Q4 Email Deliverability | Finish the Game Strong With These 5 Tips 

Q4 Email Deliverability | Finish the Game Strong With These 5 Tips 

The last quarter of the year is the busiest and most competitive time for email marketers. To ensure your email campaigns are reaching the inbox and your subscribers are engaged, Trendline and Webbula have teamed up to put together 5 tips for Email Marketers to end Q4 with a win.  Target Active Subscribers You can kick off your journey to deliverability success by focusing on targeting your active audience. As spam filters continue to grow more complex and proprietary, engagement remains a key metric in the game of email deliverability. Mailbox providers have a duty to their customers to provide a good experience by sending mail their users want to receive to the inbox and filtering or rejecting mail their users do not want to receive. When a recipient opens, reads, and clicks your emails, it shows their mailbox provider that they are interested in content from you as a sender. In return, that Internet service provider (ISP) will be more likely...
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How The Daily Deals “Fading” Business Model Affects Email Marketing

How The Daily Deals “Fading” Business Model Affects Email Marketing

The daily deals business model is in trouble and many people are claiming that their doomsday predictions of 1 or 2 years ago are now coming true.  Last week Groupon reported another quarter of disappointing earnings and while the other daily deal companies are not disclosing anything, my assumption is that they are dealing with some significant issues as well.  Deal and particularly email fatigue could be settling into their subscriber/customer base and along with the increasing pressures of merchants not wanting to strangle margins might be coming back to bite the daily deals/local commerce space. I left Groupon over 2 years ago and have been silently following the marketplace as it has evolved, especially around how companies are "doing" email.  By in large, most daily deals/local commerce sites are still relying on the promotional push at 5 am to sustain their business while I see no attempts to re-engage me or get me excited about their brand via email.  I...
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Now is the time to increase volume…..some email ideas.

Now is the time to increase volume…..some email ideas.

As we slowly drive into the Holiday season, many companies are putting the finishing touches on their Holiday campaign schedules and themes.  One thing that most eTailers do during this time of year is dramatically increase their cadence to their subscribers beginning with Black Friday and  ending sometime in the New Year.  Subscribers expect it and companies need it..but it doesn't have to start with Black Friday.  Here are some tips/ideas that you can implement between now and Black Friday to start to increase your volume now as opposed to "when everyone else is going too" 1. Send one extra email a week building the hype of your Holiday promotions. This is assuming that your organization is going to do something truly unique or spectacular for the subscriber/customer.  Anticipation emails tend to resonate with the subscriber base, assuming that it is inline with the company brand. 2. Within the next 2 weeks, send an email indicating your increased cadence during the holiday season. This...
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An Email Savasana from lululemon

An Email Savasana from lululemon

If you have an issue, fix it. If you are making improvements for a better customer experience, tell them.  If you are increasing your email cadence, tell them. If you are reducing cadence or going on an email hiatus, why not tell them? Its a simple concept everyone, communication with your subscribers is key.  I recently received and email from lululemon athletica that caught my eye. In it, it appears as if they are going on an email savasana (a yoga term indicating a relaxing posture either at the beginning or end of a yoga session).  They managed to put this into the pre-header with instructions to scroll down in the email for an explanation.  The explanation was plain and simple in that they were working behind the scenes that would hopefully improve the customer experience. What I love about this email is that it speaks to the subscriber with relevant terms and explains why they won't be receiving the email in...
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