Back to the Basics – An Interns Final Post

The definition of an internship is, “an official or formal program to provide practical experience for beginners in an occupation or profession”. It’s an opportunity for someone without experience to gain knowledge and learn new skills. I was excited to get as much as possible from this experience but I was also hoping to make an impact here at Trendline and be of value to the company.  In the past three months I’ve done a great amount of research that has been used for larger projects within the company. I’ve been helping with the behind the scenes work and it reminded me how important it is to not forget about the little things and have a strong foundation behind anything you do.

At the beginning of my summer the first thing I noticed was all the innovation around email marketing. A few things that stood out to me included the rapid integration of Pinterest, the mobile first movement, and the increased use of video in email. The integration of Pinterest is a way to encourage subscribers to look further into a company’s products while building a relationship with them through a social media channel. The high number of smartphone users has marketers catering to smaller screens and changing their content to be visually appealing to their consumers. Finally, including a video in your email has become so easy to do and adds another form of visual content for your subscribers to see.

All of these great ideas are definitely changing the way email is designed; but in order for them to work, there is one thing that needs to happen, the reader must be engaged.  I realize it is important to stay on top of the latest trends, but going back to the basics is always necessary.  It won’t matter how many videos are added to your weekly newsletter if your audience isn’t opening them. Testing and research is the backbone to it all. In order to know what and when to email your subscribers, you must test for subject lines, frequency, content, and anything else affecting your deliverability. This knowledge gives you the power to tailor your emails to your specific audience and keep them interested.

Almost three months later, I am happy to say I have learned so much here at Trendline, more than I ever planned on; and hopefully I have been of some help to each member of the team. As I mentioned earlier, my experience began with quite a bit of research which gave me a firm understanding of email marketing and helped me be able to grow from there. Trendline has taught me it’s important to go back to the basics and have a strong base before adding on the new innovations that keep your subscribers coming back for more.

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