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?...
Read More
Back to the Basics – An Interns Final Post

Back to the Basics – An Interns Final Post

The definition of an internship is, “an official or formal program to provide practical experience for beginners in an occupation or profession”. It’s an opportunity for someone without experience to gain knowledge and learn new skills. I was excited to get as much as possible from this experience but I was also hoping to make an impact here at Trendline and be of value to the company.  In the past three months I've done a great amount of research that has been used for larger projects within the company. I've been helping with the behind the scenes work and it reminded me how important it is to not forget about the little things and have a strong foundation behind anything you do. At the beginning of my summer the first thing I noticed was all the innovation around email marketing. A few things that stood out to me included the rapid integration of Pinterest, the mobile first movement, and the increased use of...
Read More
A Triggered Message That Defines Relevancy

A Triggered Message That Defines Relevancy

I absolutely love it when retailers get it right with relevancy.  We in the email industry always talk about become more relevant to the subscriber and the email below from Sears really captures the essence of being super targeted and ultra relative.  Let me explain why.  I live in Chicago and despite what you have heard, Chicago can get pretty hot in the Summer.  In fact over the last several days, it has been insanely hot here with temperatures in the mid 90's.  This is pretty rare for Mid-June, but it has really afforded my family some great pool time at night. During the height of this quick heat wave, I get the email from Sears which targets my area and acknowledges our heat plight in the subject line and then proceeds to try and sell me stuff all of which relate to summer and the heat.  Despite what you think of the Sears brand, you have to admit that this...
Read More
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...
Read More