What’s the worst mistake in marketing?
Most think of marketers sending wayward emails to the whole database, but what happens behind the scenes can be scary too.
For instance, one marketing team was staring at an automation rule that had gone wrong. The marketer accidentally chose the criteria “Isn’t on the list” instead of …
Here are highlights from article Marketers Beware: Set Salesforce Field History Tracking for Email Opt Out
1. Mistakes in marketing automation:
– Choosing the wrong criteria in automation rules can lead to unintended consequences.
– In this case, the marketer accidentally unsubscribed 25,000 prospects due to a mistake in the automation rule.
2. Lack of Salesforce History Tracking:
– The company did not have Salesforce History Tracking set on the Opted Out field.
– This lack of tracking made it difficult to identify who made the mistake and when it occurred.
3. Importance of Field History Tracking:
– Enable Salesforce Field History Tracking for the Email Opt Out field.
– This feature allows for an audit trail of changes, including who made the change, the edit date, and the field’s previous value.
4. Enabling Field History Tracking:
– Turn on Field History Tracking to safeguard the database and prevent mistakes.
– Consider enabling it for other fields, such as the Do Not Email field in Salesforce.
5. Reviewing Field History Tracking:
– Once Field History Tracking is enabled, access reports to review previous values.
– This can be helpful in correcting mistakes or importing data into other systems, such as Account Engagement or Salesforce.
You can read it here: https://go.alexandreruiz.com/pardotcontent/marketers-beware-set-salesforce-field-history-tracking-for-email-opt-out
Source from greenkeydigital(dot)com