, it could end up consuming multiple super messages.

The root cause of high licensing costs and super message consumption often lies in inefficient contact management and sending strategies. By addressing these issues, teams can optimize their SFMC usage and reduce costs.

Best Practices for Optimization

To optimize SFMC licensing and super messages, teams should regularly review and refine their contact counts and sending strategies. This can involve setting up filtering fields driven by logic in Sales Cloud, cleaning up SFMC after sync adjustments, and querying history to estimate future growth expectations.

SFMC Optimization Code

/* Example code for optimizing SFMC contact counts and super messages */
// Remove contacts that are not being marketed to
// Revisit marketable segments and adjust frequency or propose re-engagement campaigns
// Refine sending strategy to reduce sending to unengaged, non-responding audiences

Heads up: Regularly reviewing and optimizing SFMC licensing and super messages can lead to significant cost savings and improved marketing efficiency.

Optimization Checklist

• Regularly review and refine contact counts
• Refine sending strategy to reduce sending to unengaged, non-responding audiences
• Set up filtering fields driven by logic in Sales Cloud
• Clean up SFMC after sync adjustments
• Query history to estimate future growth expectations
• Monitor CloudPage Impressions to reduce super message consumption

What is the best way to optimize SFMC licensing costs?

The best way to optimize SFMC licensing costs is to regularly review and refine contact counts, removing contacts that are not being marketed to and don’t need to be kept in SFMC.

How can I reduce super message consumption?

To reduce super message consumption, refine your sending strategy to reduce sending to unengaged, non-responding audiences, and monitor CloudPage Impressions.

What is the role of Sales Cloud in SFMC optimization?

Sales Cloud can be used to drive filtering fields and logic to determine what should or should not sync over to SFMC, helping to optimize contact counts and reduce licensing costs.

How often should I review and optimize SFMC licensing and super messages?

It’s recommended to regularly review and optimize SFMC licensing and super messages, ideally on a quarterly or bi-annual basis, to ensure optimal marketing efficiency and cost savings.