Solution: Salesforce & Mailchimp Integration

Case Study

Charity/ NFP

Media

All Industries

Engineering

Our client is a forward-thinking media organisation that relies on advanced technology to power their operations. They use Salesforce as their central CRM platform and leverage various specialised tools including Mailchimp for campaign execution. While each tool delivered strong individual results, the lack of integration created operational bottlenecks and data silos that limited their growth potential.

Location

United Kingdom

TEAM

Marketing

Challenges faced

Opting for Mailchimp instead of MCAE for legacy reasons, the marketing team struggled to get the data they needed.

Primary challenge: The team was operating with disconnected systems where campaigns were planned in Salesforce but executed in Mailchimp, creating data silos and preventing real-time performance optimization.

The marketing campaigns were rigid and couldn't adapt automatically based on performance metrics, limiting their effectiveness and ROI.

Additional challenges: Multiple advanced tools working in isolation resulted in data fragmentation across platforms.

The team had created numerous manual workarounds to bridge system gaps, which slowed internal operations and made the overall system highly inflexible.

No single source of truth existed for campaign management and performance tracking.

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What We implemented

We proposed a comprehensive integration strategy using Mailchimp's API to create seamless, bidirectional data flow between Salesforce and Mailchimp.

The goal was to transform Salesforce into a Single Source of Truth (SSOT) while maintaining the execution power of Mailchimp.

We were brought onboard to eliminate data silos, automate routine tasks, and enable adaptive campaigns that respond to real-time performance metrics for peak organizational efficiency.

Building Blocks of Success

Campaign Planning Integration

Unified Campaign Strategy & Data Flow

Connected Salesforce campaign planning module with Mailchimp execution platform using robust API integration.
Enabled seamless transfer of campaign objectives, target lists, and recipient data while maintaining data integrity across both platforms.

Performance Analytics Automation

Real-Time Metrics & Adaptive Campaigns

Implemented automatic capture of key performance metrics including open rates, click-through rates, delivery rates, and bounce data.
Linked all metrics to respective recipients, enabling campaigns to adapt automatically based on real-time performance data.

Enhanced Target List Management

Intelligent Audience Segmentation

Developed enhanced Target List functionality that leverages both Salesforce customer data and Mailchimp engagement history.
Created dynamic segmentation that improves with each campaign, ensuring optimal audience targeting and higher conversion rates.

Comprehensive Reporting System

End-to-End Campaign Tracking

Built thorough reporting capabilities that trace campaigns from initial planning through to final conversion.
Consolidated all campaign data into Salesforce, providing marketing teams with complete visibility and actionable insights in one central location.

Single Source of Truth Creation

Unified Data Architecture

Established Salesforce as the central hub for all campaign-related information, eliminating data fragmentation.
Integrated multiple platforms to create a cohesive ecosystem where the right information reaches the right user at the right time.

Impact

The result of our collaboration

The marketing team has observed significant improvement in their campaign management and execution.

Fully automated data flow between platforms.

Real-time performance-based campaign adjustments was now possible.

Salesforce established as Single Source of Truth.

Improved audience segmentation and conversion rates.

Streamlined operations with automated processes improving team efficiency.

Function

Services

Outcomes

Technologies