After ensuring that preferred name personalization is possible given your population, Reports and Data Extensions need to be created (or updated) by an eComm specialist to contain the appropriate preferred name field in Salesforce.
eComm specialists are responsible for creating audiences in Salesforce and Marketing Cloud. This often involves starting with a Salesforce Campaign to be converted to a Salesforce Report.
If you need to send communications to internal audiences (faculty, staff or students) you'll want it delivered to their campus email addresses (eg; @colorado.edu, @ucdenver.edu, @cu.edu or @uccs.edu), To do so, you'll need to send to a Data Extension. Your eComm specialist will create the Data Extension but it's the sender's responsibility to re'Start' it before each send.
Checklists and simple how-tos are an easy and effective method to ensure a quality product goes out the door every single time. eComm's most successful users embrace checklists regardless of how many successful emails or events they have already sent or hosted.
Creating a good looking email in Marketing Cloud is one thing, but ensuring it displays well across inboxes is a greater challenge. Learn to apply three best practices when using text blocks to have confidence in how it renders for recipients.
We know how cluttered your Marketing Cloud account can get if you are a frequent sender. Use these different types of folders (and other tips) to stay organized.
To help minimize the potential for CAN-SPAM violations, eComm has the ability to automatically refresh data extensions that have been found to be non-compliant (i.e., not refreshed/imported before their use in an email send). Non-compliant data extensions can be identified and added to the process in two ways. Learn more.
Understand the difference between sender profiles, delivery profiles and send classifications, in Marketing Cloud. These not only drives who an email appears to come from, but more importantly ensures that it's CAN-SPAM compliant.
Design an email template, drop in data tags, and send it once. With event emails everyone on the invitation list will receive a personalized copy, like it was written just for them. Hosting sessions? Rather than troubling everyone on your invitation list, distribute the webinar info, send a reminder to bring questions for the panelists, or announce that the room has changed to only those who registered for an optional session.
