All posts by Kelsey Moen

Uncertainty has become the new normal. But in the face of challenging times, leaders are innovating new ways to operate. 

As marketers, we’ve seen innovation in the pivot from in person events to virtual experiences like virtual happy hours, trivia nights, and more. As business leaders, we’ve seen innovation in the ways we communicate across teams and with new and existing customers–taking advantage of digital communication like chat and email like never before. 

But the one thing we don’t want to let go of in our new normal is our opportunity to connect and share best practices with our peers. That’s why Leadous has teamed up with Modus and NPARALLEL to host top business and marketing leaders for a virtual panel on June 24th as they openly reflect on their current stories of innovation.  

Leaning on each other will only make us stronger and allow us to continue building meaningful relationships. Here’s a few of the best practices our panel will share:

  • How leading brands are innovating for existing and new customers. 
  • How to innovate through the power of connection in this new business landscape.
  • And other fresh ideas that are actionable for you and your team. 


We’re excited to welcome industry-leading panelists to this virtual event, including:

Stephanie Hammes-Betti
SVP of Innovation Design at U.S. Bank

Alice Heiman
Co-Founder & CSO of Alice Heiman, LLC

Travis Stanton
Editor at EXHIBITOR Magazine

To Experience The Exclusive Panel Discussion, Click HERE.

All posts by Kelsey Moen

In 2019, an average of 51% of companies were using marketing automation, according to Emailmonday. Add that to the fact that more than half of B2B companies plan to adopt it in the near future and it’s clear that we’re entering a new stage of marketing automation dominance in the martech space. 

However, with increased dominance comes increased complexity. The landscape of marketing automation tools is becoming increasingly crowded, and increasingly difficult to select which platform works best for your business needs. And it’s not a decision to be taken lightly.  

Marketing automation platforms are an investment, both financially, in implementation time, and in upkeep resources. Thankfully, there’s a clear ROI that will be gained from using marketing automation. According to Salesforce, 77% of companies using marketing automation report an increase in revenue and marketing performance.

So how do you grow your revenue and marketing performance with a new marketing automation platform, whether it’s being implemented for the first time or a rip and replace? You have to start with the basic question, which platform is right for your business? 

The process of evaluating a new marketing automation platform involves looking at your business, your goals, your market size, and much more to determine a good fit in the plethora of automation options. 

Here are four considerations to start with (from a long list of questions in our automation evaluation guide) when evaluating marketing automation platforms for your short and long-term marketing initiatives. 

What are your goals?

It may seem obvious, but if you’re undertaking the process of implementing a new or replacing an old marketing automation system, you need to start with your overall marketing goals. What are you trying to support with your marketing automation system, demand generation, customer lifecycle marketing, lead nurturing, all of the above? What are the metrics you will hold your platform (and your team managing that platform) to, and what does success look like? In order to choose the right platform, and build a successful implementation and ongoing support plan, you need to have a clear picture of where you need your marketing automation platform to take you. 

How large is your database and are you using a CRM?

The next question you need to consider is how large your database is. If you’re only talking to a small subset of your audience digitally, the feature set you need in a marketing automation system will match to that. Similarly, think about how you want your CRM and marketing automation platform to work together. Certain marketing automation platforms have better integrations with CRMs (or will need a custom integration built) knowing this information out of the gate will help you make an informed decision.

What campaigns do you plan to execute?

Now that you know what success looks like, who you’re talking to, think through where you want to communicate with that audience. Will you want your marketing automation platform to be able to track web interactions, social media form fills, or even integrate with your digital ad platforms? Outline your digital marketing campaign strategy and where you see automation playing into that, or work with a partner who can help you map it out based on your goals.

What’s your plan for implementation?

You don’t need to start out with a fully built implementation before you select a platform of course. But knowing how much help you’ll need setting up your instance will help you evaluate the partner and service that best fits your implementation style. Of course, we highly recommend working with a partner during implementation who has the experience of implementing the marketing automation software multiple times successfully and knows the best practices to implement, and pitfalls to avoid. They should also be able to help guide you through these questions (and more) to map out a full strategy tailored to your business goals!

