Adestra

Gmail moves the goalposts for email marketing!

Rob Hunter — Wed, 01 Sep 2010 15:26:02 +0000

It’s been on the cards for a while but at last Google has kick-started the move to response based email delivery. While this may strike fear into the hearts of some marketers it should, in my opinion, be considered a good thing for the industry.

The complete A-Z of email

Reena Mistry — Fri, 13 Aug 2010 08:00:19 +0000

From A/B split to Worm, here’s a handy glossary defining the most commonly used email marketing terms. Some are Adestra MessageFocus specific terms but most are words that you will come across every day within our industry. If there is anything you would like to see added, or have any suggestions please do email us on [...]

Getting updated details from your bounced email addresses

Rob Hunter — Tue, 10 Aug 2010 11:57:46 +0000

Having a high percentage of contacts listed as hard bounces or ‘known bounce’ can be a real frustration. Having collected the email address, potentially at significant cost, it’s important that you are able to reach the individual. Hard bounces occur when an email message cannot be delivered due to a fatal error – see our glossary [...]

There’s a new Outlook in town

Hollie Williams — Thu, 29 Jul 2010 13:48:19 +0000

When Microsoft upgraded their flagship email client, Outlook, for the 2007 edition of Microsoft Office, they decided to make a fundamental change that completely rewrote the rules of email design. With the last incarnation in 2003, they used Internet Explorer (IE) as the rendering tool, which meant that provided your template looked fantastic in IE, [...]

Adding an Email Sign Up Form to Facebook

Andrew Abram — Fri, 23 Jul 2010 15:47:52 +0000

Our 2010 Email Marketing Industry Census found that more than a third of companies (37%) are using email to encourage the sharing of content on social networks, and just under a third of companies (31%) say they are planning to do this. However this just doesn’t have to be a one way relationship; Facebook has [...]

Testing really does work

Jenna Lovell — Fri, 23 Jul 2010 15:39:57 +0000

In a recent meeting with a client, they wanted to know what to do in order to improve their open rates, my suggestion was to test. As everyone’s recipient base is different, there is no one rule fits all answer, the only way to find out is to test what works for your recipients. The client [...]

How should I segment my lists to increase response?

Reena Mistry — Mon, 12 Jul 2010 09:31:42 +0000

Clients regularly ask us how they should segment their lists to achieve better response from their email marketing. Segmentation doesn’t have to complex, and a few simple segments could make all the difference. One of the most commonly used forms of segmentation is RFM (recency, frequency and monetary value). RFM is a good way to [...]

Demystifying deliverability whitepaper

Reena Mistry — Fri, 09 Jul 2010 16:31:26 +0000

Getting your email campaigns past spam filters is a key concern for email marketers and at Adestra we take this seriously. Adestra and Econsultancy’s Email Marketing Industry Census 2010 found that 24% of companies now say that deliverability is a problem (compared to only 13% in 2009). More importantly, 83% of companies surveyed didn’t know [...]

Calculating your ROI

Reena Mistry — Thu, 01 Jul 2010 16:33:09 +0000

Our 2010 Email Marketing Industry Census, found that 39% of respondents do not know the ROI of their email campaigns. Whilst this has fallen from the 42% reported in the previous year’s research this is still a worrying figure considering that email marketing accounts for an average of 17% of total marketing spend; the second [...]

Pre-header, teaser copy or snippet; are you using it to your best advantage?

Jenna Lovell — Wed, 28 Apr 2010 08:47:43 +0000

After scrolling through my inbox I noticed there were very only a few people utilising the pre-header, also known as teaser copy, or snippet. Not sure what this is? Go into your inbox and look for the first line of text displayed after the subject line, this is the pre-header, often used for the webversion [...]