Re-Engagement Campaign Activation In Salesforce Data Cloud Using Unified Profile | Peoplewoo Skills

17.11.25 02:54 PM - By Peoplewoo

A re-engagement campaign is one of the most commonly implemented marketing use cases. In Salesforce Data Cloud, this becomes even more powerful when combined with Unified Profiles. By unifying data across multiple sources—CRM, website, mobile, email, and offline systems—you can identify inactive customers and activate them through personalized messages.

This project guide explains how to build a complete re-engagement activation journey using Salesforce Data Cloud, including data ingestion, identity resolution, segmentation, and activation in Marketing Cloud.

What Is a Re-Engagement Campaign?

A re-engagement campaign targets customers who have not interacted with your brand for a certain period. The goal is to remind them of your offerings, bring them back, and increase conversion rates.

Data Cloud makes this possible by creating a unified and actionable customer profile with real-time data updates.

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Business Problem

Many customers stop responding to emails, do not visit the website, or do not purchase for months. Without a unified view, it is difficult to identify these inactive users accurately and run targeted campaigns.

Salesforce Data Cloud solves this by combining data from multiple systems and applying identity resolution to build a single unified customer view.

Project Workflow Overview

This project includes the following key steps:

Ingest customer data into Data Cloud
Create Unified Profile using Identity Resolution
Build Segment for inactive customers
Activate segment to Marketing Cloud (Email Studio/Journey Builder)
Run Re-engagement Journey
Measure performance

Step 1: Ingest Customer Data into Data Cloud

To identify inactive customers, load relevant data into Data Cloud:

Customer demographic data
Email engagement data
Website activity
Mobile app interactions
Purchase transactions

Use Data Streams to bring data in from:

Salesforce CRM
Marketing Cloud
Commerce Cloud
External databases

Step 2: Build Unified Profiles (Identity Resolution)

Identity Resolution merges individual records into a single unified customer profile.

Data Source	Identifiers Used	Unified Attribute
CRM	Email, Phone	Customer ID
Website	Cookie ID	Unified Web ID
Mobile App	Device ID	Mobile Profile ID
Marketing Cloud	SubscriberKey	Unified Marketing ID

Once identity resolution runs, all activities are linked to one person.

Step 3: Create Inactive Customer Segment

Define the inactivity criteria based on business rules:

No email engagement in last 60 days
No website visit in last 45 days
No mobile interaction in last 30 days
No purchase in last 90 days

Create a segment using these filters in Data Cloud.

Condition	Logic
Email Open = 0	Last 60 Days
Website Visit = 0	Last 45 Days
Purchase Count = 0	Last 90 Days
Unified Profile Exists	True

Step 4: Activate the Segment to Marketing Cloud

To run a campaign, push the segment from Data Cloud to Salesforce Marketing Cloud.

During activation, choose a destination:

Journey Builder
Email Studio
Mobile Studio (SMS/Push)

When activated, Data Cloud will automatically create a Data Extension inside Marketing Cloud with targeted inactive users.

Step 5: Build Re-Engagement Journey in Marketing Cloud

Design a personalized journey targeting these inactive users.

Your journey may include:

Welcome back email
Discount or promotional SMS
Reminder email after 3 days
Final “We Miss You” message

Journey Step	Description
Email 1	Welcome Back — Share what's new
Wait Activity	3 Days
SMS/Push Notification	Special offer
Email 2	Discount or Personalized Product Recommendation
Exit Evaluations	Check if customer engages

Step 6: Measure Success with KPIs

Monitor engagement using dashboards and reports:

KPI	Purpose
Open Rate	Check if customers are engaging with emails
Click Rate	Measures content relevance
Reactivation Rate	Customers who return after campaign
Conversion Rate	Revenue impact

Real-Life Example

Assume a retail customer has 25,000 inactive users who haven't purchased anything for the last 90 days. Using Data Cloud unified profiles, they created a precise segment and activated it to Marketing Cloud. After running a journey with personalized offers, they recovered 3,200 customers — leading to significant revenue uplift.

This demonstrates how powerful Data Cloud + Unified Profile + Journey Builder can be for re-engagement campaigns.

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Best Practices

Always validate your DLO before mapping to DMO
Use standard DMOs unless absolutely necessary to create a custom one
Keep naming conventions consistent for easier debugging
Document every mapping for auditing and governance

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Frequently Asked Questions (FAQ)

1. What is a Re-Engagement Campaign in Salesforce Data Cloud?

A Re-Engagement Campaign targets inactive or low-engagement customers using unified and enriched data stored in Data Cloud. By using the Unified Profile, marketers can identify customers who haven’t interacted recently and send personalized messages through Marketing Cloud, Mobile Studio, or other activation channels.

2. How does the Unified Profile help in Re-Engagement Campaigns?

Unified Profile combines all customer identities, behaviors, transactions, and preferences into one single profile. This helps marketers accurately identify lapsed customers, segment them based on behavior, and send more relevant re-engagement messages—improving conversion rates.

3. Can I use multiple data sources to build my Re-Engagement audience?

Yes. Data Cloud allows you to ingest data from CRM, websites, mobile apps, offline stores, and third-party platforms. All identities and interactions are stitched together using Identity Resolution, enabling you to create highly accurate re-engagement segments.

4. How do I activate my Re-Engagement audience in Salesforce Marketing Cloud?

Once your segment is published from Data Cloud, you can choose activation destinations such as Marketing Cloud Engagement. The segment becomes available as an audience in Journey Builder or Email Studio, where you can send personalized email, SMS, or push notifications to re-engage customers.

5. What are the best practices for building a Re-Engagement Campaign in Data Cloud?

Use recent activity timestamps (e.g., Last Purchase Date, Last Email Open) as filtering criteria.

- Personalize messages based on customer behavior stored in DMOs such as Engagement Event or Unified Individual.

- A/B test your subject lines, offers, and CTAs to improve performance.

- Keep your frequency low to avoid churn or unsubscribes.

- Continuously monitor engagement metrics and update your Data Cloud segment logic as needed.

Conclusion

Re-engagement campaigns become much more accurate and impactful when powered by Salesforce Data Cloud. Unified Profiles ensure that you target the right customers with personalized content, while activation into Marketing Cloud lets you execute multi-channel campaigns efficiently.

This project is essential for anyone preparing for Salesforce Data Cloud interviews or real-world implementations. For more tutorials and live training, visit Peoplewoo Skills.

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