Email Engagement | Trendline Interactive

How Apple’s Mail Privacy Protection impacts today’s reporting and analytics

August 31, 2021September 15, 2021 by Trendline Interactive Comment Closed

Marketers have been relying on open rates in campaign reporting as a proxy for subscriber engagement for years now. Starting on September 20, 2021, as a result of the upcoming privacy updates from Apple, email opens will no longer be a reliable metric to report on since these numbers will be inflated. What does the privacy change mean for email marketers? And more importantly, what does it mean for your campaign reporting and analytics? Apple users who update to iOS 15, iPadOS 15, or MacOS Monterrey will soon see the option to “Protect Mail activity” when they open the Apple Mail app for the first time. Any email delivered to an address that collects email in the Apple Mail app on an updated device will register as an “Open,” and no user information will be passed back through the open. This includes the IP address, location, device, etc. This does not affect other email apps on Apple devices, such as Gmail and...

7 Creative ways to increase email click rates

August 23, 2021August 23, 2021 by Andrea Campbell Comment Closed

Apple's impending Mail Privacy Protection feature will force marketers to look beyond the open rate to focus on engagement metrics that matter. The click is one of those metrics. As a marketer, you have a new quest – to do everything in your power to encourage customers to click. This is a best practice whose time has come again, one that will help you navigate Apple's privacy features, which we predict other email giants will adopt in some form. Why focus on clicks? "Clicks and conversions have always been the critical signal to a thriving email program anyway," my colleague Alex Williams, Trendline's SVP and Practice Lead for Cloud Consulting for reference, explains in Apple’s Mail Privacy Protection is an Earthquake for Email Marketers. Clicks are a more reliable intent signal than opens, which can get undercounted thanks to image blocking. The people who click on your emails are already more valuable to your email efforts than the ones who just open. So, Apple policy or...

ESP Migration Checklist 101

August 6, 2021August 25, 2021 by Trendline Interactive Comment Closed

Migrating ESPs is a little like moving. Nobody wants to meticulously pack, box, and label the entire contents of their home only to have to unpack it all somewhere new. However, the more prepared and organized you are, the smoother the transition will be as you start anew. An ESP migration can feel overwhelming, as each new platform comes with its own learning curve. If your company has decided to move to a new ESP, keep in mind it’s a complex task with more than its fair share of obstacles to overcome. To help, platform migration experts here at Trendline Interactive have compiled a basic ESP Migration Checklist for you to consider. 1. Export Lists Maintaining the quality, reliability, and size of a company’s contact list during an ESP migration is a common concern. Rookie mistakes are easy to make, so don’t rush it. Take the time necessary for a proper setup to avoid deployment errors. First, remember to export lists from your...

Empowering your team with data literacy

June 21, 2021June 21, 2021 by Julie Catsioulis Comment Closed

Modern marketing is powered by data. Data drives your segmentation strategy and unlocks your personalization project, and these data-enabled outcomes are only a sampling of what is quickly becoming table stakes in today’s competitive environment. A fundamental step in becoming a data driven organization is data literacy. It’s impossible to overstate the importance of fostering data literacy within your team and organization as a whole. Data literacy not only propels marketing performance forward, but it fosters informed decision-making, and prevents costly mistakes and potential ethical issues from arising. Let’s take a look at how data literacy will empower your team to ask the right questions and avoid common misunderstandings or misrepresentations of the data. Common Misunderstandings Statistics are powerful tools, and are often used by data-literate individuals to provide concrete evidence to support their arguments and to represent data in meaningful ways to the rest of the organization. However, those members of your team who may not be as comfortable or familiar with...

Triggered emails – what they are and why you need them

June 10, 2021August 25, 2021 by Trendline Interactive Comment Closed

As a marketing tool, email performs best when you are sending the right message to the right audience at the right time. No matter how spectacular your marketing team may be, it’s impractical at scale to have a human responding in realtime to a user’s every action. Incorporating triggered emails into your program will get you closer to the desired “gold standard” 1:1 marketing relationship, just in an automated way. What constitutes a triggered email? A triggered email is one that automatically deploys as the result of a predefined rule or set of rules (i.e., if the user does X, then that triggers the send of email Y) and contains information relevant to that individual subscriber.The email can generally be “triggered” by one of two ways: either the subscriber performs a certain action (e.g., placing an item in their shopping cart, but not completing the transaction) or there’s a condition being met within the subscriber data (e.g., a 20%-off code triggered on...

