Increase Customer Engagement With These 4 Tips

Increase Customer Engagement With These 4 Tips

Customers are now more powerful than ever. Their always-connected status and ability to find information anytime from anywhere–in a matter of seconds–puts them in control of their own experience, and this trend has forced marketers to rethink how they engage and connect with their customers. Here are 4 tips to drive engagement for your digital programs. Make it Personal Personalization has been deemed as one of the most important tools for data-driven marketing, according to more than 70% of 220 marketing experts surveyed by Ascend2. The ability to personalize your messaging, rather than simply sending out a blast campaign, is key to increasing the user experience and therefore increases the success of marketing campaigns. Begin by creating groups of similar customers, and target promotions to each client’s specific needs. The most common ways to segment are by demographics, geographic location, purchasing behavior and/or psychographic segmentation (interests, hobbies, lifestyles, values, and attitudes). By segmenting your lists, you will begin to see an increase...
Read More
Agile Marketing for Email Optimization at Scale

Agile Marketing for Email Optimization at Scale

“What should I be testing with my email program?” “We test but not as often or purposefully as we’d like.” “How do we get better at email testing?” These are questions and comments that often come up when we start a new engagement in email program discovery. Iterative, methodical testing is part of a solid email program foundation–and an aspect that companies often get wrong. Spoiler alert: this article is about iterative email testing, but that doesn’t diminish the impact that something similar to a Taguchi test can have on a program. For iterative testing, I recommend a version of the agile methodology with a strong focus on ideal user experience, a process which is traditionally applied to software development. How to Apply Agile to Email: Obviously some of the specifics around methodologies like Scrum and Kanban aren’t going to fully translate to email testing plans, but you can borrow the framework to highlight which elements within an email should be tested...
Read More
The Opposite of a Good Email Program Is a Great Email Program

The Opposite of a Good Email Program Is a Great Email Program

“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline” – James C. Collins, Good to Great Last February, people in the U.S. and around the world watched the Denver Broncos win the Super Bowl with a stifling defense and one of the best quarterbacks to have ever played the game. The headscratcher in all of this is that, while Peyton Manning was good in the game, the Broncos’ defense was great. The defense won the game for the Broncos. They will likely go down in the history books as one of the best defenses to have ever played in the Super Bowl because they completely shut down the best offense in the league. The margin between being good and great can be razor thin or so incredibly wide that there really is no comparison. It was the latter in the case of Super Bowl 50. The difference between a good and...
Read More
Tips For Creating A Great Confirmation Email

Tips For Creating A Great Confirmation Email

We're pretty busy at Trendline these days. In addition to being super busy with our awesome clients, we have managed to sign up for some great email programs just to see how they handle things. As I watched the welcome emails and first few interactions with these companies, there was one disturbing trend that I started to see amongst companies who leveraged an email to either confirm my subscription or re-confirm (DOI) that I had subscribed with the call to action of wanting me to click to confirm. Whether you send a confirmation email or a DOI confirmation email (prior to my welcome or series of welcomes) here are a few tips that you should consider:   Brand It Don't send me an email asking me to click or confirm my subscription that looks like some IT guy created it at 2 am with little supervision from the marketing department. After all, this is my first interaction with you in email, so you...
Read More