Trendline Interactive expands leadership team with new Chief Operating Officer

Trendline Interactive expands leadership team with new Chief Operating Officer

AUSTIN, Texas, April 21, 2021 /PRNewswire/ -- Trendline Interactive, a full-service marketing agency and consultancy, today announced its appointment of Amie Frickel to the role of Chief Operating Officer. Trendline's hiring of Frickel comes on the heels of the company's acquisition of LeadMD, the number one performance marketing consultancy in the U.S. and Data Insight Group (DiG), a leading data and analytics company. In her new role, Frickel will be responsible for overseeing Trendline, LeadMD and DiG's integration and alignment, operationalizing the company's vision, pursuing growth opportunities for internal teams and mobilizing talent to drive value for its clients. "Amie is a renowned leader with broad experience building multi-discipline teams, shaping and deploying new business capabilities," said Morgan Stewart, CEO of Trendline. "With Trendline's recent acquisitions of LeadMD and DiG, as well as our B2C and B2B practices converging, Amie is taking on this role at a critical time. We couldn't be more thrilled to have her on board." An accomplished executive with two decades of digital transformation experience, Frickel...
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Solving martech: Unlock your email program’s full potential – April 28

Solving martech: Unlock your email program’s full potential – April 28

APRIL 28, 2021 // 1 PM CDT Live Webinar | 1 hour Many companies are struggling with how to best utilize their email technology platforms this year. Most are willing to put all options on the table (including switching ESPs), but do not know exactly where to start. This webinar is designed to help marketing teams move forward. In this webinar you will learn: How to define your martech needs The 4 types of email platforms available and client/vendor fit considerations 3 paths forward to unlock your program’s full potential   Tune in April 28th at 2:00pm ET/11:00am PT for a 60 minute webinar on these topics, and more....
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Solving martech: Finding the right email technology platform in a confusing landscape

Solving martech: Finding the right email technology platform in a confusing landscape

White Paper | 20 minute read As an email-centric marketing leader, if you're frustrated with your current marketing technology stack, you certainly aren't alone. The sheer magnitude of the technology landscape today contributes to this confusion. The technology landscape is crowded with emerging platforms, legacy technology solutions evolving to stay competitive, and new entrants to the marketplace.  This creates a noisy marketplace instead of an organized collection of opportunities that encourage thoughtful consideration. Shopping for best-fit technology becomes a long and often daunting process.  Read Trendline’s latest white paper to help you navigate the current technology landscape, and the steps you should take if you’re looking for a new ESP, better-utilizing your current one, and/or configuring your technology as your business grows.  Content overview: Part 1: Begin with your philosophy Why you need one 3 factors that define your philosophy  Assess you current state martech Part 2: Evaluating email platforms 4 categories Mid-market and enterprise providers Developer friendly providers Lead nurturing and marketing automations providers Self-service providers Part...
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Are you sending too much email?

Are you sending too much email?

Marketers shape their email strategy by asking questions. Many companies ask if they send too many emails—and often assume that they do. This is most likely based on a slew of reports and research studies asking questions along the lines of “Why do you unsubscribe from email?” It’s a fair question and, through our experience, we’ve found that people almost always cite frequency as one of their main reasons for unsubscribing.  With that information in hand, email marketers tend to assume they do send too many emails. But this survey question is extremely generic, lacks context, and therefore can be misleading. For all we know, the respondents could be referring to the average email from the average company. However, ask the same exact users which companies do the best job communicating with them through email, and they're likely to list a company that sends them more than one email per week. In fact, we find that companies who send subscribers emails multiple times...
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5 tips to evaluate a new Email Service Provider (ESP)

5 tips to evaluate a new Email Service Provider (ESP)

