Automating Salesforce Outbound Email Campaigns

This article will give an overview of how to prepare / configure & launch your first configure an outbound email campaign using Salesforce and a few other systems as seen in the visual flow above. This email project is a great way to get your feet wet in the event you do not have a marketing team or just getting into outbound messaging. This is only one of many outbound strategies you could consider.

The first visual here is the high level of four key milestones to get your campaign up and running. I will not focus on AB testing and optimization since the intent is to explain initial messaging and system set up. The first two blocks are pure marketing type of work. Block three is pure Sales, and block four is reviewing results of both marketing and sales. Easy way to measure marketing effectiveness is how many replies / inbound received versus sales how many did they qualify and close.

EMPATHY MAPPING: The initial challenge is properly identifying the persona yo are looking to target which requires empathy mapping. Numerous templates and or systems are available. No matter if this is an email campaign an ad or any other messaging campaign your message needs to be clearly defined for a specific audience. I am only going to mention it here and not go into the details of how since I will be facing on the systems.

OUTBOUND CAMPAIGNS and SYSTEM CONFIGURATIONS: Salesforce CRM has a campaign function for just measuring results. If you have one of their marketing licenses you can create detailed campaign designs or when it comes to email Mail chimp and Woodpecker have good campaign design and management features. Mail chimp is very good for mass subscribed audiences where Woodpeckr is targeted for more cold emails. The Mail chimp integration ties into Salesforce campaigns and plenty of metrics. The Woodpecker is not tied directly into the Salesforce campaigns but it has enough Zapier Zaps to provide a large amount of automation and reporting via Salesforce.

CRM MANAGE THE INBOUND REPLIES (most common is a Salesforce web to lead form embedded on a landing site you have in your outbound email) using the salesforce CRM platform. Your lead process and sales process can be configured to the steps you design. This is also where some automation can happen to automatically update field status in the CRM based on web to lead replies and other areas. The key message here is to set up your email in Salesforce and just work this one system Both Mail Chimp and Woodpeckr have automated configurations to automate the reporting.

DETAILED PROCESS FLOW is below to see the end to end steps. Good Luck on your journey.