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Journey Migration

THE PROBLEM

Our abandoned cart email automation was fully controlled within Salesforce CRM. Emails were triggered through CRM flows and sent directly from the platform, which created several limitations. From a marketing standpoint, this setup restricted our ability to design branded experiences, nurture hesitant customers, run A/B testing, or customize content.

The process was rigid, transactional, and lacked the flexibility needed to properly engage users across multiple brands. To create a more strategic and scalable system, we needed to shift abandoned cart communications into Marketing Cloud.

THE SOLUTION

I migrated the abandoned cart workflow from Salesforce CRM into Marketing Cloud to provide better control, branding, and scalability. To replicate the CRM logic, I rebuilt the segmentation process in Query Studio and Automation Studio, allowing abandoned cart audiences to update daily. I documented all journey requirements including entry rules, data extensions, and personalization needs using a templated email journey workbook, then built the full automation in Journey Builder.

Using AMPscript, MC Connect, and multiple reference data extensions, I developed eight dynamic emails capable of supporting 11 different brands. Each message automatically personalizes product information, key dates, URLs, and subscriber attributes at send time, creating a more flexible and engaging customer experience.

THE RESULTS

This project is currently in progress, and performance data is forthcoming. Once the journey has launched and sufficient data has accumulated, I will update this section with results, insights, and optimizations.
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© Kyle Hetherington