Salesforce is the number one CRM worldwide, but many are oblivious to the fact that it is an extremely powerful tool as well. It has a complete suite of Marketing Cloud to cater to all the latest marketing aspects of development. However, despite all the modern approaches, it has a limitation when it comes to mass mailing. Email marketing has become an integral part of all marketing strategies and it needs a greater liberation.
Why Should You Integrate Salesforce With an Email Service Provider?
The limitation that Salesforce faces is that you can send only a fixed number of emails via the native Salesforce marketing cloud (1,000 to be precise, in the case of performance or unlimited editions). Enterprises dealing with a limited number of transactional emails can survive this, but those shooting subscriber-based emails in hundreds and thousands seem to hit a dead wall. Enter third party Email Service Providers or ESPs. They aid Salesforce to take care of CRM stuff like contact and campaign management whereas ESP takes the email delivery into consideration. Most ESPs also have other features like click and open tracking, unsubscribe list management, bounce email, etc. We can use them all. In the case of smart integration, you also have the provision to import this data to Salesforce automatically.
There are myriad email marketing tools, but MailChimp kind of stands out from the rest. MailChimp and SendGrid are apparent competitors, but MailChimp tops the list because it has so many imperative features that it can stand alone as a sole competitive marketing tool.
How to Integrate MailChimp With Salesforce
The integration can be carried out using one of the two ways: the app way or the API way. While the former requires a simple installation and a little configuration of the app in Salesforce, it is not as flexible as the latter. The API way needs custom codes for seamless integration of MailChimp and Salesforce. Today we are going to learn how to do it the app way.
1. Installation and Configuration of App in Salesforce
- Find the app at Salesforce AppExchange and install the app.
- Once the installation is complete, add MailChimp sections to the lead/contact layouts. (Setup > Leads/Contacts > Fields > Layouts)
- In Layout go to the Visualforce Page.
- Drag and drop the MembershipContact section to the layout, which was previously created by the MailChimp app you just installed.
- You need to add MC subscriber field from the fields section in the Layout Designer (for professional and Group edition users).
- It also gives you the provision to alter the fields available in the search layout. You can do the same by navigating to Setup > Leads/Contacts > Fields > Search Layouts.
- Move MailChimp subscription field to the Selected fields section.
- Click Save at the end of each step.
2. Configurations in MailChimp
- Sign up with your MailChimp Account.
- Open the Accounts Panel from MailChimp.
- Click on Integrations > Salesforce.
- On clicking Connect, it will pop open the Salesforce authentication login page.
- The next step involves logging in, which will automatically redirect you to the integration page. If the screen shows you a success message then you get acknowledged for a successful integration or else you have to repeat the above steps again.
3. Import Contacts From Salesforce
After the successful integration of the two solutions, we are left with the task of importing contacts and leads to MailChimp.
- Go to the List page in MailChimp.
- Create a new list and then select Import in the drop-down next to the list created.
- Click on the integrated services.
- You will be provided with a list of services that you can integrate with MailChimp; click to select Salesforce.
- The next step involves mapping the fields.
- Import Fields setup and select the SFDC fields that are desired to be added.
- Click on import and map Salesforce fields with MailChimp list fields ds. Click on review and then continue the import.
- Repeat the entire process if you desire a new list of different contacts.
Wrapping up, it needs to be mentioned that integrating a MailChimp account with Salesforce will give you an added edge of tracking options. It will provision your connected solutions to keep track of the subscribers or prospects. However, it is feasible only when you turn on tracking Member Activity or Campaign Stats under Salesforce tracking options. This is an added advantage of all the other campaign information synced with Salesforce in real time. Any campaign member activity is attached as a note and can be managed via the Notes and attachment section in Salesforce. However, there is a fairer chance you may have to export and import new subscribers in Salesforce if the list is built in MailChimp.