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, Trendline...
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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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Trendline Acquires Canada’s Largest Email Marketing Agency

Trendline Acquires Canada’s Largest Email Marketing Agency

PRESS RELEASE This acquisition uniquely positions Trendline to help Fortune 500 companies transform their email marketing programs. AUSTIN, Texas – April 22, 2019 – Email consulting and professional services firm Trendline Interactive today announced the acquisition of Canadian email agency Inbox Marketer, further strengthening Trendline’s strategy, data management and analytics service offerings. “Forward-thinking organizations are embracing digital transformation, and email is the digital channel they look to first,” said Morgan Stewart, CEO of Trendline Interactive. “While new technologies allow marketers to connect with customers in increasingly personal and relevant ways, marketers also need to deploy the right people and processes to fully leverage these tools. Inbox Marketer bolsters our ability to identify quick wins and implement strategic solutions that drive digital marketing transformation.” Trendline and Inbox Marketer were both recognized as email industry leaders in the most recent Email Agency Buyer’s Guide from analyst firm The Relevancy Group, with Trendline receiving top honors in strategy and analytics, and Inbox Marketer receiving the highest scores...
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Get the Deliverability Know-How You Need to Succeed in Email Marketing

Get the Deliverability Know-How You Need to Succeed in Email Marketing

  Time for a pop quiz! (And no cheating on Google, either.)   Email deliverability is: Ummm … what? Not my problem Something those scary guys in IT handle Bouncing email Everybody’s concern The correct answer is “E.” But you’re on the right track if you picked “D.” Undeliverable (“bounced”) email is just one kind of deliverability issue. Email deliverability as a whole is something that both marketers and tech staff must understand and master to get the maximum number of emails in the inbox and maximum return on your email marketing investment .   Unique Challenge Facing Email Marketers Why should a technical issue like deliverability concern you, the email marketer? Because you face a unique challenge: You need to understand not only the creative and strategic end of the email marketing channel but also the technical aspects–how the channel works and how your actions directly affect your ability to get your emails delivered to your subscribers’ inboxes. Learn how email works.   If you don’t know how your...
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The Best of SFMC Smarts 2018

The Best of SFMC Smarts 2018

Kick off 2019 the right way with some of the best advice and tips on Salesforce Marketing Cloud. We’ve curated our top read articles from last year, and put them all in one place, to get your New Year, and your email program off to a flying start.  1  9 Tips for Salesforce Marketing in 2019  2  Integrated Deliverability Tools for the Modern World  3  AMPscript Pitfalls to Avoid in Salesforce Marketing Cloud  4  8 Hazards to Integrating New Automation Tools  5  A New Journey Builder Feature to Be Aware Of   Wishing you a successful New Year. If you would like to talk about how to improve your email marketing efforts this year, send us a note....
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9 Tips for Salesforce Marketing Cloud in 2019

9 Tips for Salesforce Marketing Cloud in 2019

A new year means new ideas, and new best practices, for email marketers. The platform experts at Trendline have compiled their top tips to help you get more out of Salesforce Marketing Cloud, and your email program, in 2019. 1. Comment your AMPscript code. You never know who may have to maintain it. —Chester Bullock, Vice President, Solutions Consulting 2. Use code snippets in Content Builder to not add padding to your dynamic content. — Mollie Ficarella, Solutions Consultant 3. Instead of using !="" in AMPscript, use NOT Empty() %%[IF @FirstName !="" THEN]%% %%=ProperCase(@FirstName)=%%, the %%[ELSE]%% The %%[ENDIF]%% Is commonly used ampscript to properly form the subject line depending on if first name is populated or not. If you are using this in tandem with a lookup function and the record you are trying to look up does not exist in the lookup table, the code breaks and the SL will display as “ ,the...”. If you use NOT EMPTY instead, the SL will display correctly regardless if it finds a matching record or not. %%[IF...
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Integrated Deliverability Tools For The Modern World

Integrated Deliverability Tools For The Modern World

Salesforce Marketing Cloud is a world-class suite of digital marketing automation tools that allow you to create, manage and deploy highly personalized email campaigns. The intuitive all-in-one platform can be a vital tool in jumpstarting your email program and seamlessly move campaigns from concept to completion, but what happens after you press send? “Deliverability” is the measure of how many emails actually make it into recipients’ inboxes. There are a myriad of factors involved in email deliverability and many of them are impacted before a message is sent. With so many elements contributing to a successful inbox delivery it can be difficult to get every part right, every time. Fortunately, for those working in Salesforce Marketing Cloud, the platform provides services and automated tools to ensure marketing messages reach your subscribers. The first thing to consider is whether the structure of sending IP address and domains are in line with best practices for successful email sends. Dedicated IP addresses are reserved...
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Future of Email Marketing – The Workhorse Becomes A Racehorse

Future of Email Marketing – The Workhorse Becomes A Racehorse

Email marketing continues to be the reigning champion of digital marketing. Not surprising when you consider every dollar spent on email marketing produces $44 in return. Yet, the broad perception of email marketing is that of a workhorse – tried and true – content to keep toiling away with a daily ration of oats and water. But what happens to a workhorse when the track begins to change? What happens when routine no longer gets the job done? In an age of increasing demand for hyper-personalized customer experiences across devices, the track has changed. To stay competitive, enterprise organizations today must have a strategy to fully leverage sophisticated automation, segmentation, and dynamic content capabilities at scale. They need to maximize their data for uniquely tailored content that drives engagement, maximize deliverability to ensure that uniquely tailored content actually reaches their subscribers, and grow their subscriber base with an informed acquisition strategy that builds brand loyalists. All the while ensuring compliance...
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