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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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...
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Email Marketing: From A to Z

Email Marketing: From A to Z

As a data-driven email marketing agency, we have lots of tools we use to accomplish different client goals. With so many terms and acronyms being used in our blog posts, our resources, and our day-to-day operations, we decided to define them in this extensive list! Like you, we enjoy keeping things simple when it comes to our clients’ landing pages, email marketing campaigns, and all communication related to client relations. Much like ideal customer journeys, the greatest success comes from the least amount of steps taken to solve a problem or fulfill a need. Any marketer operating within the digital landscape knows that there is a myriad of terms and keywords used to describe services, actions, and products that fulfill needs and solve client problems. When talking about campaign details, email marketing strategy, and beyond, Trendline is no exception to this idea. In order to get everyone on the same page when it comes to terminology, we decided to clarify the meaning behind...
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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...
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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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