ExactTarget: General Guidelines And Working With Our Templates

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ExactTarget:General Guidelines and Working with Our TemplatesIt's time to elevate e-mail marketingE-mail has become a vital marketing tool and a key component to our marketing mix at Jones Lang LaSalle. Tosupport your e-mail marketing efforts – and to help you support the Jones Lang LaSalle brand – you now haveaccess to new ExactTarget templates, which will be used worldwide for e-mail marketing. This guide walks youthrough how to construct e-mails – from writing engaging content to creating a professional design.As you work with these templates, remember that good content will drive success. Good e-mail marketingmessages cannot be pulled together in minutes. They require thought and attention, not to mention strong writingskills. You should spend as much time on an e-mail marketing message as you would on a comparable piece ofprint collateral. Concentrate on delivering targeted messages that meet the needs of your recipients and alwaysanswer the question from their perspective, “What’s in this message for me?” If you get this right, your e-mail willhit the mark.What this guide coversThe new templates should be used for all e-mail marketing, except property marketing. For property marketing,you should continue to use all of the same tools you have been using in the past.This guide provides an overview of best practices, a step-by-step guide to the six primary categories of e-mailmarketing we produce, how-to steps on building an e-mail using the ExactTarget system, and a wealth of tips andtricks to help you use the system efficiently.Table of Contents[DRAFT – WILL FINALIZE LAST]10 Best Practices for Email2. Types of corporate e-mail that we send.Not property marketingBuild your e-mail – checklists for each typeChecklists:New HiresTransactions and new assignmentsWhite papers, podcasts and other thought leadershipResearch reports and publicationsNews releases and general company newsInvitations3. How to Use the TemplatesLayouts ExplainedSpecifications for ContentHow to Build an E-mail / Using Content Boxes4. Appendix – Full size screen shots of all e-mail type examples.Working with ImagesUsing Notepad (where to find it, how to put an icon in the taskbar, when to use it)

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 2Section I10 things to remember every time you create an e-mail1. Take some time with the subject lineYou have mere seconds to catch the attention of your readers, who will delete your e-mail, without evenopening it if the subject line is weak. Take time to craft a short, engaging subject line that piques readers’curiosity and gives them a reason to open the message. Make sure the subject line has some substance—do notuse Jones Lang LaSalle or the category name (i.e., New hires) in the subject line.2. Write headlines and subheads with pizzazzAfter the subject line, the headline and subheads may be the only part of an e-mail that gets read. Take time tocraft headlines that are interesting and engaging. Avoid using bland labels, repeating the subject line and usingJones Lang LaSalle. Give the recipient a reason to read the rest of the copy.3. Give your messages a call to actionDon’t send readers to a dead end. Give them a link to get more information, contact a Jones Lang LaSalleprofessional or view specific content on our Web site.4. The more links, the betterGive readers multiple ways to link to relevant information or documents, and make sure the links are prominentand high up in the message.5. Captions are a mustMany readers will read only the headlines, subheads, links and captions in a message. If you’re including aphoto or the cover image of a report or paper, you must provide a descriptive caption. You can combine thiswith a call to action. (Example, "Download the Fall 2008 Industrial Report".)6. Marketing and thought leadership messages are not the same animalMarketing messages and those conveying thought leadership and research should be approached differently.Jones Lang LaSalle’s research capability and our reputation for being the industry’s thought leader are keydifferentiators for the firm. We should avoid disrupting communications about research reports, white papersand other thought leadership with marketing messages. However, when the purpose of the message is to marketa particular service or product, it’s acceptable to link to related thought leadership.7. Write for the mediumDon't cut and paste content from some other sources. Carefully recraft copy for the medium. Copy should beshort and punchy, and reflect our brand voice. It must quickly answer the question, “What’s in this for me?”Give the message additional context by referring to related capabilities, research reports, white papers, podcastsand other content.8. Look for opportunities to employ primary imagesIf your message doesn’t have a specific photo associated with it, consider using one of the primary imagestyles, such as a silhouette, a masked photograph, a line illustration or a black and white silhouette photo.9. Displaying the cover of a research report or white paper isn’t requiredDepending upon the document, it may leave a greater impression to show an image from within the document,or a representative photo or image.10. Don’t copy text directly from Microsoft Word or other Microsoft Office programsThese programs have code of their own, which does not render correctly in ExactTarget. Copy the text intoNotepad and then paste it into the e-mail content box. Your design will improve. (See the Appendix for more.)

