Tag: Uncategorized


Dealing with Plain-Text Email Recipients

Lindsay Khan, Ashley Gordon and Caryl Mostacho, all Senior Consultants at Perkuto, responded to user questions during Perkuto Public Office Hour. Amarjit asked them how to manage plain text emails. Amarjit reports that the html links are being stripped, probably on the client-side server, as a security measure, for example, when subscribers have a government email address. They receive the emails but aren’t able to click through. 

Plain Text Emails

Caryl hasn’t seen this happen personally, so she recommends that the full URL be placed in the content, since she doesn’t know what mechanism is stripping the links on the user’s end.  Ashley has experienced this and says that whenever you’re emailing users at government domains, put the URL in brackets for a registration page or download page instead of placing a hyperlink so they still have the information. Amarjit, however, is concerned about this solution. He doesn’t want the email to look ugly or unprofessional for subscribers who are able to see the html version. Caryl agrees, and says it’s going to be tough to get around. She recommends leveraging things like dynamic contents so that the non html users can get a different version of the email that has a different format so that the call-to-action is legible and clearly defined in the absence of hyperlinks.

In addition to Caryl and Ashley’s responses, it’s worth noting that one of the main difficulties in marketing to clients who can only access plain-text emails is that tracking pixels aren’t accessible, so marketers won’t know if an email has been read.  Setting up a separate list for plain-text recipients may mean creating custom URLS to track their activity once they click through.  Marketo allows you to set up tracked links for text-only recipients, and it does take a little more time to manage a separate list but if a significant portion of your clients are on servers that strip the html content from their emails, then it may be worth the extra steps to create plain-text versions for those clients. 

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Tips and Ideas for Using Webhooks

If you’re ready to unlock one of the most powerful tools in the Launch Point Ecosystem, start integrating webhooks. Webhooks are a data interaction tool that gives marketers the power to create custom flow actions based on a network of hundreds of pre-existing and user-defined databases. Consultants Justin Norris and Adam Hodgden recently shared helpful information about web hooks during one of our free Office Hour sessions.

Use of Webhooks

Justin believes that webhooks are not used frequently enough. Webhooks push or pull data from another URL when a user takes action, creating an engagement or enriching your database, automatically. In response to specific actions when using marketing automation, some users have set up webhooks to:

  • trigger tactile marketing moments
  • send gift packages, thank-you cards and post cards
  • automatically send a text message to sales representatives when a prospect or client attends an event
  • push lead data directly to an external analytics platform or Salesforce

ClearBit and CrunchBase integration aggregates user data from public social media profiles and other external sources. Imagine using big data to see that a large portion of your most loyal clients were cigar enthusiasts. Information like that might impact your decision to publish a lung cancer article on your company blog or place ads directly targeting cigar smokers. A bigger tool kit broadens your horizons. Instead of analyzing revenue cycles intuitively, you can use data to tweak your pipeline and funnel, maximizing what works best and minimizing what’s ineffective. With just a few clicks, you can create visual timelines of engagement. For an individual client, your organization looks professional and organized. For large groups of clients, you can ensure that your process is meeting their needs. If 40% of your users in Minneapolis decide to purchase or unsubscribe after reading the week 3 email, you’d want to know about it.

Get More from Webhooks

For search engine marketing, social campaigns, and online advertising, webhooks really shine. You can measure ROI from demand generation media campaigns, retrieve a list of new users and their Klout score, optimize media programs based on their highest converting parameters, and improve lead quality by providing early insight into potential data issues. Make the most of available data on your current users, and future prospects by integrating webhooks with your marketing and customer relationship experience. Watch the video clip to hear more from their conversation:  

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