Trendline Acquires Canada’s Largest Email Marketing Agency

Trendline Acquires Canada’s Largest Email Marketing Agency

PRESS RELEASE This acquisition uniquely positions Trendline to help Fortune 500 companies transform their email marketing programs. AUSTIN, Texas – April 22, 2019 – Email consulting and professional services firm Trendline Interactive today announced the acquisition of Canadian email agency Inbox Marketer, further strengthening Trendline’s strategy, data management and analytics service offerings. “Forward-thinking organizations are embracing digital transformation, and email is the digital channel they look to first,” said Morgan Stewart, CEO of Trendline Interactive. “While new technologies allow marketers to connect with customers in increasingly personal and relevant ways, marketers also need to deploy the right people and processes to fully leverage these tools. Inbox Marketer bolsters our ability to identify quick wins and implement strategic solutions that drive digital marketing transformation.” Trendline and Inbox Marketer were both recognized as email industry leaders in the most recent Email Agency Buyer’s Guide from analyst firm The Relevancy Group, with Trendline receiving top honors in strategy and analytics, and Inbox Marketer receiving the highest scores...
Read More
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%...
Read More
WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER

WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER

WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER One priority that should reside towards the top of every email marketer’s mind is list growth. VPs and C-level execs love to tout the size of their lists, because bigger lists supposedly translate to bigger profits. But bigger lists don’t always correlate to bigger profits, because not all lists are created equal. So how do marketers determine if the level of effort and resources expended in email acquisition is paying off? Do you know: Which acquisition source in your program has the best conversion and engagement rates? (NB: Definitions of “conversion” and “engagement” can vary by program.) What is the actual cost per email, by acquisition source? What is the revenue per email, by acquisition source? If your answer to all three of these questions was anything but a resounding “yes,” then read on. In 2009, I joined Groupon to head up their email marketing program. One area I spent a lot...
Read More
The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

My colleague Loren McDonald wrote an article in June on Welcome Email Programs that should move beyond the typical solo welcome email to include a series of emails that would involve brand awareness and sales oriented messaging triggered over time, effectively replacing the traditional welcome email currently in production at most companies. Loren was spot on in his thoughts, but I would like to add a level of sophistication to his thinking that most companies may not be thinking about when it comes to on-boarding subscribers.  Companies should move beyond the welcome email and the welcome program and think about letting the behavior of the subscriber drive the welcome messaging over the course of time.  Rather than have a static Welcome email 1, 2 or 3 where the company takes the subscriber down the path of educating them on the brand, the social channels and company history, the email series should be driven largely off the interaction of the subscriber across the email,...
Read More
Leveraging Social Media for Email Acquisition – 3 Simple Tips

Leveraging Social Media for Email Acquisition – 3 Simple Tips

Nearly every email conference, white paper, blog post and webcast today is focused in some part on the use/leveraging the power of social media. Social CRM scares the heck out of marketers and its especially true when you start talking about the ability to integrate your social strategy with your email marketing efforts. Flip the coin and enter the email marketers world and a hot topic always discussed is email acquisition.  How and what companies are doing to ensure that the quality of the acquired subscriber remains high while trying to maintain the quantity goal set forth by the organization. Some of the debates that I have been involved in the past have always centered around Co-reg, increased PPC spend, affiliate, append and on and on.  However, one topic that seems new to the equation is the ability to leverage social media for acquisition. There are many ways to use social to acquire email subscribers,  but for this post I will only talk...
Read More
Just because its legal…

Just because its legal…

I was in a well know home furnishings store over the weekend with my wife. As we were checking out, the clerk turned to me with a nice smile and said "Would you like to sign up for our email list to receive special promotions in your inbox". In my mind I said "hell ya" being the email dude that I am. After I said yes, she said "that's great...go ahead and fill out that sheet on the counter and we will be sure to enter you into our system." When I looked down on the counter there is was..in plain view, a sign up sheet (like the ones you had in school) with peoples names, address', birthdays, phone numbers and email address' right there for the world to see. I asked why they have a sign up sheet like this to grab my information, why they have it for everyone else to see my information on it and asked if...
Read More