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 3Section IIE-mail marketing categoriesIn general, Jones Lang LaSalle produces six types of e-mail marketing. These messages deliver thought leadershipand reports, strengthen our reputation as an industry and market leader and provide invitations to events. Nearly allcorporate e-mail marketing falls into one of these categories. (Remember, these templates should not be used forproperty marketing.) If you are creating an e-mail that doesn’t fit one of these categories, they can either run itby one of us – and maybe they should because they shouldn’t be sending it? Or do we allow them to fill in thecategory/red bar themselves. An office move comes to mind – would that be “In the news”?When creating e-mail, the first question you should ask yourself is, “Should I be sending this e-mail at all?” Is itrelevant and timely, and will it fill a need for the recipients? If not, don't send it. You will irritate recipients whowill be more likely to unsubscribe the next time they receive a message from Jones Lang LaSalle.Next, decide which category your e-mail message falls into:1.2.3.4.5.6.New hiresTransactions and new assignmentsWhite papers, podcasts and other thought leadershipResearch reports and publicationsNews releases and general company newsInvitationsNow, think carefully about the content of the message. Remember, e-mail marketing is a very different mediumthan print collateral or advertising, and it should be treated differently. The writing and design should be optimizedto create interest and answer the reader's question, "What's in this message for me?"Refer to the checklists below as you develop the message content. Then optimize the images you plan to use, loadthe documents and lay out the e-mail. For specific instructions, refer to Section III: How to use the templates.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 41. New hiresThe category name "Our team" will appear in the red barat the top of the template. Use this template to announcenew roles for high-profile professionals or significant newhires. Use it for one or two individuals or for a wholeteam.Follow these steps:Determine who the message will come from.Usually this will be Jones Lang LaSalle. Because weare an industry leader, recipients expect meaningful email communications from our company.Write the subject line. You have as few as 49characters to pique curiosity or answer the question,“What is in this message that I need to know?”Write the headline for the body of the message.Make it specific and engaging. Avoid bland headlinessuch as “Jones Lang LaSalle is pleased to announcethat it has hired ” In fact, avoid using Jones LangLaSalle altogether in headlines and subheads as thereare other places where our name is used.Write the copy pertaining to the new teammember(s). Keep bio information short. Concentrateon the facts that your audience will care about most.Evaluate how to give the announcement greatercontext. Are there other ways to connect the new hire or new team to how Jones Lang LaSalle serves itsclients – and your readers? Consider including copy to: Flag the new hire’s career achievements Position a local or national capability of the firm that relates to the new hire Highlight the firm’s expertise in a particular industry or market that relates to the new hire. Provide links to our Web site or related documents such as white papers, research reports, capabilitiesstatements, in the copy Provide a call to actionCheck the subheads. Are they as engaging as the subject line and headline? This, along with the photocaptions and the links, may be the only content that gets read.Optimize the photo(s). Use a professional head shot and make the image large enough to showcase the personwell. If you’re using more than one photo, make sure the aspect is the same (i.e., their heads appear about thesame size.)Include contact information for the new team member(s).Ensure that you've included an address and a URL in the black bar and the copyright information in thebottom content box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 52. Transactions and New AssignmentsThe category name "Transactions” or“New assignments” should appear in thered bar at the top of the template. Use thistemplate to publicize closed transactions,new assignments and completedassignments.Follow these steps:Determine who the message willcome from. Usually this will be JonesLang LaSalle. As an industry leader,recipients expect meaningful e-mailfrom our company.Write the subject line. You have asfew as 49 characters to pique curiosityor answer the question, “What is in thismessage that I need to know?”Write the headline. Make it specificand engaging. Avoid bland headlinessuch as, “We are pleased to announcethat we have closed the sale ”Write the copy pertaining to the transaction or assignment. Make sure you include such pertinent details as thename of the company, the address (if relevant), the size/value of the transaction or the scope of the assignment,Evaluate how to give the message greater context. Are there other ways to highlight Jones Lang LaSalleexpertise? Consider developing additional copy that: Positions a related local or national capability of the firm Highlights the firm’s expertise in a related industry or market Refers to a timely related event or trend in a local marketCheck the subheads. Are they as engaging as the subject line and headline? This, along with the photocaptions and the links, may be the only content that gets read.Optimize the photo(s). Choose a photo, and maximize its size to showcase the property well. Use the contentbox labeled “Photo with Border,” and ensure that the caption tells recipients where the property is located. Ifyou have permission, you may use a client logo to represent an assignment.Ensure that you've included an address and a URL in the black bar and the copyright information in thebottom content box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 63. White papers, podcasts and other thought leadershipThe category name “Perspectives” should appear inthe red bar at the top of the template. This template isfor white papers, podcasts, newsletters and otherthought leadership pieces.Follow these steps:Evaluate whether the content truly qualifiesas thought leadership. Because thoughtleadership is a key differentiator for our firm, wewant to take great care with which pieces arecharacterized this way. If what you’re sending isnot published as an Advance white paper, makesure that it truly is a thought piece and not athinly veiled marketing piece. And if your teamis preparing a paper that you believe could betermed thought leadership, please contact SandyNordahl for guidance on the best way to packageand present the paper.Determine who the message will come from.Usually this will be Jones Lang LaSalle. As anindustry leader, recipients expect meaningful email from our company.Write the subject line. You have as few as 49characters to pique curiosity or answer thequestion, “What is in this message that I need toknow?”Write the headline. Make it specific, interesting and engaging. Avoid using the paper’s title as a headline.Avoid bland headlines that state the obvious: “Jones Lang LaSalle podcasts offer market insights.” In fact,avoid using Jones Lang LaSalle altogether in headlines and subheads as there are other places where our nameis used.Write copy that summarizes the white paper and helps readers understand how the information can benefitthem. Also, consider developing copy that: Highlights the authors and their expertise Refers to a timely event or trend that relates to the topic Informs readers about other Jones Lang LaSalle papers and research reports that may be of interest Provides other information about the same or related topics.Note: Be careful not to add overt marketing content to thought leadership messages. (Provide example? –maybe even in the Appendix? I don’t know if people will really know what this means, since it could be ajudgment call.) The intent is to keep research and thought leadership separate from general marketing—notonly in terms of visual identity, but also in how they’re shared with prospects and clients. Use links to sendvisitors to specific content on our U.S. Web site or to launch related documents if they’re not posted on theWeb site. You also can provide contact information for authors or subject matter experts.