Name: Integrating third party Email Marketing solutions with RedArc’s Email Marketing Connector
Uploaded: 2025-05-15T02:30:45.420Z
Duration: 21 min 52 s
Description: Integrating third party Email Marketing solutions with RedArc’s Email Marketing Connector

Transcript for "Integrating third party Email Marketing solutions with RedArc’s Email Marketing Connector": Hello, everyone. Thank you so much for joining us for our third session of Blackbaud Pacific's brand new webinar series on visualizing your single source of truth. So this series is all about helping you connect your data in more visible, actionable ways by showcasing powerful integrations available through Blackbaud extensive partner network. So today's session is on RedArc email connector, which is a powerful integration that bridges the gap between your email platform and your race's edge solution. So before we do dive in today, a quick note that this session will be recorded, so if you need to pop out or revisit this content, you absolutely can. Alright. So let's get into some housekeeping before we begin. Okay. So also just a quick note that, RedArc is unable to join us today. So please pop any of your questions today in the q and a tab, so that way I can, download all the q and a's, send them up to Stu, Stu will answer them all for me, and then I'll pop them all in a follow-up email. So don't pop them in the chat. Please do use the q and a to submit your questions, and I'll make sure that we get those answered for you. Okay. So in terms of housekeeping, of course, you'll see a little call grill at the bottom where you can adjust your settings. There is also a chat if you'd like to sort of say hello, love to sort of say who's joined today. There's also a documents tab on the right side. It should be on the right side of your screen where you can, access any materials. So you'll see a link to the RedArc Marketing Connector and the Blackbaud Marketplace, so please click on those links before you leave today's session. And then, of course, there's also an option to put, Goldcast oh, the session into light mode. So if you have any issues with, the Internet or any stuttering or audio issues, sort of stuttering or cutting out, pop pop gold cast into into light mode. You can also refresh your browser if you have any issues, and worst case scenario, we just tell you to log out, of the platform and log back in. Okay. So I think I've covered pretty much everything, and let's get started with the recording that RedArc has lovely, has, luckily provided to us. Hello. Welcome. My name is Stu. I'm the founder of RedArc. And I just wanna start off by saying thank you for coming. Thank you Blackbaud for having us. We are super excited to be part of the source of truth webinar series. To be honest, seeing Razor's Edge as the source of truth at the center of a vast ecosystem of applications has been something we've been talking about for years. So it's, you know, it's a subject that's very close to our hearts, hence, being very, very excited to be here. Alright. Before we get into it, a tiny bit about us. So, we are a software company right here in Sydney, Australia. And what we do is we build, apps that extend Raises Edge so that you guys can work easier and smarter. So we've been doing it since the marketplace looks something like this, and we, you know, we've seen it growing through this into this incredible resource that we see there. So, you know, I I challenge anyone to go onto the marketplace and not find something that's gonna help them, you know, do their job a little bit easier. So, you know, go and do that, and that you you already have a takeaway from today. So, what we're gonna be talking about is based on seven years of conversations, with organizations exactly like yourselves around how to get their marketing solutions to work fantastically with RedArc Search. Alright. So say you've got Campaign Monitor or Mailchimp or HubSpot or ActiveCampaign or also or even Salesforce Marketing. In other words, say you have a fantastic third party marketing solution. So, you know, basically, you've got this. I mean, you've got a fantastic solution. It it does all the things you wanna do. You could leave it there. And, you know, some people do with their fantastic marketing solution, but you may have guessed, you know, since this webinar is around, you know, connecting connecting systems to RedArc zed, I'm gonna suggest a few reasons why, you know, you may not want to leave that fantastic glowing piece of, software all by itself. So why would you even bother connecting your fantastic marketing solution to RedArcVeg? Hopefully, this is gonna be obvious, but I think it's worth going through them. So number one, you're gonna be able to send more targeted emails. You're gonna be able to send more personalized emails because you have information about your supporters inside your marketing solution. You've already got the data to talk to the right people with the right message. So, you know, it is a little bit of a no brainer to do this. If you got the two properly connected, you'll be able to properly manage consent and preferences. And of course, you know, you can put together a fuller picture of your supporters by bringing, you know, marketing activity back into razor's edge, which basically is sounding a lot like razor's edge being a source of truth right in the center. Okay. Alright. Building blocks. So we found that, you know, what whatever technology you're using to do this or no technology you're using to do this, basically, the vast majority of organizations who've decided to connect these two platforms together, are doing, like, two very, very simple building blocks. So firstly, you got your constituents inside of Raizer's Edge, and you want to sync those to your marketing solution. You