24 Nov 2015
Hello, marketing gurus/code masters! If you’re following this series, you know that last time we discussed the framework of an HTML email. If you’re just joining us and need to catch up, no problem. You can review my high-level intro to front-end languages here and learn how to set up your HTML email foundation here.
Now that we have our foundation in place, it’s time to start adding content. As I mentioned in the last post, all of our content is going in the body, which begins with an opening body tag (
<body>) and is placed right after the closing head tag (
There are several ways to go about building an email, but the most established approach is with tables. In HTML, there is a table tag (
<table></table>) that creates a table container. Within every table, there is at least one table row (
<tr></tr>) and one table data, like a table cell (
<td></td>). You can’t have a table without these three components. There are other table-related tags (header, footer and body), but these are less common in email development.
I’m sure by now you have heard the term ‘Retina display’. In case you aren’t familiar, Retina display is a brand term developed by Apple that refers to devices and monitors that have a resolution and pixel density much higher than what has been made in the past, roughly 300 or more pixels per inch, double the resolution of what they used to be. Retina displays are visually stunning, it’s amazing how crystal clear and vibrant they are.
Last month, I got a new Macbook Pro with Retina display, (special thanks to Relationship One—it’s a great place to work). I’m a big fan. I noticed the difference almost immediately. However, not all those noticeable differences where positive. Almost every webpage or email that had images was blurred, fuzzy, or seemingly unfocused. It might be my designer eye, but it drove me nuts! I thought I was designing for email properly, but boy, times they are a’changing. I’m a little late to the party (Retina displays have been around since 2012), but these days, more and more devices are now including it by default.
13 Nov 2015
Today we’re excited to announce the release of the new and improved Quosity for Oracle Eloqua! We’ve collected a lot of valuable feedback from our customers over the past several months that has helped us develop dashboards packed with new functionality and insight that helps marketers see and understand their Eloqua data. Here’s a look at some of the key enhancements.
10 Nov 2015
Last time we talked, I gave you a run-down of the basic coding languages, what they do and how they work together. If you missed it, no biggie. You can catch up here.
If you think back to our house analogy, HTML is like the foundation that your email/landing page stands on. We can’t build anything without it, so this is where our journey begins.
A marketing genius like you has probably modified and/or created an email. Sometimes, especially when emails break, you’re forced to abandon the WYSIWGY editor and sift through the actual code for answers. If you’re not well versed in HTML, it can be a little intimidating to modify code. It’s especially stressful when those modifications break the email even further and you don’t know why. We’ve all been there.
So, today’s focus is on HTML basics, particularly for email. We’ll start at the very beginning (a very good place to start) and walk through the initial setup for starting an email to get you familiar with some basic HTML terms and concepts. It’s like we’re pouring the foundation on which we’ll build everything else. Ready? Let’s go!
Just hearing the word “spam” will make most marketers cringe. The thought of our emails being confiscated by spam filters can keep us up at night. It forces us to continually double and triple check our emails before they are deployed. It challenges us to stay on top of every new deliverability report and spam filter criteria.
Even though spam filters can make us break a sweat, they are good-natured. They keep real spammers from getting near the inbox, which helps permissible marketers gain trust among contacts that receive our communications. The downside is that spam filters can have the reverse affect, and can negatively impact legitimate senders. That’s why it’s increasingly important to stay on top of deliverability guidelines, email compliance and sender reputation.
Another Twin Cities User Group is officially in the books. Thank you to all who came and participated. The group continues to grow every session, and it’s exciting to see the passion for the platform. We have to start looking for a new place to meet so there’s room for more!
In addition to general announcements and updates for us, Oracle Marketing Cloud and audience members, we covered Oracle Eloqua Release updates for Version 474.
Tricia Duncan, a marketing analyst at Relationship One, joined Bob Vandenboom from Toro in a presentation of Toro’s use case for Quosity Analytics. This was a definite crowd-pleaser as the group got a walk-through on how Toro gets their data out of Eloqua and into Quosity in order to analyze and communicate information that empowers both internal marketing and their distribution channel partners.
Social123’s Liz Miller flew into Minneapolis and joined the user group to share how Eloqua customers are using social data to amplify their marketing campaigns, win Markies and close deals.
Our event wrapped up with a lively open forum with discussions that continued into the evening as we transitioned across the street for happy hour (thanks, Social123!).
I have been in the business of marketing analytics for a few years now and frankly, good consultants are hard to come by. My expectations are high. Yours should be too. What you’re looking for is someone who perfectly blends a passion for emerging technology with a sharp eye for visual stories that drive actions and decisions.
“Yeah right, Tricia…you’re describing a unicorn! A person with both technical chops and business skills just doesn’t exist.”
These people DO exist, and they are a must for your business! The right analytics consultant will empower your team to explore your data in a way that leads directly to better marketing decisions that add value (the intangible kind and the revenue impact kind). So, what are the criteria for a top-notch marketing analytics consultant? Other than a passion for their profession, the biggest success will come from someone who has these three traits: technical understanding, solid communication skills, and accountability.
29 Sep 2015
A few weeks back, I attended the Integrated Marketing Summit in Minneapolis for a few days of workshops, networking, and lots of learning. Local marketing and advertising professionals came together to hear from industry experts to learn how to take their marketing to next level. During the conference, a panelist discussion about integrated marketing strategies presented a term that I had seen in industry content but that I didn’t fully understand. Given the number of session attendees, who, like me were feverishly writing notes and taking photos of the slides in between sips of coffee, I came to the realization that I was not alone.
Do you know what “Integrated Marketing” means? Do you know how it applies to you or your industry? You may be practicing it and not even realize it! Or, perhaps you’ll learn what it is by reading this article, and it will revolutionize your marketing plans. Let’s find out.
24 Sep 2015
If you’re new to Oracle Eloqua, be assured you are in good company. The process of moving to a new system, especially one as robust as Eloqua, can be overwhelming at first, but it gets easier. Marketing automation platforms like Eloqua were developed to increase marketing productivity, create a better customer experience and evaluate your marketing activities. I have been in your particular situation before, and if you like a challenge, you will thrive. Based on my experience, I’ve created a checklist for new users that will help you get on the road to success straight away.