How to Grow Your Email Marketing List

How to Grow Your Email Marketing List

Email lists are the key to creating and maintaining customer relationships post purchase. Converting customers into subscribers is a great way to create brand loyalty and repeat purchasers. With CASL in force now, keeping your list healthy and growing is an increasingly important aspect to Canadian email marketers. We are often asked by our clients and the start-up business community how to build an effective (and compliant) email list. This blog will cover why it is important to develop an engaged customer email list, and ways in which some of our clients have successfully grown their email lists. Why is it Important to Have an Email List? The most important reason to develop an email list is the potential profits that it can generate for any business. Regardless if you are B2B or B2C, your email list is your most effective community-building tool and can deliver significant ROI. Fact: Trendline clients have seen $42:$1 ROI. People are not going to your website each day to...
Read More
Better Target Your Customers Using Behaviour-Based Insights

Better Target Your Customers Using Behaviour-Based Insights

Understanding human behaviour and what drives consumers to engage with a brand is a goal all marketers share. However, according to a 2016 survey conducted by Econsultancy, while 76% of marketers were implementing basic segmentation, only 15% of marketers were using behavioural targeting. (This data is based on web activity.) This suggests that the majority of marketers have a ways to go before they are optimally targeting their customers. Defining Behavioural Targeting While the majority of marketers limit their segmentation to customer demographic data such as gender, age, and geography, leading marketers are taking it a step further and demand a more comprehensive, psychographic profile of their customers. Behavioural targeting advances a marketer’s scope by providing data segmentation based on customer behaviours, giving marketers the ability to organize customers based on variables and preferences related to their previous online activities. Marketers can leverage this data and establish specific steps of action for different customers. Essentially, data enables marketers to build digital profiles to reach...
Read More
The 7 Keystones of Email Marketing Excellence

The 7 Keystones of Email Marketing Excellence

Digital transformation is at the forefront of conversation these days, and often it seems without a lot of clarity about what that means specifically for email marketing. It’s the Fourth Industrial Revolution, they say — an age that will fundamentally change the way we the way we live, work, and relate to one another. So what does email marketing excellence look like in this new era? With an average ROI of $44 for every $1 spent, we know email continues to be the single best channel to connect with customers. But there’s no doubt times are changing. Long gone are the days when a batch and blast approach yields results — in the long-term at least. With customer expectations evolving at breakneck speed, and customer perception increasingly shaping sales, the stakes are high. Email marketing today is a sophisticated technology that requires highly specialized expertise to maximize its potential to grow a company’s client base and business. And while every email program...
Read More
How to Choose the Best ESP for your Email Deliverability Check

How to Choose the Best ESP for your Email Deliverability Check

Choosing the best ESP (Email Service Provider) can feel like shopping for a car; a ton of conflicting recommendations, a thousand different models, and a lot of excessive features that seem neat in the showroom, but won’t ever be used on the road. Similar to this, in marketing, it’s important to be organized and have a clear goal. Check your email deliverability first. This means identifying your needs and your nice-to-haves first, while also knowing the difference between the two. First, answer these questions: What’s my budget? This means you also need to know your email ROI, or at least your target ROI. There are a lot of options, so knowing how much you are willing to spend can help you narrow down the field. What does your buyer’s journey/nurture/conversion look like? Tracking your metrics is critical to a successful email program, so identify the data you’ll need before you get started. What’s your sending volume? You need to know if a shared or dedicated IP is right for you....
Read More