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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Mail Privacy Protection Checklist: Planning for the future

Mail Privacy Protection Checklist: Planning for the future

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

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

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...
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Is your model not predicting as well as it used to? Identify and address model degradation

Is your model not predicting as well as it used to? Identify and address model degradation

You’ve designed and built a machine-learning model that predicts customer demand for one of your most popular products, at different prices. The model is extremely accurate––leveraging years of historical data on sales, customers, seasonality, and other variables. Therefore, the decision-makers in your organization are excited to start implementing it to enhance their targeting and improve their ROI. However, because they operate in fluid environments, machine-learning (ML) models require continuous monitoring to maintain their predictive power. This article will explain why models become less accurate over time, how you can track their performance to determine when they need to be updated, and strategies for addressing model degradation.  What is model degradation? Organizations use machine learning for artificial intelligence (AI) and to discern patterns within large amounts of data. Given a sufficient data set representing the actionable population (AKA “training data”), a computer learns to recognize such patterns and can then make predictions about previously-unseen data. Despite the name, machine learning doesn’t constantly learn....
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CMAinsights II – August 24

CMAinsights II – August 24

The evidence that the pandemic began changing customer expectations almost immediately is overwhelming. In just a few months, the pandemic accelerated the already dizzying pace of digital transformation by 3-4 years (McKinsey), and has hastened the move towards a seamless digital customer experience. In amongst this rapidly evolving landscape, marketers and analysts alike are faced with creating a more personalized customer experience while navigating new technology, model performance degradation, a world without third-party cookies, and the impact of Mail Privacy Protection. Data and insights are a critical part of this evolution.  This digital shift provides us with unparalleled access to information about customers, and enables the orchestration of more impactful experiences; however, it also brings new scrutiny on data and how it is used as well as increased expectations. In this session, Emma Warrillow discusses how marketers can prepare for the ‘next normal’ and how your company can be sure its investment in data and analytics will pay off in higher revenue and...
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How to tell a compelling story (with data)

How to tell a compelling story (with data)

Data: It's one of the best of tools for email marketers; it's one of the worst of tools.  Apologies to Charles Dickens and A Tale of Two Cities, but we stole that opening line from the master storyteller himself because it helps us reframe the role that marketing data plays in helping you achieve your marketing goals. Data can support you for funding a technology overhaul, determine whether an email campaign succeeded or failed, tell you about your subscribers and customers and show skeptics how email boosts your company's bottom line. But the data by itself doesn't tell the story. You must give the numbers a relevant context – and that's where storytelling with data comes in.  As Trendline's Emma Warrillow points out in her blog post, "Making data memorable with storytelling," "Data-driven storytelling is an incredibly powerful tool for engaging stakeholders and inspiring action." Storytelling is a valuable tool, both within your organization and for communicating with customers. It connects people and data to...
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Welcome Emails 101

Welcome Emails 101

A Welcome Email is the first look subscribers have into a company’s brand. It should reflect the brand, thank the subscribers for subscribing, provide guidance as to what they can expect, and generate excitement for upcoming emails. Properly implementing the Welcome Email as a key element of your email marketing campaign avoids setting a negative tone for your subsequent sends. A well-crafted Welcome Email will likely be the most-engaged email in your program, so don’t waste this prime opportunity to make a positive first impression. Here are a few Do’s and Don’ts we recommend to help you create an effective Welcome Email. What to do in a welcome email: Make it timely. Be sure to send out the Welcome Email immediately after they sign up, before they receive any other emails. Make your subject line personalized and worthy of your brand. We’re not saying to simply use first-name personalization. Make the Welcome Email personal––personal to the brand, to the recipient, to...
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