The path to unlocking your email program’s full potential

The path to unlocking your email program’s full potential

As an email-centric marketing leader you carry the weight of ensuring that your email program is operating effectively and efficiently, but what steps should you take when you identify that things are not working as they should? To bring clarity to your chaos, we have detailed three paths forward for your consideration. While we always recommend that you truly understand your unique needs, we also acknowledge that an appreciation for the solutions available can help to set your path forward. The 3 paths outlined below represent the least effort to the most effort. Generally speaking the more you touch or change your tech, the more resources needed to implement that solution. So let’s start out small.  How do I better utilize my program without changing the martech? Organizations often start to seek out help when they realize that their programs are seen as failing or plateauing, and not functioning optimally.  If you opt to stay with your existing martech you will want to...
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5 steps to email testing

5 steps to email testing

Great email marketing is not about having the BEST idea, it’s about the rapid & consistent execution of good ideas. World-class email programs are not built overnight, but instead require a commitment to constant innovation by experimenting, learning & adjusting. Testing ensures we take a data-led approach to optimization; the fastest route to increased engagement and conversions. This post provides a basic overview of  testing methodologies, best practices and tips for email campaign optimization. This information should help get started running effective campaign tests including what to take into consideration. Below are 5 easy steps to execute an effective test. Have a test in mind already & just want to make sure it will be effective? Skip to the "Is This a Good Test?" checklist below for some general questions to ask yourself. Step 1: Identify What You Want to Learn Through Testing What are you hoping to learn from this experiment? This should go beyond “I want to learn which version will win,”...
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Recruit More Guests and Create a Global Look for Email

Recruit More Guests and Create a Global Look for Email

What we did: New Creative Approach Responsive Layout Creative Animation Performance Testing Airbnb is an online marketplace that enables people to list, find, and rent private lodging spaces for a small processing fee. It has over 1,500,000 listings in 34,000 cities and 191 countries. The Brief Airbnb needed more guests to become hosts, and establish a global look for their email communications. However, previous Airbnb email campaigns lacked a consistent brand look, and overall engagement with email communications was low. The project involved finding new ways to communicate the benefits of hosting in a clear, simple, and motivating way, while redefining the email’s creative layout to improve engagement—all in just one email. The Story Trendline stepped in to develop a new creative approach to Airbnb’s email. This strategy included a responsive layout that progressively enhanced with a full width background using CSS animation to grab subscriber interest. After a successful test performance, the redesign’s layout would be applied to the rest of Airbnb’s email communications. Trendline’s new...
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Value Creation Through Testing

Value Creation Through Testing

What We Did
 Strategy Audit Testing Strategy Master Template Design Platform Support and 
Journey Development SMS & Push                 Banfield Pet Hospital is the largest general veterinary practice in the United States with more than 1,000 Hospitals and growing. The company employs over 3,600 veterinarians committed to providing high-quality care to over three million pets annually. Banfield is committed to its purpose because pets make a better world for us.   The Brief  Banfield Pet Hospital originally came to Trendline with the following goals: Increase revenue by decreasing appointment no-shows and health plan payment expirations Increase visibility into customer satisfaction Drive customer engagement through new email creative Banfield also sought our help with navigating their current platform, and the business was considering making the switch to a different system. Trendline was tasked with performing a strategic audit to take a holistic view of Banfield’s current operations, finding areas of improvements, and making recommendations to propel 
Banfield forward. The Story First, Trendline recommended that Banfield continue using Salesforce Marketing Cloud...
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Trendline’s Top 10 Articles of All Time

Trendline’s Top 10 Articles of All Time

August marks Trendline’s 10-year anniversary, and we’ve had a lot to say! Here’s a list of our top-read articles of all time. From holiday emails to deliverability resources, there has been no shortage of Trendline content through the years. 10. Overview of the Enterprise Email Service Provider Landscape The Enterprise Email Service Provider (ESP) landscape continues to evolve, and choosing which platform is right for you can be a challenge. Learn from Trendline’s CEO, Morgan Stewart, about the strengths and weaknesses of each of the ESPs. 9. The Best QA Process to Produce Error-Free Emails Our QA process at Trendline not only needs to produce and test error-free emails but do it as quickly as possible. Trendline’s VP of Email Operations, Molly Privratsky, gives the full scoop on how the QA Team maintains a high error-free rate at blinding speeds by utilizing the Litmus tool. Read the full case study. 8. Soft Bounce vs. Hard Bounce: What’s the Difference? So your email bounced. What caused...
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Reactivate Your Inactive Subscribers Fast

Reactivate Your Inactive Subscribers Fast

Do you have a higher number of inactive subscribers than active subscribers? If your inactive list is overflowing, it represents opportunities you can leverage for improving your email marketing results. Read on to find out why not all is lost when your subscribers become inactive. Fact: It’s not uncommon for brands of any size or industry to have email subscribers who aren’t engaging. However, it’s our job as marketers to not only grow your database and engage active users but to also leverage reactivation campaigns in order to engage those who have become inactive. “It’s Not You; It’s Me” Why are the users inactive? There are several potential reasons: Change in email address/dormant email address Lack of interest from subscriber/engaged by a different brand Desire different service/product due to change in the customer lifecycle Inability to receive your email (soft or hard bounce–check your delivery rates, too!) Overwhelming amount of email in their inbox Signed up for one reason in particular but began...
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