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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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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What It Takes to Become Salesforce-Certified – and What It Means for Our Clients

What It Takes to Become Salesforce-Certified – and What It Means for Our Clients

At Trendline Interactive, we believe investing in employee education and training pays off in better service for our clients. Continual Improvement is one of our core values, and we encourage employees to seek training that will further their skill sets. We're pleased to add the name of Steve Schweiss, a Senior Platform Specialist, to the list of Trendline professionals who have earned recognition as a Salesforce Certified Marketing Cloud Consultant. The Salesforce Marketing Cloud Consultant credential is designed for those who can set up and implement the Salesforce Marketing Cloud email application tools, providing solutions to execute both tactical and strategic email campaigns. Additionally, SFMC Consultants are able to demonstrate knowledge, skills, and experience in email marketing best practices. This includes message design, subscriber and data management, inbox delivery, and external integrations with the Marketing Cloud email application. Earning his certification meant Steve had to do more than just take a quick online test. Instead, he spent hours after work studying and practicing to...
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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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