Adestra

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 [...]

Quick Tip: Saving templates in MessageFocus

Andrew Abram — Mon, 07 Jun 2010 08:42:51 +0000

We’ve noticed recently a large number of users replicating old campaigns for each newsletter, stripping the content from the last newsletter and filling it with new content. In theory there is nothing wrong with that however it can start to get messy if content isn’t taken out properly (table tags, font tags etc.) or you [...]

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 [...]

Marketers under estimate the value of email to the consumer

Serena Elston — Thu, 15 Apr 2010 10:48:42 +0000

The 2009 Marketing-Gap Tracking study conducted by fast.Map and the DMA has revealed that email is the consumer’s preferred direct marketing channel. The study showed that consumers are now more than ever more willing to receive emails from trusted brands and products they are interested in. The study also revealed the fact that marketers are largely [...]

Adestra TFM&A 2010 seminar video is online now

Hollie Williams — Fri, 19 Mar 2010 16:55:25 +0000

We recently presented our case study “How to win back lost customers and get them spending again through intelligent data driven email marketing” at TFM&A. For those of you who didn’t manage to see us here’s the video