Enabling a global, GDPR-compliant marketing campaign with Salesforce Marketing Cloud

The challenge: Complying with the GDPR

The General Data Protection Regulation (GDPR) is the most comprehensive privacy and security law, enforced in May 2018. Even though it was drafted by the European Union, it targets any organization, irrespective of its location, as long as it collects the information of the users based in the EU.

To align with the latest data protection legislation, our client, a global coffee and tea company, decided to adjust the database. They wanted to make sure that the users’ information that was stored there was compliant with the new GDPR regulations.

As their technical partner, our responsibility was to make sure that the subscriber’s database was updated with the new consent of the subscribers. In other words, they wanted to make sure that their subscribers wanted to get updates about their news, offers, and campaigns in the future.

The goal? Reaching seven million subscribers. This was to be accomplished by sending targeted email campaigns across the brand portfolio of the client.

The team: Salesforce marketing experts

To comply with the strictest user data protection regulations, the client needed a reliable technical partner to help them. An experienced team with an extensive experience in Salesforce and great domain knowledge. That is where helped them, build a team of five Salesforce developers and Salesforce Marketing Cloud consultants.

The solution: The combination of Salesforce and Salesforce Marketing Cloud

The client provided us with new IPs. Our goal was to make sure that our emails reached their audience and were aligned with their KPIs. To keep the sender score of the new IPs high, at over 90%, we developed an IP warmup campaign for several brands across several geographical locations and in different languages.

We used the Salesforce Marketing Cloud platform for content creation and email campaigns. Salesforce was used for capturing personalized customer data and data analysis.

The result: Email reputation score reaching 98%

We managed to meet and exceed the client’s expectations. We managed to reach all subscribers in the database and received the cons

The campaign was executed successfully. We managed to reach the subscribers of all the brands in the database and received consent well above the projected numbers. The email reputation score was 98% across the brands at the end of the campaign.

The full tech stack:

Salesforce Marketing Cloud
Salesforce
HTML
CSS
SQL
AMP script