These are just the basics to consider before thoroughly evaluating what each marketing automation platform has to offer, its features and capabilities, and mapping those to your unique marketing automation plans. 

And you don’t have to go it alone. Leadous has helped many clients on the journey to marketing automation evaluation. Allow us to lead you to the best automation platform for all your marketing needs. Contact us for more information. 

All posts by Kelsey Moen

According to Forrester, marketing automation spend will reach $25B by 2023. With more than half of all businesses already using marketing automation, and the other half planning to, It’s clear that marketing automation is a mainstay for the modern marketer. Particularly growth-focused marketers. 

In order to scale operations, at some point growth marketers’ need to automate some of their work. As your business grows, often so does the workload on your marketing and sales team. 

Whether it’s working to automate lead qualification, nurturing prospects, or cross-selling and up-selling into an existing customer base, marketing automation makes those processes more efficient and effective. 

But marketing automation is more than just the tools that power it, it’s about the people and strategies that govern those tools. In order to truly accelerate growth – you need all three components in your business to reach success. 

The Right Marketing Automation Toolkit

A carpenter is only as good as his (or her!) tools. And in the carpentry of marketing automation, this couldn’t be more true. Without the tools that make sense for your business case, it’s going to be difficult to get your marketing strategy off the ground, no matter how brilliant your strategy or your team really is.

Marketing automation tools can be extremely powerful, or extremely cumbersome, depending on what your goals are, and how you want to get there. One of the reasons we work exclusively with Adobe + Marketo, is for its power and ability to scale from small and medium businesses up to huge enterprises.

Marketo marketing automation allows you to efficiently streamline and automate personalized one-to-one experiences for your business use case, from email to social media to digital ads to website content experiences to SMS text messaging, the list goes on!

Getting the right capabilities setup in your marketing automation system can be difficult at first, with tools like Marketo, you have a lot of customizations to choose from depending on your business needs. Choosing a partner to help you onboard, implement and integrate successfully is key. From there, ensuring you have the support and reporting to tune up your instance will only further ensure your success. 

A solid, cohesive marketing + sales strategy

Once you have the right tools in place, or even before if you’re in the process of selecting the right platform for your business, you need a clear strategy in place for your marketing automation that aligns across marketing and sales. 

Without knowing your current state, and the direction you’re headed, you can’t prescribe the right marketing automation mix to get you where you need to go. Making sure that destination jives across both marketing and sales makes both sides of the house happy. 

Ultimately, both marketing and sales want the same things: more leads, more revenue. Agreeing on the plan and the way to get to that goal makes both of your jobs a little easier. This is another area where a trusted partner can step into help. As a third party advisor, they can look with fresh eyes at both sales and marketing operations, what’s working, what’s not, and help to nail down how the two can better work together to reach their ultimate goal of revenue growth. 

The right people to rule it all

Once you’ve got your tools and strategies in place, you need the right people to make it all work. This is where a lot of companies struggle. The marketing automation field is a hot one, and it can be difficult to find the right talent with the right skillset in your company. 

But without people to build, monitor, report on and adjust your marketing automation toolkit, your growth will be stunted. Technology without people can only get you so far. 

A partner with a proven track record in your marketing automation platform (or the ability to help you choose the right platform for your needs) is key. By working with a partner, you can scale up or scale down the support you need, whether it’s a full marketing automation team that builds and improves on your programs, just ongoing support, or a bucket of hours to focus where you need them. You can scale up or scale down the support you need when you need it, to ensure your programs stay fresh and are helping you grow. 

Overall, the key to any successful marketing growth strategy goes beyond the technology you need to make it all work. Of course you need the right technology that will give you the tools you need to achieve your plans. You also need an aligned strategy between sales and marketing. And you need the right people to manage and improve on it all. 

Leadous, an Adobe campaign and Marketo consulting partner, can help you optimize all three of these components in order to accelerate your growth. Check out our full suite of services designed to build the custom Marketo journey for your business, and let us know if you’re interested in learning more! 

