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Campaign Messages
Campaign messages let your business users send single or multi-touch engagements to Contacts, Leads, and Person Accounts at scale from the Salesforce Campaign object.
There are two types of Campaign Send workflows:
- Segmented Send: Users can personalize and send messages to smaller groups (segments) of their entire target audience. Segments can contain up to 500 recipients.
- Bulk Send: Users can personalize and send messages to up to 25,000 recipients at once with more limited personalization options.
One workflow typically makes more sense than the other based on the use case and type of content the user wants to send. However, you can use the two workflows together. For example, use the Segmented Send workflow first to make targeted personalizations to specific individuals or groups of individuals. Then use the Bulk Send workflow to target the rest of the audience. Recipients can't be included in a Bulk Send and Segmented Send at the same time.
Not all features are available in both workflows, so use this information to determine which workflow is right for your organization.
| Segmented Send | Bulk Send | Segmented Send and Bulk Send |
|---|---|---|
This workflow offers more control and flexibility for audience and content manipulation. For example, use Segmented Send to send individual or group personalization messages, sometimes called profile-based personalization. In this case, use data filters to segment the target audience, and then modify messages for that segment Segmented Sends work well when there are nuances to the type of messages certain individuals receive. Segmented Sends also work well when the user adding individuals to the campaign isn't the same user who sends the campaign. For example, another team member creates the audience for you to review, or corporate marketing pre-loads the campaign with suggested recipients based on business logic or automation. With this workflow, users can opt recipients out of messaging without removing them from the campaign. |
This workflow offers a more efficient way to get messages out to your book of business, but less flexibility in audience and content manipulation. Users can modify content for the entire audience. Users can also review the entire audience before sending, but can't personalize for individuals or groups. For example, use Bulk Send when the user has a target audience of more than 1,000 and the content doesn't require granular modifications such as an event invitation. |
You can use both workflows together. For example, use both options when your audiences consist of high-touch and standard clients and where the general content is sent to all clients, but your high-touch clients require more specific personalization. |
Scale considerations:
| Segmented Send | Bulk Send | Segmented Send and Bulk Send |
|---|---|---|
| If you’re sending more than 5,000 segmented messages per day, consider using bulk send. We recommend using no more than 20 personalization attributes across all campaign messages. | Consider scale for Segmented and Bulk Sends together when using both workflows in a single campaign. |
Example use cases for Segmented Sends, Bulk Sends, and using both together.
| Segmented Send Use Cases | Bulk Send Use Case | Segmented Send and Bulk Send Use Case |
|---|---|---|
Monthly Newsletter with VIP Webinar: A Cumulus financial advisor wants to send the monthly newsletter to 300 clients. Later that month, Cumulus is hosting a webinar for households with more than $1 million under management. Cumulus has a custom contact field that categorizes clients as standard, high-touch, or lighthouse clients based on assets under management (AUM). Also, Cumulus shows the AUM to advisors. The advisor wants to provide the webinar information to 50 lighthouse clients and not the other 250 clients. Rather than sending two newsletters, the advisor can use the segmented send workflow to filter 300 clients down to the 50 lighthouse clients and make the webinar-specific personalization. And then the advisor can modify the newsletter for the remaining 250 clients. Cross-Team Sending: The Cumulus marketing team uses AI to pre-populate campaigns for advisors based on custom business logic. A Cumulus financial advisor prepares to send a market update email to 200 suggested clients. The advisor can review the suggested clients and optionally opt certain recipients out of receiving the message. |
Simple Holiday Card:A Cumulus financial advisor wants to send a holiday card to 2,000 clients. The advisor decides that a simple thinking of you note is enough for all clients. The advisor can type one message for all 2,000 clients. Cumulus uses campaigns to manage this workflow to tie this activity to ROI (Campaign Influence). If ROI isn't important, or if the total audience was less than 25,000, the advisor can also use Quick Sends to do the same send. | High-Volume Newsletter with VIP Webinar:A Cumulus financial advisor wants to send a monthly newsletter to 5,000 clients. Later that month, Cumulus is hosting a webinar for households with more than $1 million (US dollars) under management. Cumulus has a custom contact field that categorizes clients as standard, high, or lighthouse clients based on AUM. Also, Cumulus shows the AUM to advisors. The advisor wants to provide the webinar information to 50 lighthouse clients and not the other 4,050 clients. The 4,050 remaining clients can be targeted using the segmented send workflow. However, using the bulk send workflow would be more efficient because it involves clicking send one time versus nine times using segmented sends. |
Use this table to determine which channels work with Segmented and Bulk Sends.
