Apple’s Passbook is a big deal for Email Marketing

Apple’s Passbook is a big deal for Email Marketing

Here at Trendline, we are very focused on making email and mobile work together. One key aspect of that is working with and launching apps from emails on popular smartphone operating systems like iOS and Android. When the iPhone 5 drops and iOS 6 adoption increases, email marketers will be happier than the Apple fanboys. The reason is Passbook, which email is going to play a huge role in. The Facts: The iPhone was 21% of 105 million opens tracked by Litmus Email Analytics in August 2012 Here's how Apple describes Passbook: "No more searching through your email or fumbling with paper printouts. Passbook keeps all your gift cards, coupons, passes, and tickets organized and at the ready."  The keyword there for us is "coupons", one of the main reasons people sign up for email programs.  And it's most simplistic feature is adding a coupon. Why is this a big deal for Email Marketers? Passbook is a built-in App. Email marketers send a lot of coupons, mainly...
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How to Turn Dealhound Email Subscribers into Loyal Ambassadors

How to Turn Dealhound Email Subscribers into Loyal Ambassadors

It should be no surprise that many email subscribers are in it for the deals and promotions. While you might not think that these types of subscribers would be championing your brand, you might want to open up your mind. Email acquisition through deals and promotion is an obvious extrinsic motivational tactic. Here are some tips to turn that into something intrinsic. Let's start with defining our terms: Extrinsic motivation for engaging in a behavior comes from outside of the person's drive. The deals and promotions are a lure that come from outside (from a brand). Here’s an example: You take defensive driving. You really enjoy spending eight hours sitting at a desk listening to a lecture about checking your sideview mirrors. You engage in this behavior because you really want to lower your insurance rates. Intrinsic motivation for engaging in an activity comes from within a person's drive to pursue the activity for enjoyment of the activity itself. Here’s a familiar example:...
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The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

My colleague Loren McDonald wrote an article in June on Welcome Email Programs that should move beyond the typical solo welcome email to include a series of emails that would involve brand awareness and sales oriented messaging triggered over time, effectively replacing the traditional welcome email currently in production at most companies. Loren was spot on in his thoughts, but I would like to add a level of sophistication to his thinking that most companies may not be thinking about when it comes to on-boarding subscribers.  Companies should move beyond the welcome email and the welcome program and think about letting the behavior of the subscriber drive the welcome messaging over the course of time.  Rather than have a static Welcome email 1, 2 or 3 where the company takes the subscriber down the path of educating them on the brand, the social channels and company history, the email series should be driven largely off the interaction of the subscriber across the email,...
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The “Why” of Email Acquisition

The “Why” of Email Acquisition

As we wind down the 3rd quarter and preparations for the large Q4 push (either Holiday or the final sales for year) really start to heat up, one thing on the minds of many companies these days is email acquisition. Not only is Q4 a time for selling, but it's also a time for companies to acquire new names for 2013 email campaigns. There have been (and will continue to be) many posts about how to optimize your email acquisition flow. At Trendline we have  strategized with some of the largest brands in the world about optimizing their acquisition efforts. There are many ways to increase the size of your list and unfortunately, there is no silver bullet or any magic way to do so.  Different methods work for different companies and even competitors in the same industry may need to use distinct approaches.  At Trendline, we don't produce any documents or white papers that talk about the top 25...
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