4 Ways your marketing team can support your pricing strategy

4 Ways your marketing team can support your pricing strategy

Promotional pricing decisions are traditionally not driven by the marketing team, but they, and in particular the team responsible for creating and sending messages to your customers, are sitting on a treasure trove of data that can support your product team in making the best promotional pricing decisions. As a modern marketer, what actions can you take to help your product team nail their promotion? Let’s take a look! 1. What offers and pricing are we currently offering? In order to understand the current lay of the land, it is important to have a baseline of your messaging program, which can be achieved by conducting an email content audit. Gather up all the messages you send, including newsletter, promotional, and transactional messages; segmented and targeted emails; triggered sequences; one-off emails; SMS and the like. Once you have a full inventory, review what offers and pricing promotions have recently been offered, are currently being offered, and how those have resonated with your audience. You and the...
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12 Essential tools for HTML email development

12 Essential tools for HTML email development

In the ever-changing world of HTML email development it’s important to keep abreast of the incredibly valuable tools and resources available to you. Trendline Interactive has compiled a list of 12 essential tools to ensure you create the highest calibre emails for you and your clients. The right tool at the right place in your development process will save you from wasting time and energy. The tools listed below (websites, browser add-ons, text editor add-ons, applications, and more) are used by our team of developers regularly, and ones that will ensure the emails that you are sending are the best they can be. Whether you work with large scale enterprise accounts, or smaller scale send, these tools will optimize your efforts. Just like a highly-skilled carpenter has their preferred tools in their toolbox, so too should a developer have their own toolbox when it comes to email development.  Text Editor and Packages Using a code editor that you are comfortable and efficient with is...
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Buyer trust: the overlooked factor in deliverability

Buyer trust: the overlooked factor in deliverability

When you discover that your email messages are going to your subscribers' spam folders, you're probably going to blame the ISPs first. After all, you never sign up subscribers without their permission. If you're already using opt-in, why are you having deliverability issues? The answer is that deliverability is a complex network of factors in which senders, ISPs and subscribers play roles and is rooted in buyer trust.  Buyer trust begins with permission and getting to the inbox. Then, it broadens into the relationships you build with your subscribers. This is a tall order – it's not something you can fix with an algorithm tweak here and there. And you must be able to collect and use your customer and subscriber data at a much higher level than just inserting a first name in the subject line.  But the reward is just as big: conversions and long-term engagement. After all, isn't that why you invest in email marketing?  You should be able to answer three...
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Welcome Emails 101

Welcome Emails 101

A Welcome Email is the first look subscribers have into a company’s brand. It should reflect the brand, thank the subscribers for subscribing, provide guidance as to what they can expect, and generate excitement for upcoming emails. Properly implementing the Welcome Email as a key element of your email marketing campaign avoids setting a negative tone for your subsequent sends. A well-crafted Welcome Email will likely be the most-engaged email in your program, so don’t waste this prime opportunity to make a positive first impression. Here are a few Do’s and Don’ts we recommend to help you create an effective Welcome Email. What to do in a welcome email: Make it timely. Be sure to send out the Welcome Email immediately after they sign up, before they receive any other emails. Make your subject line personalized and worthy of your brand. We’re not saying to simply use first-name personalization. Make the Welcome Email personal––personal to the brand, to the recipient, to...
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What do your ESP metrics really tell you about your deliverability?

What do your ESP metrics really tell you about your deliverability?

Knowing the deliverability of your email campaigns is essential to understand how well it's doing. It also can be one of the hardest metrics to nail down. You might think you know your deliverability because you can look at the dashboard in your email service platform and see that 99% of your emails got delivered. That's your delivery rate – the percentage of emails that were received successfully by an email server or ISP.  However, that's not the same as your deliverability. Deliverability measures how successfully your email messages reach your subscribers' inboxes instead of being routed to their spam folders or getting blocked outright by an ISP's filters. That's an important difference because, for many subscribers, out of sight means out of mind.  The 2021 Consumer Email Tracker published by the UK's DMA found 46% of subscribers say they check their spam folders at least daily, and 11% say they check it at least hourly. What we don't know, however, is how...
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Apple’s “Mail Privacy Protection” is an Earthquake for Email Marketers

Apple’s “Mail Privacy Protection” is an Earthquake for Email Marketers

Apple introduced new privacy features at its annual Worldwide Developer Conference in June, and the impact they will have on email marketing is nothing short of an earthquake. The Mail app in iOS 15, iPadOS 15, and macOS Monterey will now allow users to opt-in what they are dubbing "Mail Privacy Protection," which will effectively break the "open rate" and all of the data that traditionally comes with it. Apple's guidance for marketers sums the changes up quite succinctly: "If you've been using remote images to measure the impact of your campaigns, there are a few changes to be aware of. Since Mail content may be loaded automatically after delivery, the time of Mail viewing will no longer be correct. And since that content is loaded without revealing people's IP addresses and without detailed headers, the location and type of device reading the Mail aren't revealed. And you'll see your emails as being opened, regardless of if the user read it...
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3 ways to optimize your email program this Spring

3 ways to optimize your email program this Spring

Spring is in the air! The perfect time to take a look at your email program and get a better understanding of what’s working, what’s not working, and where you might need some support.  Spring cleaning at work can provide an opportunity to practice being more mindful of the tasks you’re doing, promote a more positive attitude and help establish a clear mindset - and quite possibly, avert those feelings of languish so many are experiencing these days.  For marketers that manage a sophisticated email program, there can be so many different ways to optimize its performance - just thinking about it can take time that you probably don't have. We have compiled 3 steps email program owners can take to capture some of the stress-relieving benefits of spring cleaning at work.  Get in the inbox What is more distressing than sending a message and not knowing if it is even being delivered to it’s intended recipients? Even more stressful is actually knowing your...
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Making data memorable with storytelling

Making data memorable with storytelling

Marketing analysts work hard to gather and analyze data, to generate insights, and to find a variety of impactful ways to present their findings to their audience with impressive data visualizations. But, if analysts want to capture their audience’s attention and to truly resonate with them––and for their audience to actually use their findings in business decisions––they’ll need to use storytelling to make the data more memorable.   In Chip and Dan Heath’s book ‘Made to Stick - Why Some Ideas Survive and Others Die’ they demonstrate that stories are far more memorable than statistics. The Heath brothers reference a test they conducted where they asked students to give one-minute speeches.  In the average one-minute speech, the average student used 2.5 statistics, and only one in ten used storytelling. On the other hand, when the audience was asked to recall the aforementioned speeches, only 5% remembered any individual statistic from the speeches but an impressive 63% remembered the stories. Data-driven stories not only...
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