10 Dos and Don’ts to Get Personalization Right

10 Dos and Don’ts to Get Personalization Right

Personalization rules the email world these days, or so it seems. Personalization is the magic key that gets more email delivered, viewed, and acted on, and all that activity means more sales, higher revenue, and better deliverability, right? We even have personalization platforms that make creating 1:1 emails as easy as clicking a few buttons. But not everybody agrees. In December 2019, research firm Gartner rained on the personalization parade when it predicted that 80% of marketers would abandon their personalization efforts by 2025. However, two days later, the Association of National Advertisers crowned “personalization” as its word of the year for 2020. What’s going on here? The truth is that email personalization isn’t as easy as dropping your customer’s first name in the subject line or message body. You need a reason to use it. You need plenty of data, and that data must be well-organized and easily accessible. You need creative content that uses personalization in the right context so your subscribers don’t freak out when...
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Are You Ready for the New Era of Data Privacy and Security?

Are You Ready for the New Era of Data Privacy and Security?

Today’s email marketers operate in a world where the rules governing data privacy and security are stricter than ever, and penalties for noncompliance can be harsh. But keeping up with a changing set of regulations is hard when you have to juggle dozens of issues just to get campaigns out the door on time. In this white paper you'll learn: What is CCPA? Are my security practices compliant with ALL laws and regulations? How can I avoid data breaches? We’d love to help your company prepare for the many challenges in running a successful email marketing program, whether on the content side, in deliverability, or making sure every aspect of your program–including data privacy and security–conforms to industry best practices and legal requirements. ...
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How Will Consolidation in Email Deliverability Providers Affect You?

How Will Consolidation in Email Deliverability Providers Affect You?

If you follow email industry news, you've most likely recently seen stories about deliverability services provider Validity buying up two deliverability software vendors: Return Path and 250ok. It's natural to wonder what these and other acquisitions in the email space might mean for your own efforts to improve deliverability, or for the industry as a whole. Here's our take: Validity's two acquisitions mean that the industry's top three stand-alone deliverability services are now part of other organizations, beginning when Validity bought Return Path in May 2019 and when email services provider SparkPost bought eDataSource in October 2019. These consolidations will likely bring fewer service options to companies working on their own with a single company. However, they won't affect Trendline's ability to pinpoint and help you solve nagging issues like delivering emails into the inbox. What is Email Deliverability? Service over software These consolidations, and even the potential loss of one or more of these services, won't affect our ability to provide deliverability services because we...
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Email Marketing ISP Guidance & Bounce Codes

Email Marketing ISP Guidance & Bounce Codes

Deliverability is the backbone to email marketing success. If your emails don't reach your subscribers, they can't drive engagement, increase loyalty, or generate sales. In this deck you'll learn: What is my ISP looking at? How do Gmail, Yahoo, AOL, and Outlook filter my emails? What do those erroe codes mean? If you're experiencing deliverability issues, our world-class deliverability experts can help you get back in the inbox. Contact Trendline today. ...
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Feedback Loops Introduction

Feedback Loops Introduction

Deliverability is the backbone to email marketing success. If your emails don't reach your subscribers, they can't drive engagement, increase loyalty, or generate sales. In this deck you'll learn: What is a feedback loop? Major Independent Feedback Loops Return Path's Universal Feedback Loop Service If you're experiencing deliverability issues, our world-class deliverability experts can help you get back in the inbox. Contact Trendline today....
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CCPA is Coming: 10 Steps to Prepare your Email Marketing Program

CCPA is Coming: 10 Steps to Prepare your Email Marketing Program

The most comprehensive consumer data privacy law in the United States – the California Consumer Privacy Act (CCPA) – went into effect on Jan. 1, 2020, and will start being enforced on July 1, 2020. But marketers in every state, and in other countries as well, must get up to speed now so they understand how the law affects them and whether and how they need to change, how they store, protect and share data. At Trendline Interactive, we've been tracking CCPA since 2017, when deliberations began in the California Assembly and Senate. The two houses approved the bill, and outgoing Governor Jerry Brown signed it on June 28, 2018. CCPA background: For U.S. marketers, CCPA is the first of what's likely to be a series of strict state laws governing consumer data privacy and transparency, and provisions on storage, security and access. California has recognized an individual right to privacy since 1972. The law's introduction notes that the Cambridge Analytica scandal of 2017,...
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Email Deliverability FAQs

Email Deliverability FAQs

Email Marketers’ Top Questions on Deliverability Navigating the inbox can be a difficult task. Here are some of the most common queries we get from clients, along with answers and information on services Trendline offers to resolve the problem. Trendline Provides 24/7 Email Deliverability Monitoring and Remediation  Q: Our emails are flagged and going into spam filters, but we’re not on any blacklists. What’s the problem? A: There are small things you can do to ensure that you don’t end up in the spam folder. It’s important to evaluate what percentage of your lists belong to each provider (Gmail, Hotmail, Yahoo, Apple, etc.). This is because each provider uses different filters to process where your emails end up. User engagement is a large part of why emails land in spam. If you continue to send to these users–and you are already in the spam folder–it’s inevitable that you will find yourself on a blacklist if there is no remediation. Go through your lists and remove unengaged users and bounced...
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Is 100% Email Deliverability Possible?

Is 100% Email Deliverability Possible?

Email on Acid presented us with a good question, "Is 100% Email Deliverability Possible?" We decided to work together to come up with the answer from the expert deliverability strategists here at Inbox Pros. As email marketers, we’re always striving to improve our email deliverability. It’s one of those constant worries gnawing at us – will my message reach the inbox? Recently, we were chatting deliverability on social media and came across an interesting question: “Can I achieve 100% deliverability?” This query left us scratching our heads. “One-hundred percent deliverability is something that concerns email marketers, from mom-and-pop shops, to large corporations,” says Nathan She, Deliverability Tech Lead with Trendline. “While we strive to achieve 100% deliverability, it’s not something that’s realistic or something that you must have.” We should pause here to clarify that deliverability is different from delivery. Delivery means your email was received by the client, even if it lands in the spam folder. An email bounce would mean the email isn’t delivered. Deliverability, on the...
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