What High ROI Tactics Should I be Using in Email Marketing?

What High ROI Tactics Should I be Using in Email Marketing?

The pressure for email programs to perform at an even higher level year over year has never been greater. Shareholders and C-suite executives continue to put pressure on their organizations to deliver, and in turn, email marketers are constantly looking for smarter solutions, better results and a higher ROI on their email programs   First and foremost, there are no silver bullets in email marketing. Marketers cannot maintain ROI growth by implementing just a few tactics. Solid and sustainable growth in an email program requires patience, planning, commitment and continual testing.  Beyond standard best practices, like basic segmentation and A/B testing, there are a number of other tactical options organizations should explore to see if the return is worthy of additional investment. Caveat: Some of the ideas presented here are for specific types of organizations and mileage may vary. Audit your most engaged emails Typically the most engaged emails of a program would include the Welcome, COI, Password Reset, Transactional, and Cart...
Read More
Why BIMI is Important for Email Deliverability

Why BIMI is Important for Email Deliverability

What is BIMI? The acronym BIMI stands for Brand Indicators for Message Identification. BIMI is the latest development in email authentication to prevent fraudulent email and serves as a huge, new opportunity for companies to put their brands in front of consumers for free. BIMI also serves as a revolutionary way to reassure your recipients that you have the proper security measures in place by simply displaying your logo next to your email. “A new opportunity for companies to put their brands in front of consumers for free.” By implementing BIMI, companies (email senders) receive free added value by increasing brand visibility in the inbox. Not only is this something that CMOs are raving over, but more importantly, it ensures the level of authenticity from the sender, building trust with your consumers. “This is a win-win situation: the brand has better exposure, better control of their logo, higher engagement on the consumer side, it’s more secure and Yahoo can authenticate emails in our system,” said Marcel...
Read More
What Are DMARC, DKIM, and SPF?

What Are DMARC, DKIM, and SPF?

Are you an email marketer struggling to understand the purpose and importance of authentication in email deliverability? You’re not alone. Many types of transactions require authentication. Whether you’re a patient needing treatment, a driver needing a license, a customer paying with a credit card, or a passenger boarding an airplane – in order to proceed, you must prove that you are who you say you are. You provide a passport, proof of health insurance, a Social Security card, or some other form of identification to prove that the name on the appointment, credit card, or airline ticket, really belongs to you. The world of deliverability works the same. In order to get through the gates of ISP filters, you need to prove that you are a legitimate sender. You need to show that you are not sending on behalf of someone else, and that your identity has not been compromised. How do you prove this? By utilizing SPF, DKIM, and DMARC. What Are DMARC,...
Read More
Understanding Salesforce Marketing Contacts

Understanding Salesforce Marketing Contacts

Salesforce Contacts and Your Contract Trendline’s Solutions Consulting team has been receiving questions about Contacts within Salesforce Marketing Cloud, and how they relate to your invoice and charges. We are going to help clear up the confusion, and show you how to pare down your contact count to maximize your marketing dollars. Salesforce Marketing Cloud contracts used to be based on two things - a software fee and a message fee, or CPM. Now, Salesforce Marketing Cloud users are paying a third fee—for sendable contacts. This is a charge for any contact that you have ever emailed. Even if you only have an active population of 500,000 subscribers, if you have ever sent to the 2,000,000 contacts you have, then 2,000,000 contacts is what your invoice fee will be based on. To make matters worse, there are no tools within Salesforce Marketing Cloud to help you understand what your active user count really is, and the numbers Salesforce comes back to you...
Read More
Understanding Salesforce Marketing Cloud Contacts

Understanding Salesforce Marketing Cloud Contacts

Salesforce Marketing Cloud Contacts and Your Contract Trendline’s Solutions Consulting team has been receiving questions about Salesforce Marketing Cloud contacts, and how they relate to your invoice and charges. We are going to help clear up the confusion, and show you how to pare down your contact count to maximize your marketing dollars. Salesforce Marketing Cloud contracts used to be based on two things–a software fee and a message fee, or CPM. Now, Salesforce Marketing Cloud users are paying a third fee—for sendable contacts. This is a charge for any contact that you have ever emailed. Even if you only have an active population of 500,000 subscribers, if you have ever sent to the 2,000,000 contacts you have, then 2,000,000 contacts is what your invoice fee will be based on. To make matters worse, there are no tools within Salesforce Marketing Cloud to help you understand what your active user count really is, and the numbers Salesforce comes back to you with...
Read More
Get the Deliverability Know-How You Need to Succeed in Email Marketing

Get the Deliverability Know-How You Need to Succeed in Email Marketing

  Time for a pop quiz! (And no cheating on Google, either.)   Email deliverability is: Ummm … what? Not my problem Something those scary guys in IT handle Bouncing email Everybody’s concern The correct answer is “E.” But you’re on the right track if you picked “D.” Undeliverable (“bounced”) email is just one kind of deliverability issue. Email deliverability as a whole is something that both marketers and tech staff must understand and master to get the maximum number of emails in the inbox and maximum return on your email marketing investment .   Unique Challenge Facing Email Marketers Why should a technical issue like deliverability concern you, the email marketer? Because you face a unique challenge: You need to understand not only the creative and strategic end of the email marketing channel but also the technical aspects–how the channel works and how your actions directly affect your ability to get your emails delivered to your subscribers’ inboxes. Learn how email works.   If you don’t know how your...
Read More
Email Deliverability FAQs

Email Deliverability FAQs

Email Marketers’ Top Questions on Deliverability Navigating the inbox can be a difficult task. Here are some of the most common queries we get from clients, along with answers and information on services Trendline offers to resolve the problem. Trendline Provides 24/7 Email Deliverability Monitoring and Remediation  Q: Our emails are flagged and going into spam filters, but we’re not on any blacklists. What’s the problem? A: There are small things you can do to ensure that you don’t end up in the spam folder. It’s important to evaluate what percentage of your lists belong to each provider (Gmail, Hotmail, Yahoo, Apple, etc.). This is because each provider uses different filters to process where your emails end up. User engagement is a large part of why emails land in spam. If you continue to send to these users–and you are already in the spam folder–it’s inevitable that you will find yourself on a blacklist if there is no remediation. Go through your lists and remove unengaged users and bounced...
Read More