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Relationship Management VU Amsterdam

Last updated on 27 August 2024
For its relationship management, VU Amsterdam uses the Customer Relationship Management (CRM-)system Selligent.

The Communication & Marketing (C&M) department of VU Amsterdam is the owner of the Selligent system. All management and deployment of the system is handled by the CRM Marketing team. This multidisciplinary team consists of employees from both the IT department and C&M.

Selligent Customer Data Management (CDM)

VU Amsterdam uses Selligent Customer Data Management (CDM) as a CRM system to maintain and manage relationships and interactions with prospective students, students/participants and employees. The system supports:

  • Building a sustainable relationship with various target groups;
  • Various relationship management processes, such as student recruitment and communication with a wide range of the university's relationships.

Selligent CDM retrieves relevant data for students and employees from the student administration (SAP SLcM) and the employee registration (SAP SF). This data is safeguarded and used in accordance with GDPR standards

Marigold Campaign (formerly SMC)

Linked to CDM is the Campaign-application from Marigold. This is the marketing automation tool that VU uses to send relevant content to the right people at the right time.

Campaign is also the central mailing platform of VU Amsterdam. Employees can use it to send personalized newsletters or mailings based on segments (target group selections).

Selligent Site

Selligent Site is used to recognize and segment website visitors into seperate interest groups. This makes it possible to offer relevant content to the website visitor based on interests (when permission is granted). The data is included in SMC and possibly CDM for targeted email campaigns and target group analyses.

Other CRM-systems used at VU

For relationship management of alumni, corporate partnerships, donors, and members of VUvereniging, the CRM system Raiser’s Edge NXT (NXT) is used. This is managed by the Department of University Relations and Fundraising (DURF).

FAQ 1: Selligent Account Management

FAQ 2: Creating Newsletters

  • Adding a link to my newsletter goes wrong

    The main reason is usually when the original URL contains a tilde “~”. This character has a technical function in Campaign. Insert a tilde “literally” as part of a source text or URL by mentioning the character twice in a row: "https://source.url/~article" becomes "https://source.url/~~article".

  • How do I create a new newsletter?

    You can create a new newsletter in two ways:

    • Create a new newsletter template;
    • Copy a previously created newsletter. Make sure you always choose the option ‘Copy articles as new articles’. If you choose ‘Refer to existing articles’, the content you adjust in the copy will also be applied to the previous editions.
  • How did my email perform?

    Did you sent a newsletter? Then you will find a blue box for each recently sent newsletter in the home module. Click on the white bars in this box. A pop-up screen will now open with all the results of your sent newsletter.

  • How do I measure clicks and activity in my newsletters?

    Are you adding the links in the newsletter yourself? Below the field where you add the URL, there is a box with the text ‘Measure clicks on this link’. Make sure you always check this box, as the activity on that link will then be measured.

  • How can I test my email/newsletter?

    At the top of the screen, you will see a tab “test”, click on it. On the right side, you will now see contacts, select one of the contacts. Now hold down the ALT key while clicking on “Send testmails now”. This opens a pop-up screen where you can enter the recipient of the test mail, e.g. yourself. You can enter multiple test email addresses by separating them with a semicolon “;”

  • How do I see if a mailing was sent successfully?

    If you have sent the mail, you will see a green play icon or a black pause button. The play icon means that the sending is still in progress. The black pause button means that the mail has been sent to everyone.

  • Can I reuse and resend a previously sent newsletter?

    Newsletters are not intended to be re-used. This is because Selligent has already sent out the previous newsletter and remembers who received it. The people who received the previous edition will therefore then not receive the new edition.

  • I need a new data segment/target audience for a mailing. Where can I request this?

    You can request a new data segment via mailing@vu.nl. Make sure to request this in time, as it may take a few days to create the segment.

  • How can people subscribe or unsubscribe from my newsletter?

    A subscription form can be requested via mailing@vu.nl. Usually, the CRM marketing team creates a subscription form if this comes up during the intake. Through this form, people can sign up for a specific newsletter. When a person signs up, they are automatically added to the segment. So you don’t have to take any extra action yourself. The same applies if a person unsubscribes.

  • How do I import contacts into Selligent?

    Importing a new list of contacts requires attention. Consult the manual ‘performing a correct import’ at the bottom of this page or download the manual.

  • How can I maintain a clean contacts list?

    If you have sent a mailing to your own imported list, it is important to export the list after sending it to remove the opt-outs (unsubscribed) and bouncers (not received). This way, you maintain a clean contacts list.

    First, click on the “export data” option in the top menu. Now look at the columns OPTOUT, BOUNCECNT, and BOUNCEDT. Is there data in these boxes? If so, make sure to remove those contacts from your list. It is very important for us to use clean lists. If you do not clean your lists, you will receive a warning from us. After the 2nd/3rd warning, access to Selligent will be denied.

  • How do I empty out a contact list in Selligent?

    Je kunt een verzoek sturen naar mailing@vu.nl om de lijst leeg te maken. Gaat het om enkele contacten die je uit de lijst wilt hebben, dan kun je zelf op het contact gaat staan en op het prullenbakje klikken om dat specifieke contact te verwijderen.

    You can send a request to mailing@vu.nl to clear the list completely. If you only want to remove a few contacts from the list, you can stand on the contact and click on the trash can icon to delete that specific contact.

  • Where can I go if I have more questions?

    For most questions, you can contact mailing@vu.nl. This is the team inbox of Team CRM Marketing. A colleague from the team will then help you further. Also, every first Tuesday of the month between 14:00 and 15:00 there is a walk-in consultation hour in 0E-39 (Marketing and Communication department). Here, you can ask all your Selligent/Marigold questions in person.

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  • Where can I find user manuals on using Selligent?

    At the bottom of this page, under ‘manuals’, you will find all available manuals regarding Selligent.

  • Can I reach you in ways other than email?

    Every first Tuesday of the month between 14:00 and 15:00, there is a walk-in consultation hour in 0E-39 (Marketing and Communication department) where you can ask all your Selligent/Marigold questions in person.

    Add to Calendar

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