Having the right Email Service Provider (ESP) that meets your needs is crucial for running an efficient and effective operation. It also can be the source of your martech headaches.  The right platform makes it easy for you to build and manage campaigns, track performance and analyze results, and incorporate data at every step. The wrong ESP will cost you time, money, and growth. But how do you choose the right platform for your organization? Before you get started with your ESP evaluations, take some time to think through what you truly need from your platform, who will be using it (IT, marketing, ecommerce, etc.), and how a new ESP fits into your current martech philosophy. Here are 5 tips to keep in mind when evaluating a new ESP.  1. Don’t jump into a demo right away Our experience with clients shows us that many start their search for solutions by researching the technology market for features and functionality. But shopping for features without...
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Three ways thriving email marketing programs grow healthy email lists

Three ways thriving email marketing programs grow healthy email lists

At the core of any successful email marketing program lies a healthy database of subscribers. Therefore, marketers should make growing that database a central priority. However, list growth continues to be difficult for marketers. An Ascend2 survey reported that 34% of respondents found “increasing email list size” was a difficult objective to achieve. This was third behind maintaining an engaged list (45%) and reducing spam complaints (37%). The study also revealed that more marketers felt email list growth was more difficult than proving ROI. These results are not surprising. Instead of letting analysis of comprehensive datasets lead the way, we often see “anecdotal evidence” and corporate agendas guiding email-list growth strategy. In an effort to demystify list growth, here are three things we’ve found that email marketers with large and thriving email databases have in common. 1. They track all sources of email list growth. Yes, tracking only some list sources is better than not tracking any list sources. However, unless all sources are...
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Re-engagement email best practices

Re-engagement email best practices

Sending opt-in or re-engagement email campaigns to subscribers to verify and keep email permission is not a new idea. And yet, the pertinence of these campaigns is increasing. Over time, a portion of your email list will become unengaged. Disengagement creates several negative impacts for your email marketing. These include lower response rates and wasted marketing dollars. Re-engagement campaigns allow you to confirm which subscribers want to continue receiving your emails. You can then clean out your lists by removing disengaged subscribers. This refresh not only results in healthier lists and increased ROI, but it also helps keep you on the good side of security and anti-spam laws, such as the California Consumer Privacy Act (CCPA) and Canada’s Anti-Spam Law (CASL). In addition, if you are not properly cleaning your list, you risk harming your deliverability—or even being blacklisted. Re-Engagement Email Best Practices Over the years, Trendline has had the opportunity to work with various marketing clients on re-engagement campaigns. Many have conducted...
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Advanced methods to measure email acquisition strategy

Advanced methods to measure email acquisition strategy

Your email marketing program relies on many factors for success, but the most important is the quality of your email database. In earlier blog posts we've reviewed strategies for acquiring more of the high-quality email addresses that will grow your email program and help you achieve your business goals, and for measuring the success of those strategies. Now we'll look at some specific metrics that will help you refine your success measurements when it comes to a good email acquisition strategy. Pay attention to these early-warning metrics Opens, clicks and conversions are reliable ways to measure how active and interested your email subscribers are, but they are long-term indicators. Their greatest value comes when you track them to see if they're trending up or down. Two metrics need  your immediate action, both to correct as soon as they occur and to serve as the springboard for investigation into potential problems with acquisition sources. They also indicate low-quality subscribers but have more power to...
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Measure your email acquisition success

Measure your email acquisition success

The lifeblood of a high performing email program is growing the email subscriber base, whether by converting current customers into subscribers or attracting new ones. Having a growing subscriber list is an important indicator of a healthy digital marketing program, but the quality of those subscribers is just as important as their quantity. In this post, we'll explain why quality matters and how to learn which email acquisition strategies will help you attract the best subscribers for your customer base. (See our previous post, “How to Grow Your Email Marketing List,” for effective opt-in strategies and tactics.) Why quality matters Size is important for an effective email database because it means you are reaching a broader share of your market with email. A larger database allows you to segment and target communications to be sure you're always sending the most relevant messages. It's also a reliable data source for testing new approaches and understanding what your customers are thinking and doing. However, size does...
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