74 Segments Gets You To The Back Of The Email Bus

74 Segments Gets You To The Back Of The Email Bus

74 Segments Gets You To The Back Of The Email Bus When I was young, the cool kids sat at the back of the bus.  They would do all sorts of cool things according to us kids who were not invited back there.  In fact, we all thought that they were better than us and they were reaping some rewards that we could never get.  Truth of the matter is, they got to school at the same time, technically were the last to get off the bus, and 35+ years later it doesn’t really matter anymore. Last week during a conversation with a colleague of mine, we started to discuss segmentation. After several rounds of posturing, she ended up spilling the beans that her program has 74 segments which included customers and non-customers (along with all of the email engagement tiers). After I cracked some smart ass joke about the sheer number of segments, I asked her “why so many?”  Her answer...
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Why an Email Marketing Agency?

Why an Email Marketing Agency?

Why an Email Marketing Agency? Trendline Interactive is a fast growing email marketing agency, and one of the things I spend a lot of time doing is interviewing new talent interested in joining our company.  A question that is commonly asked by candidates is “Why an agency that just focuses on email marketing?” Six and half years ago when Morgan Stewart and I founded the agency, one could have said that we were absolutely insane to just focus on email.  In fact, back in 2010 Social Media was all the buzz, being the “prettiest girl at the dance,” and both interest in and articles on email marketing were dying off. Morgan and I saw the opportunity and a hole in the marketplace that had yet to be filled.  There were, of course, general agencies claiming to offer email marketing, as well as digital agencies and email , but no one stood out in the marketplace as having 1) an email pedigree and 2)...
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Guide to Determining If You’re Using Your Unsubscribe Page Correctly

Guide to Determining If You’re Using Your Unsubscribe Page Correctly

Guide to Determining If You’re Using Your Unsubscribe Page Correctly A good unsubscribe page makes it easy to unsubscribe, but hard to want to. Things to Know It is better to get an unsubscribe than a spam complaint An unsubscribe page is a landing page We know you don’t want people to unsubscribe from your brand. That’s why you may have thought it’d be clever to make it a maze for your users to unsubscribe. A lot of people think this tactic will make the other person impatient and forget about it, but they don’t. Your average user is going to get irritated and mark you as spam because the button is easy to find. Why is this bad? If the ratio of spam complaints to clicks gets too high, ISPs will filter your messages to the spam folder and may even block you. Your complaint rate should always stay below .03% with a target rate of below .01%. The goal isn’t to keep as many subscribers...
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