Salesforce Marketing Cloud

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This document outlines the process of connecting Antavo Loyalty Cloud with Salesforce Marketing Cloud (SFMC) and configuring common marketing journeys between the two platforms. The document is structured into three sections:

  • Connection Setup: This section details the necessary tasks to connect Antavo with Salesforce Marketing Cloud.

  • Data Synchronization Setup: The second section explains how to establish data synchronization between Antavo and SFMC.

  • Common use cases: The final section explores three typical scenarios that can be implemented using Antavo and SFMC.

This integration supports one-way synchronization, meaning data can only be sent from Antavo to Salesforce Marketing Cloud, and not the other way around.

Configuring the connection between Salesforce Marketing Cloud and Antavo

Steps to complete in the Salesforce platform

The initial step involves configuring your server-to-server Antavo integration within SFMC. This step is crucial for initiating the synchronization of loyalty data and leveraging this data to create loyalty-focused marketing email communication.

  • Navigate to the Setup page

  • Open the Installed Packages page from the sidebar and click New

  • Add a name to the package, add a description, and then click Save

  • Click the Add Component button

  • Select the API integration component type and click Next

  • Choose the Server-to-server integration type and proceed by clicking Next

  • Add Journeys and Data Extensions to the Scope, then click Save

With the package registered, you now have all the credentials and settings required to connect the SFMC package to the Antavo Loyalty Cloud.

Steps to complete in the Antavo platform

Once the Salesforce Marketing Cloud integration is enabled in the Management UI, the Salesforce account can be connected.

  • Navigate to the Modules page and open the Salesforce Marketing Cloud module

  • Add the components of the SFMC package and click the Connect button

  • Define the parent folder as Data Extensions and click Install

Setting up Loyalty Data Synchronization

Once your Salesforce account and Antavo workspace are connected, you can find the Integration settings page by opening the Salesforce Marketing Cloud integration in the Management UI. This is where you can add the loyalty events that will trigger loyalty data synchronization into Salesforce data extensions.

To turn on synchronization, select the Antavo events you want to use in Salesforce Marketing Cloud and click the Save button.

Customer data extension

  • Opt in: A customer registers for the loyalty program.

  • Opt out: A customer leaves the loyalty program.

  • Point change: A change in a customer’s point balance.

  • Data change: A change in a customer’s personal data.

The selected events trigger the synchronization of the following customer data:

  • First name

  • Last name

  • Email address

  • Gender

  • Date of birth

  • Age

  • Language

  • Currency

  • Score

  • Spent points

  • Spendable points

  • Pending points

  • Reserved points

  • Last login date

  • Opt-in date

  • Phone number

  • Mobile phone number

  • Opt-out date

The example in the picture shows the data structure that is synchronized when a customer registers into the loyalty program.

Reward data extension

The only event you can sync into the reward data extension is the Reward event, which is registered when customers claim rewards by spending their points in the loyalty program. The event triggers the synchronization of the following data:

  • Customer ID

  • Customer name

  • Name of the reward

  • URL of the reward image

  • The ID of the reward

  • Description of the reward

  • Terms and Conditions associated with the reward

  • Reward redemption instructions

  • Reward type

  • Date of claim

  • The point value of the reward

  • Coupon value

  • Coupon type

  • The expiration date of the coupon

  • Minimum basket value required to use the coupon

  • Download link for a downloadable reward

The example in the picture shows the data structure that is synchronized when a customer claims a reward in the loyalty program.

Campaign data extension

The Campaign bonus event gets synced when a customer earns bonus points for participating in a loyalty campaign set up with Antavo’s Workflow editor. The campaign bonus event triggers the synchronization of the following data to the Campaign data extension:

  • Name of the campaign

  • Number of bonus points added to the customer’s point balance

  • Description of the campaign

  • Date of the campaign

The example in the picture shows the data structure that is synchronized when a customer earns bonus points in the loyalty program.

Viewing Data Extensions

In the Antavo Management UI, under Salesforce Marketing Cloud → Data extensions, you can view the list of data extensions that are part of the integration.

Clicking View next to a data extension shows the fields that are synchronized by default. The list includes both the Local Field (Antavo) and the Remote Field (Salesforce Marketing Cloud), along with details such as field type, whether the field is required, default value, and maximum length.

These default mappings cannot be edited. The view is read-only and serves as a reference for which data is synchronized automatically.

Customizing data extensions with additional attributes

In addition to the default data attributes listed above, you can extend each data extension with custom attributes. This allows you to store and synchronize extra information as needed for your loyalty program.

To add a custom attribute:

  1. Create a new attribute in Salesforce Marketing Cloud

    • Open the corresponding data extension in SFMC.

    • Click the Create Attribute button in the Attributes section.

    • Fill in the attribute details:

      • Attribute Name: The name of the new attribute.

      • Type: Select the data type.

      • Length: Define the maximum character length.

      • Default Value (optional): A pre-filled value if no data is provided.

      • Required / Not Required: Choose whether the attribute is mandatory.

    • Click Create


  2. Add the Local Field – Remote Field mapping in Antavo

    • Open the Salesforce Marketing Cloud integration in the Antavo Management UI.