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 7Check the subheads. Are they as engaging as the subject line and headline? This, along with the photocaptions and the links, may be the only content that gets read.Optimize the visual. Choose an image to represent the paper. It could be the cover of the document or anotherimage that relates to the content. Make sure you include a caption. If the document is meant to be downloaded,link both the caption and the cover image. The Appendix has more information about how to create a snapshotof the document cover.Ensure that you've included an address and a URL in the black bar and the copyright information in thebottom content box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 84. Research reports and publicationsThe category name “Marketintelligence” should appear in the redbar at the top of the template. Thistemplate is for global, national and localresearch reports.Follow these steps:Determine who the message willcome from. Usually this will beJones Lang LaSalle. As an industryleader, recipients expect meaningfule-mail from our company.Write the subject line. You have asfew as 49 characters to piquecuriosity or answer the question,“What is in this message that I needto know?”Write the headline. Make itspecific, interesting and engaging.Avoid using the report title as aheadline. Instead, pique curiosity with a key finding of the report – make sure there’s a news hook.Write copy that summarizes the report or captures an interesting facet of it. Tell enough of the story to promptthe reader to click for more information. As space permits, consider adding additional content to the messagethat: Highlights the capabilities and differentiators of Jones Lang LaSalle Research Informs readers about other Jones Lang LaSalle papers and reports that may be of interest Sends visitors to specific content on our U.S. Web site or launches related documents if they’re not postedon the Web siteNote: Be careful not to add overt marketing content to research messages. The intent is to keep research andthought leadership separate from general marketing—not only in terms of visual identity, but also in howthey’re shared with prospects and clients.Check the subheads. Are they as engaging as the subject line and headline? This, along with the photocaptions and the links, may be the only content that gets read.Optimize the visual. Choose an image to represent the report. It could be the cover of the report or anotherimage that relates to the content of the report or the market that it covers. See the Appendix for informationabout how to create a screenshot of the report cover.Include a caption. If the document is meant to be downloaded, link both the caption and the image.Ensure that you've included an address and a URL in the black bar and the copyright information in thebottom content box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 95. News releases and generalcompany newsThe category name "In the news” should appearin the red bar at the top of the template. Thistemplate can be used to share a wide variety ofnews about Jones Lang LaSalle and our people.Follow these steps:Determine who the message will comefrom. Usually this will be Jones LangLaSalle. As an industry leader, recipientsexpect meaningful e-mail from our company.Write the subject line. You have as few as49 characters to pique curiosity or answer thequestion, “What is in this message that I needto know?”Write the headline. When writing headlinesand subheads, make them specific,interesting and engaging. Avoid headlinesthat repeat information that’s in the copy.Remember to focus on readers—how doesthis news or information affect them or benefit them?Write the copy. Rather than simply presenting the news item, give the announcement broader context andmore of a call to action. Consider developing additional copy that: Positions a local or national capability of the firm Highlights the firm’s expertise in a particular industry or market Refers to a timely event or trend in a local market Informs readers about other Jones Lang LaSalle papers and research reports that may be of interestProvide a call to action? Such as? At bare minimum link to the web site. No dead ends.Check the subheads. Are they as engaging as the subject line and headline? This, along with the photocaptions and the links, may be the only content that gets read.Optimize the visuals. Make photos or other images large enough to showcase the subject matter. Considerusing primary imagery if you don’t have a high-quality photo available.Ensure that you've included an address and a URL in the black bar and the copyright information in thebottom content box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 106. Invitations to meetings and eventsThe category name "In the news” should appear inthe red bar at the top of the template. Thistemplate can be used to prepare simple invitationsto internal and external events—from socialevents to small conferences to webcasts.Follow these steps:Determine who the message will comefrom. Usually this will be Jones LangLaSalle. As an industry leader, recipientsexpect meaningful e-mail from our company.Write the subject line. You have as few as49 characters to pique curiosity or answer thequestion, “What is in this message that I needto know?”Write the headline. Make it specific,interesting and engaging. Avoid blandheadlines or labels. Avoid using Jones LangLaSalle altogether in headlines and subheadsas there are other places in the template whereour name is used.Write copy that entices the reader to attendthe event, lets them know the benefits ofattending (as appropriate) and provides pertinent information about date, time, location and RSVP.Optimize the visuals. Make sure visuals are large enough to make an impact. Consider using primary imageryif you don’t have a photo that relates to the event.Ensure that you've included an address and a URL in the black bar and the copyright information in thebottom content box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 11Section IIIJones Lang LaSalle Template LayoutsExactTarget now includes five template layouts—Layouts A to E—from which you can choose. Any layout can beused for any type of e-mail described above. You should choose the layout that best suits the needs of yourmessage. For example, if you have a large photo to include (such as for a transaction), make sure you choose alayout that can accommodate it. (Layout A or B might be best.) If you have many small blocks of information, forinstance a subhead with related links, choose a template that will allow the blocks to flow logically.In addition, you also will use new content boxes to populate your e-mail. These boxes contain some specially codedformatting to help keep the display of our e-mail messages very consistent and to give a more professionallydesigned quality to your final product. You must take care to keep this coding in place. If you follow the stepsbelow carefully, your e-mails always will beUnderstanding how the templates workBelow you will find information on how to populate one of our templates. The steps are the same for all templates,though you will use the content boxes labeled for the appropriate Layout. (Do not use a content box marked forLayout A in a Layout B template, for example.)Also included are the “specs” for each of the layouts—how wide the columns are, etc. This is particularly usefulinformation for sizing images, and it will also help you gauge which template will suit your content.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 12

