Internationalizing an Email Program

Internationalizing an Email Program

Place yourself in the shoes of a large brand interested in expanding their reach internationally.  What would it take to expand their current domestic email marketing program into a global program? What would need to change? Where would you start? What resources must you leverage? There’s quite a bit to consider - and we have answers. This solution for creating emails that allow brands to support their customers in their chosen language is built within the Salesforce Marketing Cloud (SFMC) email platform and leverages the data structures and scripting languages that make it one of the most flexible platforms on the market. Through the use of Data Extensions (think database tables) and AMPScript (SFMC’s programmatic scripting language) written in reusable Content Builder Code Snippets, Trendline has developed a system that supports as many languages as you can translate across the entirety of your email program. Grow from small scale one-off emails Before we get ahead of ourselves, we must acknowledge that some use cases...
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Get the Attention and Investment Your Email Program Deserves

Get the Attention and Investment Your Email Program Deserves

Get the Attention and Investment Your Email Program Deserves I spend a lot of time speaking at conferences and events, which gives me the opportunity to talk with email marketers across the country. While the cities may change, I often hear a similar refrain: I’m understaffed and undervalued. People in my organization give very little attention to the email program. Every year I am continually tasked with growing lists and the program while budgets remain flat and patience amongst stakeholders wears thin. Email has been around for so long that there’s a perception that it’s easy — that it just chugs along without much oversight. The reality is that email marketing is the offensive line and without it other parts of the marketing department don’t shine. Whether it’s 5,000, 5 million or 50 million people, email has a huge influence on your brand. So how do you get people to understand that without a stellar offensive line, the quarterback can’t pass, the...
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California Consumer Privacy Act of 2018

California Consumer Privacy Act of 2018

a Trendline Point of View: California Consumer Privacy Act of 2018 Disclaimer: Trendline Interactive cannot provide any legal advice, nor should anything within this Point of View be construed as such. Customers should consult their legal teams and resources to ensure they are aware of their obligations under applicable regulations. Background - Privacy in the US: In the US, there is no single, comprehensive federal (national) law regulating the collection and use of personal data. Instead, the US has a patchwork system of federal and state laws that sometimes overlap or contradict one another. There are laws such as HIPPA, COPPA, CAN-SPAM and Gramm-Leach-Bliley, all which prohibit unfair and deceptive practices involving the disclosure of and security procedures for protecting personal information yet these apply to particular categories of information. In recent years, the surge of companies who are collecting, storing, and using personal information for better “customer experiences” and “valuation” is astronomical. A study conducted by Pew Research Center in 2016 revealed that roughly 50%...
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6 Critical New Email Engagement Metrics To Track

6 Critical New Email Engagement Metrics To Track

Introduction For close to 20 years, the tracking of email marketing engagement metrics has not changed very much. Apart from the standard open and click metrics with variants, marketers rely on engagement metrics that only scratch the surface of what it takes to propel growth within a program. In fact many industry benchmark reports, still use metrics that have been been around for a long time. Let’s be honest, the metrics we have come to rely and report on the most are directional at best. Despite industry norms or what you were led to believe when you first took over as the lead in email, there may be other metrics that can drive your program to even greater heights. To be clear, Trendline believes that the standard email metrics of uCTR, uCTOR, uOR, tOR, tCTR, device breakdown, bounces (hard, soft, technical, block), complaints, unsubscribes, etc., are still worthy of tracking and, in most cases, can tell a compelling story of what is happening...
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Omnichannel Marketing 101: Integrating SMS with an Existing Email Program

Omnichannel Marketing 101: Integrating SMS with an Existing Email Program

Many companies now ask for a customer’s phone number as well as the email address at point of sale, shipping, or entry. They use online forms or capture it in person through a pin pad or mobile credit card reader. This gives the company an extra contact point with the customer, but it raises two practical questions for using SMS marketing effectively: How do you determine an SMS number’s priority against an existing email address? What kinds of messages should you send via SMS rather than email? Texting, or short message service (SMS), sends text messages between cellphones or from a PC or handheld to a cell phone. Today, SMS is the most widely used data application in the world, with 86% of consumers sending and receiving texts every week and sending 389 billion text messages monthly.* Users also read 95% to 98% of text messages within one minute of receipt.* There are a few key questions to ask when considering SMS marketing...
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Back to the Basics: A Testing Calendar

