Is Data Quality Holding You Back From Better Email Personalization?

Is Data Quality Holding You Back From Better Email Personalization?

Personalization is a major goal for most email marketers. But one of the factors holding them back is not having the good-quality data they need to do it effectively. In “Email Strategies for Success,” a 2017 research report by the email service provider Upland Adestra, 77% of respondents said they believe email marketing effectiveness is increasing significantly. Also, 64% said improving email personalization was one of their most important goals, but 51% of the respondents said that data quality is the biggest barrier to personalizing effectively. As this study makes clear, executing “personalization” is not as easy as everyone makes it out to be. It all boils down to having “good data.” In 2020, I am willing to bet that the need to implement personalization remains as strong as ever, but marketers are still having the same issues with data quality. Below I will highlight two of the important steps needed to unlock the value of email personalization. Begin by defining personalization in email Email program...
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Beyond Personalization: Programmatic Integrity is the Key to Customer Trust

Beyond Personalization: Programmatic Integrity is the Key to Customer Trust

Indulge me for a moment as I walk down the Memory Lane of email trends. 2006: It's a year after Sender Policy Framework moved us forward in sender authentication and a year before the iPhone debuts. On ExactTarget's list of email trends for 2006, at No. 7 is the following: "Email will get more personalized." 2009: A year before the iPad launches, we're talking about the need to personalize emails "to individual recipients based on their needs and behavior." 2012: "Relevance" pops up at No. 4 on a list of 10 email trends. Personalization is at No. 6.   2016: Personalization is one of the usual suspects again in an Econsultancy survey, coming in behind segmentation, list hygiene, and optimizing for mobile but ahead of lifecycle email, dynamic content, and lead nurturing. 2019: We're still talking about personalization–only now it's "hyper-personalization," along with interactive versus kinetic content.   Echolalia in our trend predictions? It looks to me that our predictions have descended into the condition...
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Digital Disruption and Digital Transformation

Digital Disruption and Digital Transformation

We live in a world where technology blurs the line between the physical and the digital. This always-on environment gives emerging companies the chance to break long-held monopolies. It’s a world of incredible opportunity and innumerable pitfalls. In this fiercely competitive environment, the expression “innovate or die” rings true for all brands. Innovative leaders need one key trait to stay ahead of the competition: flexibility. Brands have to change with the times as technology transforms the way humans live and behave. Disruptive trends are emerging in the digital space. This will not only affect business operations, but transform the way we communicate with and market to customers. Innovating Business Processes with Transformative Tools We predict that chatbots, data practices, AI, and more have the potential to completely transform business practices for innovative companies. Chatbots Chatbots bridge convenience and science. But as of 2018, most customers had frustrating experiences working with chatbots. The good news is that developers are making huge strides in chatbot...
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The Email Marketing Agency of the Future: The Trendline Model

The Email Marketing Agency of the Future: The Trendline Model

At Trendline, we believe that much of our success so far has come down to three key areas: Our focus on email marketing Our unique culture The solid foundation set by our five core values Ownership, integrity, and collaboration drive us to always deliver for our clients. By focusing on innovation and continuous improvement, we’ve been able to leverage the right technology as part of our own digital transformation. This not only affects how we deliver for our clients and their customers but how we operate our business. For companies to successfully navigate digital transformation, they must put customers at the center of all that they do. In fact, Forrester’s four rules for digital transformation heavily emphasize the power of consumers and technology to transform your business: Deliver easy, effective, and emotional customer experiences. Focus operations on things customers value. Build platforms and partnerships to accelerate and scale. Innovate at the intersection of experiences and operations. Transformation isn’t just for enterprises,...
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Google AMP is Not the Game Changer

Google AMP is Not the Game Changer

I have to admit that the way Google has positioned AMP For Email and how they pumped it up in the marketplace is pretty darn cool. AMP stands for Accelerated Mobile Pages and it brings a whole new level of interactivity to email that email marketers have been dreaming of and trying to develop for years. Ever since Google introduced it last year, I have thought about how companies could take advantage of it’s capabilities once it was made available to the general email marketer. While it does come with a few restrictions, the notion of making the inbox more interactive and engaging is extremely compelling. When Google made the “wide” announcement last week, many tech publications touted it as “transformative”, and a “rebirth.” Even one company made a bold statement by calling it a “game changer” for email marketing. On the surface, there is a lot to like about AMP for Email, and I can see why people are...
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What High ROI Tactics Should I be Using in Email Marketing?

