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SalesforceApr 15, 2026
Clients occasionally ask if they can skip the unsubscribe link. The answer is no, and here's the short list of CAN-SPAM requirements plus how SFMC handles them by default.
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SalesforceApr 08, 2026
Client wants to send to the Lifetime Members list but skip anyone who got the Platinum Members email last week. Exclusion List is the right tool. Using Suppression List instead quietly blocks those subscribers from every future send.
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SalesforceApr 01, 2026
Open rate drops from 22% to 14% over three months with the same content. The cause is almost always list hygiene. Here's the four-step process we use to rehab engagement without burning the domain reputation.
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SalesforceMar 25, 2026
SFMC's built-in tracking covers opens, clicks, bounces. It doesn't cover the business context you need to reconcile with a CRM. Send Log DE is how we capture the extra fields that matter.
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SalesforceMar 18, 2026
Teams create Data Extensions as requirements arrive, ending up with 20 DEs that can't be joined. A Database of Record and correct cardinality in Contact Builder are the steps that prevent this.
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SalesforceMar 11, 2026
Beyond the basic sendable DE, SFMC has several DE types with specific behaviors. Knowing when to use each saves architecture rebuilds later. Here's the reference sheet we use.
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SalesforceMar 04, 2026
Customer updated their email. The Data Extension has the new address. SFMC still sends to the old one. The reason is the All Subscribers List - and the fix is one extra import step.
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SalesforceFeb 25, 2026
SFMC has four import update types. Picking the wrong one corrupts the DE in ways that don't show up until the next campaign runs. Here's how we pick on production engagements.
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SalesforceFeb 18, 2026
Client hands you a 40-column Excel file and says 'import this into SFMC.' Copying columns verbatim is how you end up with a DE that can't send email. Four decisions to make before you create the DE.
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