All posts by Kelsey Moen

With only a few more weeks left in 2019, we’re taking stock of our whirlwind of a year as a preferred Adobe and Marketo Partner. 

In the last year we’ve grown bigger, and taken on more epic projects than we ever could’ve dreamed of just a few short years ago. We’re so grateful, especially during this holiday season to be working with the industry’s best and brightest. 

So in case you missed any of it, here’s just a few of our highlights from the last few months at Leadous.

Achieving Marketo Engage Specialization Partner

Our biggest honor to date was receiving the Marketo Engage Specialization from Adobe’s leadership team, an achievement given to the few who have reached the highest level of Marketo expertise. 

Marketo Acceleration Certification Partner

Leadous was also awarded the rare Marketo Acceleration Certification in our commitment to provide everything you need to design and deliver exceptional digital experiences for your end customers. These combined accomplishments position the team to be among the top Marketo experts in the world.    

Solidifying our Commitment to Customer Success

Specializations and certifications are not just great for our virtual trophy case, they also help us to better serve you, our customers. By highlighting our best-in-class Marketo solution practice, we’re better positioned to get you a direct line to the latest education, best practices and updates coming out of Adobe/Marketo. And you can always trust you’re in the hands of 100% certified experts architecting, configuring and managing Marketo Engage to drive results for your business.

Leveling up our Team of Experts

On that note, we’ve celebrated more Marketo certifications among our team of consultants this year than any other! With numerous MSAs, MCEs, and MCSAs added to our certs roll call, our team is leveling up to be able to provide you the best Adobe/Marketo experience you can find. 

Taking That Expertise on the Road

From donning our 80s best at the 2019 Business Excellence Gala, to talking all things #smarketing on the Twin Cities Startup Week Panel to the Adobe Conference and beyond, we’ve taken our special brand of Leadous expertise on the road to share best practices, and hear directly from you about what you’re prioritizing in your digital marketing.

It’s been a fabulous year, and decade, for Leadous. Thank you to our entire team of experts for sharing your time and talents with us, and to our customers for trusting us to transform your digital strategies, we can’t wait to see what next year brings!

All posts by Kelsey Moen

Halfway through the year and we can’t help but reminisce about our favorite new beginning in the last half year, the acquisition of Marketo by Adobe.

This new partnership brings so many possibilities for the future, many of which we heard announced at the Marketing Summit in the spring, in conversations with Adobe, and directly from our Marketo customers. 

And while hope is not a strategy, we ‘hope’ the following will be realized through the unprecedented combination between Adobe and Marketo.

Native integration between Marketo and the broader Adobe solution suite.  

Marketo customers gain so much from a native integration between the two solution suites. We hope to see even more efficient user flows, with designers finalizing assets in Adobe Experience Manager (AEM) that automatically sync to Marketo without duplicating assets. Teams building assets in Marketo could even tweak and update design assets using AEM without ever leaving the Marketo tool! 

Creative template explosion by connecting Adobe Dreamweaver to Marketo. 

Dreamweaver helps Adobe customers quickly and easily create, code and manage dynamic websites. We hope to see an integration with Dreamweaver and Marketo to make it even easier to create beautiful, conversion-focused landing pages and emails–the HTML possibilities are endless!

Advanced predictive measures in Marketo with Adobe Sensei.

It was hard to miss a session at Adobe Summit that didn’t in some way tie back to Adobe Sensei – the set of machine learning capabilities woven throughout the Adobe suite that uses Artificial Intelligence to provide a real-time, comprehensive view of the customer so you can make better, quicker business decisions. We hope the future of Marketo and Adobe includes deep integration with Adobe Sensei, including lead scoring that goes beyond demographic behavior and incorporative predictive data analysis. 

We know that Adobe and Marketo have many great things in store for our Marketo customers looking to reimagine the way they generate demand for their products and services and build customer experiences. We hope that these are just a few of the many benefits we’ll see in the future!

All views and opinions from this blog are the sole opinion of Leadous and not representative of the views of Adobe, Marketo or any other entity. 

