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Maximise Your Email Potential Through Salesforce Account Engagement

In the dynamic digital era, communication strategies for nonprofit organisations must evolve to stay relevant and effective. Email communication stands as a stalwart among these strategies. It’s personal, scalable, cost-effective and can help cultivate meaningful relationships with various stakeholders – be they donors, volunteers, supporters, or beneficiaries.

Despite the potential, many nonprofits find themselves grappling with an antiquated email approach. Traditional emailing often lacks personalisation, making communications seem generic and detached. As nonprofit organisations deal with a diverse audience, it is critical to tailor messages to fit each recipient’s unique characteristics and preferences.

Moreover, with the increasing volume of emails, it’s becoming more challenging to manage and track communications manually. There’s also the issue of data silos, which occur when email campaigns are not integrated with other channels or systems, leading to disjointed communication efforts.


This is where Salesforce Account Engagement, previously known as Pardot, comes into play. It offers a suite of tools designed to transform your email communications, ensuring they are personalised, streamlined, and integrated. Here’s how:

Personalisation at Scale: Salesforce Account Engagement allows you to personalise your email communications based on recipients’ preferences, behaviour, and interaction history. This fosters deeper connections with your constituents and increases the effectiveness of your communications.

Segmentation: With Salesforce Account Engagement, you can segment your audience based on various criteria such as demographics, donation patterns, and interaction history. This ensures that your messages are more targeted, relevant, and impactful.


Robust Analytics: It provides detailed analytics, enabling you to track and measure the effectiveness of your email campaigns. You can understand what content resonates with your audience and adjust your strategies accordingly.

Automation: Salesforce Account Engagement allows you to automate your email campaigns, freeing up your team’s valuable time. This means you can send timely, relevant communications based on your constituents’ interactions with your organisation.

Integrated Platform: Salesforce Account Engagement integrates seamlessly with other Salesforce products, ensuring your email communication is part of a comprehensive approach to managing your nonprofit’s relationships and interactions with all stakeholders.


Implementing Account Engagement for The Leprosy Mission Shop

Cirrico successfully implemented Account Engagement for The Leprosy Mission Shop, addressing the challenges they faced with outdated mailing list management. Previously, the shop relied on cumbersome spreadsheets as mailing lists, leading to difficulties such as manual checks for duplicates and inadvertently contacting individuals who had opted out of emails.

By transitioning to Account Engagement, The Leprosy Mission Shop now efficiently sends all their emails, reaping multiple benefits from this implementation. Notably, the automated system effortlessly removes duplicates from mailing lists and instantly excludes individuals who opted out, resulting in significant time savings and a streamlined email process.

The success of the implementation is evident in the measurable results achieved. Deliverability rates have improved, leading to enhanced engagement with their audience. For a detailed account of this transformation, you can read the full Success Story here.


Interested in accelerating the impact your nonprofit makes?

Cirrico are Salesforce experts, especially when it comes to the nonprofit space. If you are interested in implementing Salesforce and working with a Salesforce nonprofit partner, then you are in the perfect place. Contact the experts at Cirrico for more information.