Salesforce Marketing Cloud is an enterprise marketing automation platform that offers robust ways to personalize, automate, test and optimize email campaigns for The Ohio State University. Audiences cover internal (students, faculty and staff) and external (alumni, donors and friends; recruiting and admissions) communications.
The Benefits of Email Automation
Salesforce Marketing Cloud (SFMC) is the university's enterprise marketing automation solution. With the capabilities offered within SFMC, we are enabled to improve our marketing and internal communication efforts through A/B testing, personalization, automated journeys and omnichannel strategies.
- Training support and resources including video and live training
- Modular design solution for email templates meet Ohio State brand guidelines and accessibility standards
- Modular template content sharing tactics for centralized storytelling support
- Personalize emails with user-relevant content
- Analytics and reporting to measure email success
- Improve messaging to encourage opens and clicks with A/B testing tactics
- Create automated messages across online channels based on audience behavior such as page views, donation activity, event attendance and responses
Salesforce Marketing Cloud New User Onboarding
To gain access to the university's instance of SFMC, you must first reach out to the Office of Marketing and Communications Email and Automation Team. After a conversation about use case and li you will be assigned the new user onboarding training in BuckeyeLearn. Once completed, you will need to email your training certificate to the team. The team will guide you through the rest of the requirements for access.
How-To Resources
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Introduction to Email
This series of videos is available for users who have access to SFMC but would like to rewatch content from the BuckeyeLearn training.
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Review New User Onboarding
This series of videos is available for users who have access to SFMC but would like to rewatch content from the BuckeyeLearn training.
Additional Resources
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Business unit details
Salesforce Marketing Cloud and CRM offer different areas to work within depending on the audience the user would like to communicate with. The term for these areas is business unit. We have created a resource to define the differences in the use cases.
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Audience targeting
A guide for SFMC users on how to use targeted and excluded lists
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Guide to personalization
Personalized details can be added within the content of an email. This data-driven content can be included within subject lines, preheaders or content areas of the email body.
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Email accessibility guide
Email accessibility is very important for those using screenreaders and assistive technology to ingest the content. Font size, color combinations, image quality and supportive coding practices are all part of accessibility.
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Email naming convention (email tagging)
Tagging our email links consistently allows for comprehensive reporting and channel attribution through Google Analytics.
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Branded email templates
This page is where you can find the available branded templates and modules. The template code is available here as well as the modules and full templates are available within Salesforce Marketing Cloud. Consistent branding in email presents a united brand experience to our constituents. Please reach out to the Email and Automation team with any questions.
Make a Request
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Request a new sender profile
A sender profile within SFMC specifies the “from” information for a send in a central location. The sender profile contains the name and email address that the message appears to be from in the recipient’s inbox. This detail is considered the envelope to your email.
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Request an Advancement list
A list or data extension, is the audience to send the email to in SFMC. This list request process is specifically for emails sent to alumni, donors and friends for solicitation, invitation and alumni communications.
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Revoke Salesforce access
Request to remove access to SFMC for licensed users.
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Email Community of Practice
Please email the Office of Marketing's Email and Automation team to be added to the Email Community of Practice (ECOP). More details are available on the ECOP webpage.
