The challenge
The sign-up-to-email flow at ClassTrucks needed attention. A website form was not capturing prospects and passing their data into Salesforce Marketing Cloud, and key email journeys needed to be brought back into operation.
There was no existing audit to guide the work. Before changing the communication, I needed to establish how the inherited setup worked and where the gaps were.
My work
I investigated the system directly and wrote an audit covering contact data, data extensions, subscriptions, automation and communication flows.
I then reworked the Welcome journey architecture, email design and copy. The communication logic took account of customer actions, language and region, rather than treating every sign-up as the same conversation.
Alongside the Welcome relaunch, I worked with a colleague from another department to launch the Lead/Junk communication flow.
What changed
- A documented SFMC audit provided a starting point for the changes.
- The Welcome journey was relaunched with updated design, copy and journey logic.
- Email communication with the existing subscriber base resumed.
- The Lead/Junk communication flow was launched jointly with a colleague.
A good fit if: You have inherited an SFMC setup, need an audit before making changes, or want to relaunch a customer journey.