Trendline’s Top 10 Articles of All Time

Trendline’s Top 10 Articles of All Time

August marks Trendline’s 10-year anniversary, and we’ve had a lot to say! Here’s a list of our top-read articles of all time. From holiday emails to deliverability resources, there has been no shortage of Trendline content through the years. 10. Overview of the Enterprise Email Service Provider Landscape The Enterprise Email Service Provider (ESP) landscape continues to evolve, and choosing which platform is right for you can be a challenge. Learn from Trendline’s CEO, Morgan Stewart, about the strengths and weaknesses of each of the ESPs. 9. The Best QA Process to Produce Error-Free Emails Our QA process at Trendline not only needs to produce and test error-free emails but do it as quickly as possible. Trendline’s VP of Email Operations, Molly Privratsky, gives the full scoop on how the QA Team maintains a high error-free rate at blinding speeds by utilizing the Litmus tool. Read the full case study. 8. Soft Bounce vs. Hard Bounce: What’s the Difference? So your email bounced. What caused...
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Salesforce Marketing Cloud Experts–Why You Need One

Salesforce Marketing Cloud Experts–Why You Need One

It’s an open secret that people use only a fraction of the technology available to them on a typical marketing automation platform. A 2018 study by Holistic Email Marketing and Tripolis bears this out. Only 44% of companies that use marketing suites like Salesforce say they use half or more of the features on their email platforms. But, even if they use less than half of the platform, they’re still paying for 100% of its potential. Having well-trained users will help you get more of what you pay for. So, hire someone who’s an expert in Salesforce Marketing Cloud (SFMC) to work with your marketing team. Sounds simple enough, right? However, if you don’t check their credentials carefully, you could end up hiring someone who knows a little about email technology and figures they can teach themselves the basics of SFMC. We can predict what will happen next because we’ve seen it before: The first time they log in to SFMC, they will feel like a...
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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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Understanding Salesforce Marketing Contacts

Understanding Salesforce Marketing Contacts

Salesforce Contacts and Your Contract Trendline’s Solutions Consulting team has been receiving questions about Contacts within Salesforce Marketing Cloud, and how they relate to your invoice and charges. We are going to help clear up the confusion, and show you how to pare down your contact count to maximize your marketing dollars. Salesforce Marketing Cloud contracts used to be based on two things - a software fee and a message fee, or CPM. Now, Salesforce Marketing Cloud users are paying a third fee—for sendable contacts. This is a charge for any contact that you have ever emailed. Even if you only have an active population of 500,000 subscribers, if you have ever sent to the 2,000,000 contacts you have, then 2,000,000 contacts is what your invoice fee will be based on. To make matters worse, there are no tools within Salesforce Marketing Cloud to help you understand what your active user count really is, and the numbers Salesforce comes back to you...
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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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The Best of SFMC Smarts 2018

The Best of SFMC Smarts 2018

Kick off 2019 the right way with some of the best advice and tips on Salesforce Marketing Cloud. We’ve curated our top read articles from last year, and put them all in one place, to get your New Year, and your email program off to a flying start.  1  9 Tips for Salesforce Marketing in 2019  2  Integrated Deliverability Tools for the Modern World  3  AMPscript Pitfalls to Avoid in Salesforce Marketing Cloud  4  8 Hazards to Integrating New Automation Tools  5  A New Journey Builder Feature to Be Aware Of   Wishing you a successful New Year. If you would like to talk about how to improve your email marketing efforts this year, send us a note....
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9 Tips for Salesforce Marketing Cloud in 2019

9 Tips for Salesforce Marketing Cloud in 2019

A new year means new ideas, and new best practices, for email marketers. The platform experts at Trendline have compiled their top tips to help you get more out of Salesforce Marketing Cloud, and your email program, in 2019. 1. Comment your AMPscript code. You never know who may have to maintain it. —Chester Bullock, Vice President, Solutions Consulting 2. Use code snippets in Content Builder to not add padding to your dynamic content. — Mollie Ficarella, Solutions Consultant 3. Instead of using !="" in AMPscript, use NOT Empty() %%[IF @FirstName !="" THEN]%% %%=ProperCase(@FirstName)=%%, the %%[ELSE]%% The %%[ENDIF]%% Is commonly used ampscript to properly form the subject line depending on if first name is populated or not. If you are using this in tandem with a lookup function and the record you are trying to look up does not exist in the lookup table, the code breaks and the SL will display as “ ,the...”. If you use NOT EMPTY instead, the SL will display correctly regardless if it finds a matching record or not. %%[IF...
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Integrated Deliverability Tools For The Modern World

Integrated Deliverability Tools For The Modern World

Salesforce Marketing Cloud is a world-class suite of digital marketing automation tools that allow you to create, manage and deploy highly personalized email campaigns. The intuitive all-in-one platform can be a vital tool in jumpstarting your email program and seamlessly move campaigns from concept to completion, but what happens after you press send? “Deliverability” is the measure of how many emails actually make it into recipients’ inboxes. There are a myriad of factors involved in email deliverability and many of them are impacted before a message is sent. With so many elements contributing to a successful inbox delivery it can be difficult to get every part right, every time. Fortunately, for those working in Salesforce Marketing Cloud, the platform provides services and automated tools to ensure marketing messages reach your subscribers. The first thing to consider is whether the structure of sending IP address and domains are in line with best practices for successful email sends. Dedicated IP addresses are reserved...
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Making Old Connections New Again

Making Old Connections New Again

Connections 2018 Growth is a good thing. As someone who spends his day helping clients hone their email marketing strategy for continuous growth, I’m the last person you’d expect to lament the “good old days” of Salesforce Connections, yet here I am, lamenting, just a bit. I’ve been attending Connections since 2010 and have always found it to be an important and unique event. I still feel this way. To my mind, however, there was a focus on community in the early days that’s being impacted by the growth of the conference. The very nature of its name—Connections—signals community building. For example, Connections used to have city-specific breakout groups that brought email marketers together to form a collective and discuss approaches on different issues. Good networking was a byproduct of those groups as it became an excellent way to meet people in a similar field who had similar challenges. That was the mindset. “Here's a challenge, how do we solve it?” We...
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