All posts by Kelsey Moen

Think about your target audience for your marketing efforts. Chances are, your thoughts go straight to your ideal, prospective customer. But is that really the only audience you market to? Chances are, probably not. Most B2B companies today aren’t just marketing to prospective customers. They’re marketing to resellers, partners, customers, the list goes on.

That’s the challenge Remote Technologies Inc. (RTI) experienced. RTI is a control systems manufacturer offering professional installed user-friendly home automation devices.

With over 25,000 customers worldwide, plus resellers and installers, RTI needed a comprehensive marketing strategy that spoke to all their target audiences, and the technology stack to support it. Their marketing team, led by Director Abbie Hill, wanted to be able to tailor a unified customer experience to their different audiences in a simple way.

Enter Leadous.

Oftentimes we see complexity as the name of the game when it comes to marketing technology like Marketo, but it doesn’t need to be that way. At Leadous, we believe in working smarter, not harder. “Creating simplicity in a very complex space is how you create value,” said Abbie Hill, the Director of Marketing Communications at RTI. 

Leadous worked with Hill at RTI to create smart simplicity in their marketing efforts, by implementing Marketo with a B2E – Business to Everyone – approach in mind. You can hear more about RTI’s full success story from Abbie HERE.

A B2E approach is NOT a one size fits all approach. The days of marketing the same message to everyone is over. In fact, a B2E approach is hyper-personalized to the person you’re talking to (who are they, what are their challenges, how are they interacting with you) and serving them an experience that speaks to their needs in that moment.

So how do you implement a B2E approach at your organization like RTI? Here’s 3 simplified steps to get you on your way.

1. Know your audience

The first step to hyper-personalization in your marketing strategy is knowing your audience. RTI had resellers selling their product, direct customers, and installers interfacing with the customers onsite. Each of these audiences had different personas, motivations, pricing, customer journeys, and so on. By understanding how you can segment your audience, it will be easier to group into smaller and smaller personalized groups that you can tackle systematically.

2. Know your content

Now that you know who you’re talking to, you can determine what you talk to them with. Do you have different calls to action that you can update whether you’re talking to a reseller or an installer? Definitely! How about images that would speak more to a direct customer than a reseller? Specific white papers, brochures, infographics, and emails that will resonate with one audience segment? Catalogue the content you have so you again can systematically group and take on what content pieces make the most sense to personalize.

3. Know your channels

Finally, you need a good understanding of where your audiences are experiencing your brand. From your website to email marketing to social media channels to advertising. Your website is an important place to focus here for personalization efforts, because that’s where your audiences are already interested and engaging with your brand.

Overall, RTI saw success with a B2E marketing approach. By working with Leadous to implement Marketo and a B2E mindsight, RTI grew their customer base by 102% YOY, increased marketing campaign engagement from 8% to more than 35%, and improved overall time to market by 25%.

“We believe in an educational approach with our customers, each experience is personalized. Leadous and Marketo provided the platform we needed to drive growth and improve our customers’ overall experience,” said Hill.

Interested in implementing Marketo with a B2E approach at your organization? Contact Leadous and let us lead you to simpler, smarter marketing automation that drives results.  



Leadous believes that marketing is a Human Experience.  

Behind every email, logo and computer screen are people waiting to engage with the world around them.  We connect people to your brand by enhancing your marketing strategy with purposeful automation that drives mindful digital experiences.  Building a sound foundation for your team to deliver business results and create happy clients.

Our HAPPY CLIENTS are how we measure our success.  
Proud Gold Partner of Marketo, an Adobe company.

Let us lead you. | | 844-LEADOUS

All posts by Kelsey Moen

Leadous is so excited to share that we were named one of the Best Places to Work by  Minneapolis/St. Paul Business Journal (MSPBJ) in the extra small category!

This award is given to 20 companies in the Twin Cities based completely on anonymous employee feedback.  

As we continue to grow exponentially, we know that our team is at the core of what makes Leadous such a great place to work (and hopefully a great place to work with for our 100+ customers!).

We’re so proud of our team for achieving this award, and are honored to be listed among so many stellar companies. Check out the full list here.