wanna get those into your marketing solution because if you've got no people in your marketing solution, it's going to be very hard to send emails. So you do that. You've got people to send emails to. You send fantastic email campaigns, and then you're generating marketing activity, by which I mean sends, opens, clicks, bounces, even unsubscribes. So all of that is very, very valuable data. So, of course, you wanna get that back into Razor's Edge. Now I could stop there and that's you know, we we could finish it. That is basically what Averie is doing. They're moving constituents over, sending emails, and putting it back. And that is basically how you end up with a source of truth, but we're gonna go into some more detail. But do remember that slide. Maybe take a picture. Okay. So next thing. Next layer of detail. There are despite all the you know, the the the sometimes bewildering array of different ways you can do this. It all kind of boils down to two different models that people use in order so this is theory. This is not technology yet. This is like theory. This is how you the two different ways you can get your data effectively into your marketing solution. So first way is you you create a segment, so a query or list, something like that. So basically the people you want to send the campaign to and then you send it across to the marketing solution to create a campaign. And you do it again and you do it again and you do it again and you do it again. And there's nothing inherently wrong with this. People have been doing this for a very long time. So that's one way of doing it, and it works. There's another way of doing it. So, you know, we we found that other people are using this other model. And this is like from tiny organizations up to, like, very, very large universities, most of them come down to using one of these models. So, in this model, instead of sending it campaign by campaign by campaign, what you do is you set up a what we call a master list inside of your marketing solution, and you fill it with the people you wanna email, like all of them, with information around them. And then you can use those incredible tools inside that incredible platform that you invested in, like segmentation, campaigns, journeys, automation. You can use all of those without having to keep going back to get the data each time because it's already there. So that's how it is. We call that the masterless model. So you got two models, one by one, all like this. Remember that for later. Alright. Okay. Here's the thing, though. So, you know, you've decided that's a a good idea. You've decided which model you're gonna use. You got them set up. You start doing it. If you've not got any let's call it automation. Basically, if your people are making all of that moving of data around happen, you're gonna have people in your organization who are gonna be looking a little bit like that. Or is your marketing solution. And, you know, the you you because you tried to move it around, it got too hard. What can even happen is you got people running around, and you still got two silos because it just kind of isn't working. So this is not a good result. This is like you've seen what you want, but you haven't got it. And a lot of you know, you got a lot of people using time that they should be using for other things. There is a solution. The solution is to have a connector. I'm using very important connector. So connector is, in the way that we use it is something some piece of software that automatically means that, you know, the the constituents go across and marketing activity comes back. So it's gonna connect those two platforms behind the scenes so that your people aren't doing the work. The connector is doing the work for you. So, why why use a connector? Because, because you don't want that. You want that. You want peace, tranquility, and you want your people not running around. You want them doing more, you know, productive things. That's why you want connector. You want the machines to do the work for you, as they say. Alright. There are a a large number of there are a lot of options for connectors. Here's a few. Obviously, there are marketing connector. Yeah. I'm gonna be talking about that in a little bit. I have mentioned a couple more automatic cloud and smart seat because they're a little bit different. So, you know, what you can have options. So those are more like integration platforms. Integration platforms are great if you're connecting lots and lots of diff lots lots of different platforms you're connecting to your Raizer's Edge. Integration platform could potentially do all of them in one thing, so that might be a great option for you. So I just want you to know about that. On the other hand, RedArc Marketing Connector is like productized integration. In fact, the best way to think about it is as an app, not an integration. So it does do what an integration does. It it moves data around behind the scenes and does automatically and it does all that work for you. But, also, because it's an app, it makes your marketing decision actually feel native inside of Raised Edge. So, the overview of what it does, it means you get your preferred marketing solution, your preferred CRM, and it will make them work together. That's like, you know, the super top level. What does it actually do? It seems good. So think back to those two building blocks. The first thing you wanna do is you wanna get your supporters into your marketing solution. So, marketing does that. And, you know, think back to those models. There's there's the master list model, there's the query model. Now as of December, just recently, we've just released instant campaigns, which means MarketingConnected does both. Now you could use one. You could use the other. What we are finding