Advanced methods to measure email acquisition strategy

Advanced methods to measure email acquisition strategy

Your email marketing program relies on many factors for success, but the most important is the quality of your email database. In earlier blog posts we've reviewed strategies for acquiring more of the high-quality email addresses that will grow your email program and help you achieve your business goals, and for measuring the success of those strategies. Now we'll look at some specific metrics that will help you refine your success measurements when it comes to a good email acquisition strategy. Pay attention to these early-warning metrics Opens, clicks and conversions are reliable ways to measure how active and interested your email subscribers are, but they are long-term indicators. Their greatest value comes when you track them to see if they're trending up or down. Two metrics need  your immediate action, both to correct as soon as they occur and to serve as the springboard for investigation into potential problems with acquisition sources. They also indicate low-quality subscribers but have more power to...
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Email content strategy: 2 ways to build up your email program

Email content strategy: 2 ways to build up your email program

A well-rounded email program does more than just send messages that say “Buy this.” You can communicate effectively and continuously with an email program that includes many kinds of content and messages that align with your email content strategy and goals. Effective email messages combine captivating images and optimized design with strong copy in  articles and offers. Images capture attention. Good design helps readers navigate through the message. Strong copy engages, nurtures and retains customers. These relevant conversations build long-term relationships and increase customer lifetime value. Don't lose the customer with too many of the same messages While sales messages and other promotional content are useful, you can burn out your list if “Buy this” is the only message you send. Your audience will tune out by unsubscribing, hitting the “report spam” button or quietly disengaging (deleting messages without opening them or letting them pile up in their inboxes). When you send valuable and relevant information beyond the usual “Buy this” or “Sign up...
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Measure your email acquisition success

Measure your email acquisition success

The lifeblood of a high performing email program is growing the email subscriber base, whether by converting current customers into subscribers or attracting new ones. Having a growing subscriber list is an important indicator of a healthy digital marketing program, but the quality of those subscribers is just as important as their quantity. In this post, we'll explain why quality matters and how to learn which email acquisition strategies will help you attract the best subscribers for your customer base. (See our previous post, “How to Grow Your Email Marketing List,” for effective opt-in strategies and tactics.) Why quality matters Size is important for an effective email database because it means you are reaching a broader share of your market with email. A larger database allows you to segment and target communications to be sure you're always sending the most relevant messages. It's also a reliable data source for testing new approaches and understanding what your customers are thinking and doing. However, size does...
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9 signs your martech is a mess

9 signs your martech is a mess

Many companies come to us for help because they're not getting the results they need from their marketing programs. With clusters of interrelated issues, companies often find it hard to pinpoint the problems. This leaves them feeling as if their martech is just a mess. When we investigate, we often find a big source of frustration comes from a gap between the capabilities of their tech stacks and how they actually use them. How common is tech frustration? Sixty eight percent of martech leaders continue to face challenges using their stack to its full potential, according to a new Gartner study, 2020 Marketing Technology Survey: Cost Pressures Force Martech Optimization and Innovation. It found respondents use just 58% of their stack’s full breadth of capabilities, citing challenges with cross-functional collaboration, a sprawling array of martech solutions and a lack of a solid customer data foundation. With utilization challenges being so common, we also see many common signs in the ways they reveal themselves. So,...
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On-Demand Recording: Creative Trends in Email Marketing

On-Demand Recording: Creative Trends in Email Marketing

Trendline's Practice Lead, Cloud Consulting, Alex Williams, joins Elliott Ross of Taxi for Email and Mark Robbins of Salesforce to walk through all things trending in email marketing. This 60-minute video includes the following topics: Email design, content and layout Code, interactivity, and user experience What's driving these trends? Which trends have the most potential ROI? If you're interested in learning more about Trendline's Creative Services, including Dark Mode and AMP for Email, contact us.  ...
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