CAMPAIGN: GOOD TIME TO HOST LA
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
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.
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.
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.
CAMPAIGN: INTUOS 5TH GENERATION LAUNCH
2016 International MARCOM Award: Gold Award, Best Email Single Execution
The Marketer Quarterly 2016 Email Marketing Awards: Best Welcome Email – Consumer Products
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.
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.
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
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
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).
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.
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.
CAMPAIGN: AARP WELCOME EMAIL
The Marketer Quarterly 2016 Email Marketing Award: Best Welcome Email – Association
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.
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.
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.
CAMPAIGN: Livable Communities
2016 International MARCOM Award: Platinum Award, eNewsletter
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.
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.
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%.