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Marketing Cloud

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Approved for development

Summary​

The Marketing and Communications process at AANP outlines the strategies for using Salesforce Marketing Cloud to manage and automate communications with various user groups, including members, prospects, and non-members. The goal is to ensure that communications are targeted, effective, and aligned with recipient preferences, while keeping these groups informed and engaged.

While AANP leverages scheduled journeys for ongoing communications, many of the organization's email communications are crafted for specific, one-time sends. These messages often address particular groups based on current events, legislative actions, or training opportunities. For example, a Federal Government Affairs email may be sent to all members living in Arkansas when a state bill requires action, or State Liaisons may be contacted for an upcoming training session. These communications are typically set up quickly, often using a CSV file to import the targeted recipients, and employ email templates to streamline the process.

To support this, the system must allow for the simple setup and delivery of these targeted campaigns. AANP currently uses a "Global Contacts" view synced from Aptify to Real Magnet, the current marketing partner, to create specific lists like "All members from Arkansas" or "All State Liaisons." This approach will continue to be critical as we transition to Salesforce Marketing Cloud.

This process includes managing email campaigns, SMS text messaging, newsletters, and other communications through a centralized system that supports opt-in and opt-out features, the scheduling of regular communications, and the ability to target specific segments for campaigns. This framework lays the foundation for specific use cases, such as Auto Renewal Journeys and Onboarding Journeys.

Requirements​

External Users​

  • As an external user, I should be able to manage my communication preferences, including email and SMS text messaging, by following a link provided in the communications I receive, or by accessing an Email and SMS Preferences management page via my Salesforce account at any time.
  • As an external user, I should be able to see a clear summary of my current communication preferences on the management page, including which categories of emails and SMS messages I am subscribed to or have opted out of.
  • As an external user, I should receive a confirmation email or SMS message whenever I update my communication preferences, confirming the changes I made.

Internal Users​

  • As an internal user, I should be able to send a weekly e-bulletin (association newsletter, digital) to members every Thursday.
  • As an internal user, I should be able to send a monthly email (course of the month) to members on the 1st of every month.
  • As an internal user, I should be able to send an email (Top 5 benefits) in the first week of the month to members.
  • As an internal user, I should be able to send PAC emails (General Membership Benefit) to members within two weeks.
  • As an internal user, I should be able to send PAC emails (Policy) to members (excluding international members) within four weeks.
  • As an internal user, I should be able to send PAC emails (PAC) to members (excluding international members) within five weeks.
  • As an internal user, I should be able to set up and schedule email and SMS campaigns for both members and non-members.
  • As an internal user, I should be able to view and update a member's or non-member's communication preferences, including both email and SMS text messaging.
  • As an internal user, I should be able to easily create and send one-time email and SMS campaigns targeting specific groups of recipients, often based on urgent or time-sensitive issues, using imported CSV files.
  • As an internal user, I should be able to quickly generate recipient lists from the "Global Contacts" view synced from Aptify, filtering based on criteria such as location, membership type, or role (e.g., all members from Arkansas, all State Liaisons).
  • As an internal user, I should be able to customize email and SMS templates for these one-time sends to ensure the messaging is relevant and timely.
  • As an internal user, I should be able to track and report on the performance of these one-time email and SMS campaigns, including metrics like open rates, click-through rates, delivery success, and opt-outs.
  • As an internal user, I should have the ability to save and reuse customized lists and templates for future one-time campaigns to improve efficiency and consistency.
  • As an internal user, I should be able to manage the import of recipient lists via CSV, including validating the data for errors and ensuring the correct contacts are targeted.
  • As an internal user, I should have access to a consolidated view of all email and SMS communications sent to a recipient, including the ability to see their opt-in/opt-out history.

Assumptions​

  • All members, prospects, and non-members will receive communications that align with their preferences and opt-in/opt-out settings for both email and SMS.
  • Timelines for communication distribution will follow the schedule specified in each requirement.
  • The ability to perform one-time sends efficiently is critical for maintaining timely and relevant communication with specific groups based on current events or organizational needs.
  • The system will comply with communication standards and regulations, ensuring that all opt-in/opt-out requests are respected, including those for SMS messaging.

References​

Approvals / Signoffs​

RoleNameSignatureDate
Technical LeadJeff SikesJS07/26/2024
StakeholderZeke HollimanZH08/16/2024