Here’s a few behind the scenes moments of our *award winning* team from the last year. Now we’re off to enjoy a few extra orange slices in celebration!

leadous 5 leadous 4 leadous 3 leadous 2 Leadous Team

Read our full announcement on the Best Places to Work Award here.



All posts by Kelsey Moen

You’ve got your audience list built, your email flow steps are setup for success and you’re itching to press send and see the opens and clicks come flooding in from what’s sure to be another amazing email program.

But the success of your email campaign all hinges on one thing — your email actually making it to your subscriber’s inbox. Below are some tips on how you can optimize your email deliverability.   

Deliverability is the single most important aspect of your email program. Without ensuring that your email makes it to your subscriber’s inbox – your catchy subject line and your beautifully designed email won’t stand a chance.

So what can you do to make sure your Marketo email won’t get blocked on its way to your subscribers? Take a look at these 5 best practices to improve your Marketo email deliverability and optimize your business results.  

Respect your audience list

This one is pretty obvious, if you want to improve email deliverability, only send to recipients who have opted in to receive your email communications. Respect your subscribers’ inboxes and they won’t mark you as spam, affecting your future deliverability.

Keep your HTML clean

Email deliverability will give preference to text versions. So you want to make sure if you’re sending an HTML version that your code is very clean. Keep HTML tags properly closed, make sure your code includes a <title> tag, and always add a text version to ensure readability.

Consider the subject line

Reread that subject line a few times and remove any ALL CAPS words, excessive punctuation and spammy words (think FREE, limited time, act now, etc) so your emails don’t get blocked on their way to the inbox.

Pay attention to email body content

It’s not just your subject line content you need to pay attention to. Make sure you’re also following general best practices for your content in the body of your email. Keep font size between 8 pt and 14 pt. Don’t use the same key words in a row. Do a thorough spell check for misspelled words.

Keep your images proportionate to text

The highest deliverability rating is always going to be a text email. But, we obviously want to show off our design skills! Try to keep to a 70 / 30 percent ratio of text to images. Be mindful about how many images you include, keep flash media and embedded images to a minimum, and don’t attach files to your emails.

Overall, successful email deliverability relies on a careful adherence to best practices. It also depends heavily on the reputation and email authentication of your email sending platform. Marketo in particular is optimized for email deliverability and reputation management. Marketo also offers advanced email deliverability packages for customers who need even more reputation management capabilities.

Leadous’ proven email deliverability package addresses everything from templates, to delivery monitoring and reporting. If you’re looking for guidance on how to make sure your emails are making it to your subscribers’ inboxes or have questions about Marketo’s email deliverability, contact Leadous and let us lead you!

All posts by Kelsey Moen

Today’s consumer is marketing savvy with high expectations for the brands they choose to engage with. Your business has a limited amount of time to make a good impression, and much of that impression relies solely on marketing.

Most of the research houses estimate that between 60% and 90% of the buyer’s journey is now completely digitally self-guided.

Marketing automation is really the one, efficient way to transform that digital journey and keep customers engaged with your brand. In this post, we’ll talk to Marketo’s consumer marketing solution, and how Leadous can help your business find, engage and retain consumers by implementing a smart, holistic marketing automation strategy.  

Find your people

Any good marketing campaign starts with a targeted list. You need to know who you’re marketing to, where they’re finding your brand, and how they want to interact with you. Once you can figure out where they are (and where they’re coming from) you can incorporate targeted messaging in Marketo to deliver meaningful experiences.

Omnichannel engagement with personalization

Marketo allows you to follow your customer from your website, to social media, through emails, on to content, the list goes on! If it’s a marketing channel, Marketo can track it. By connecting the dots between your various marketing campaigns, you’re able to make sure you’re providing a consistent, cohesive digital experience that your consumers will enjoy and not be annoyed by.

Create brand advocates to increase the lifetime value of the customer

Once your opportunities convert, the journey doesn’t have to stop! Continue the conversation with customer nurture programs to make sure your consumers are becoming loyal brand advocates (and hopefully being inspired to buy more products or services from you as a result!).

