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Salesforce

Using Data to Build your Audience

November 14, 2019 by jennifer.mortensen

Each individual contact in Salesforce contains 500+ data points that you can use to segment your audience for email sends. While it can be tempting to send to everyone because it's easy, segmenting your audience is a better strategy that can lead to big results (increases in open and click rates, for example).

Here's a quick overview of the data available in Salesforce (not all fields are included). Your eComm Specialist can assist you with segmenting your audience based on these data points. 

Contact Object

  • Birthdate
  • Age
  • Geographic Area
  • Address, City, Zip Code
  • Employee ID
  • Advance ID
  • Student ID

Affiliations Object

  • Details affiliations with CU, such as donor, alumni, employee, friend, parent, etc.

Campaign History

  • Details a full campaign history for the contact, including email and event engagement.

Contact History

  • Details changes made to the contact, such as in the email address field.

Education Object

  • Campus
  • Official Degree
  • Degree Awarded (Y/N)
  • Degree Awarded Date, Semester, and Year
  • Major, Minor, Honors
  • Degree Level
  • Active Enrolled (Y/N)
  • First and Last Term Enrolled

Employment Object

  • Job Group Description
  • Working Title
  • Hire Date
  • Supervisor
  • Employee School/College
  • Job Location
  • Job Group Code
  • Job Department Campus Number
  • Employee ID

Enrollment Object

  • Institution
  • First and Last Term Enrolled
  • Academic Level
  • Active Enrolled (Y/N)
  • Scholarship Information
  • Academic Load Code (Full or Part Time)
  • Individual Email Results
  • Details the specific actions a contact has taken in response to emails received (no open, open, click)

Interest Object

  • Details interests (limited in scope) within CU such as Advocates, advisory boards, giving societies, etc.

Scholarship Object

  • Details CU scholarships a contact has received (limited in scope), if any.

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