The integrated solution of the Salesforce Marketing Cloud email platform (formerly ExactTarget) and Optimove makes it easy to plan and execute marketing email campaigns, based on the advanced customer segmentation available in Optimove.

Optimove connects to Salesforce Marketing Cloud for two purposes:

  1. To instruct Salesforce Marketing Cloud to execute email campaigns, i.e., to send out particular email templates to specified customer lists
  2. To receive campaign metrics (delivery rate, open rate, click rate and unsubscribed) from Salesforce Marketing Cloud email so that they can be included within Optimove’s campaign reports

Setting Up the Integration

In order to set up the integration between your Optimove site and your Salesforce Marketing Cloud email account, the following steps are required:

  1. Ensure that at least one of the following customer attributes is available in Salesforce Marketing Cloud’s “All Subscribers” list (depending on the selected integration key):
    • Subscriber Key (customer ID) or
    • Email Address
  2. Additional fields, such as first name and last name, may also be included.
  3. Maintain a daily update of this list. For example, when new customers join the Optimove customer database, their information must be promptly updated in Salesforce Marketing Cloud.
  4. Create the following designated folders in Salesforce Marketing Cloud and provide their IDs to Optimove:
    • One or more designated folders to store the email templates that Optimove will make available to marketers.
    • A designated folder to store the data extension objects generated by Optimove during campaign execution.
    • A designated folder to store the email send definition objects (this helps differentiate these objects from other Salesforce Marketing Cloud campaigns executed outside of Optimove).
  5. Provide Optimove with the following information:
    • Login credentials to the Salesforce Marketing Cloud API. Notes:
      • You should create a new administrator-level API account specifically for use by Optimove.
      • The supplied credentials may not contain any of these three characters: $ & =
      • Include the login URL (e.g.,
    • The ID and name of the particular business unit database to which to connect.
    • The send classification name – the send definition object, containing all administrative configuration for the templates, e.g. from email, from name.
  6. If your templates include personalization tags, provide Optimove with a list of personalization fields you would like to include with your campaigns.
  7. Define whether your campaigns will include promo codes.

Your Optimove CSM will set up the integration for your Optimove site, using the details mentioned above.

Advanced Setup – Working with Multiple Business Units

You can connect Optimove to multiple business units under the same Salesforce Marketing Cloud account.

In order to distinguish between business units, Optimove requires that all email templates associated with a particular business unit be named with a predefined prefix that Optimove will use to associate each template with its business unit. The prefix normally consists of three letters, followed by an underscore (example: “OPT_”). When a prefix is defined, only templates with names that begin with the prefix will be imported into Optimove from each business unit.

Provide the following details to Optimove for each additional business unit you wish to use:

  • Business unit ID
  • Business unit name
  • Template prefix
  • Send classification name
  • Folder IDs (see definition above)

Executing Salesforce Marketing Cloud Email Campaigns Using Optimove

1. Prepare Your Email Campaigns in Optimove

  1. When scheduling a campaign in Optimove, select the Salesforce Marketing Cloud execution channel (it may be listed as ExactTarget).
  2. Select the desired template(s) from the list of available templates. Notes:
    • The list of email templates available in Salesforce Marketing Cloud’s designated template folder(s) (and previews for those templates) are retrieved by Optimove (via API) on a daily basis. If working with multiple business units, Optimove retrieves all templates from all business units, using the predefined template prefixes, as described above.
    • In order to work with personalization fields, the templates defined in Salesforce Marketing Cloud must include references (place holders) to personalization fields.
  3. Select promotion codes for the campaign (optional).
  4. Set the desired send time for the campaign.

2. Optimove Executes Your Email Campaigns

On a daily basis, Optimove performs the following steps (via API) for each campaign scheduled for that day:

  1. Optimove (a) exports the subscribers into a Salesforce Marketing Cloud “data extension” that references the “All Subscribers” list mentioned above, (b) it creates an “email send definition” object, (c) it connects these two objects to each other, and (d) schedules the campaign. Notes:
    • These data extension objects and send definition objects are saved under the designated folders provided (see above).
    • If working with multiple business units, Optimove will use the prefix of the template selected for the campaign as a reference to connect to the relevant business unit.
  2. If personalization fields and/or promotion codes are defined, Optimove sends Salesforce Marketing Cloud the relevant personalized fields and promotion codes defined for the campaign.
  3. After each campaign is sent, the Salesforce Marketing Cloud mailing objects that were created by Optimove for each campaign (data extension, email definition, etc.) are stored in the Salesforce Marketing Cloud account.

3. Optimove Retrieves Email Campaign Metrics

For a period of one week following the sending of each Salesforce Marketing Cloud email campaign, Optimove connects daily to the Salesforce Marketing Cloud API in order to retrieve the delivery rate, open rate, click rate and unsubscribed metrics for the campaign. These metrics are displayed within Optimove’s Campaign Analysis page for each executed campaign.