How to get more value from your data analysts

How to get more value from your data analysts

Recent changes to privacy regulations have highlighted that the need for Marketers to continue to encourage their organizations to collect and analyze their own first-party data has never been more important.  And yet, while organizations are collecting more data than ever before, and making significant investments in big data and analytics, many continue to struggle with using their data to get real results. Overcoming this challenge means that employees and business leaders alike, especially those involved in data, need to shift their mindsets. We believe that data analysts need to be able to think more like business consultants when it comes to interpreting and communicating the results of their analyses, and that business leaders need to support their analysts' efforts by providing them with more information than just the numbers themselves. Let’s take a look at how you, as a business leader, can leverage the power of the data analyst to better position yourself to make stronger, more effective decisions. Why are organizations...
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3 ways to optimize your email program this Spring

3 ways to optimize your email program this Spring

Spring is in the air! The perfect time to take a look at your email program and get a better understanding of what’s working, what’s not working, and where you might need some support.  Spring cleaning at work can provide an opportunity to practice being more mindful of the tasks you’re doing, promote a more positive attitude and help establish a clear mindset - and quite possibly, avert those feelings of languish so many are experiencing these days.  For marketers that manage a sophisticated email program, there can be so many different ways to optimize its performance - just thinking about it can take time that you probably don't have. We have compiled 3 steps email program owners can take to capture some of the stress-relieving benefits of spring cleaning at work.  Get in the inbox What is more distressing than sending a message and not knowing if it is even being delivered to it’s intended recipients? Even more stressful is actually knowing your...
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Making data memorable with storytelling

Making data memorable with storytelling

Marketing analysts work hard to gather and analyze data, to generate insights, and to find a variety of impactful ways to present their findings to their audience with impressive data visualizations. But, if analysts want to capture their audience’s attention and to truly resonate with them––and for their audience to actually use their findings in business decisions––they’ll need to use storytelling to make the data more memorable.   In Chip and Dan Heath’s book ‘Made to Stick - Why Some Ideas Survive and Others Die’ they demonstrate that stories are far more memorable than statistics. The Heath brothers reference a test they conducted where they asked students to give one-minute speeches.  In the average one-minute speech, the average student used 2.5 statistics, and only one in ten used storytelling. On the other hand, when the audience was asked to recall the aforementioned speeches, only 5% remembered any individual statistic from the speeches but an impressive 63% remembered the stories. Data-driven stories not only...
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Introduction to Dark Mode

Introduction to Dark Mode

“Dark Mode” is gaining momentum in the email space. Android Authority found that 81.9% of tech-savvy users are using Dark Mode some or most of the time they view their devices, and that number will increase as others begin to adopt it.  This overview explains what Dark Mode is, why it is trending and how to set up your email so you can give your readers the best possible experience when they are using Dark Mode.   The case for Dark Mode If you want to leverage the full value of your email program, you should set up your emails to look and function well on devices that have activated Dark Mode. On a device like a smartphone, tablet or computer, Dark Mode is a display setting that changes user interface colors. Instead of showing dark type on a light or white background, it automatically switches to light type on a dark or black background to make viewing easier in low light. Dark Mode can...
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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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Is Data Quality Holding You Back From Better Email Personalization?

Is Data Quality Holding You Back From Better Email Personalization?

Personalization is a major goal for most email marketers. But one of the factors holding them back is not having the good-quality data they need to do it effectively. In “Email Strategies for Success,” a 2017 research report by the email service provider Upland Adestra, 77% of respondents said they believe email marketing effectiveness is increasing significantly. Also, 64% said improving email personalization was one of their most important goals, but 51% of the respondents said that data quality is the biggest barrier to personalizing effectively. As this study makes clear, executing “personalization” is not as easy as everyone makes it out to be. It all boils down to having “good data.” In 2020, I am willing to bet that the need to implement personalization remains as strong as ever, but marketers are still having the same issues with data quality. Below I will highlight two of the important steps needed to unlock the value of email personalization. Begin by defining personalization in email Email program...
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Evolve Your Business with Incremental Marketing

Evolve Your Business with Incremental Marketing

Imagine building your marketing efforts as if you’re climbing a mountain. This is how many marketing departments feel when starting from scratch. What businesses don’t think about are the plateaus that come with these growing pains. These mountains should be a reminder to take a break and look back, report, and analyze the results–rather than plowing full force ahead. Incremental Marketing is a way to build a sturdy marketing plan. In the simplest terms, this process of marketing allows you to first build a killer strategy, then execute it with slow investments for each step along the way. It’s the sense of understanding your audience and where they are online before you start any major campaigns. Not only will this save you time and money, but it will also save your online reputation because you won't be getting unqualified leads to your site. You will be fitting into the space your product or service is meant to occupy, and you'll be...
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