organizations doing is so that the 90% of their campaigns, they'll use the the synced master list because it means that their comm team can work independently of their data team. But there will be, like, these very complex, campaigns with very detailed queries. And for that, they can now use the new instant campaigns and just send them in minutes straight out of Razorback. So you've got both options. The connector has got you covered. Alright. So what does it look like? This is what the data looks like inside of your marketing solution. And and so those fields that you can see there, you choose which ones get sent over. And this is how you should do it whichever connector you use. You wanna get your data that you need in order to sync campaigns into your, into your marketing solution. And and so it's there so you can build campaigns from it. So that's what marketing connector does, and that's what you want any connector to do for you. So it's just there. It seems it behind the scenes that you don't have to move it around at all. Alright. With marketing connector, that's all built into NXU itself. So it's not like a third thing you have to log into and learn how to use. It just adds extra functionality into Raizer's Edge itself. So you've got your people inside of your marketing solution. You send email campaigns or other kinds of campaigns depending on which solution it is. And then, you you know, you've just generated all this information, this open, send, clicks, and you wanna get that back. So, MarketNet Connector brings that back in two ways, all, of course, transparently automatically behind the scenes. So it's got this tile here, which basically anyone who opens up a constituent record on the tile will be able to see all of the emails that they'll be sent and whether they open or clicked on them in the marketing solution without having to go into the marketing solution, which, you know, clearly sounds like raises edge to be the source of truth. It's got an engagement tile as well, tab as well. Little bit more about that in a moment. So you that gives you yeah. Somebody phones in, you open it, you can see the signal feel. It's right there. Also, you do actually want data most likely. So the other thing that Marketing Connector does is it creates an action or an appeal for each record that's been sent. So you've got actual data inside. You can see it. It feels like native to Razor's Edge, and you've got data. So you could combine that with other raise this data and, as you're reporting, whatever you need to do. Okay. One more thing I wanna we're getting to the end. One more thing I re would really like to highlight, because it's a little less obvious. If you've got connected working for you, moving activity across, you are, like, intrinsically connecting a whole bunch of highly valuable engagement articles. All those clicks opens and and and and, you know, other activity is very valuable. So what we're gonna be doing later this year is we're going to be, releasing a a bundled, like, digital marketing focused version of engagement tile so that all of that incredible engagement data that you're storing without having to do anything to store it will be available to you to make you even more targeted in who you're able to, to contact. Alright. Coming to the end. It's all about choice. You want to, you know, you wanna be able to choose the marketing solution that you wanna use. That may be your choice. It may be your marketing teams. Well, whoever it is, you wanna know that you've got choice when you're using research. So I'm gonna stress to you that with automation, with a connector that's properly set up, you can do that. You can have choice, and, you know, you can actually have your cake and eat it because what you can end up with is, you know, it's it's an ecosystem that looks something like this. You've got source of truth, Razor's Edge down on the left, and the information you need is flowing between Razor's Edge and your marketing solution in a way that is automated transparent. If you're using marketing connector, it will also, you know, feel native to Razor's Edge NXT. Alright. I've come to an end. If you'd like any more information, that's our our our website there. It's got information on our apps. It's got our contact us. It's got basically everything you need, which just leads me to say, thank you, Blackbaud, for putting all of this together, and thank you, for, you know, for for for watching. And I really sincerely hope that you now feel empowered to have choice, and that you can see that Raised Edge can truly be a a source of truth at the center of your ecosystem. Alright. So a big thank you to RedArc for sharing some fantastic insights into how RedArc helps organizations break down data silos and increase visibility across different platforms. So thank you for those who have submitted your questions in the q and a. I can see them all. They're absolutely fantastic questions. I will leave this session open for a couple more minutes for those who'd still like to think about some questions you might wanna ask, and you can pop them in the q and a. I'll be submitting all these questions again directly to Stu, and we'll then collate them all and send a follow-up email to all attendees so you can see all the answers to the questions asked. So that brings us to the end of today's session. There are still a lot more, webinars for this series, so please keep an eye out. Just a quick note as well, we will be creating a web page where you can revisit all these recordings for this series, and it'll also include some documentation and some other resources to sort of help you get all that information to you. Thank you all again so much for joining. I really hope you enjoyed this session. Have a lovely rest of your day. Thanks, everyone.