Annalee has worked with MCAE for years. She’s seen what works, what wastes time, and where most teams slip up. Here’s her practical guide to cutting through complexity and making MCAE work for you.
- Build a master template
Create a master email template that’s on-brand and approved. Clone it for every campaign. Keeps things consistent and saves you time. If you’re still building from scratch, fix that first.
- Keep your lists clean and sharp
Use dynamic lists and segmentation rules to pinpoint your audience. Generic blasts don’t cut it. Sharp targeting = higher engagement and fewer unsubscribes. Better data, better outcomes.
- Automate your lead nurture
Set up Engagement Studio programs for key segments. Trigger emails based on behaviour, such as form fills, page visits, and asset downloads. Personalisation at scale, without the manual grind.
- Personalise everything, but set your safety nets
Merge fields add a personal touch, but they need backup. Always include fallback values so you don’t end up with “Hi ,”. Get personalisation right, and trust follows.
- Test every email, every time
Don’t rely on previews. Use MCAE’s testing tools and send test emails across devices and inboxes. What looks great in Gmail might fall apart in Outlook.
- Track what matters
Set up completion actions and custom redirects where it makes sense—usually for automation. For serious reporting, use Salesforce CRM’s Engagement History Dashboard. That’s where you’ll see what’s actually working across leads, contacts and campaigns.
- Honour unsubscribes
MCAE handles unsubscribes automatically if you’re using default settings. It’ll also flag missing unsubscribe links when testing. Still, check your setup. Compliance is non-negotiable.
- Stick to naming conventions
Naming matters. Campaigns, forms, emails and lists all need a consistent structure. Without it, things get messy fast. Know what’s been set up, by who, and why. A clear system saves time and spares headaches.
- Stay on top of updates
Salesforce updates MCAE often. Some updates are small, others shift how things work. Stay across them so you’re not caught off guard. Make improvement an ongoing habit.
Need help?
We talk to teams every week who are stuck on the same challenges, such as clunky processes, messy data, or just not getting results from their campaigns. Chances are, you’re dealing with some of the same headaches.
Get in touch with us for further help and maxmise your opportunities with MCAE.
