The Email Marketing Agency of the Future: The Trendline Model

The Email Marketing Agency of the Future: The Trendline Model

At Trendline, we believe that much of our success so far has come down to three key areas: Our focus on email marketing Our unique culture The solid foundation set by our five core values Ownership, integrity, and collaboration drive us to always deliver for our clients. By focusing on innovation and continuous improvement, we’ve been able to leverage the right technology as part of our own digital transformation. This not only affects how we deliver for our clients and their customers but how we operate our business. For companies to successfully navigate digital transformation, they must put customers at the center of all that they do. In fact, Forrester’s four rules for digital transformation heavily emphasize the power of consumers and technology to transform your business: Deliver easy, effective, and emotional customer experiences. Focus operations on things customers value. Build platforms and partnerships to accelerate and scale. Innovate at the intersection of experiences and operations. Transformation isn’t just for enterprises,...
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Email Acquisition: More Than Just Grabbing Addresses

Email Acquisition: More Than Just Grabbing Addresses

What's the magic number your boss expects you to grow your email list by in 2018? We'll bet it's 10% or more, right? And that number is going to be a struggle for you, so you're looking for every possible tactic you can find to add addresses to your database. Right again? I'd like to help you out with 10 quick tricks to add thousands of addresses. But I won't. Not because I can't, but because there's a better way to increase your subscriber database – one that retains more of those addresses as engaged, active subscribers and helps you learn whether those new subscribers are helping you achieve your marketing goals. It's all in our new guide you can download free today: "The 6 Pillars of Effective Email Acquisition: Harnessing the Power of Technology and Data for a More Personalized Experience." Why do you need this guide? Easy – because acquisition and retention of email addresses is one of your most important...
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Back to the Basics: Email Infrequency

Back to the Basics: Email Infrequency

  Email has had a big year; The Los Angeles Times reported that Cyber Monday was the largest in history - more than $6 billion in online sales - and email played an important role. This late in December, most of us have received a virtual onslaught of email from our favorite retailers attempting to get us to participate in the holiday fun. Consumers have come to expect it, but during the rest of the year, marketers wonder whether they’re sending the right amount of emails. In recent years much has been written about email frequency and the ideal number of emails that organizations should send.  In a perfect world, the real answer is that you should send as often as your subscribers allow you to send to them.   In reality, though, we have no evidence or best practice for how much email a particular subscriber is willing to accept. That’s because so many variables are involved. How did subscribers opt-in?...
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The Real Challenges of Responsive Email Design

The Real Challenges of Responsive Email Design

*This is an updated repost of one of our most popular blog entries, originally published in 2013. As this information is still highly relevant and valuable to those looking to understand email design challenges, requirements, and solutions regarding responsive design, we wanted to share it again. Enjoy. The Real Challenges of Responsive Email Design For us folks who have been in the email marketing world for a while, the iPhone was a godsend. With the introduction of WebKit rendering engines into our universe, we could now balance our past-expiration technique of nested HTML tables to get emails to display correctly, (placed on us by our draconian overlords Outlook and Gmail), with CSS3 which allows us to target particular screen sizes and restyle, resize or remove content from rendering on mobile devices. Hallelujah! We could now, at least on mobile devices, make email a more native-web experience. Many of these techniques are lumped under the term "Responsive Email Design." This term is a bit...
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How Much Does It Cost to Hire an Email Marketing Agency?

How Much Does It Cost to Hire an Email Marketing Agency?

How Much Does It Cost to Hire an Email Marketing Agency? One of the questions I consistently hear during the first call with a prospective client is, “How much does an email agency cost?” or “How do email agencies structure their fees?” In reality, price is an important screener for both parties. Email Marketing Agency Costs: The Buyer's Side For the buyer, it’s important to know if the budget is enough to hire a full-service email-marketing firm. More importantly, they should investigate the value and experience they can expect for their investment. Options exist for marketers seeking email help at rock-bottom prices, but a quality full-service agency isn’t likely to discount its prices to match these low-price providers—for several reasons. First, demand for experienced email marketers remains high. Second, quality email agencies must employ experienced email marketers to deliver for their clients. Third, experienced email marketers command highly competitive salaries, which translates directly into hourly rates. Instead of lowering prices, quality email agencies partner with their clients to...
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