5 Common Mistakes When Using Salesforce Marketing Cloud (and How to Avoid Them with Orange Digital)

Introduction

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Salesforce Marketing Cloud (SFMC) is one of the most powerful platforms for marketing automation, but its complexity can lead to costly mistakes. Many companies underutilize its features, create deliverability problems, or fail to properly integrate their data.

In this blog, we explain the 5 most common mistakes when using SFMC, how to fix them and why working with a Managed Service Provider (MSP) like Orange Digital is the key to avoid them from the beginning.

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1. Lack of a clear segmentation strategy

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Error:

Sending mass campaigns without properly segmenting the audience results in low open rates, high unsubscribe rates and damage to domain reputation.

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Solution:

• Use Data Cloud to create dynamic segments based on behavior, demographics or purchase history.
• Apply advanced personalization (e.g.: "Hello [Name], we know you are interested in [Product]").

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Ignoring data hygiene

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Error:

Outdated databases with invalid emails, duplicate or inconsistent information, affecting deliverability.

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Solution:

• Periodic cleaning with tools such as Salesforce Data Cloud.
• Implement double opt-in and automatic update processes.

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Failure to optimize Deliverability

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Error:

Emails that end up in spam or do not arrive due to DNS misconfiguration, lack of authentication (SPF, DKIM, DMARC) or suspicious content.

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Solution:

• Configure DNS records correctly.
• Avoid spam words (e.g., "Free!", "Limited offer!") in subject lines.

At Orange Digital CX we perform deliverability tests, configure authentication protocols and monitor bounce rates in real time.

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4. Poorly designed automations

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Error:

Journeys with confusing logic (e.g., sending a discount to a customer who has already purchased) or without prior testing.

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Solution:

• Map customer journeys with Journey Builder.
• Do A/B testing before launching.

At Orange Digital CX we design intelligent automation flows based on real data and do controlled pilots to fine-tune them.

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5. Failure to measure and adjust campaigns

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Error:

Launch campaigns without defining clear KPIs or analyzing metrics such as open rate, CTR or conversions.

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Solution:

• Use Salesforce Analytics or custom dashboards.
• Adjust strategies according to results.

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Avoid these mistakes with Orange Digital

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Salesforce Marketing Cloud is a powerful tool, but it does require technical and strategic and strategic expertise to get the most out of it.

As a Managed Service Provider (MSP), Orange Digital not only helps you implement SFMC, but:

We optimize your data and segmentations.
✅ We guarantee the deliverability of your emails.
✅ We design intelligent automations.
✅ We accompany you with continuous support and reporting.

Ready to get the most out of Marketing Cloud without errors?

Contact us today!

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