Back to the Basics: A Testing Calendar

It seems that people have been preaching the testing thing for quite a while now and Trendline is in complete agreement with a majority of the crowd when it comes to testing. In fact, as an agency, we have seen some sizable gains in our customers KPI’s when a disciplined and doable test plan is adhered to. Once an organization gets to see positive results of creating and executing against a test plan, they literally become addicted (in a good way) to wanting to always beat the new control. However, there are some organizations that struggle on just where to start. If you are one of them…..read on. A basic and effective test calendar is as hard as you want to make it. However, there are four elements that should be included in even the most basic of calendars. A Hypothesis The first step to building a beneficial testing calendar is clearly defining what you’re hoping to learn and achieve for each test....
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Make 1 Monumental Change to Transform Your Email Program

Make 1 Monumental Change to Transform Your Email Program

Dear Email Marketers, First and foremost, congratulations on surviving another year in email marketing. By now you should be mid-way thru the holiday madness and in the planning/budgeting stages for your 2018 email program.   No doubt you have read trend predictions for 2018 by some of the smartest minds in our industry. Rather than regurgitate the same stuff, I felt it might be better for me to ask you for a big favor in 2018.   It’s a frank and honest ask. I would like you to commit to adding ONE new thing to your email program next year.   I don’t mean doing something small, like making an interactive email or doing subject-line testing in Q2. Instead, I am asking you to commit to something monumental that could deliver a big impact.   Let me unpack what I mean by “monumental.” I am not talking about pie-in-the-sky stuff like integrating a super-dee-duper AI-driven neural-network decision-making engine which will integrate easily with your ESP...
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3 Tests to Perform on Your Email Program Now

3 Tests to Perform on Your Email Program Now

3 Tests to Perform on Your Email Program Now To test is to learn, and for the last 15 years people have beaten the email testing drum so hard and so many times, that it’s a lot like having echolalia. In keeping with that beating drum of “test, test, test" here are 3 key tests to perform on your email programs today. If executed right they can provide a lift in performance, and produce a new and improved control for you to continue to test and optimize. 1. Welcome Email Resend If you don’t have a Welcome email for your program, shame on you. Not only is this the first impression the new subscriber has with your brand (through email), but it’s quite possibly one of the most profitable in terms of Revenue Per Email. When I managed triggered and transactional email at Sears and Kmart, Welcome emails contributed around $7,000,000 a year to the program (yes…it had a discount…but we also tested...
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The One Email Every Program Should Have

The One Email Every Program Should Have

The One Email Every Program Should Have A couple of years ago, I was in a hotel in NYC and had a major wardrobe malfunction. The only white dress shirt I brought for a meeting that day had a button fall off right as I was heading out the door. This was no ordinary button, it was the button right at my heart level and what it exposed…well you can imagine what would be seen. I ran down to the front desk and asked if they had a sewing kit so that I could do my best at trying to repair this thing before heading out in the next 10 minutes. For context, I have never sewn on a button in my life, but I figured I would be able to cobble something together to make it work. When the front desk person noticed the look of terror on my face and sensing that I was out of my league, she offered...
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The Power of No

The Power of No

The Power of No I am convinced that the most used word in the English language is the word “No”.  Babies sometimes say it as their first word and it seems that we use it consistently as we grow up and well into adulthood.  As a parent, I have used it quite a bit - “No…you cannot have an ice cream now, we are eating dinner in 10 minutes” or the most used phrase in the last year in my household “No…you cannot get GTA5…you are too young and I don’t care who has it." What about the use of “No” in business?  As the owner of a company, I sometimes have to use it because it’s for the good of the business, and it’s hard when people don’t understand, so I take time to explain why.  The same would hold true for any great email marketing program.  “No” should only be used if you believe it’s right for the business and you have...
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