Three ways thriving email marketing programs grow healthy email lists

Three ways thriving email marketing programs grow healthy email lists

At the core of any successful email marketing program lies a healthy database of subscribers. Therefore, marketers should make growing that database a central priority. However, list growth continues to be difficult for marketers. An Ascend2 survey reported that 34% of respondents found “increasing email list size” was a difficult objective to achieve. This was third behind maintaining an engaged list (45%) and reducing spam complaints (37%). The study also revealed that more marketers felt email list growth was more difficult than proving ROI. These results are not surprising. Instead of letting analysis of comprehensive datasets lead the way, we often see “anecdotal evidence” and corporate agendas guiding email-list growth strategy. In an effort to demystify list growth, here are three things we’ve found that email marketers with large and thriving email databases have in common. 1. They track all sources of email list growth. Yes, tracking only some list sources is better than not tracking any list sources. However, unless all sources are...
Read More
Trendline Interactive Acquires Data Insight Group to Expand its Advanced Analytics and Data Science Business

Trendline Interactive Acquires Data Insight Group to Expand its Advanced Analytics and Data Science Business

AUSTIN, Texas, Feb. 25, 2021 /PRNewswire/ -- Trendline Interactive, a digital messaging consulting and professional services firm headquartered in Austin, Texas, today announced the acquisition of Canadian data and analytics company Data Insight Group (DiG). This further strengthens Trendline's data science and analytics services in order to better help its customers understand their data and more effectively leverage its value. The acquisition was completed with financial support from mid-market private equity firm Growth Catalyst Partners (GCP), terms were not disclosed. "Companies are prioritizing the role that data and analytics play in their marketing efforts to a greater extent than ever before," said Morgan Stewart, CEO of Trendline Interactive. "Data Insight Group is masterful at translating complex datasets into successful marketing strategies. By coming together, we strengthen our ability to offer strategic advice and hands-on analytic support to our customers." Founded in 2000, DiG established itself as a leader in the data analytics field by helping clients organize, analyze and understand their data,...
Read More
Re-engagement email best practices

Re-engagement email best practices

Sending opt-in or re-engagement email campaigns to subscribers to verify and keep email permission is not a new idea. And yet, the pertinence of these campaigns is increasing. Over time, a portion of your email list will become unengaged. Disengagement creates several negative impacts for your email marketing. These include lower response rates and wasted marketing dollars. Re-engagement campaigns allow you to confirm which subscribers want to continue receiving your emails. You can then clean out your lists by removing disengaged subscribers. This refresh not only results in healthier lists and increased ROI, but it also helps keep you on the good side of security and anti-spam laws, such as the California Consumer Privacy Act (CCPA) and Canada’s Anti-Spam Law (CASL). In addition, if you are not properly cleaning your list, you risk harming your deliverability—or even being blacklisted. Re-Engagement Email Best Practices Over the years, Trendline has had the opportunity to work with various marketing clients on re-engagement campaigns. Many have conducted...
Read More
4 ways to clean up your martech mess

4 ways to clean up your martech mess

In our previous post, “9 signs your martech is a mess,” we helped you determine whether your marketing technology stack works like a dream or is one hot martech mess. If you discovered that your tech is causing you stress, read this post to start identifying the solutions to your tech headaches. Martech messes don't happen overnight, so they can't be resolved overnight. Your first clue that something is amiss might come from your customers, especially if you notice your email engagement statistics start to drop or you get complaints that customers are getting the wrong kinds of emails. The voice of the customer can be a powerful indication that your marketing tech stack is out of whack. Consider surveying your customers on the value and relevance of your email messages. You don’t have to ask technical questions - just those that will help you identify where your tech might be misaligning with expectations. Also, do an internal review of your stack. This...
Read More