CLIENT: AIRBNB
CAMPAIGN: GOOD TIME TO HOST LA

AWARDS:

2016 AMA Max Award: Best Email

2016 MediaPost OMMA Award: Best Email Single Execution  

The Marketer Quarterly 2016 Email Marketing Award: Best Email Series – Travel

BACKGROUND

Airbnb wanted to increase guest-to-host conversion numbers. Previous in-house email creative had seen low engagement numbers, and Trendline was tasked with educating the audience about the benefits of listing and hosting, and motivating them to do so.

SOLUTION

The solution was in communicating the benefits of hosting in a clear, simple and motivating way. We tested a new approach with a responsive layout that progressively enhanced with a full width background using CSS animation to grab subscriber interest.

RESULTS

The test performance led to a redesign of future communications inspired by the new layout. A standardized look was created and the winning design elements are now part of the Airbnb global style guide and master template. Engagement numbers improved, and produced significant host conversion numbers.

 


CLIENT: WACOM
CAMPAIGN: INTUOS 5TH GENERATION LAUNCH 

AWARDS:

2016 International MARCOM Award: Gold Award, Best Email Single Execution

The Marketer Quarterly 2016 Email Marketing Awards: Best Welcome Email – Consumer Products

BACKGROUND

With the introduction of the new Intuos product portfolio Wacom wanted to educate their audience and help them understand the differences between the four new Intuos models; inspire them to create great work; and drive website traffic to explore the world of Wacom.

SOLUTION

To introduce this new product line to illustrators, designers, artists & photographers, creative had to be visually appealing, engaging, and most importantly inspiring. The email had to clearly communicate the differences between the four products, and motivate the audience to purchase.

RESULTS

Introducing a new product line while showcasing both product & art created with the products in a responsive layout optimized for all email clients was a challenge. The design met that challenge and the results set a new benchmark for product launch emails.


CLIENT: COMCAST BUSINESS
CAMPAIGN: COMCAST BUSINESS B4B NURTURE PROGRAM

AWARDS:

2016 International MARCOM Award: Platinum Award, Newsletter

2016 MediaPost OMMA Awards: Finalist – Email Campaign

The Marketer Quarterly 2016 Email Marketing Awards: Best use Triggered Email – Telecom 

BACKGROUND

Trendline Interactive was tasked with evolving Comcast Business’s internally run email marketing program from a rudimentary batch and blast approach to a sophisticated email marketing program that would nurture prospects over time, and deliver a consistent flow of SMB Marketing Qualified Leads (MQLs).

SOLUTION

A communications plan was mapped out to meet prospect needs at each stage of the decision making path; educate, inform, provide value, change brand perceptions, drive loyalty and affinity, and influence propensity to buy. Content needs were identified and sourced from the Comcast Business resource library resulting in the development of over 250 triggered emails and newsletter campaigns.

RESULTS

The introduction of the program led to an increase in engagement month-over-month, significant improvements in lead-to-open rates, a decrease in unsubscribes, and most importantly a significant increase in MQLs and lead-to-sale conversion.

 


CLIENT: AARP
CAMPAIGN: AARP WELCOME EMAIL

AWARD:

The Marketer Quarterly 2016 Email Marketing Award: Best Welcome Email – Association

BACKGROUND

Trendline Interactive was tasked with replacing AARP’s legacy Welcome email with new high performing creative designed to increase engagement with some of AARP’s important initiatives. In addition, AARP requested a design that was more modern, easier to read, easy to update, fully responsive, and visually appealing.

SOLUTION

The legacy email contained limited information about program benefits, was not mobile responsive, did not work hard enough to create stickiness, nor did it engage the audience. Trendline Interactive designed a bold new responsive Welcome email for AARP to reflect their evolving brand.

RESULTS

A unique, modular design was developed, which allowed for relevant content to be dynamically populated by subscriber. This campaign produced a winning design for engagement that is now one of the highest performing emails for AARP.

 


CLIENT: AARP
CAMPAIGN: Livable Communities

AWARD:

2016 International MARCOM Award: Platinum Award, eNewsletter

 

BACKGROUND

AARP goals were to 1) engage with community influencers, 2) position itself as an expert resource, 3) advocate for age-friendly communities, and 4) grow the AARP Livable Communities newsletter subscriber base. Overall messaging had been geared more toward consumers, and was off-putting and cumbersome for a large section of the (primarily B2B) audience. The subscription process was manual and time consuming, and the delay between a request and a confirmation message made for less than a smooth onboarding experience.

SOLUTION

An automated subscription process and relevant opt-in message has since removed the major subscription obstacles. Secondly, the frequency of the newsletter was changed from monthly to weekly to provide information on a more timely basis.

RESULTS

Moving to weekly deployments saw an 86% increase in deliveries, and the number of opens generated per month has increased 84%. Click engagement increased significantly also with 80% more clicks. The weekly deployment also increased website traffic by 71%. This increase in frequency and total engagement was accomplished while keeping the unsubscribe rate below 0.1%.