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Function
  • Campaign Planning & Execution Unification
  • Marketing Performance Analytics & Optimization
  • Cross-Platform Data Integration & Management
  • Real-Time Campaign Adaptation & Response
Services
  • Strategic Integration Consultancy
  • Mailchimp and Salesforce API Integration
  • Single Source of Truth Implementation
  • Marketing Automation Transformation
Outcomes
  • Automated bidirectional information flow between platforms
  • Salesforce established as comprehensive SSOT for campaigns
  • Significant time savings through elimination of manual processes
  • Enhanced campaign performance through real-time optimization
Technologies
  • Salesforce CRM Platform
  • Mailchimp Marketing Automation
  • Custom API Integration Architecture

Solution: Salesforce & Mailchimp Integration

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.
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Location

United Kingdom

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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.
  • 20250730_2205_Salesforce-Mailchimp Integration_simple_compose_01k1e2w5gne6brec3t7tg7cy1s
    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

    Building Blocks of Success

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    Campaign Planning Integration

    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

    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

    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

    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

    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.

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    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.

    THE BRYSA WAY™

    The future of Automation in Marketing

    The future of marketing automation will be defined by AI-driven personalisation, event-triggered journeys and unified data models enabling precise, scalable and context-aware engagement across channels.

    Success will depend on consent management, interpretability and cross-channel coherence to ensure relevance, compliance and sustained audience trust.
    View our success stories

    THE BRYSA EFFECT™

    “[Brysa] has come up with solutions to problems we didn’t even realise at the time…has been fundamental in building our roadmap”

    Leanne Dowling, Financial Controller, i-media Ltd.
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    GET IN TOUCH

    Got a bold idea or just testing the waters? As a trusted Salesforce Partner in the UK, we’re here toguide you either way. Let’s talk.