Description of project
As UC San Francisco amplifies its message and mission in ‘leading revolutions in health’, communicators across campus are moving away from ‘spray and pray’ mass email tactics to targeted email marketing campaigns. Communications leaders on campus (University Relations, QB3, Helen Diller Family Comprehensive Cancer Center, Institute for Nursing Excellence, ITA Entrepreneurship center) have expressed enthusiasm for the adoption of a campus-wide email service provider for better email communication. The ability to import email campaigns into a customer relationship management system (CRM) is the logical next step.
To achieve truly relevant and responsive campaigns we need an ecosystem that allows for targeting emails based on custom criteria and previous email history (email was opened/not opened, etc.). That ecosystem consists of a contact management system as a central repository for an individual’s information and an email delivery system that tracks and reports campaign success.
A growing number of UCSF departments are actively using/or planning to use a Salesforce CRM as contact management system to track and report on details about their constituents. Using the CRM campaign functionality, an email list can be created based on filtering custom criteria. The list can then be imported into an email delivery system for execution. To close the loop, campaign data can then be used to update the contact record in Salesforce allowing for better targeting for future campaigns – targeting the right communication to the right person and ultimately improving engagement.
CTSI has piloted a program to use Salesforce CRM and MailChimp to create an email delivery & feedback ecosystem. The solution includes a direct feed of completed campaign data back into the CTSI CRM both for campaign success reporting and more targeted communications. CTSI uses a MuleSoft integration platform to pass the data between MailChimp (via downloaded spreadsheet from Mailchimp) and the CRM.
CTSI chose MailChimp as their preferred email provider after an exhaustive analysis of the options taking into account factors that include pricing, reliability, clean UI, etc., however, the deliverable outlined below is not restricted to Mailchimp.
- Email campaigns sent throughout UCSF reach thousands of people each day. The project would be to expand the CTSI pilot to allow email campaign data integration with any existing and or new Salesforce application.
- The deliverable for this project would be a generalized MuleSoft-based solution that provides a way for any UCSF Salesforce CRM owner to import campaign data from Mailchimp and/or a formatted spreadsheet. The data will be added to the individual contact record for reporting, analysis and future campaign needs.
Workflow: Mailchimp data/Email Campaign data -> Formatted Excel csv -> MuleSoft -> Salesforce CRM
Impact on UCSF’s mission and/or community
The community of campus communicators and related staff, who reach hundred of thousands of people through email campaigns, has demanded both an email and content management system (See recent comments: http://bit.ly/17Y0yv1 & Communicators Network group on Chatter).
This solution would improve email campaign targeting, tracking, and reporting, which would result in improved university email communications to appropriate, targeted audiences. Importing email campaign data into the Salesforce CRM also allows users to take advantage of detailed individual data (department, title, etc.) to get a more comprehensive view of the people targeted (i.e., Advanced analytics and reporting from the integration of UCSF Salesforce CRM with an individual’s campaign history. Query: “What was the open rate of email campaign X broken down by the four schools?”)
The team/roles, % Time
- Nooshin Latour, Communications Manager, subject matter expert, business user 10-15%
- Oksana Gologorskaya, PM/BA for CTSI solution 15-20%
- Danni Pugeda, Salesforce developer 50%
- Kristin Chu, Salesforce Program Manager 5%
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