What High ROI Tactics Should I be Using in Email Marketing?

The pressure for email programs to perform at an even higher level year over year has never been greater. Shareholders and C-suite executives continue to put pressure on their organizations to deliver, and in turn, email marketers are constantly looking for smarter solutions, better results and a higher ROI on their email programs   First and foremost, there are no silver bullets in email marketing. Marketers cannot maintain ROI growth by implementing just a few tactics. Solid and sustainable growth in an email program requires patience, planning, commitment and continual testing.  Beyond standard best practices, like basic segmentation and A/B testing, there are a number of other tactical options organizations should explore to see if the return is worthy of additional investment. Caveat: Some of the ideas presented here are for specific types of organizations and mileage may vary. Audit your most engaged emails Typically the most engaged emails of a program would include the Welcome, COI, Password Reset, Transactional, and Cart...
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Get the Attention and Investment Your Email Program Deserves

Get the Attention and Investment Your Email Program Deserves

Get the Attention and Investment Your Email Program Deserves I spend a lot of time speaking at conferences and events, which gives me the opportunity to talk with email marketers across the country. While the cities may change, I often hear a similar refrain: I’m understaffed and undervalued. People in my organization give very little attention to the email program. Every year I am continually tasked with growing lists and the program while budgets remain flat and patience amongst stakeholders wears thin. Email has been around for so long that there’s a perception that it’s easy — that it just chugs along without much oversight. The reality is that email marketing is the offensive line and without it other parts of the marketing department don’t shine. Whether it’s 5,000, 5 million or 50 million people, email has a huge influence on your brand. So how do you get people to understand that without a stellar offensive line, the quarterback can’t pass, the...
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California Consumer Privacy Act of 2018

California Consumer Privacy Act of 2018

a Trendline Point of View: California Consumer Privacy Act of 2018 Disclaimer: Trendline Interactive cannot provide any legal advice, nor should anything within this Point of View be construed as such. Customers should consult their legal teams and resources to ensure they are aware of their obligations under applicable regulations. Background - Privacy in the US: In the US, there is no single, comprehensive federal (national) law regulating the collection and use of personal data. Instead, the US has a patchwork system of federal and state laws that sometimes overlap or contradict one another. There are laws such as HIPPA, COPPA, CAN-SPAM and Gramm-Leach-Bliley, all which prohibit unfair and deceptive practices involving the disclosure of and security procedures for protecting personal information yet these apply to particular categories of information. In recent years, the surge of companies who are collecting, storing, and using personal information for better “customer experiences” and “valuation” is astronomical. A study conducted by Pew Research Center in 2016 revealed that roughly 50%...
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6 Critical New Email Engagement Metrics To Track

6 Critical New Email Engagement Metrics To Track

Introduction For close to 20 years, the tracking of email marketing engagement metrics has not changed very much. Apart from the standard open and click metrics with variants, marketers rely on engagement metrics that only scratch the surface of what it takes to propel growth within a program. In fact many industry benchmark reports, still use metrics that have been been around for a long time. Let’s be honest, the metrics we have come to rely and report on the most are directional at best. Despite industry norms or what you were led to believe when you first took over as the lead in email, there may be other metrics that can drive your program to even greater heights. To be clear, Trendline believes that the standard email metrics of uCTR, uCTOR, uOR, tOR, tCTR, device breakdown, bounces (hard, soft, technical, block), complaints, unsubscribes, etc., are still worthy of tracking and, in most cases, can tell a compelling story of what is happening...
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What Email Marketing Books Won’t Teach You

What Email Marketing Books Won’t Teach You

There’s no shortage of email marketing books to choose from to learn how to run an effective email program. Some great authors have penned some excellent advice on best practices, all while offering their objective and expert opinions on email’s power and ROI to any organization. Although some books contain great theoretical information and advice on research, trends, innovation, and audiences, many lack key information. This can leave email marketers bewildered or even frustrated if they can’t achieve what has been promised in those books. Many books written about email marketing are written by people who have never actually run an email program. That might not be a huge problem for some, but it is for people who are eager to learn from someone involved in the day-to-day running of a program. Organizational turmoil can impede progress The ideas and tactics that these books teach don’t account for turmoil within an organization, such as turnover at the senior and junior levels. This can affect progress...
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