The Best of Trendline 2018

The Best of Trendline 2018

With 2019 already in full swing, we've compiled a list of our top-read articles from last year. Check them out below to see what others were reading and how they improved their email programs in 2018. 1 What is a Deliverability Audit? A deliverability audit takes time. It’s thorough and requires ample analysis. Read more about what should be looked at in your email program and how Trendline can help. 2 Optimize Before You Strategize Read about how our Operations Consultants at Trendline help enterprise clients transform their email marketing programs with an actionable strategy and uncover process efficiencies. 3 How Much Does it Cost to Hire An Email Marketing Agency?  Whether you go the retainer route or opt to work on a per-project basis, working with an agency is a highly collaborative endeavor. Read more about the benefits of an agency. Though email boasts the highest ROI of any digital channel, it only works when done correctly—and collaboratively.   Interested in more content? Sign up for our newsletter....
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Agile Marketing for Email Optimization at Scale

Agile Marketing for Email Optimization at Scale

“What should I be testing with my email program?” “We test but not as often or purposefully as we’d like.” “How do we get better at email testing?” These are questions and comments that often come up when we start a new engagement in email program discovery. Iterative, methodical testing is part of a solid email program foundation–and an aspect that companies often get wrong. Spoiler alert: this article is about iterative email testing, but that doesn’t diminish the impact that something similar to a Taguchi test can have on a program. For iterative testing, I recommend a version of the agile methodology with a strong focus on ideal user experience, a process which is traditionally applied to software development. How to Apply Agile to Email: Obviously some of the specifics around methodologies like Scrum and Kanban aren’t going to fully translate to email testing plans, but you can borrow the framework to highlight which elements within an email should be tested...
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Double Opt-in:  Increase Your Email Deliverability and Open Rates

Double Opt-in: Increase Your Email Deliverability and Open Rates

When it comes to email marketing, companies and organizations are faced with a choice: Should they use double opt-in or single opt-in when acquiring new email subscribers? Ultimately, email senders have to choose between list size and list quality. What Is the Difference between Double Opt-In and Single Opt-In? A popular form of opt-in is called the single opt-in, in which the user agrees to receive an email by simply checking a box, or leaving a pre-checked box checked, or entering their email address when they visit a website. Upon submission, the subscriber immediately begins receiving email marketing messages. With this form of opt-in, people are prone to forget they “asked” to be emailed in the first place and can mark your message as spam. This form of opt-in tends to generate more bounces, blacklisting, spam trap hits, and other nasty stuff that can adversely affect your deliverability rates. With double opt-in, a new email subscriber signs up on your site and provides...
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The 7 Keystones of Email Marketing Excellence

The 7 Keystones of Email Marketing Excellence

Digital transformation is at the forefront of conversation these days, and often it seems without a lot of clarity about what that means specifically for email marketing. It’s the Fourth Industrial Revolution, they say — an age that will fundamentally change the way we the way we live, work, and relate to one another. So what does email marketing excellence look like in this new era? With an average ROI of $44 for every $1 spent, we know email continues to be the single best channel to connect with customers. But there’s no doubt times are changing. Long gone are the days when a batch and blast approach yields results — in the long-term at least. With customer expectations evolving at breakneck speed, and customer perception increasingly shaping sales, the stakes are high. Email marketing today is a sophisticated technology that requires highly specialized expertise to maximize its potential to grow a company’s client base and business. And while every email program...
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The Best of SFMC Smarts 2018

The Best of SFMC Smarts 2018

Kick off 2019 the right way with some of the best advice and tips on Salesforce Marketing Cloud. We’ve curated our top read articles from last year, and put them all in one place, to get your New Year, and your email program off to a flying start.  1  9 Tips for Salesforce Marketing in 2019  2  Integrated Deliverability Tools for the Modern World  3  AMPscript Pitfalls to Avoid in Salesforce Marketing Cloud  4  8 Hazards to Integrating New Automation Tools  5  A New Journey Builder Feature to Be Aware Of   Wishing you a successful New Year. If you would like to talk about how to improve your email marketing efforts this year, send us a note....
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