As a marketing specialist at ITCE, I’ve often relied on a range of third-party tools to manage email communications for campaigns and events. Although these tools are built for marketing purposes, we faced ongoing challenges. Automation was limited, support response times were slow, and most critically, email deliverability was unreliable, especially when reaching our clients’ corporate inboxes protected by strong security filters.
The Challenge
Marketing events are time-sensitive by nature. Whether it’s a webinar invitation, a last-minute reminder, or a follow-up campaign, delays impact engagement. And when something goes wrong with external tools, we often find ourselves waiting in support queues with little control over resolution timelines.
That’s where the idea was born:
what if we could turn this challenge into an opportunity by integrating our in-house ServiceNow expertise?
The Solution as a Shift to an Internal Architecture
What made our approach unique is the depth of ServiceNow knowledge we possess internally. Typically seen as a platform for ITSM, HR, or enterprise workflows, we decided to take full advantage of its capabilities and serve as a foundation for our marketing communications. The result was a bold and unconventional decision to build a customized email delivery architecture using ServiceNow.
We already had our website linked directly to ServiceNow using a secure API. This allowed us to capture form submissions such as event registrations directly into our system. We then connected this to Postmark, a high-deliverability email delivery service with robust APIs.This hybrid setup meant we could trigger and manage marketing emails through ServiceNow while ensuring fast and reliable delivery with Postmark.
But we didn’t stop at replicating the old process, we enhanced it even more. Working closely with our ServiceNow consultants, we developed tailored workflows for different event types and campaign needs. From confirmation emails and reminders to post-event follow-ups, each workflow was mapped and implemented with full customization in mind.
The Process: Agile in Action
We approached this initiative like any other ServiceNow project for our clients. The only difference was that this time, we were the client. We established a project team with defined roles: a Product Owner, Yelena Nedev, a stakeholder in my face as a marketing specialist, and ServiceNow consultants who handled the technical execution.
This close collaboration created a fast feedback loop. Requirements were refined in real-time, allowing us to iterate quickly. We built both manual and automated triggers into the workflows, ensuring flexibility and complete ownership of the process. There was no longer any dependency on external systems or unclear configurations. We had everything in one place with transparency and control.
Naturally, as with any customized project, we encountered unexpected scenarios. Some dynamic event logic led to high-pressure moments but in true agile fashion, we tested, adjusted, and continuously improved. Mistakes became learning points, not blockers.
What We Achieved
Today, our marketing email delivery is fully internalized. We’re no longer reliant on third-party tools or their limitations. The marketing team manages the process independently, with greater precision and faster turnaround times.
Deliverability has improved significantly thanks to Postmark, and we now have full visibility over every step of the communication process. Currently, email delivery with Postmark is at 100%, compared to just 60% successful delivery with our previous tools when trying to reach secured inboxes. As a result, campaigns are executed with greater confidence, and we’re fully equipped to scale our communications moving forward.
Looking Ahead
With multiple events planned until the end of the year and a full pipeline for 2026, our new setup is already proving its value. Every campaign will now run through our custom-built ServiceNow marketing workflows, freeing us from external constraints and giving us the freedom to optimize further.
This initiative is a perfect example of how we apply ITCE’s mindset internally: using our expertise to solve real problems with sustainable and tailored solutions. By reimagining our own processes, we’re not just improving efficiency, we’re living what we deliver.