The program team soon adopted Sales Cloud as its CRM for members, and their operations were running smoothly until the launch of a new digital magazine a few years later. The magazine, WeekendPlus, was meant to be sent to subscribers only. However, because the member data for marketing was held separately from the data in Sales Cloud, preferences were poorly managed and emails were often sent to the wrong contacts.
“We received a lot of complaints because we were sending the magazine to people who had opted out,” said Hayes. “The other issue was that we couldn’t get the segmented data we needed to run effective campaigns for our business partners.”
These challenges led the team to replace its previous marketing platform with Marketing Cloud and make Salesforce the single source of truth for member data. The implementation was led by Salesforce Platinum Consulting Partner Simplus who established a seamless flow of data between Marketing Cloud and Sales Cloud. In addition, Simplus helped the Seniors Card program team to create web pages where people can apply to the seniors program online and manage their own subscriptions. The data is updated in Salesforce immediately so there are no more issues with newsletters being sent to the wrong members and no more complaints.
“We still have paper applications for those who are not online, but what we’ve found is that there are many in our target demographic that are demanding these digital options and now 85% of new members are applying online,” said Hayes.
The team’s data also shows that members are highly engaged with a steady open rate on eDMs averaging 30-40%. Satisfaction has increased among business partners as well as they’re are able to work with the Seniors Card team to send members more targeted campaigns and receive increased insights on the results.
“The transformation has been worth it for the increases in productivity alone, but it has been exciting to see the tangible difference it has made to our members,” said Hayes. “A 76-year old woman recently signed up for the Seniors Card online and, after attending an event she read about in WeekendPlus, she went back online to update her preferences and signed up for our special offers eDMs. Afterwards, she phoned the office just to thank us for making it all easy.”