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Salesforce Marketing Cloud (SFMC) is a cloud-based marketing platform that provides a range of tools and features to help businesses manage and optimize their digital marketing campaigns, including email and mobile marketing, social media management, advertising, and analytics. SFMC also has a marketing journey builder that allows marketers to visualize the customer journey, set goals, and define specific actions through a drag-and-drop interface.
This document describes the process of connecting the Antavo Enterprise Loyalty Cloud environment with Salesforce Marketing Cloud ( SFMC ) and setting up some of the most common marketing journeys between the two platforms. The document is divided into three sections. The first section covers the tasks which need to be carried out in SFMC. The second section focuses on setting up the data synchronization between Antavo and SFMC. The final section covers three common use cases that can be set up using Antavo and SFMC.
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Configuring the connection between Salesforce Marketing Cloud and Antavo
Steps to complete in the Salesforce platform
As a first step, set up your server-to-server Antavo integration in SFMC. This is necessary to start synchronizing loyalty data and use the data to build loyalty-related marketing email communication.
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Now that the package is registered, you have all the credentials and settings required to connect the SFMC package to the Antavo Enterprise Loyalty Cloud.
Steps to complete in the Antavo platform
As soon as the Antavo integration is enrolled, the Salesforce account can be connected in the Backoffice.
Navigate to the Modules page and open the Salesforce Marketing Cloud module.
Add the components of the package you created in SFMC’s system and click the Connect button.
Define the parent folder as Data Extensions and click Install.
Setting up Loyalty Data Synchronization
Once your Salesforce account and Loyalty Platform are connected, you can find the Integration settings page by opening the Salesforce Marketing Cloud integration in the Loyalty Platform. This is where you can add the loyalty events that will trigger loyalty data synchronization into Salesforce data extensions.
To turn on synchronization, select the Antavo events you would like to use in Salesforce Marketing Cloud and click the Save button.
Customer data extension
Opt in - a customer registers for the loyalty program
Opt out - a customer leaves the loyalty program
Point change - a change in a customer’s point balance
Data change - a change in a customer’s personal data
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The example in the picture shows the data structure that is synced when a customer registers into the loyalty program.
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Reward data extension
The only event you can sync into the reward data extension is the Reward event, which is registered when customers claim rewards by spending their points in the loyalty program. The Reward event triggers the synchronization of the following data:
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The example in the picture shows the data structure that is synced when a customer claims a reward in the loyalty program.
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Campaign data extension
The Campaign bonus event gets synced when a customer earns bonus points for participating in a loyalty campaign set up with Antavo’s Workflow editor. The campaign bonus event triggers the synchronization of the following data to the Campaign data extension:
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The example in the picture shows the data structure that is synced when a customer earns bonus points the loyalty program.
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Use Cases: Loyalty Program-driven Salesforce Journeys
Loyalty program welcome email
The first use case explains how to greet newly registered members in your loyalty program by leveraging the opt-in event sync. Here’s how you can define a Salesforce Journey to send a welcome email when a customer joins the loyalty program:
Open the Salesforce Journey Builder and Create a new journey from Scratch.
Add an API event entry source and select the antavo/customer/opt-in event
Add an Email message activity, configure the welcome email, and click the Done button
Click Save, then Activate the journey.
Birthday coupon reward notification
With Antavo’s Salesforce integration, you can turn customers’ personal data into valuable touchpoints that give you great opportunities to reach out to your customers and build a strong connection with them. One great example is delighting customers with a surprise reward on their birthdays. By recognizing your customers on such a special day, you can show that you care and keep engagement high. Here are the steps for setting up a birthday email campaign:
Create a birthday coupon reward
First, you need to configure the coupon reward in the Rewards module of the Enterprise Loyalty Cloud. Learn how to create a new reward in this article. While setting up the reward, please make sure that the point price is 0, to ensure customers will receive the coupon as a complimentary gift.
Use Antavo’s Workflow editor to reward your customers with a 10% off coupon on their birthdays
Open the Workflow editor of the Enterprise Loyalty Cloud and select Create new workflow.
2. Name the workflow at the top of the canvas.
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6. Change the Status to “active” and click on the disc icon to save the workflow.
Define a Salesforce Journey to trigger the birthday email with the coupon code included.
Open the Salesforce Journey Builder and select Create Journey from Scratch.
2. Add an API Event entry source and select the antavo/reward/claim event.
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6. Click Save and then Activate the journey.
Campaign bonus notification
By introducing point multiplier campaigns in your loyalty program, you can encourage customers to act and make purchases right away. The buzz that a bonus point event generates can draw your customers’ attention to certain product categories, new collections, or even new store locations. This use case shows how you can spread the word about new stores and bring customers in by notifying them that they can earn double points by making a purchase in that specific store.
Use Antavo’s Workflow editor to reward purchases with a double point bonus
1.Open the Workflow editor of the Enterprise Loyalty Cloud and click Create new campaign.
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6. Set the status to Active and click on the disc icon to Save the campaign.
Define a Salesforce Journey to trigger a bonus point email with the number of bonus points earned
1.Open the Salesforce Journey Builder and select Create Journey from Scratch.
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6. Click Save and then Activate the journey.
Disconnecting Salesforce Marketing Cloud from Antavo
In case you decide to disconnect SFMC from Antavo, navigate to the Modules page and open the Salesforce Marketing Cloud module. In the upper right corner of the page you’ll be provided with 2 options:
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