Is Your Email Searchable? Can Everyone Read it?

Is Your Email Searchable? Can Everyone Read it?

Email needs to be pretty. There’s no doubt about it. Content presented in an ugly package just isn’t going to give you results you intended. It is like a beautiful plate of Nantucket bay scallops, adorned with delicate peppery microgreens, flecks of tangy lemon zets, and glistening jewels of roe - put into a Blendtec will it blend. It just isn’t as appetizing as this particular dish. But in addition to making it pretty and graphical, you need to make is searchable. Gmail can’t read jpgs. I can’t click on a jpg on my mobile phone and call you. Sometime we just need text. We need to be able to search our emails.  We need to be able to contact you with a single click. Don’t make take five steps to call you when I should only take one. Don’t make me scroll through 2,156 email just to find yours. By the time I get to yours, my impulse to buy or...
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What I think about when it comes to designing emails for mobile devices

What I think about when it comes to designing emails for mobile devices

While most people in email marketing either talk about, debate or even try to educate around mobile first, responsive design or new pending patent methodology around making emails look better across email clients, I think about one thing: How do subscribers click on the social media buttons that everyone had to have in emails when social was/is still a hot topic?You see, I have small hands and pretty big thumbs and looking around my plane at 32,000 feet (as I write this) I see people with bigger hands and larger thumbs than me, and I think to myself how or if they would actually click on any of these social media icons when they get the email.  Sometimes it's not about requiring the "must haves" in emails ... it's about having the "practical haves" Check out some examples below and let me know what you think:                ...
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Don’t be reactive with inactives, be proactive

Don’t be reactive with inactives, be proactive

There's been a ton of chatter lately around messaging to inactive subscribers on your list. This post is not about starting to do so or how to do it right. To me, there is no one-size-fits-all re-engagement tactic or strategy. This sort of stuff is custom, and needs to be driven by data and specifics around each organization. Don’t get me wrong, there is plenty to read out there and it's mostly the same stuff, but I have to be honest in saying that c Constructing an honest to goodness re-engagement campaign that is going to move the needle requires patience, testing and a strong stomach to accept failure on multiple levels. While others are talking about being reactive to inactives, I prefer to talk about being proactive to not make them inactives in the first place. It's about understanding patterns and warning signs of potential inactivity, and defining what an inactive really means to your organization. It's about implementing triggered programs...
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Love Letters to your Customers

Love Letters to your Customers

What's in a message? Besides the business goals we're all familiar with, what are the emotional aspects? There are many types of messages, and each has a different purpose.  Common types are offers, newsletters, and transactional emails: all with a measurable end goal.Today is Valentine’s day, and I believe it's a perfect time to think about letters that don’t have a measurable end goal.  It's curious to me that talk about Valentine’s Day is directed mostly at romantic couples, but relationships are everywhere around us. As marketers, we need to think about brand and consumer relationships.Individual consumer relationships are not easy to measure quantitatively, but that doesn’t mean they aren’t critical to marketing.  As you discuss your marketing strategy, here’s an example of a project I did that pulls the messaging together into an interactive, relationship-building experience. You might think love letters are too time intensive with low return. Investing in customer relationships is not a waste of time. While it...
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Are you passionate about email marketing? Let’s talk…

Are you passionate about email marketing? Let’s talk…

Trendline Interactive just turned 2 1/2 years old, and we're growing like crazy. This company was founded on the demand for real innovation in the email marketing channel. We are obsessed with that challenge. As our company has grown, one thing we have realized is that the key to driving real results and bringing new ideas to the space is passion. Passion for email marketing and passion for seeing how much room there is to make it better for both senders and subscribers. The Meat of It Normally in this space, people are hired to fill a very specific role, based on one of their talents or their experience to date. We operate a little bit differently. We have a multi-disciplinary team that truly works as one unit and everyone has the chance to grow, learn and work on the areas of email that they are passionate about – as a team. No one sees the underside of a bus here. You...
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@Fathead Wins!!!

@Fathead Wins!!!

In the revenue game of email marketing, it has long been said that timing and relevancy will win in the long term.  As the Superbowl concluded and The Ravens were celebrating, the email marketing geek in me went to his inbox to see which retailers were going to fire off emails right after the game.  Within 5 minutes of The Ravens winning, Fathead sent the following email congratulating the winner. Fathead was first to my inbox, and I want to congratulate them for doing so. Some might argue that it was too quick, given that most of The Ravens fans were still celebrating, and they should have waited to push the button. But I'm a proponent for speed, and people could have been checking their phones or emails during this time. I am sure there are quite a few people that can poke holes in Fathead's strategy, but I want to congratulate them for being first to my inbox. It will...
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