Use Data to Create a Better Customer Email Experience

Use Data to Create a Better Customer Email Experience

Personalization – the science of creating highly relevant emails that are as close to one-to-one messages as you can get at scale – is an email marketer's goal and the toughest challenge. Personalization is the most effective email tactic for 62% of email marketers who participated in a recent survey by Ascend2. But, 47% of them also said it was the most difficult one to pull off, thanks in part to the trend toward hyper-personalization from higher-order data integrations like artificial intelligence. I've seen this in my work with clients as well. Many struggle with personalization and segmentation, and it's not just lack of data or the capability to integrate it in their email platforms. They just don't know where to start. They have an abundance of data everywhere and no clear starting point either for upgrading a personalization program or starting a new one. Here's my best advice: Begin this by inventorying the data you have, identifying what you need to...
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Is 100% Email Deliverability Possible?

Is 100% Email Deliverability Possible?

Email on Acid presented us with a good question, "Is 100% Email Deliverability Possible?" We decided to work together to come up with the answer from the expert deliverability strategists here at Inbox Pros. As email marketers, we’re always striving to improve our email deliverability. It’s one of those constant worries gnawing at us – will my message reach the inbox? Recently, we were chatting deliverability on social media and came across an interesting question: “Can I achieve 100% deliverability?” This query left us scratching our heads. “One-hundred percent deliverability is something that concerns email marketers, from mom-and-pop shops, to large corporations,” says Nathan She, Deliverability Tech Lead with Trendline. “While we strive to achieve 100% deliverability, it’s not something that’s realistic or something that you must have.” We should pause here to clarify that deliverability is different from delivery. Delivery means your email was received by the client, even if it lands in the spam folder. An email bounce would mean the email isn’t delivered. Deliverability, on the...
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Is Your Reputation Impacting Your Email Deliverability?

Is Your Reputation Impacting Your Email Deliverability?

Your reputation matters. As a business owner, you know that your reputation is important, and when it comes to email deliverability, your reputation as an email sender matters. The better your email reputation, the more emails make it to the inboxes of your recipients. The first step is determining your email reputation in the first place. Is your email reputation affecting your email delivery? Your email reputation is the measurement of the quality of your list and the extent that you follow best email practices. To find out what Internet Service Providers (ISPs) and other email receivers think of your email-marketing program, visit Talos. You will have free access to the same data ISPs and other email receivers use to determine whether to accept or reject your emails. You will receive a score and with this score, you’ll know whether you need to continue following best email practices to protect your high score, or take action to improve your reputation. 4 Simple Tips to...
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Why are My Sign-Up Verification Emails Going to Spam?

Why are My Sign-Up Verification Emails Going to Spam?

It’s every email marketer’s worst nightmare: despite all your hard work, your emails are landing in the spam folder. This problem is particularly painful when you’re trying to send simple confirmation emails to your users. Although spam folders serve an important purpose, they can wreak havoc for honest email marketers. If you’re landing in the spam folder, don’t worry. The reality is that everyone faces deliverability problems at some point. Your spam folder woes could be due to three potential culprits. Thankfully, this incredibly common problem has many easy remedies. Problem #1: Authentication DKIM DKIM (DomainKeys Identified Mail) is an authentication method that proves the identity of the DKIM domain. It also proves whether or not an email was intercepted and tampered with in transmission. Spammers have been known to intercept important transactional emails. During the interception, they replace the content with their spam message. Spammers then resend the email in the hopes that it will be delivered as if it’s from the original...
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Put Your Content Builder Migration on Hold

Put Your Content Builder Migration on Hold

In the notes for the most recent release of Salesforce Marketing Cloud, a small detail may have escaped your eyes. The sunset date for Classic Content has been pushed back from this summer to 2020. This is good news if you are used to Classic Content and have had challenges in working with the newer Content Builder. Here is a rundown of our concerns with Content Builder, and why Trendline is holding off on the transition: Image asset names Currently in Classic Content, when you upload an image, you get a static URL that is predictable. The filename remains intact, and if you use a workflow that relies on predictable file locations (as we do at Trendline), we can pre-code our HTML to include the ultimate destination of the image. This streamlines our production process tremendously. An added benefit is that if an image needs to change for some reason (offer is expired, a typo in the graphic, etc), we can just upload...
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