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 13In an e-mail, you may want to link to a document. For example, you maywant to link to a property flyer or floor plan, or to a document such as anewsletter or white paper. You should always link to a PDF, and you should store the PDFon the Exact Target in the Documents area, if it is under 1 mb insize. Also, if the image or text is linked, you can’t just replacethe link. You must unlink the text or image and then relink it toyour document. TIP #1: If you are linking an image to a document, alwaysremember to include text such as “download now” or “view property flyer” and link the text as well.Otherwise, people may not realize the image is a link. TIP #2: If your PDF is larger than 1mb, you can host it on our servers. Find the link and instructions onhow to use the link on the Exact Target SharePoint site. It is called Large File Upload and Hosting underWeb Sites and Training Links. NOTE: The images below were taken with a User Preferences set to use the Advanced Content CreationTools. For more information on changing your settings, go to the Exact Target SharePoint site. Click onAnnouncements and view the 11/13/2007 announcement.Link an Image to a Document1. In the edit mode of an e-mail, click on the box with the image you want to modify andchoose Modify Content to open up the editing box.2. If there is an image already in the spot where you want your new image,right-click on the image, and click Unlink.3. Right-click on the image again and choose Image Properties. You can also insert an image as you usually do in the location you want it to appear

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 14Section IVThe AppendixThis will serve as your one-stop guide to all things email. From loading images to copying content, you can easilyflip to a page and see how to perform these actions step by step.Assembling your contentUsually, you will use a .pdf document,images, and copy to complete your email.This is called your content. Most .pdfdocuments and images will fit into youremail, but if the file is larger than 1mb, itwill have to be loaded to the SharePointsite. This option is available under on the“Important Links” page.Changing your content creation settings in ExactTargetCreating your content has never been easier! With ExactTarget’s advanced content creation feature, you have theflexibility to control the behavior of the editor, specifically how it is launched and menus are accessed.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 15 Select the settings tab in thetop right navigation bar.Once you select it, youshould see your accountinformation. Select the Edit link in the middle of thescreen. This will open up a screen with allyour current settings. Check the box next to Use AdvancedEmail Creation Tools. This will open twoother options: you can select the locationof your content editor, and you can selectyou content area selection style. You canelect to have your content editor open inthe same window or in your new window.If you elect your Content Area SelectionStyle to be classic, you content controlswill appear as buttons. However, if youelect the floating menu, your contentcontrols will show as a hovering menu.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 16Also, using advanced content creation tools allows you to use the drag and drop function, which allows you to usecontent currently housed in ExactTarget in a Windows Explorer fashion.Using the drag-and-drop function Select the email that you want to use. At thebottom of the email, you should see a small grayarrow.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 17 Select the arrow. Thiswill give you two screens,one that shows the folderstructure, and another onethat shows a preview ofthe content in the folderyou select. To place yourcontent in a contentbox, simply takeyour mouse andmove the content tothat box.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 18ImagesHow to create a screenshot If you have an image that you want to make screenshotof, simply use the PrintScreen key on the right-handside of your keyboard. This serves as a copy function.Once you have copied the image, Paste it into yourpicture-editing software. Usually, this would bePhotoShop or Microsoft Office Picture Manager.Creating a screenshot in Microsoft Office Picture ManagerOnce you have copied yourimage, you can paste it intoPicture Manager by rightclicking the inside thefolder on the right byselecting Paste.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 19Your image should appearin the directory on theright.Creating a screenshot in Adobe PhotoShopOnce you have copied your imageusing the PrintScreen key, you canpaste it into PhotoShop using File New Image from Clipboard.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 20Your entire screenshot shouldappear on the screen.When gathering images for an email, it must enhance the message rather than saturate it. It should be tasteful. Onceyou have selected the image for your email, optimize it for the web by doing a “Save For Web” in PhotoShop orImage Resize in Microsoft Office Picture Manager. Images have to be resized based on the template whichtemplate you use. If you don’t, you run the risk of ruining the code behind it. See the screenshots below to learnhow to optimize images for the web.Optimizing images for the webMicrosoft Office Picture ManagerAdobe PhotoShop

