August, 2021 | Trendline Interactive

How Apple’s Mail Privacy Protection impacts today’s reporting and analytics

August 31, 2021October 20, 2021 by Trendline Interactive Comment Closed

Due to recent privacy updates from Apple, email open rates are no longer a reliable metric to report on, since these numbers are now inflated. What does this change mean for email Marketers who have been relying on open rates in campaign reporting as a proxy for subscriber engagement for years? And more importantly, what does it mean for your campaign reporting and analytics? Apple users who have updated to iOS 15, iPadOS 15, or MacOS Monterrey were given the option to “Protect Mail activity” when they opened the Apple Mail app. Any email delivered to an address that collects email in the Apple Mail app on an updated device now registers as an “Open,” and no user information is being passed back through the open (this includes the IP address, location, device, etc.). This privacy update does not affect other email apps on Apple devices, such as Gmail and Yahoo, just their native app. Trendline predicts approximately 40-50% of your total...

7 Creative ways to increase email click rates

August 23, 2021August 23, 2021 by Andrea Campbell Comment Closed

Apple's impending Mail Privacy Protection feature will force marketers to look beyond the open rate to focus on engagement metrics that matter. The click is one of those metrics. As a marketer, you have a new quest – to do everything in your power to encourage customers to click. This is a best practice whose time has come again, one that will help you navigate Apple's privacy features, which we predict other email giants will adopt in some form. Why focus on clicks? "Clicks and conversions have always been the critical signal to a thriving email program anyway," my colleague Alex Williams, Trendline's SVP and Practice Lead for Cloud Consulting for reference, explains in Apple’s Mail Privacy Protection is an Earthquake for Email Marketers. Clicks are a more reliable intent signal than opens, which can get undercounted thanks to image blocking. The people who click on your emails are already more valuable to your email efforts than the ones who just open. So, Apple policy or...

The path to becoming an insights driven organization

August 18, 2021 by Hannah Wilson Comment Closed

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Mail Privacy Protection Checklist: Planning for the future

August 13, 2021September 15, 2021 by Trendline Interactive Comment Closed

While marketers wait to see how the Email Service Providers (ESPs) respond at the product level to Apple's Mail Privacy Protection updates, Trendline has created a checklist of six tangible parts of your email program that you should be thinking about and actioning on now to start planning for the future. Once every email is delivered to an Apple Mail client registers as an "Open", using open rates as a proxy for user engagement and intent will not be a reliable metric. It is hard to know what the size of that audience is, but we estimate the number to be close to 50% of most email lists (for some email programs that number will be shockingly higher). We all know that the open rate itself has always been a flawed metric, but it’s important to understand just how intertwined it is into practically every aspect of email marketing. We don’t expect Apple to backtrack on any aspect of Mail Privacy Protection,...

Trendline Interactive enjoys standout revenue growth & business traction in 2021

August 12, 2021August 23, 2021 by Cheryl Climie-Smith Comment Closed

AUSTIN, Texas, Aug. 11, 2021 /PRNewswire/ -- Trendline Interactive, a digital marketing agency and consultancy, today announces recent company wins and growth. Despite the global pandemic and economic volatility of the past year, Trendline achieved 30% year-over-year revenue growth and a 45% year-over-year increase in bookings. The firm also welcomed over 40 new team members in the last 12 months and landed engagements with numerous notable organizations. Additionally, Trendline forged two key industry partnerships with Tealium and Segment, two leaders in the Customer Data Platforms (CDP) space. The company also added noteworthy new clients including Tricor Braun, Equine Network, KPMG and Vari. "It's been a big year for Trendline. After acquiring LeadMD and DiG earlier this year, our combined teams have expertly helped our customers realize success - even amidst the pandemic," says Morgan Stewart, co-founder & chief executive officer of Trendline Interactive. "We're laser focused on growth as we shift the marketing paradigm around performance, and are already planning for even more in the...

5 Types of Email Service Platforms (ESP) for you to consider

August 10, 2021August 24, 2021 by Trendline Interactive Comment Closed

Are you considering a new Email Service Platform (ESP)? The martech landscape has quickly become complex and even contradictory at times, and shopping for best-fit technology can inevitably become a long and often daunting process. In this infographic we have classified the 5 types of ESPs for you to consider based on the kinds of tech capabilities they offer, who should consider them, as well as some common brand names you've likely heard of for each type. Which one is right for you? Choosing an ESP is no easy task Do your homework! We tend to be swayed by other people’s opinions more often than not, and that can provide valuable insights into someone else’s first-hand experiences with the ESP you are considering. Read reviews on the company and take into account the feedback given by satisfied and unsatisfied clients. Pairing up with an independent technology consultant like Trendline Interactive will help you start your search on the right foot, and tap into...

ESP Migration Checklist 101

August 6, 2021August 25, 2021 by Trendline Interactive Comment Closed

Migrating ESPs is a little like moving. Nobody wants to meticulously pack, box, and label the entire contents of their home only to have to unpack it all somewhere new. However, the more prepared and organized you are, the smoother the transition will be as you start anew. An ESP migration can feel overwhelming, as each new platform comes with its own learning curve. If your company has decided to move to a new ESP, keep in mind it’s a complex task with more than its fair share of obstacles to overcome. To help, platform migration experts here at Trendline Interactive have compiled a basic ESP Migration Checklist for you to consider. 1. Export Lists Maintaining the quality, reliability, and size of a company’s contact list during an ESP migration is a common concern. Rookie mistakes are easy to make, so don’t rush it. Take the time necessary for a proper setup to avoid deployment errors. First, remember to export lists from your...

Month: August 2021

How Apple’s Mail Privacy Protection impacts today’s reporting and analytics

7 Creative ways to increase email click rates

The path to becoming an insights driven organization

Mail Privacy Protection Checklist: Planning for the future

Trendline Interactive enjoys standout revenue growth & business traction in 2021

5 Types of Email Service Platforms (ESP) for you to consider

ESP Migration Checklist 101

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