Overview

A Leading Music Institution Enhances Digital Communication

A prestigious music college in North America, known for its diverse and interdisciplinary curriculum, faced challenges in adapting to the fast-evolving digital landscape. With a rich history and a commitment to excellence, the college aimed to improve its engagement with students, alumni, and stakeholders through effective digital communication.

Discover how Icreon solved their digital communication challenges and optimized its CRM and email marketing capabilities.

The Challenge

Navigating Complex Data and Enhancing Email Deliverability

The music college faced significant hurdles with its previous digital platform, Marketo, which struggled to manage large and complex datasets required for targeted email campaigns. Additionally, low email deliverability rates hampered their communication efforts. Transitioning to Salesforce Marketing Cloud really underscored the need for a reliable partner who could ensure stability, boost email performance, and seamlessly integrate their CRM with email marketing.

 

They wanted to future-proof their operations, allowing anyone on the team easy access to HTML/CSS for emails or landing pages—something that was quite a hassle with Marketo. The main goals were clear: increase engagement, enhance the customer experience, and keep a cohesive digital strategy.

The Solution

Optimizing CRM and Email Marketing on Salesforce

Partnering with Icreon, the music college addressed its digital communication challenges and optimized its CRM and email marketing capabilities. The journey began with integrating Salesforce CRM with Marketing Cloud using Marketing Cloud Connect. This native connector allowed for fluid data synchronization between the platforms, ensuring real-time updates and enriched customer profiles.

 

Following the integration, we focused on designing email templates at the Parent Business Unit level. Leveraging HTML, CSS, and a user-friendly drag-and-drop interface, our team created templates that could be easily shared across different business units. This approach simplified the process, enabling the client’s team to get accustomed to the interface quickly.

 

For quality assurance, emails were tested on Litmus, an advanced email testing tool supporting over 100 email clients, including mobile and web-based clients, Outlook, and various browsers. This ensured that the emails appeared correctly across all platforms, maintaining a consistent and professional appearance.

 

To enhance personalization, we utilized Amp Script, Marketing Cloud’s proprietary scripting language, to add dynamic content to the emails. This allowed for tailored messaging that resonated with individual recipients, improving engagement rates. Additionally, our developers configured the subscription page and managed preferences using the cloud page, providing users with a streamlined and intuitive experience for managing their subscriptions.

 

Lastly, we conducted IP warming to build the sender’s reputation gradually and improve email deliverability. This meticulous process involved sending increasing volumes of emails over a set period, ensuring that the email service providers recognized the legitimacy and quality of the sender’s domain.

The Result

Enhanced Engagement and Email Deliverability

The collaboration between the music college and Icreon yielded impressive results. The college achieved significant improvements in email performance, including higher open and click rates, which translated to better engagement. By optimizing the digital strategy and ensuring seamless integration, Icreon helped the college deliver personalized and effective communication, strengthening their relationship with their audience and supporting strategic growth in a competitive market.