Track revenue driving metrics

Data is what keeps the marketing automation machine humming along. With a unified view of the customer, and the marketing activities driving consumer engagement, you’re able to also report on what’s actually working to drive acquisitions, and what the lifetime customer value really is, so you’re able to improve on results as you go.

Looking for more tips on improving consumer engagement and providing a holistic digital experience for your buyers? We’d love to help lead you to better, smarter, consumer engagement campaigns. Contact us today!

All posts by Kelsey Moen

Unfortunately, there’s no easy button to press that will instantly bring your organization more leads. However, there is a lead generation strategy with the kind of “just-add-water” simplicity that will make your marketing more effective… Just add social!

Social media is an easy win for any business today, especially those using Marketo. Whether you’re a B2C, B2B or even B2E shop, social is a foolproof way to improve lead generation effectiveness.

More than 2 billion people in the world are active social media users. If you’re not tapping into that audience, you’re missing out! Taking advantage of social is extending the conversation you’re already having with your subscribers into other arenas to reinforce your brand messaging.

So as Marketo users, how do you segment and tap into the billions of social users to drive actual revenue? Here’s a few tips and tricks from our social team!

1) Add your social channels to your Marketo instance & take advantage of Marketo reporting

The golden rule of marketing automation is measure EVERYTHING. Social is no exception. If you don’t have the data to look at to tell you where you are and what’s working, how can you determine what to do next? Luckily, Marketo easily integrates social metrics into your marketing reports. Make sure you’ve got yours linked up and are taking a look at the data so you’re locked in on just the activities that drive ROI.

2) (Re)target your social (both paid and organic)

In order to be successful in any marketing campaign, you need to know who your target audience is. Make sure you’re mapping out your target personas (and the social media platforms they use the most) so you can tailor messaging directly to their needs. And don’t forget about Audience Hub – which connects customer behavioral data to social ad platforms for more personalized messaging.

You can also retarget your social engagers with email to extend and reinforce your marketing messages across platforms for an omnichannel approach. Make sure you’re promoting your web and email content through social to get those audience members into your Marketo nurture campaigns and converting into leads.

3) Make it shareable

With social, you’re not only trying to reach and influence your followers, you’re trying to reach the coveted followers of followers. Make sure your content is shareable – try to balance out how much you are promoting your own brand with educational, fun, or other interesting content that’s irresistibly shareable. And don’t forget to add the built-in Marketo social media sharing buttons to all your content and campaigns, it’s another “just add water” easy win!

4) The “Just Add Water” mentality (AKA don’t be afraid to recycle content)

Social is a continuation of the conversations you’re having with your audience on other platforms. Don’t be afraid to recycle and repurpose bite sized graphics, quotes and other nuggets of content from your current library to extend the life of the content, and not add undue stress on your marketing teams. Keep it simple (and keep measuring) then retool from there.

Social media is an easy win for Marketo users to improve effectiveness of their marketing efforts. Are you using social with Marketo? We’d love to help you check off this easy win.  Contact us  today with your questions!

All posts by Kelsey Moen

Marketing is constantly evolving as customer trends evolve. With constant change, comes an obsessive need to evaluate and test your marketing tactics to make sure that what you’re putting your time and resources into is worth it!

That’s where A/B and multivariate testing comes in.

One of the great things about marketing automation is the enormous amount of data at your disposal to test and analyze.

Whether it’s the email you’re sending or the landing page you’re driving to, there’s a near endless list of things you can test to determine the best way forward. From subject lines to call-to-action buttons to the time of day you send the email – the sky’s the limit!

Here’s a chart from MarketSherpa of just some of the various elements you can test.


All of these elements, and more, can be utilized in an A/B testing or multivariate testing campaign.

In this post, we’ll take a closer look at the differences between each testing method and best practices for starting to implement testing in your Marketo campaigns.

A/B Testing

Sometimes referred to as Split testing, A/B Testing is pretty much exactly how it sounds. You take one element of an email or landing page and change it between two versions. For example, you send the exact same email with two different subject lines, and compare open rates between subject line A and B.

