Rishad Tobaccowala Joins Trendline’s Board of Directors

Rishad Tobaccowala Joins Trendline’s Board of Directors

Esteemed marketing strategist and business leader brings forty years of industry experience to the board.  AUSTIN, Texas – Sept 24, 2020 – Email consulting and professional services firm Trendline Interactive is pleased to announce the appointment of Rishad Tobaccowala as its newest Board Member. Tobaccowala is a Senior Adviser to the Publicis Groupe and is widely regarded as one of the world’s top business leaders and innovators. The highly sought-after adviser joined Trendline’s board in June. “Continuous innovation has been a core tenant at Trendline since the beginning, and we’ve always sought out the most talented collaborators,” said Morgan Stewart, CEO of Trendline Interactive.“When it comes to talent and forward-thinking, there are few individuals as respected as Rishad Tobaccowala. He is truly a pioneer in the field of digital marketing, and we are honored to have him on our board of directors.”  Tobaccowala has been a trusted adviser to several Fortune 500 Companies and is a renowned speaker and author. His most recent book,...
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3 email design principles that beat the creative silver bullet 

3 email design principles that beat the creative silver bullet 

Life – and email – don't come with guarantees. Although we know what doesn't work in email design, no single design solution - the silver bullet - will work every time.    However, email does have general principles that designers should follow to give subscribers the best possible experience: an email message that looks good across browsers and devices, serves their needs, encourages them to act and portrays your brand in the best light possible.   1. Follow good email design practices for every campaign. Email design is more creative than ever, with new approaches to image and copy combinations, images, animations and video and even real-time content adding impact to every message . But every design should follow these basic best practices that encourage your subscribers to open and act on your emails. Make subject lines, preheaders and headlines work together.  We see many email messages that use the subject line content in the preheader (the first line of copy in the message that often...
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Improved Sender Reputation Improves Overall Conversions

Improved Sender Reputation Improves Overall Conversions

Services Deliverability Audit IP Warming Deliverability Monitoring RentPath is a leading digital marketplace connecting millions of consumers with apartments, condos and houses for rent through its network of websites and mobile apps. RentPath’s category-leading brands include Apartment Guide, Rent.com, Lovely, Rentals.com, and RentalHouses.com. The company relies heavily on the email channel for client services, as well as general marketing outreach. The Brief RentPath began experiencing declining open rates and high bounce rates — both tell-tale signs of declining email deliverability rates. They needed to increase revenue by recapturing opportunities lost due to email delivery issues. They came to Trendline to help solve these issues. The Story Trendline performed a deliverability audit on RentPath’s current sending practices and uncovered a few obstacles that were negatively affecting their deliverability. Trendline broke down the many factors involved in email campaigns, both technical and creative, to determine what corrective measures to take to ensure successful and consistent deliverability to the audience’s inbox. The deliverability audit uncovered that their emails were...
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Recruit More Guests and Create a Global Look for Email

Recruit More Guests and Create a Global Look for Email

What we did: New Creative Approach Responsive Layout Creative Animation Performance Testing Airbnb is an online marketplace that enables people to list, find, and rent private lodging spaces for a small processing fee. It has over 1,500,000 listings in 34,000 cities and 191 countries. The Brief Airbnb needed more guests to become hosts, and establish a global look for their email communications. However, previous Airbnb email campaigns lacked a consistent brand look, and overall engagement with email communications was low. The project involved finding new ways to communicate the benefits of hosting in a clear, simple, and motivating way, while redefining the email’s creative layout to improve engagement—all in just one email. The Story Trendline stepped in to develop a new creative approach to Airbnb’s email. This strategy included a responsive layout that progressively enhanced with a full width background using CSS animation to grab subscriber interest. After a successful test performance, the redesign’s layout would be applied to the rest of Airbnb’s email communications. Trendline’s new...
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Launching a Product and Inspiring Customers

Launching a Product and Inspiring Customers

What We Did
 Product launch campaign Copy and positioning strategy Creative design   Wacom, the leading brand in creative pen tablets, has supported digital artists with exceptional tools, product support, and innovation for more than 30 years. They inspire innovation and equip individuals to make the world a more creative place.   The Brief Wacom, a leading brand in creative pen tablets, was launching a new line of Intuos products for illustrators, designers, artists, and photographers. They began this campaign by reaching out to their opted-in prospects and existing customers. However, Wacom’s audience was a discerning group of creatives with an eye for quality. To reach this market, the creative had to be aesthetically appealing and had to clearly differentiate the four new Intuos products. It also needed to drive traffic to the Wacom website, inspire recipients to explore the world of Wacom, and encourage them to purchase new products. The Story Wacom’s audience could only be reached by a creative campaign that was engaging and inspiring. Thus,...
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Value Creation Through Testing

Value Creation Through Testing

What We Did
 Strategy Audit Testing Strategy Master Template Design Platform Support and 
Journey Development SMS & Push                 Banfield Pet Hospital is the largest general veterinary practice in the United States with more than 1,000 Hospitals and growing. The company employs over 3,600 veterinarians committed to providing high-quality care to over three million pets annually. Banfield is committed to its purpose because pets make a better world for us.   The Brief  Banfield Pet Hospital originally came to Trendline with the following goals: Increase revenue by decreasing appointment no-shows and health plan payment expirations Increase visibility into customer satisfaction Drive customer engagement through new email creative Banfield also sought our help with navigating their current platform, and the business was considering making the switch to a different system. Trendline was tasked with performing a strategic audit to take a holistic view of Banfield’s current operations, finding areas of improvements, and making recommendations to propel 
Banfield forward. The Story First, Trendline recommended that Banfield continue using Salesforce Marketing Cloud...
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