    • Navigate to the Data extensions tab and click Edit.

    • Click + Add new field

    • In the Local Field, select the matching Antavo attribute.

    • In the Remote Field, choose the field you previously created in Salesforce Marketing Cloud.

      The dropdown automatically lists all available attributes from the selected data extension in SFMC.

    • Set a Default Value if no data is provided (optional).

    • Click Save

Use Cases: Loyalty Program-driven Salesforce Journeys

Loyalty program welcome email

The first use case explains how to greet newly registered members in your loyalty program by leveraging the opt-in event sync. Here’s how you can define a Salesforce Journey to send a welcome email when a customer joins the loyalty program:

  1. Open the Salesforce Journey Builder and Create a new journey from Scratch

  2. Add an API event entry source and select the antavo/customer/opt-in event

  3. Add an Email message activity, configure the welcome email, and click Done

  4. Click Save, then Activate the journey

Birthday coupon reward notification

With Antavo’s Salesforce integration, you can leverage customer data to create meaningful touchpoints, providing excellent opportunities to engage with them and foster a strong connection. A prime example is surprising customers with a special reward on their birthdays. Recognizing them on such occasions demonstrates care and helps maintaining high engagement levels. Below you can find the steps to set up a birthday email campaign:

Create a birthday coupon reward

First, access the Rewards module in Antavo to configure the coupon reward. Refer to our article on creating new rewards for guidance. When setting up the reward, make sure to set the point price to 0. This ensures that customers receive the coupon as a complimentary gift.

Use Antavo’s Workflow editor to reward your customers with a 10% off coupon on their birthdays

  1. Open Antavo’s Workflow editor and select Create new workflow

  2. Name the workflow at the top of the canvas

  3. Add an On a date trigger to the canvas

    • Set the recurrence of the trigger to Monthly so that the workflow runs every month.

    • Select the first day of the month for issuing the coupon

    • Choose the time of the day for issuing the coupon

    • Click Update

  4. Add a Customer attribute filter to the canvas and connect it to the On a date trigger

    • Select Birth date as the Attribute name

    • Add the in date operator

    • Set the value to this month

    • Click Update

  5. Add a Reward claim action to the canvas and connect it to the Customer attribute filter

    • Select the Reward that should be assigned to the customer

    • Click Update

  6. Change the Status to active and click on the disc icon to save the workflow

Define a Salesforce Journey to trigger the birthday email with the coupon code included

  1. Open the Salesforce Journey Builder and select Create Journey from Scratch

  2. Add an API Event entry source and select the antavo/reward/claim event

  3. Click the Edit button next to the Filter Contacts option

  4. Select the Reward Name attribute from the list, use the name of the Antavo reward as the filter value, and click Done

  5. Add an Email activity to the canvas, configure the birthday email with the coupon code, and click Done

  6. Click Save and then Activate the journey

Campaign bonus notification

By introducing point multiplier campaigns in your loyalty program, you can encourage customers to take action and make purchases immediately. The excitement generated by a bonus point event can draw your customers’ attention to specific product categories, new collections, or even new store locations. This use case demonstrates how you can promote awareness of new stores and attract customers by informing them that they can earn double points by purchasing in that specific store.

Use Antavo’s Workflow editor to reward purchases with a double-point bonus

  1. Open the Workflow editor of Antavo and click Create new campaign

  2. Name the campaign workflow at the top of the canvas

  3. Add an Event trigger to the canvas

    • Select Checkout as the Event type

    • Set the Start date of your campaign

    • Set the End date of your campaign

    • Click Update

  4. Add an Event attribute filter to the canvas and connect it to the action (lower) branch of the Event trigger

    • Select Store as the Attribute name

    • Set the Operator to equals with

    • Enter the store identifier under Value

    • Click Update

  5. Add a Campaign bonus action to the canvas and connect it to the success (green) branch of the Event attribute filter

    • Set Points to {event.points}

    • Fill in the Description field to explain why bonus points were added to the customer’s balance.

    • Click Update

  6. Change the Status to active and click on the disc icon to save the campaign

Define a Salesforce Journey to trigger a bonus point email with the number of bonus points earned

  1. Open the Salesforce Journey Builder and select Create Journey from Scratch

  2. Add an API event entry source, then select the antavo/campaign/bonus event

  3. Click the Edit button next to the Filter Contacts option

  4. Select the Campaign Name attribute from the list, use the name of the Antavo campaign as the filter value, and click Done

  5. Add an Email activity to the canvas, configure the bonus point email, and click Done

  6. Click Save and then Activate the journey

Disconnecting Salesforce Marketing Cloud from Antavo

If you decide to disconnect SFMC from Antavo, navigate to the Modules page and open the Salesforce Marketing Cloud module. In the upper right corner of the page, you’ll be provided with 2 options:

  • Disconnect: This option will discontinue the integration between SFMC and Antavo immediately.

  • Delete & disconnect: This option will discontinue the integration between SFMC and Antavo immediately and permanently delete all the data previously sent by Antavo to SFMC.

When clicking any of these buttons, you need to confirm your action in a dialog that subsequently appears.

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Please note that both the Disconnect and Delete & disconnect options are irreversible.