The lifeblood of a high performing email program is growing the email subscriber base, whether by converting current customers into subscribers or attracting new ones. Having a growing subscriber list is an important indicator of a healthy digital marketing program, but the quality of those subscribers is just as important as their quantity.
In this post, we'll explain why quality matters and how to learn which email acquisition strategies will help you attract the best subscribers for your customer base. (See our previous post, “How to Grow Your Email Marketing List,” for effective opt-in strategies and tactics.)
Why quality matters
Size is important for an effective email database because it means you are reaching a broader share of your market with email. A larger database allows you to segment and target communications to be sure you're always sending the most relevant messages. It's also a reliable data source for testing new approaches and understanding what your customers are thinking and doing.
However, size does...
What We Did
Product launch campaign
Copy and positioning strategy
Creative design
Wacom, the leading brand in creative pen tablets, has supported digital artists with exceptional tools, product support, and innovation for more than 30 years. They inspire innovation and equip individuals to make the world a more creative place.
The Brief
Wacom, a leading brand in creative pen tablets, was launching a new line of Intuos products for illustrators, designers, artists, and photographers. They began this campaign by reaching out to their opted-in prospects and existing customers.
However, Wacom’s audience was a discerning group of creatives with an eye for quality. To reach this market, the creative had to be aesthetically appealing and had to clearly differentiate the four new Intuos products. It also needed to drive traffic to the Wacom website, inspire recipients to explore the world of Wacom, and encourage them to purchase new products.
The Story
Wacom’s audience could only be reached by a creative campaign that was engaging and inspiring. Thus,...
Are you finding it difficult to keep customers engaged with your messaging? While the loss of subscribers over time is inevitable, you need to identify ways that can help minimize this churn. It is critical to know at what point customers will fatigue and have a strategy to re-engage them.
Tenure & Fatigue Analysis
The degree of marketing fatigue depends on numerous factors, such as the industry, the segment, the type of emails and campaigns, and of course, the individual consumer as well. Many people have their inbox flooded, while there are others who don’t.
At Trendline, tenure and fatigue analysis is a critical part of effective messaging. We look at the changes in messaging metrics over the length of the tenure and compare active, inactive, and lapsed customers. We also compare differences in campaign metrics based on tenure lengths (how long the customers have been subscribed), how often the customers interact with messaging, and the demographics of the customer groups.
By segmenting your...
Looking for more leads? A better conversion rate? There’s one surefire way to help achieve them–have a crystal clear call-to-action (CTA). Here are four steps you can take to make your CTA stronger than ever before.
What Is A Call-To-Action?
“Sign up!…Please?”
Considering the estimation that we see up to 5,000 ads per day (Walker-Smith), it’s safe to say we’ve all seen and heard calls-to-action, even if we don’t know the explicit term.
A call-to-action is as implied–a form of communication that encourages someone to engage with a service, sign up for an email newsletter, download a piece of content from a site, or purchase a product.
Essentially, it’s the CTA copy that closes the deal between you (the company) and a paying customer.
As an email marketing agency, we’re nothing short of obsessed with having every communication we send have a sharp CTA to help maximize ROI and engagement among end-users.
As a result, we have come up with our four best tips on how to...
This is new territory for all of us. In a world where success normally correlates with planning ahead, companies have had to make a big shift. In some cases, we’ve had to plan, strategize, and execute marketing strategies—all on the same day. In uncertain times, it’s important to stay connected and remember to simply “feel.” “Feel” as a client partner, “feel” as a marketer, and most importantly—“feel” as human-being.
Here are three ways that we're seeing marketers lead with courage:
Write with Care
It’s more critical than ever to work closely with client partners to review content that’s in-market to make sure it’s written with care. Now is the time to show customers that you value them (beyond how they contribute to your bottom line).
Lead with Understanding
A COVID-19 email doesn’t make sense for every brand, but showing humility and that you care does. It’s important to practice intentional listening. Listen to what your clients need, understand their goals, embrace unexpected shifts in business,...
As a data-driven email marketing agency, we have lots of tools we use to accomplish different client goals. With so many terms and acronyms being used in our blog posts, our resources, and our day-to-day operations, we decided to define them in this extensive list!
Like you, we enjoy keeping things simple when it comes to our clients’ landing pages, email marketing campaigns, and all communication related to client relations. Much like ideal customer journeys, the greatest success comes from the least amount of steps taken to solve a problem or fulfill a need.
Any marketer operating within the digital landscape knows that there is a myriad of terms and keywords used to describe services, actions, and products that fulfill needs and solve client problems. When talking about campaign details, email marketing strategy, and beyond, Trendline is no exception to this idea.
In order to get everyone on the same page when it comes to terminology, we decided to clarify the meaning behind...
The optimal enterprise-focused sales strategy is to increase your deal size and decrease your sales life cycles. While this may sound like the perfect idea on paper, it takes much more effort to craft. Using current customer’s buying patterns and engagement metrics, you can begin to understand how an account-based marketing strategy will help you acquire new sales.
Account-based marketing takes a holistic sales approach, both internally and externally. Within your business, you are closely integrating your sales and marketing teams with aligned goals and tasks to achieve the optimal customer experience. Externally, you’re nurturing the team of decision makers with personalized material, advertising, and brand recognition. In turn, you’re creating a closer relationship prior to the sales point of contact. Account-based marketing means you’re targeting a group of people, which means consistent messaging is more important than ever. The collective decision-making process in enterprise companies is worth the fight. While it’s not one individual making the decision but rather a...
WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER
One priority that should reside towards the top of every email marketer’s mind is list growth. VPs and C-level execs love to tout the size of their lists, because bigger lists supposedly translate to bigger profits.
But bigger lists don’t always correlate to bigger profits, because not all lists are created equal.
So how do marketers determine if the level of effort and resources expended in email acquisition is paying off?
Do you know:
Which acquisition source in your program has the best conversion and engagement rates? (NB: Definitions of “conversion” and “engagement” can vary by program.)
What is the actual cost per email, by acquisition source?
What is the revenue per email, by acquisition source?
If your answer to all three of these questions was anything but a resounding “yes,” then read on.
In 2009, I joined Groupon to head up their email marketing program. One area I spent a lot...
Marketers, especially email marketers, are obsessed with the topic of relevance. Of course, there are good reasons for this obsession. Messages targeted to subscribers based on their interests yield higher response rates. Too many irrelevant messages increase the likelihood people will unsubscribe from future email messages.
In recent years, I have become obsessed with the question, "What companies do customers think do the best job marketing to them?" After considering the thousands of responses received through surveys, focus groups, and one-on-one interviews, something occurred to me: relevance is overrated.
While marketers talk about relevance as a mark of success, consumers use the word "relevant" in negative contexts. Consumers talk about their irritation with irrelevant messages (whether in email, banner ads, Facebook, etc.). They talk about how many of the messages they receive are "not relevant" to them.
The vocabulary used by consumers talking about the companies that do the best job marketing to them is totally different. Instead of relevant, they use words...
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