Multivariate Testing

Multivariate testing is a more complex version of A/B testing. With multivariate testing, each group will see a different mix of components (images, buttons, colors, etc) to compare a wider range of options. While more complicated, and requiring a larger sample size to send to, with Marketo, you can easily duplicate and swap elements in your emails and landing pages to test.

Best Practices for Testing Your Marketo Email Campaigns and Landing Pages

So now that you know the difference between A/B testing and Multivariate testing, how do you get started implementing these techniques in your marketing strategy so you can start marketing more effectively? Here’s a few best practices to get you started:

    1. Document, document, document
      Especially as your testing methods get more complicated, make sure you have a master spreadsheet tracking what you tested and the results between tests (and ideally linking to the emails) so you can always take a step back and evaluate from a high level. This will help you as you get further along your tests and are ready to analyze the data so you can apply new standards across all your Marketo assets!
    2. Start small at first
      If you’re new to testing, start with A/B testing before growing to larger multivariate tests. It doesn’t take much extra resources to write a couple extra subject lines or use a few different emails. Just make sure you’re keeping your emails the exact same (down to the from name/email and time of day you send) except for the one element you’re testing, otherwise you’ll get into more complicated territory!
    3. Make sure your audience corresponds to your tests
      Sending out emails to a small group of partners? Or an internal user group? Maybe not the best time to test out different elements. You want to make sure you have a large enough sample size to truly get insight into the data.
    4. Don’t forget about the other important tests: like email rendering
      It’s difficult to get the full picture of what’s working and not working in your email and landing pages if your audience is having issues viewing or loading them! Use Litmus or another email rendering tool to test all of your assets before you send so you can make sure it is viewable across email platforms, browsers, and so on.
    5. Make decisions based on your data
      It may go without saying, but make sure you’re taking the time to look at the data and make decisions based on it! It’s no use testing if you’re not going to use those insights to change up your strategy for the better in the future.

Interested in learning more about A/B and multivariate testing in Marketo? Check out this recent webinar from the Marketo team, or better yet, reach out directly to our team for a consultation on how you can use your data to amp up your email marketing, and ultimately see more results!

All posts by Kelsey Moen


With GDPR fully enforceable, there’s one topic on the top of every email marketer’s minds: the opt in.

A good, and legally compliant, email marketing strategy revolves around the opt in. No one likes, with good reason, to get bombarded with emails from someone they don’t know.

The email opt in is more than a legal and courteous practice, it’s also a serious opportunity for you to set expectations for your audience and start tailoring emails to what’s most relevant for your new subscribers.

So what’s the fastest way to find out what content is relevant to your audience?

Ask them!

That’s where the email preference center comes in. The email preference center allows your subscribers to select the type or frequency of content they receive from you. Do you have different product or service groups, industries, or geographic areas with different content streams? Do you send separate newsletters for events, webinars, company updates, or tips and tricks? Do you send at different frequencies that you could split into seperate email lists (daily, weekly or monthly sends)?

Marketo Blog Opt In

Example email opt in from Marketo.

Map out the various types of messages you send, and the different ways you personalize that information to specific personas or locations, and then simply give your audience the option to self select the content they’re looking for through an email preference center. It’ll make your job easier, and ultimately be a better experience for everyone involved.

The email preference center shouldn’t only come to play in your opt in process. Just as important as allowing subscribers to tailor emails when they opt in, is allowing them to personalize the comms they receive when they ask to opt out.

Legally, of course you need an unsubscribe link in every email you send. Using the email preference center in the unsubscribe step is your last chance to talk directly to your audience and say, sorry we missed the mark here – are you interested in any of these other topics? Or would you like us to lower the frequency of emails and stay on our email list?

The email subscription center in the opt out process helps to combat the flash unsubscribe, when the reader gets one irrelevant email and fully unsubscribes from ALL emails from your organization. With an email subscription center, your audience can simply unsubscribe from the topic or frequency that’s not working for them anymore, and keep subscriptions to the topics that are, so you don’t lose out on that subscriber!

Need help mapping out your opt in or opt out process? Have questions about how to build a better email preference center in Marketo? We can help, just reach out!

All posts by Kelsey Moen