A subscription-style audience in Salesforce Marketing Cloud (SFMC) originates from a sign-up form on a college or unit's website or an external gathering of email addresses for a specific email communication. This web form inputs the contact information into the list (data extension-DE) within SFMC. The subscribers can be internal to Ohio State, external or a combination thereof. The email communication the audience subscribed to must have an opt-out process to comply with the federal CAN-SPAM Act. The great thing about the subscription area of SFMC is that it provides the opt-out functionality. A web form is needed to gather audience contact information.
Audiences that fall into subscription email communications:
- The recipients explicitly opt-in to a specific email newsletter or communication
- The audience may be affiliated with the university in several ways – or not at all – their subscription is not dependent on any affiliation or recruitment status
- Business contacts
- University committee or community
- Combination audiences of internal or external (facutly/staff and students)
- Audience can opt out of the email communication
It will take time to:
- Develop the new web form built for SFMC audiences
- Train your team in SFMC and send the first email.
- This timing is dependent on many factors. This could mean needing to extend contracts with the other email tools.
Subscription audience information page