Email deliverability: Protecting your investment

May 6, 2021June 11, 2021 by Nathan She Comment Closed

If you had the opportunity to buy 1,000 shares of a stock at $1 each, knowing you could later sell them for $42 a piece, you’d jump at the chance, right? According to the Direct Marketing Association the current ROI on email is exactly that 42:1. With this impressive ROI in mind, is your organization doing all it can to protect your investment in its email program? Are you keeping a close eye on email deliverability in order to take advantage of this huge return? While testing strategies, segmentation, personalization, copywriting, and design are all incredibly important to the success of your email program, email deliverability is all too often an afterthought. It’s disheartening for a marketer (not to mention a waste of time and resources) to put all their effort into an email campaign only to have the message land in the spam folder. Part of the issue is that email deliverability, as a concept, is a harder sell than a...

Segmenting Subscribers to Drive Increased Email Response

January 30, 2020September 2, 2020 by Colleen Preisner Comment Closed

We’ve said it before and we’ll say it again–personalized marketing is the center of inbound marketing. The same goes for email. If you include all your subscribers in one list, you’re assuming they are all the same person (same interests, same title, same industry, same hair color, etc.). People want to feel unique in today’s digital world. Personalizing and segmenting your email subscriber lists will help you increase delivery, open rates, and engagement with your call-to-action. In the recent State of Email Marketing Report by The Relevancy Group, it was identified that only 32% of marketers know the quality of their email subscribers. This is a huge gap in your email marketing program and a wasted opportunity to target your message. When you know which subscribers are more valuable based on their engagement level, you can segment and deliver specific content in order to increase relevancy and engagement. Segmenting doesn’t mean changing your entire brand, messaging, and offering. It means using details...

Ready, Set, Test!

January 9, 2020February 23, 2021 by Colleen Preisner Comment Closed

Add A/B Tests To Your Deployments As marketers, we can often find ourselves falling into the same old routine of deploying similar messages to the same audience. However, we know that this routine can lead to fatigue in your email list and can lead to declining metrics. One way to keep your messaging campaigns fresh and engaging is to continuously conduct A/B tests. There are many different ways to incorporate A/B tests into your deployments to gain insight into message effectiveness. Here are four quick A/B tests that can be conducted: 1. Subject Line Test This is the quickest and simplest way to add an A/B test to your deployment. If you use the same subject line for each deployment (such as a newsletter), try testing it against a completely different subject line that gives a teaser for the content in the template. Testing a new subject line may attract new recipients to open the message who wouldn’t normally. A subject line test is also...

The Essential B2C Email Deliverability Guide

February 20, 2019June 16, 2021 by Chris Arrendale Comment Closed

Trendline brings you The Essential B2C Email Deliverability Guide. What does great email deliverability mean, why is it important to your B2C email marketing program, and what are ISPs looking at? This guide answers these questions and details how to implement B2C deliverability best practices into your sending strategy immediately. Download this guide to take full advantage of the driving forces behind getting your emails into the inbox, and getting the most out of your email marketing investment. The Essential B2C Email Deliverability Guide Includes: Opt-In Process Email Reputation Email Content Email Authentication Email Engagement and Cadence For more information contact Trendline....

The Essential B2B Email Deliverability Guide

February 20, 2019June 16, 2021 by Chris Arrendale Comment Closed

This guide answers common questions and details how to implement B2B email deliverability best practices into your sending strategy immediately. Download this guide to take full advantage of the driving forces behind getting your emails into the inbox, and getting the most out of your email marketing investment. The Essential B2B Email Deliverability Guide Includes: Opt-In Process Email Reputation Blacklist Check Email Content Email Authentication Email Engagement and Cadence For more information contact Trendline....

Tag: Email Engagement

How Apple’s Mail Privacy Protection impacts today’s reporting and analytics

7 Creative ways to increase email click rates

ESP Migration Checklist 101

Empowering your team with data literacy

Triggered emails – what they are and why you need them

Email deliverability: Protecting your investment

Segmenting Subscribers to Drive Increased Email Response

Ready, Set, Test!

The Essential B2C Email Deliverability Guide

The Essential B2B Email Deliverability Guide

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