| Channel | Segmented Send Use Cases | Bulk Send Use Case |
|---|---|---|
| Yes | Yes | |
| SMS | Yes, limit one custom SMS per campaign | Yes, limit one custom SMS per campaign |
| Custom | No | No |
Use this table to determine which features work with Segmented and Bulk Sends.
| Feature | Segmented Send | Bulk Send |
|---|---|---|
| Sending: Send to Campaign Members | Yes, maximum 500 at once. You can limit the total number of messages sent using the Message Cap defined in Distributed Marketing Administration. |
Yes, maximum 25,000 at once. You can limit the total number of messages sent using the Message Cap defined in Distributed Marketing Administration. |
Sending: Send from {X} Distributed Marketing supports sending from record owner and running user. |
Yes | Yes |
Sending: Schedule sends Scale considerations:
|
Yes, if manual approvals are disabled. If you're a single user, don't schedule more than 50 unique Segmented Sends for the same time. Also, don't schedule Segmented and Bulk Sends for the same time. |
Yes, if manual approvals are disabled. If you're a single user, don't schedule more than a single Bulk Send for the same time. Also, don’t schedule Segmented and Bulk Sends for the same time. |
Message Personalization: Per-individual modifications Example: Select a single campaign member and modify the email. |
Yes | No |
Message Personalization: Per-group modifications Example: From 100 campaign members, select 5, and modify the email for the selected 5. |
Yes | No |
Message Personalization: Per batch modifications Example: Select all campaign members, and modify the email for all selected members. |
Yes The Submission Cap defined in Distributed Marketing Administration can limit the maximum selectable members (batch size). |
Yes |
| Message Personalization: Default modifications | Yes, through Campaign defaults. | Yes, through Campaign defaults. |
Compliance & Approvals: Manual Approvals Scale consideration: Each message must be approved individually. If approvals are required, campaigns with more than 5 messages can become operationally unusable. |
Yes, if scheduled sends are disabled. | No, messages are sent regardless of approval setting. |
| Compliance & Approvals: Restricted Words | Yes | Yes |
| Compliance & Approvals: Submission Cap | Yes | No |
| Compliance & Approvals: Message Cap | Yes | Yes |
| Extend Distributed Marketing: Custom Personalization Interaction | Yes | No |
| Extend Distributed Marketing: Extend Entry Source Data | Yes | Yes |
After a Campaign Send, you can view these Campaign Send Statistics.
- Submitted: The number of members to whom the campaign was sent
- Rejected: In a Segmented Send, the number of members for whom the campaign wasn't sent based on the user choosing the Reject option
- Failed: The number of Submitted members who weren't injected into the journey for any reason
- Waiting: The number of members for which no action’s been taken yet. In a Segmented Send, their status is Pending
- Set Up Campaign Messages
Customize your Campaigns page layout for Distributed Marketing to include the Distributed Marketing MCDM Campaign Messages component. This component provides access to review Marketing Cloud Engagement messages within the connected journey, preview content, send messages, and more. Think of the Campaign Messages component as a Distributed Marketing campaign’s home base for campaign sends. - Enable Journeys for Campaign Send
To share single or multistep journeys, connect a Salesforce campaign to a Marketing Cloud Engagement Journey. This connection exposes marketing content to your owners, partners, and sellers for personalization in Distributed Marketing. - Change Journey Connected to a Campaign
Before or after campaign members are added to a campaign or a child campaign is created, you can change the journey connected to the campaign through Distributed Marketing. After saving, an association between a campaign and a journey is required. - Set Up Collaborative Campaigns (Auto Send)
Coordinate with your business users to plan your campaign launch at a specified date and time. With the proper permission set, you can set up an Auto Send for a Campaign. At the selected date and time, all campaign members not yet sent to and not part of a scheduled or bulk send are added to the Auto Send campaign journey. Your business users can add up to 25,000 members for an Auto Send campaign. If more than one campaign is scheduled by the same person for the same time and date, your business users can still send to a total of 25,000 members.
