Salesforce Marketing Cloud. Marketing Automation at University

The Challenge

Key challenges we addressed

Creating Seamless Notification System

Designing and maintaining a tool for managing an extensive transactional notifications system. Various notifications (password resets, order confirmations, course deadlines) directed to different recipient groups across departments.

Making Message Management Effective

Creating unification for message templates, establishing control over access to message configuration, and personalising messages by department, recipient segmentation, email disclaimers, personal titles, and buttons.

Reducing Repetitive Tasks

Automating admissions and e-commerce processes to make them less time-consuming. Managing marketing efforts and preferential channels to succeed in a rapidly changing digital landscape.

The Solution

Marketing Cloud Automation Platform

The solution was built on Salesforce Marketing Cloud with two separate Business Units for distributed data integration. Integration through Marketing Cloud Connector connecting the Salesforce platform with Marketing Cloud, plus API integration for selected scenarios.

The implementation covers 16 functional areas including dynamic senders, process automation via Automation Studio and Journey Builder, real-time data synchronisation, SQL-based segmentation, AMPscript personalisation, transactional notifications with 10-25 second delivery, and Einstein AI-powered marketing campaigns.

Data Integration & Business Units

Two separate environments (Business Units) within Marketing Cloud enable distributed data integration through Marketing Cloud Connector and API integration for selected real-time scenarios.

Process Automation

Automated processes via Automation Studio and Journey Builder, categorised by purpose and theme. This allows easier organisation and management of delivery processes across the university.

360-Degree Campaign View

Campaign results — open rate, click rate, send rate — displayed using consolidated charts and statistics. Information transmitted to CRM for a comprehensive 360-degree campaign performance view.

Dynamic Personalisation with AMPscript

Full personalisation using AMPscript dynamic scripting language ensures each message resonates with its intended audience with recipient-specific information.

Transactional Notifications

Notifications for status changes, missing documents, and purchases triggered externally and delivered within 10-25 seconds. Two APIs implemented for new and legacy system standards.

AI-Powered Marketing Messages

Automated marketing messages with data segmentation using SQL, content selection based on Einstein AI, and timed delivery for customer experience needs including abandoned cart management.

Data Integration & Business Units

Two separate environments (Business Units) within Marketing Cloud enable distributed data integration through Marketing Cloud Connector and API integration for selected real-time scenarios.

Process Automation

Automated processes via Automation Studio and Journey Builder, categorised by purpose and theme. This allows easier organisation and management of delivery processes across the university.

360-Degree Campaign View

Campaign results — open rate, click rate, send rate — displayed using consolidated charts and statistics. Information transmitted to CRM for a comprehensive 360-degree campaign performance view.

Dynamic Personalisation with AMPscript

Full personalisation using AMPscript dynamic scripting language ensures each message resonates with its intended audience with recipient-specific information.

Transactional Notifications

Notifications for status changes, missing documents, and purchases triggered externally and delivered within 10-25 seconds. Two APIs implemented for new and legacy system standards.

AI-Powered Marketing Messages

Automated marketing messages with data segmentation using SQL, content selection based on Einstein AI, and timed delivery for customer experience needs including abandoned cart management.

Is this for you?

Your university may benefit from this solution

Large Student Population

You have a large student/customer population, multiple campuses, branches, or departments requiring coordinated communication.

Personalised Communication

You need personalised and targeted communication with extensive transactional notification requirements.

Manual Marketing Efforts

You lack automated marketing campaigns and have a lot of manual marketing efforts that need streamlining.

Institutional Reputation

You want to strengthen your institutional reputation and increase sales through consistent and professional messaging.

Cost Reduction

Repetitive processes eliminated, decreasing costs in handling transactional notifications. Within 30 days, the system sent over 6,000 messages without any administrative intervention.

97.58% Delivery Rate

Various market research and preference studies conducted based on department or interest, resulting in a very high delivery rate of 97.58% with unsubscribe rates below 1%.

24% Cart Conversion Rate

Direct marketing campaigns such as abandoned cart addressing prove effective with conversion rates reaching up to 24%, significantly increasing sales.

Strengthened Institutional Image

Credible and reliable communication during stakeholder interactions greatly enhanced the institution’s reputation with consistent, professional, and non-intrusive messaging.

Cost Reduction

Repetitive processes eliminated, decreasing costs in handling transactional notifications. Within 30 days, the system sent over 6,000 messages without any administrative intervention.

97.58% Delivery Rate

Various market research and preference studies conducted based on department or interest, resulting in a very high delivery rate of 97.58% with unsubscribe rates below 1%.

24% Cart Conversion Rate

Direct marketing campaigns such as abandoned cart addressing prove effective with conversion rates reaching up to 24%, significantly increasing sales.

Strengthened Institutional Image

Credible and reliable communication during stakeholder interactions greatly enhanced the institution’s reputation with consistent, professional, and non-intrusive messaging.

Testimonials

What customers say about us

Incredible care for the client's needs

Incredible care for the client's needs, a wonderfully supportive implementation team full of willingness to help and patience. Thanks to their commitment and knowledge the process ran as smoothly as possible. It was (and still is) a pleasure to work with.

Kamila Dryjanska Head of Admissions, SWPS University