Top Ten Tips to Improve Your Email Deliverability

Top Ten Tips to Improve Your Email Deliverability

You’ve written, designed, coded, and sent your email. Job is complete; no worries, right? What if your email then lands in your subscribers’ spam folders? All that work beforehand isn’t going to matter much now. Managing and deploying an email to a list of any size can be stressful, and sometimes you just want to hit send after looking at it for so long. However, if you aren’t taking the proper precautions, your email may end up in the wrong place, where all that work isn’t returning your investment (in time and money). Focusing on deliverability tactics can help make sure that you’re getting the greatest potential ROI from your emails. Get Deliverability Help Top Ten Tips to Improve Your Email Deliverability Here are ten tips to help improve your email deliverability. Improve your data collection tactics. The collection process is the source of all your data for your work, so good data in and good data out. Provide clarity and transparency in the...
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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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What Email Marketing Books Won’t Teach You

What Email Marketing Books Won’t Teach You

There’s no shortage of email marketing books to choose from to learn how to run an effective email program. Some great authors have penned some excellent advice on best practices, all while offering their objective and expert opinions on email’s power and ROI to any organization. Although some books contain great theoretical information and advice on research, trends, innovation, and audiences, many lack key information. This can leave email marketers bewildered or even frustrated if they can’t achieve what has been promised in those books. Many books written about email marketing are written by people who have never actually run an email program. That might not be a huge problem for some, but it is for people who are eager to learn from someone involved in the day-to-day running of a program. Organizational turmoil can impede progress The ideas and tactics that these books teach don’t account for turmoil within an organization, such as turnover at the senior and junior levels. This can affect progress...
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Continue to Embrace the Unsubscribe

Continue to Embrace the Unsubscribe

Fear & Placement Go Hand In Hand One of the greatest fears for organizations that have a substantial email program is that of list attrition and stagnated growth in the subscriber base.  List attrition happens when subscribers issue a spam complaint, their addresses bounce, or they “naturally” unsubscribe. A “natural” unsubscribe occurs when the subscriber takes the time to find the link, clicks on it, and proceeds with whatever unsubscribe process the company has put into place. Companies view the unsubscribe as a threat and a failure to the long-term viability of the program. Truth be told, some companies are just plain scared of subscribers leaving their list, because someone in the organization believes that bigger lists are better. Over the years, the common practice by organizations is to place the unsubscribe link at or towards the bottom of the email. Some make it clearly visible while others find ways to hide it, either in the legalese, via a smaller font, or,...
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Why Don’t Email Re-engagement Campaigns Work All the Time?

Why Don’t Email Re-engagement Campaigns Work All the Time?

By now, you have certainly experienced the occasional “We Miss You”, “We Want You Back,” or “It’s been awhile” emails, either in your inbox or as a campaign specialist who has sent these to your un-engaged subscriber base. Everyone likes to ask: Do these sorts of emails work? Well, for some brands they do. Other brands have mixed results, and for quite a few, they are a complete waste of time. I say this because most often these campaigns tend to be one-off batch emails where some arbitrary line in the sand of 5 or 8 months of some combination of no opens/clicks or purchases are segmented, usually using a template with a discount or incentive that's typical of what is normally sent out to the engaged subscriber base. The batch send is scheduled, and if you’re lucky, you get decent open rate and a super low conversion rate. In the following few months, when things are slow or upper management...
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Deep Thoughts in Email Marketing — May 2016 Edition

Deep Thoughts in Email Marketing — May 2016 Edition

  May not only brings flowers, but also deep thoughts about email marketing. Again. 1. It’s funny that something that was created in 1972 is still increasing in popularity today. You can’t say that about the Ford Falcon (XA). 2. An email marketer achieving “inbox zero” should either be shot or rewarded…not sure which. 3. According to everyone in every study ever done on email, the best time to send an email is never. This is because everyone ever surveyed says they are overloaded with email. 4. When an “oops” email is sent, is the email marketer secretly apologizing, or is it really the company? 5. Elitist Triple Opt-In: When a subscriber enters his or her email address, confirms by a click on the confirmation email, and the company then decides on whether or not to approve them for the program....
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Why Choosing Functionality Over Beauty in Emails Gets You More Clicks

Why Choosing Functionality Over Beauty in Emails Gets You More Clicks

It was about 15 years ago that my wife and I received a beautiful Waterford crystal vase as a gift.  The exquisite detail and sheer elegance of the vase is utterly amazing, as any Waterford piece normally is.  We take it out as often as we buy flowers or receive them when we host guests.  However, there is one problem: the vase does not hold 12 flowers very well.  In fact, we often take two or three flowers out and put them into another vase simply because it’s a pain and makes things look awkward if we try and cram them in.  While beautiful, the vase lacks functionality, and it’s a shame since we really love the piece. People are obsessed with beautiful things.  We imagine beautiful houses, shoes, cars, jewelry, and we tend to put beautiful people on a pedestal simply because they look great.  That obsession can be found everywhere, and in fact it spills over into email. I have...
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Deep Thoughts in Email Marketing — March 2016 Edition

Deep Thoughts in Email Marketing — March 2016 Edition

Continuing the monthly tradition of providing you deep thoughts that will perhaps spawn a little laughter or a little chatter amongst the email brethren. Imagine a day where every single email marketer and every single spammer pressed the send button at the same time. I wonder if English teachers secretly want to grade the grammar from emails they receive from retailers. Would using the SL of “Open now to unsubscribe” in a campaign to your inactives work? How would DOI work at the POS register at your local retailer if you didn’t send an email to confirm? If the US Postal services eAppended the entire country into their DB, what would be the appropriate thing to send first? I think its funny when I get an email about an email conference in my spam folder. Has there ever been an incident where a deliverability consultant turned to the dark side and became a spammer? Enjoy....
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