Your ESP and Deliverability: Who’s Responsible?

Your ESP and Deliverability: Who’s Responsible?

The Common Misconception Before you begin the search for an email service provider (ESP), it’s important that you are aware of a common misconception about who's responsible for a sender's reputation. Often times, it is believed that deliverability successes and failures are solely based on the ESP a sender chooses. Unfortunately, that isn't entirely true. Laura Atkins couldn't have said it any better when she said, "This is a subject that doesn't get talked about very much because marketers often don't understand deliverability, and ESPs get paid to respond to delivery problems not prevent them. Worse than that, many companies expect that deliverability is what their ESP does, and if there are problems, the ESP will be responsible and fix it. This isn't actually true. In most cases, a sender having problems getting to the inbox is responsible for those problems." I hope this sheds a little light on that dilemma so I can safely say that, though a sender is responsible...
Read More
The Need for an Email Marketing Agency

The Need for an Email Marketing Agency

You may be wondering "Why would I need a marketing agency that focuses only on email?" A digital marketing agency may not be a one-size-fits-all solution, you may need a specialized agency to elevate your email program. What you'll learn: Why our founders created a specialized email marketing agency. What services an email marketing agency offers that a digital agency can't provide. How an email marketing agency can elevate your existing email program. Want to learn more about working with an email marketing agency? Contact Trendline today....
Read More
The Ultimate Guide to Avoiding Spam Traps

The Ultimate Guide to Avoiding Spam Traps

Have you ever wished there was an ultimate guide to avoiding spam traps? If you're wondering how you can create the most effective email marketing while avoiding spam traps, read on. There are three types of spam traps–typo traps, grey or recycled traps, and pristine traps. Whether you’re using misspelled domains, sending bulk emails, or sending emails to recipients that didn’t intentionally subscribe (batch & blast), your email marketing efforts are being sent to spam. These bad practices of gathering new leads will produce a bad online reputation for your brand and could potentially lead you down the path of hitting spam traps. Three Types of Spam Traps: Typo Traps Grey or Recycled Traps Pristine Traps Three Types of Spam Traps: Typo Trap Have you ever misspelled “Google” and it came out as “Gogle”, but it still took you directly to Google.com? Or have you sent out an email to “Gmall” or “Comnast”? This is where typo traps come from. They are real emails that will...
Read More
Personalization Is Not A Strategy

Personalization Is Not A Strategy

Why True Personalization Takes People, Process & Platform A Partner Post from Cordial We all know the drill: Every year, an analyst proclaims that email is dead. But even after almost four decades, email remains an essential revenue driver for businesses. In fact, email continues to maintain a median ROI of 122% — over four times higher than other marketing formats including social media, direct mail, and paid search according to the DMA and Demand Metric. While email definitely isn’t dead, the conventional way of sending email is. For years, marketers have assembled their audiences, built, and sent messages using a “batch and blast” strategy. Batch and blast email is the workhorse of the modern marketing stack. To this day, it represents the vast majority of email campaigns sent each year. Batch emails are relatively inexpensive to produce and allow marketers to communicate with large groups of people very quickly. The caveat is that consumers are now exposed to so much media that they...
Read More
Driving Email Marketing Innovation

Driving Email Marketing Innovation

Innovation is a priority for today's email marketers, but nearly half don't have a plan for how to move their programs forward. You'll learn: How to overcome the three hurdles to innovation. How to create a culture of innovation in your organization. How to create and implement an innovation plan. Want to learn more about innovation in email marketing? Contact Trendline today....
Read More
Making Old Connections New Again

Making Old Connections New Again

Connections 2018 Growth is a good thing. As someone who spends his day helping clients hone their email marketing strategy for continuous growth, I’m the last person you’d expect to lament the “good old days” of Salesforce Connections, yet here I am, lamenting, just a bit. I’ve been attending Connections since 2010 and have always found it to be an important and unique event. I still feel this way. To my mind, however, there was a focus on community in the early days that’s being impacted by the growth of the conference. The very nature of its name—Connections—signals community building. For example, Connections used to have city-specific breakout groups that brought email marketers together to form a collective and discuss approaches on different issues. Good networking was a byproduct of those groups as it became an excellent way to meet people in a similar field who had similar challenges. That was the mindset. “Here's a challenge, how do we solve it?” We...
Read More
How Much Does it Cost to Hire an Email Marketing Agency?

How Much Does it Cost to Hire an Email Marketing Agency?

Every email-marketing program is unique and these unique factors impact email agency pricing models. In this white paper you'll learn: How to determine if an email marketing agency is right for your organization. What factors impact email agency pricing? How project work differs from retainer engagements. Want to learn more about working with an email marketing agency? Contact Trendline today....
Read More
A New Journey Builder Feature To Be Aware Of

A New Journey Builder Feature To Be Aware Of

I was updating content for a client’s journey in Salesforce Marketing Cloud the other day, and stumbled onto a new ‘feature’ I wasn’t aware of. This could be important for you to think about, depending on your workflow for updating emails in Journey Builder. Sending Email In Journey Builder When you add an email to go out from Journey Builder, you are basically creating a triggered send. Normally, triggered emails remain static until you pause them, publish the updates, and then restart them. This was true in Journey Builder for some time as well. In essence, if you had content updates to make, you could make them, test them, and then decide when you wanted to make them live. How it works now Now when you update an email that is part of a journey, the content automatically updates. The amount of time it takes varies, indicating to me it is part of some content check happening in a regular interval. SMS messages that...
Read More