Back to the Basics: The Welcome Email

Back to the Basics: The Welcome Email

Back to the Basics: The Welcome Email There are 3 key elements in email marketing that have to be done right or you immediately run the risk of setting a bad tone for the rest of your email program. Your brand must have permission to send emails to your subscribers. Make sure that the process for them to give you their email address and subscribe is, without question, simple and intuitive, and not just for you the marketer. You need to have a Welcome email that reflects your brand, thanks them for subscribing, provides guidance, is engaging and generates excitement for what is to come. Over the last 15 years, I have blogged, talked, presented and even yelled at the top of my lungs about the importance of a well crafted Welcome Email. The Welcome Email is most likely the highest engaged email in your program and it immediately introduces the subscriber to your brand and everything that is...
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Artificial Intelligence & Email Marketing – Part 1

Artificial Intelligence & Email Marketing – Part 1

Artificial Intelligence & Email Marketing - Part 1 I recently read an article on how a major ESP was going to bring Artificial Intelligence (AI) smarts to email marketing campaigns. As I read through the piece, I was both concerned and frustrated with what little it said about what this new technology actually meant for customers. The increased use of words like AI, Machine Intelligence, Machine Learning, Deep Learning and Cognitive Computing to drive buzz around various products does little to clarify how these technologies might actually benefit marketers.   One problem is that as the marketplace throws around these words interchangeably, offering little differentiation among the terms themselves. Believe it or not, there is a difference. So, before we dig into the practical implications of these technologies, let’s dive into the terms. Once we understand the differences, we can discuss how these technologies are or are not connected to email marketing. Artificial Intelligence (AI): In 1950, Alan Turing forever shaped the definition of...
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5 Things Every Email Marketer Should Know

5 Things Every Email Marketer Should Know

5 Things Every Email Marketer Should Know Some years ago, OK many years ago, I joined a custom publishing agency. My first week was one of deep orientation. During that week I was taken through the details of the publishing process. I was taught about the print process: the different types of printers, paper, and printing techniques; color processes, CMYK and spot color; collation, distribution, and the postal system. I was taught about copy writing, editing, layout and proofing, and all the other steps that go into creating the final product. In short, I got a five-day backgrounder on how the underlying technologies and processes of the industry worked and how they impacted our work. What I’ve come to realize is that in today’s digital marketing world, it’s very rare that an email marketer gets this kind of background. I commonly come across email marketers who don’t know how the channel that is the basis of our livelihood works. Here then are...
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Trendline Spotlight Featuring David Baker of Cordial

Trendline Spotlight Featuring David Baker of Cordial

Earlier this year, I wrote a post about two companies that should be on every marketer’s radar, and it received a lot of interest from many of my industry colleagues. David Baker is one of the co-founders of Cordial and, in my opinion, is one of the smartest people in our industry. I had the chance to interview him a few weeks ago about the happenings over at Cordial. I did so after our team had a chance to view a demo of the Cordial platform and take it for a spin. Our tech and strategy teams were so impressed that I wanted to really dig in deep to what Cordial is up to. Full disclosure: David Baker and I have been colleagues and friends for over 6 years, and I have nothing but the deepest respect for him and his entire team over at Cordial. Cordial is doing things that are unique and in my opinion are game changers in our...
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Top 5 Email Marketing Trends of the Year (so far)

Top 5 Email Marketing Trends of the Year (so far)

2014 has been an incredible year so far at Trendline. We are growing as an agency, and I am growing as an email marketer. While I’ve learned many things this year, I wanted to share with you the top 5 things (that I can discuss publicly) that have made me a better agency owner and a better email marketer. 5. Gmail grid view is a distraction It’s easy to get distracted by a shiny new trend or product — or in this case, the sexy beta version of Gmail’s grid view. Certainly it makes for well-attended webcasts and frequently read blog posts, particularly for frazzled marketers fearful of being left behind or left out of the inbox.When confronted with these new trends, consider the bigger picture. For instance, Gmail grid view is a beta test. Secondly, it might only be used by <1% of the Gmail-verse (most of whom, I would bet, are marketers themselves). So, spending all your time optimizing for grid view, when the majority of your subscribers...
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