10 Dos and Don’ts to Get Personalization Right

10 Dos and Don’ts to Get Personalization Right

Personalization rules the email world these days, or so it seems. Personalization is the magic key that gets more email delivered, viewed, and acted on, and all that activity means more sales, higher revenue, and better deliverability, right? We even have personalization platforms that make creating 1:1 emails as easy as clicking a few buttons. But not everybody agrees. In December 2019, research firm Gartner rained on the personalization parade when it predicted that 80% of marketers would abandon their personalization efforts by 2025. However, two days later, the Association of National Advertisers crowned “personalization” as its word of the year for 2020. What’s going on here? The truth is that email personalization isn’t as easy as dropping your customer’s first name in the subject line or message body. You need a reason to use it. You need plenty of data, and that data must be well-organized and easily accessible. You need creative content that uses personalization in the right context so your subscribers don’t freak out when...
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Internationalizing an Email Program

Internationalizing an Email Program

Place yourself in the shoes of a large brand interested in expanding their reach internationally.  What would it take to expand their current domestic email marketing program into a global program? What would need to change? Where would you start? What resources must you leverage? There’s quite a bit to consider - and we have answers. This solution for creating emails that allow brands to support their customers in their chosen language is built within the Salesforce Marketing Cloud (SFMC) email platform and leverages the data structures and scripting languages that make it one of the most flexible platforms on the market. Through the use of Data Extensions (think database tables) and AMPScript (SFMC’s programmatic scripting language) written in reusable Content Builder Code Snippets, Trendline has developed a system that supports as many languages as you can translate across the entirety of your email program. Grow from small scale one-off emails Before we get ahead of ourselves, we must acknowledge that some use cases...
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My Dynamic Success at Trendline within Salesforce Marketing Cloud 

My Dynamic Success at Trendline within Salesforce Marketing Cloud 

I just earned my Salesforce Marketing Cloud Consultant certification after only six months working with the Salesforce Marketing Cloud platform. I even passed it on my first try – a real accomplishment given how complex the certification exam is.  I'm not saying this to brag about myself, although I'm pleased to have come so far so fast - I've  been with Trendline since October 2019.  What's exciting for me is learning new skills, having my command of those skills recognized through the Salesforce certification process and being able to take ownership of client problems that put those skills to work to find solutions.   How I found my way A friend showed me what Trendline does in email marketing and with Salesforce Marketing Cloud as a technology partner, and I was interested immediately.  So, I started seeking out information and found answers on Salesforce's Trailhead career site. My first goal was to get my Salesforce Marketing Cloud Email Specialist certification, which demonstrates I have the knowledge...
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Email Logistics in Crisis Management

Email Logistics in Crisis Management

From COVID-19 to social justice movements to Cybersecurity attacks, 2020 has been nothing short of a whirlwind. How are you preparing for when these issues begin to infiltrate your company’s operations? Your Crisis Management Plan To determine how the process will operate, your crisis management plan must include the logistics of any email notifications you are planning to send. Last time, I wrote about the importance of understanding the risks and rewards of hosting data at third parties and why it is critical to understand how your organization’s requirements and limitations will impact your overall security situation. Today, I want to look at the importance of email logistics in your crisis management communication plan. Whether or not the incident is related to third-party data hosting or your email service provider (ESP), it will frequently include using email to notify people and notify them quickly. On the surface, this sounds pretty straightforward. There shouldn’t be any significant problems with contacting your customers and prospects via...
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