Salesforce marketing cloud: Global email marketing campaign
Use case: Global email marketing campaign
Client: Global coffee & tea company
Platform:
For this project, we mainly used Marketing Cloud platform for content creation and email campaigns. Salesforce was used for capturing personalized customer data and data analysis.
Salesforce, that started only as CRM, has grown into a huge platform which nowadays offers much more than just basic CRM functionalities. It is a cloud-based solution accessible from any device connected to the internet which makes it easy for you to customize it to the extent that your business model requires.
Salesforce Marketing Cloud is a customer relationship management (CRM) platform for marketers that allows them to create and manage marketing relationships and campaigns with customers.
For this project, we mainly used Marketing Cloud platform for content creation and email campaigns. Salesforce was used for capturing personalized customer data and data analysis.
Project:
GDPR - General Data Protection Regulation was enforced in May 2018, as a stronger regulation governing usage of data privacy and leveling the Plainfield for all businesses operating in EU.
To be aligned with the changes in the regulations, out client needed to adjust the database and make sure that the subscriber's information that was stored there was in compliance with new GDPR law.
Goals:
Our responsibility was to make sure that the provided subscriber`s database was updated with the new consent of the subscribers, confirming that they wish to stay informed about the future offers and campaigns.
This was to be accomplished by sending targeted email campaigns across the brand portfolio of the client. The number of subscribers that needed to be reached: 7 million.
Solutions:
Our clients provided us with fresh IPs and we needed to make sure that our emails reached the audience and follow the KPIs set up by our clients. In order to make sure that our new domains kept their sender score in the high 90%, we created an IP warmup campaign for several brands and geographic locations in different languages. By careful and strategic send-out of the volume, we implemented the strategy of reaching our numbers by the enforcement date for the GDPR.
Technologies:
Salesforce Marketing Cloud, Salesforce, HTML, CSS, SQL, AMP Script.
The team:
The team consisted of 5 Salesforce developers and Marketing Cloud consultants.
Results:
The campaign was executed successfully. We managed to reach the subscribers of all the brands in the database and received the consent well above the projected numbers. Email reputation score was 98% across the brands at the end of the campaign.
Other industries we have experience in:
- Media
- Non-profit
- Education
- Tech
- Government.
For more information about this or any other project, please feel free to contact us at info@vegait.rs.
