Predicting the unpredictable: Customer analytics and marketing in the months ahead

Predicting the unpredictable: Customer analytics and marketing in the months ahead

Do you remember where you were at the end of last year’s Q1? Of course you do! The world had just been thrown off-kilter by the global pandemic, and marketing and customer analytics professionals were doing their best to respond, adapt, and (in many cases) pivot to help their organizations survive.   As we shift our focus to the second quarter of 2021, there are many lessons from the past 12 months that will help marketers navigate the current reality. In an effort to anticipate what the rest of 2021 might bring, below are my predictions for marketing and customer insights for the months ahead.  Focus on First Party Privacy regulations, like GDPR and CCPA, and the demise of third-party cookies have shifted marketers to focus on first-party data (along with zero-party and second-party) over third-party data. In a recent Merkle study, 88% of marketers said that collecting first-party data is a priority for 2021. Marketers will adopt digital initiatives for collection, build...
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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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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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