Marketing Cloud

What is Marketing Cloud?

The Salesforce Marketing Cloud is an automation and analytics tool for email marketing. It is managed by the External Relations & Marketing Communications team within University Development & Alumni Relations and is the officially supported email marketing application for UC Berkeley advancement.

Frequently Asked Questions

Q. Is there an uploader tool I can use to import a list of CADS IDs?

A. You can manually import list of CADS IDs by following this guide. The MarCom Web Team is researching development options to build an upload tool that will support importing additional columns of custom data.

Q. My email didn't send to everyone on my list, why?

A. The total sent value in send tracking reports is often less than the target list total for a number of reasons, including:

1. Auto suppressions. Marketing Cloud is configured to exclude the following, per business unit and UC-wide
   • "No Contact" and "No Email" special handling
   • "Opt Out of All" email preferences
2. Unsubscribed status. If a user clicks “Unsubscribe” or “Spam” in their email client they will be unsubscribed from all future sends from that business unit.
3. No email addresses. Many records in CADS do not have a valid email address, therefore Marketing Cloud cannot deliver to them.
4. Duplicate email addresses. Marketing Cloud will deliver to each unique email address and skip any repeat occurrences.

Q. What is the Marketing Cloud policy regarding volunteer access?

A. Salesforce Marketing Cloud licenses will continue to be provided to UC Berkeley advancement staff only. Departments that utilize volunteers to engage their constituents will need to appoint a departmental staff member to facilitate email marketing initiatives using Marketing Cloud. For more information, please refer to the Service Level Agreement, §2.5 Email Management for Alumni Clubs and Chapters.

Q. What is the recommended workflow for managing email marketing volunteers?

A. Here is a general guideline to help you hit the ground running with your volunteers:

1. Provide and maintain a branded toolkit for volunteers, as required, by your campus department.
2. Appoint a staff member within your department to obtain a Marketing Cloud account. This staff member will be responsible for:
   • Collecting emails drafted by volunteers
   • Performing list creation and management, email template creation and design support
   • Submitting feedback and editorial support to volunteer writers and provide final approval
   • Once the email is approved, send the email through the Marketing Cloud interface
3. To ensure your emails are written with all of the required Marketing Cloud information, you can utilize a Volunteer Email Request form to share with your volunteers. Here is an example form that you can copy and expand upon as needed.

Please be aware that the following activities are strictly prohibited:

• Constituent lists are not to be shared with volunteers. University staff are required to vet data integrity.
• Volunteers should not utilize alternate platforms to broadly email constituents.