4 Ways your marketing team can support your pricing strategy

4 Ways your marketing team can support your pricing strategy

Promotional pricing decisions are traditionally not driven by the marketing team, but they, and in particular the team responsible for creating and sending messages to your customers, are sitting on a treasure trove of data that can support your product team in making the best promotional pricing decisions. As a modern marketer, what actions can you take to help your product team nail their promotion? Let’s take a look! 1. What offers and pricing are we currently offering? In order to understand the current lay of the land, it is important to have a baseline of your messaging program, which can be achieved by conducting an email content audit. Gather up all the messages you send, including newsletter, promotional, and transactional messages; segmented and targeted emails; triggered sequences; one-off emails; SMS and the like. Once you have a full inventory, review what offers and pricing promotions have recently been offered, are currently being offered, and how those have resonated with your audience. You and the...
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12 Essential tools for HTML email development

12 Essential tools for HTML email development

In the ever-changing world of HTML email development it’s important to keep abreast of the incredibly valuable tools and resources available to you. Trendline Interactive has compiled a list of 12 essential tools to ensure you create the highest calibre emails for you and your clients. The right tool at the right place in your development process will save you from wasting time and energy. The tools listed below (websites, browser add-ons, text editor add-ons, applications, and more) are used by our team of developers regularly, and ones that will ensure the emails that you are sending are the best they can be. Whether you work with large scale enterprise accounts, or smaller scale send, these tools will optimize your efforts. Just like a highly-skilled carpenter has their preferred tools in their toolbox, so too should a developer have their own toolbox when it comes to email development.  Text Editor and Packages Using a code editor that you are comfortable and efficient with is...
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The importance of data literacy across the organization

The importance of data literacy across the organization

Companies are collecting more data than ever before in hopes of unveiling sophisticated insights about their customers, but there is one problem that stands in the way of those insights. That problem is a lack of data literacy. Most of your team likely struggles with interpreting and making sense of the data, nevermind being able to craft impactful stories. A lack of data literacy across the organization limits discussion and debate, making it impossible to produce factual, data-based decisions. Data can be a powerful tool, but (as with any language) only if everyone in the organization is able to speak it. Employees, leadership, and executives need a common understanding when talking about data. In the same way a single Spanish-speaking person leading a meeting doesn’t allow for other language speakers to participate, having only one or two people who understand data leaves out the ideas, questions, and solutions the rest of the team might contribute.Data skills are now essential for almost every...
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Buyer trust: the overlooked factor in deliverability

Buyer trust: the overlooked factor in deliverability

When you discover that your email messages are going to your subscribers' spam folders, you're probably going to blame the ISPs first. After all, you never sign up subscribers without their permission. If you're already using opt-in, why are you having deliverability issues? The answer is that deliverability is a complex network of factors in which senders, ISPs and subscribers play roles and is rooted in buyer trust.  Buyer trust begins with permission and getting to the inbox. Then, it broadens into the relationships you build with your subscribers. This is a tall order – it's not something you can fix with an algorithm tweak here and there. And you must be able to collect and use your customer and subscriber data at a much higher level than just inserting a first name in the subject line.  But the reward is just as big: conversions and long-term engagement. After all, isn't that why you invest in email marketing?  You should be able to answer three...
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What is a deliverability audit?

What is a deliverability audit?

What comes to mind when you hear the word ‘audit?’ We bet you don’t automatically think of email deliverability. Many businesses are completely unaware that they might have email deliverability issues. In fact, most marketers aren’t totally sure what the word ‘deliverability’ means. Some are simply uneducated on the subject, and others are afraid to investigate how their email program is performing. However, deliverability issues can have quite a detrimental effect on revenue. And because you cannot begin making improvements if you don’t know what’s wrong, an email deliverability audit is a great place to start. The audit will uncover areas in need of improvement to enhance your program’s ROI. When an email is delivered, it means it made it to the intended recipient. Deliverability, on the other hand, is the measure of how many emails make it into each recipient’s primary inbox (as opposed to the “spam” or “junk” folder, or even the “promotions” tab). If your emails aren’t landing in...
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