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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AMPscript Pitfalls to Avoid in Salesforce Marketing Cloud

AMPscript Pitfalls to Avoid in Salesforce Marketing Cloud

One of my favorite aspects of working in Salesforce Marketing Cloud is the ability to use AMPscript. It allows the emails I code to be highly dynamic and personalized to subscribers, and it's easy to learn. But when you have been working with AMPscript as long as I have, it is easy to neglect the basics when moving higher, further, faster. Here are some pitfalls to try and avoid when using AMPscript: SYNTAX AMPscript is wonderfully easy to learn, but the rules are finite. For the script to work properly, you have to use two (count them: TWO) percentage marks to begin, end, and interpret the code. If you don’t have two, it will not work. While this seems simple, the simplicity is exactly what makes it easy to overlook. When you have a subject line set to dynamically render and it doesn’t, start by checking the percentage marks. It is also important to use the correct delimiter–which depends on if you are...
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