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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4 ways to clean up your martech mess

4 ways to clean up your martech mess

In our previous post, “9 signs your martech is a mess,” we helped you determine whether your marketing technology stack works like a dream or is one hot martech mess. If you discovered that your tech is causing you stress, read this post to start identifying the solutions to your tech headaches. Martech messes don't happen overnight, so they can't be resolved overnight. Your first clue that something is amiss might come from your customers, especially if you notice your email engagement statistics start to drop or you get complaints that customers are getting the wrong kinds of emails. The voice of the customer can be a powerful indication that your marketing tech stack is out of whack. Consider surveying your customers on the value and relevance of your email messages. You don’t have to ask technical questions - just those that will help you identify where your tech might be misaligning with expectations. Also, do an internal review of your stack. This...
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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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Email content strategy: 2 ways to build up your email program

Email content strategy: 2 ways to build up your email program

A well-rounded email program does more than just send messages that say “Buy this.” You can communicate effectively and continuously with an email program that includes many kinds of content and messages that align with your email content strategy and goals. Effective email messages combine captivating images and optimized design with strong copy in  articles and offers. Images capture attention. Good design helps readers navigate through the message. Strong copy engages, nurtures and retains customers. These relevant conversations build long-term relationships and increase customer lifetime value. Don't lose the customer with too many of the same messages While sales messages and other promotional content are useful, you can burn out your list if “Buy this” is the only message you send. Your audience will tune out by unsubscribing, hitting the “report spam” button or quietly disengaging (deleting messages without opening them or letting them pile up in their inboxes). When you send valuable and relevant information beyond the usual “Buy this” or “Sign up...
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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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9 signs your martech is a mess

9 signs your martech is a mess

Many companies come to us for help because they're not getting the results they need from their marketing programs. With clusters of interrelated issues, companies often find it hard to pinpoint the problems. This leaves them feeling as if their martech is just a mess. When we investigate, we often find a big source of frustration comes from a gap between the capabilities of their tech stacks and how they actually use them. How common is tech frustration? Sixty eight percent of martech leaders continue to face challenges using their stack to its full potential, according to a new Gartner study, 2020 Marketing Technology Survey: Cost Pressures Force Martech Optimization and Innovation. It found respondents use just 58% of their stack’s full breadth of capabilities, citing challenges with cross-functional collaboration, a sprawling array of martech solutions and a lack of a solid customer data foundation. With utilization challenges being so common, we also see many common signs in the ways they reveal themselves. So,...
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SFMC Feature: Deployment Manager

SFMC Feature: Deployment Manager

As many users of Salesforce Marketing Cloud (SFMC) know, over time your SFMC account can get quite messy and feel overwhelming. This can happen as part of a merger & acquisition, when multiple brands are merged into one SFMC account or a new Business Unit is set up in an existing account.  Regardless of the reason, if you have to move assets between Business Units or complete a migration, you are in luck: There is an app for that. Within the Salesforce AppExchange, SalesforceLabs has released an app called Deployment Manager. Deployment Manager–in short–allows you to take a snapshot in SFMC, download the snapshot, and re-deploy it into a different Business Unit or SFMC account What makes Deployment Manager so cool? If you've ever tried to move anything from one Business Unit to another in SFMC, you know there was never a reliable tool to use (unless, of course, you built your own). The Deployment Manager app provides the ability to move items...
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4 holiday email tips to stay on the nice list this season

4 holiday email tips to stay on the nice list this season

Like every year, the 2020 holiday season will undoubtedly be stressful. Unfortunately, this blog will not help you find that new and clever way to say ‘happy holidays.’ However, it will provide some tips for creating and maintaining more positive subscriber relationships. Here is our advice to help you survive the season and close out the year with success. 1. Consolidate email cadence Inboxes are already filling up with holiday offers. To avoid recipient fatigue, be mindful of email frequency and look to consolidate content into fewer emails filled with meaningful content. For example, rather than sending out multiple, redundant emails that say “Check out all our holiday deals!”, send emails that each highlight sales in specific departments. This encourages subscribers to look forward to the next email that will showcase deals in different categories, rather than thinking “Seen this already” before moving the email to trash. Regarding holiday email timing, you need to evaluate your audience’s level of engagement. Have you been keeping...
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How data and design work together

How data and design work together

You've probably heard of the saying "Form follows function." In email, the saying would be "Design follows data." In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.  Want to use dynamic content in your emails? Have reliable data first Let's say you've heard a lot about dynamic content, and so you go to your email development team and say, "Can you design me a template for dynamic content now? We can figure out the back end later." The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data or data files might not be reliable.  Email design needs to accommodate "graceful degradation" – a design term that means an email is designed for the viewing clients that support its features and has fallbacks built in...
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