Trendline has been a strategic email-marketing agency since its inception in 2010. We have quietly grown over the years to more than 40 people, and 2015 was an incredible year.
One area of tremendous growth in 2015 was the quantity of campaigns we sent. As an agency, we sent out 5,720 email campaigns for all of our clients, with a 99.74% error-free rate. This was up from 2014, when we sent 3,694 emails with a 99.64% error-free rate.
We have a dedicated Quality Assurance (QA) Team in our Austin office who perform multipoint checks on every single email before it is delivered to the client or the “Send” button pushed. The process by which we do this is top secret and rigid. Our new QA team members go through almost 3 months of training before ever being allowed to give the green light to send.
Sending one error-free email seems easy enough. But sending 5,720 emails, most with dynamic content and multiple links,...
As companies are winding down their fiscal year by blasting out deals and trying to drive consumers to shop with them, there is this strange thing going on behind the scenes in email marketing departments: 2012 budgeting.
As someone who has gone through quite a few budgeting exercises in his career, I can safely say that I have survived most of them with little bloodshed. There were some years where the email budget was not increased due to "other priorities", but there were other years where I simply did not do the best job I could at convincing others of the importance of getting more money to do what I wanted to do.
Here are a few simple, yet often overlooked ways for my email marketing brethren to get more budget for 2012:
Back up everything you want to do with realistic numbers. CMO's and executive types love numbers. If you want to implement a lifecycle strategy which you know will bring...