Industry: Investment Management

What was the requirement?

• The client needed to implement a tool to track prospects who visited their website and read their blog.
• The client also needed to send a monthly newsletter and trigger actions based on whether the contact (prospect) opens the email or not.
• They also needed to track each prospect's interactions with the monthly newsletter throughout the year.

Our Solution

With Account Engagement, we implemented an Engagement Program that does the tracking.

• Depending if the contact clicks on a link in the newsletter, it adds them to a monthly campaign and updates the status.
• A follow-up email is sent if the contact clicks on the monthly newsletter to discuss more about the subjects in the email.
• If the contact does not interact with the newsletter after several months, they are flagged as inactive in Account Engagement.
• Analytics in Salesforce for Campaigns with Campaign Members were created to track the interactions with the Monthly Newsletter.
  • A Dashboard was added to the Lightning Page at the contact level to track the interaction with the Monthly Newsletter in the last year.

Implementation Process

We developed the initial Monthly Newsletter and trained the client in how to develop and send those newsletters:

• The segmentation list for the email sending was already defined so we took that one as audience for the Engagement Program.
• Created a template Monthly Newsletter Campaign with the status Sent and Link Clicked.
• Created a template Engagement Program with the different decisions and actions.
• Created the Salesforce Analytics to review results.

Realized results

After the implementation, the client was able to:

• Automate actions with the Monthly Newsletter based on interaction.
• Improve their analytics and track the general success of a Monthly Newsletter and the specific interactions for each contact.
• Standardize and document the sending process for the Monthly Newsletter to improve marketing operations.