Salesforce Marketing Cloud (SFMC) is the university’s enterprise marketing automation solution. With the capabilities that SFMC provides, our office supports omnichannel, journey-based strategies for online channels. Marketers and communicators across Ohio State colleges and units are empowered to leverage optimization tools like A/B testing, personalization, and automated journeys to improve their work by:
- Automating email or text message “trigger” responses based on an audience action such as making a donation, registering for an event, or viewing a web page
- Encouraging more email clicks and opens by testing and sending multiple versions of email subject lines and content – creating as many as tens-of-thousands or more precisely-crafted message variations, which couldn’t reasonably be achieved any other way
- Delivering consistent experiences with shared, built-in, easy-to-use branded email templates
- Measuring success and optimizing work through enhanced analytics and reporting
Our recent expansion focused on making SFMC available to areas that communicate to undergraduate students, donors and alumni. As a part of the onboarding and training process, our office distributed post-training surveys and conducted user interviews to evaluate quality of training and gain insight into usage of the platform. Based on the feedback from these efforts, we have continually improved and expanded the training content--helping university marketers and communicators capitalize on the power of SFMC and work smarter, not harder.
