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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A New Journey Builder Feature To Be Aware Of

A New Journey Builder Feature To Be Aware Of

I was updating content for a client’s journey in Salesforce Marketing Cloud the other day, and stumbled onto a new ‘feature’ I wasn’t aware of. This could be important for you to think about, depending on your workflow for updating emails in Journey Builder. Sending Email In Journey Builder When you add an email to go out from Journey Builder, you are basically creating a triggered send. Normally, triggered emails remain static until you pause them, publish the updates, and then restart them. This was true in Journey Builder for some time as well. In essence, if you had content updates to make, you could make them, test them, and then decide when you wanted to make them live. How it works now Now when you update an email that is part of a journey, the content automatically updates. The amount of time it takes varies, indicating to me it is part of some content check happening in a regular interval. SMS messages that...
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Behind the Book: Salesforce Marketing Cloud for Dummies

Behind the Book: Salesforce Marketing Cloud for Dummies

A little over 2 years ago, a senior executive at Salesforce approached us about writing a book on how to use Salesforce Marketing Cloud, formerly known as Exact Target. Having been deep technical users of the platform for a number of years, vocal proponents, and people who weren't afraid to offer constructive feedback, he believed that Mark Pollard and I were well-suited to this venture. And, of course, we thought, "How hard could it be?"   We quickly learned that knowing a platform inside and out was one thing, but being able to translate that knowledge into a book to cover all skill sets was something else entirely. There were other complications and hurdles to overcome, too. Our primary focus still needed to be on our day jobs, providing great service to our existing clients, without whom our livelihood would not exist. And then there is the fast-paced world of software development. Salesforce releases a new version of Marketing Cloud every...
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