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 21Uploading your imagesTo upload your documents and images, use only the Portfolio featureExactTarget. If the document or image is housed on a server already, justuse that URL in your email.Uploading an image into Portfolio in ExactTargetUnder the content tab, select the portfolio icon.Note: if you have been using ExactTarget prior to 9/17/2008, images can be retrieved from the “my images” folder.No images can be uploaded there after this date.Once you selected the Portfolio tab, you will see a screen open on the right like this:

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 22This screen gives you the ability to upload one or more images simultaneously.Using “alt” tagsWhen uploading images to ExactTarget, be sure to use the “alt” tag as a way to reach the customer if their imagesare turned off in their email application. This helps you get across the message you initially wanted the image tosay. Here’s a great example of good use of alt tags.Notice how although you don’t see the images, you can make a good guess on what that image is whether or notyou choose to allow them to download.Applying ALT tags to your images By default, ExactTarget applies the name of the file as an ALT tag, but you can change it if you need theimage to make more of an impact. Select the content box where you are going to add the image. If this is new content, you will select create,and if this is existing content, you will select modify.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 23 Insert your image in the contentbox using the Insert drop downmenu at the top.

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 24 This will insert give you give you two ways ofuploading your images—either you can select animage from Portfolio, or you can upload it fromanother source: Once you select your image and place it in thecontent box, right click on it to see the image’sproperties You should see the screen on the right. Tooltipis where you select what your ALT tag will be.Click OK after you’ve made

ExactTargetGeneral Guidelines and Working with Our TemplatesPage 25 To check your ALT tag, go to the “Preview HTMLversion” tag, and hover over your image.You’ve successfully create an Alt tag!DocumentsIt is recommended that you use Adobe PDF documents. This way, the document cannot be altered. If your document is not inPDF format, an easy fix is to get Adobe Acrobat or download CutePDF Writer. Both will easily convert your document to a.pdf.Once you have converted the document, it has to

marketing we produce, how-to steps on building an e-mail using the ExactTarget system, and a wealth of tips and tricks to help you use the system efficiently. Table of Contents _ [DRAFT - WILL FINALIZE LAST] 10 Best Practices for Email 2. Types of corporate e-mail that we send. Not property marketing Build your e-mail - checklists for .

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