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Apr 29, 2021

Spring Cleaning Tips

As events wrap up for this season, now is a great time to clean up your Adobe Campaign and Salesforce instances.

Marketing Automation clients should archive old content, audit active vs. inactive contacts, update ticket interest forms, and prepare for the Eloqua transition. Salesforce clients can take this time to clean up users, opportunities, tasks, dashboards, and more!

Adobe Campaign

Update Folder Structure

You can save yourself and your team time by standardizing your folders.

  1. You have the flexibility to create your file structure for assets such as images, web applications, and email deliveries. A best practice is to organize your deliveries through sport or event-specific foldering. For example, if I’m looking for a current season football email, my folder structure would be Deliveries > Football > F21.
  2. Right-click on any folder to create a new one.

    folderStructure.png

Sorting Active Contacts

If you have any interest in improving open rates, this clean-up tip can help.

  1. Let’s take a look at our data and make the most of our most used pre-defined filters. Take some time to review your subscription filters and add another layer of filtering to target active contacts. Targeting fans in the tracking logs table who have opened or clicked on your emails recently means they’re more likely to open future emails you send.
  2. The example below demonstrates how adding logic can find those who clicked or opened an email within the last three months.

    sortingContacts.png

Workflows

Nobody wants to send a fan an email they weren’t supposed to get.

  1. One way to avoid this is to go in and sort the active and inactive workflows. You might have workflows running from a season or two ago that would potentially pull in a patron and send them an email irrelevant to them. For example, if you notice Shopping Cart Abandonment is running, but you don’t have anything on sale, that is an opportunity to stop the workflow until you’re ready to go on sale. If you have questions on active workflows, reach out to your digital marketing specialist.
  2. Within the workflow, there is a red button you can hit to “Stop” a workflow. It will then go into a “Finished” state and not fire again.

    workflows.png

Email Updates

Once campaigns like ‘Auto Opt-In New Purchasers’ or ‘Email Sign Up Welcome’ start running, they’ll continuously run and don’t need any further attention.

  1. These are great basic automation campaigns; however, it might be worthwhile to look at the emails firing for these campaigns and make any necessary updates to make sure you’re sending new fans the most up-to-date information. For example, has your merchandise shop URL changed? Do you have Development information you’d like to add? Review these emails and optimize them to give fans an ideal introduction to your Organization.
  2. Navigate to the delivery template folder that contains your email and make any changes directly to the template.

    emailUpdates.png

Updated Ticket Interest Forms

While you’re refreshing your pre-defined filters and introductory automation campaigns, take a look at your ticket interest forms.

  1. Now is an excellent opportunity to audit content and eVenue sites and identify opportunities to place ticket interest forms for lead generation. For example, do you have a football-specific form on the Football schedule or season information pages? Are your ticket interest forms collecting data that is useful to the sales team?
  2. Are all fields still valid? Do any fields need to be added?

    ticketInterestForms.png

Prepare for Eloqua Transition

Marketing Automation will be transitioning from Adobe Campaign to Oracle Eloqua.

  1. To prepare for this move, start archiving templates, forms, and pre-defined filters no longer in use.
  2. Keeping frequently used assets separate from outdated ones helps identify what items to replicate in the new system.

    eloqua.png

 

Salesforce

Users

Have you had a change in staffing? Wondering where your Salesforce licenses are being used? Doing these few steps with old/inactive users ensures that no opportunity goes unattended and no account is missed on the unowned leads dashboard.

  1. Run a User report to see all currently active users in your Organization.
  2. Sort by the last login to see who has and has not been using their license. If a current user leaves the Organization, it is best practice to:
    • Deactivate the User
    • Reassign any Open Opportunities that the User might own
    • Reassign any Account that the User may own.

      sf-users.png

Opportunities/Tasks

Do you have old Opportunities from 2020 that went untouched during COVID? Maybe even some stragglers from earlier seasons that have not yet been closed out?

  1. Now is a great time to work with your Salesforce Admin and get your overdue Opportunities and Tasks closed out. Not only does this make for a clean database, but it also plays a crucial role in setting up Einstein Opportunity Scoring.

    sf-oppScore.png
     
  2. What about creating new Opportunities? Do you have the current season as an option in the “Season” picklist field on new Opportunities? Cleaning these up will set your team up for success entering the new season.

    sf-oppNew.png

Data Storage

We always recommend making sure your Salesforce data is usable and relevant. It’s an excellent time of the year to consider the seasons you have coming into Salesforce. Our Salesforce database aims not to recreate the ticketing database but to keep a rolling average of purchases from the last few years. Talk with your Salesforce Admin about checking your Salesforce storage capacity and cleaning up some old transactions.

Dashboards

Certain dashboards might be using hard-coded reports, looking at a specific season or specific PLO list. Two dashboards to check for this would be:

  1. PLO Dashboard: Make sure your team is working from a PLO dashboard with up-to-date Opportunity Lists. Closeout and remove any list with old and overdue Opportunities.
  2. SFDC Usage Dashboard: Make sure any hard-coded components looking at sales from a specific season are up to date. What other dashboards do you have that could use updating? If you have components like look like this, it might be time to do some Spring Cleaning.

    sf-dashboards.png

Post by:

authorCayln Comford, Digital Marketing Specialist, Paciolan

authorAndrew Campbell, Analyst - CRM, Paciolan