Question

Customer Event:

- gather data through a tablet-based webform as part of a raffle into a data extension.
- Winner is randomly selected.
- After the event, an email should be sent to the participants to gather opt ins for marketing emails.

Define 2 things necessary:

A: data extension with opt in status
B: Send email activity which contains a link to subscription center
C: WebCollect
D: SmartCapture

Answer 1

To follow up on a customer event for marketing opt-ins, a data extension with opt-in status and an email containing a subscription center link are required. SmartCapture is the preferred tool for integrating the webform data into Salesforce Marketing Cloud.

Step-by-step explanation:

The scenario described involves gathering customer data at an event and conducting a follow-up email campaign for marketing opt-ins. To do this effectively, two elements are necessary:

1. Data extension with opt-in status: This is a structured repository within a marketing platform like Salesforce Marketing Cloud that stores customer data collected from the webform. It should include fields for customer information (e.g., name, email) and a field to track whether customers have opted in for marketing communications.
2. Send email activity which contains a link to the subscription center: This is an outbound communication sent to the event participants. The email must include a clear and conspicuous link to a subscription center where recipients can opt in to receive further marketing emails.

Both SmartCapture and WebCollect tools can be used to collect data, but for this scenario, SmartCapture is the more relevant tool as it integrates directly with Salesforce Marketing Cloud and can create or update records in the data extension as entries are made.