Archive for March, 2012
Webinar synopsis: Lighting the way for the email marketing industry in 2012
Thank you to those who joined us for the webinar on Wednesday. It was a great session where we heard from Linus Gregoriadis, Parry Malm and Steve Denner about the results from the Adestra and Econsultancy Email Marketing Industry Census 2012 and how the industry will drive forward into 2012.
Thank you to Linus Gregoriadis who joined us from Econsultancy to present the findings of the Census. The overall finding is that since 2008, email has been seen as a channel that consistently delivers ROI. For 2011 email came out second highest with 70% of those surveyed rating email as “excellent” or “good” for ROI.
Other main findings:
- Those using an ESP for more than just ‘batch and blast’ are 32% more likely to report high ROI.
- 31% test regularly and 41% don’t test or test infrequently.
- Marketers are 95% more likely to report and “excellent” ROI when they are using basic segmentation.
- Greater ROI for those using triggers.
- 35% don’t know how successful their email is in generating social media interest.
- Half of companies don’t know how much email they send is read on mobile.
- Only 56% have data security policies in place.
To request your copy of the Census click here.
After Linus we heard from Parry Malm, Account Director at Adestra about what these results actually mean in practice for the marketer. The main thing to take away here is that although segmentation and targeting comes out on top for ROI, batch and blast still has its place. Creating the balance between these two is key to a good communication strategy that will drive results.
Steve Denner, one of Adestra’s founding Directors, joined us for the panel discussion and we had some interesting questions about how to best optimise a campaign for mobile devices – to find out more about this click here. There were also questions on data security and how to change attitudes from “load and blast” to a more targeted approach.
Another question we had was “Can Adestra identify the device from which the email is being read?” This was an extremely timely question as we are launching our email client detection feature which gives a comprehensive analysis of the email clients used by recipients opening emails, helping marketers make an informed decision on where they should focus their design efforts. Watch this space!
If you would like to view the recorded version of the email click here.
Have you registered for the next webinar?
The art of conversation – encouraging your email addresses to spread your message
Date: Wed 25 April 2012
Time: 12:30 – 13:00 BST
*Post webinar a recorded version will be sent to all
registrants whether they attended or not
Gone are the days of ‘spray and pray’. B2C and B2B marketers alike need to know the value of talking to their customers rather than at them. Dialogue beats monologue every time and your customers are your greatest advocates. Email is not passive – it is an active experience about sharing. As such, we need to create content that people will want to pass on. Content, in other words that can go viral and bring you new customers.
What you will learn:
1. Create conversation – Speak intelligently to your customers rather than at them.
2. Create advocates – Turn your customers into your cheerleaders.
3. Create simplicity – Making sure your communications plan is working for you and not the other way around.
4. The benefits of loyalty – Satisfied customers will speak with you and for you.
Presenter: Kate Gowers, Account Director, Adestra Ltd.
Automation works – Direct link between using email automation and improving ROI
Companies using automated email triggers, especially for abandoned baskets, are far more likely to consider their return on investment from email to be excellent than those who use no triggers at all. Only 13% use abandoned basket triggers, yet companies report this is the best form of automation to boost ROI, bar none.
Companies that use and integrate the available automation technology will enjoy immediate, measurable results. Those brands that use email to re-engage those who have fallen out of the sales funnel are significantly more likely to report higher levels of ROI. Contrastingly, those who have none of these automation techniques implemented are much more likely to rate email as being poor for generating ROI.
Worryingly, when asked which of the most common automated triggers brands are using, the top answer is ‘none of these’ (37%), see chart below. The welcome message is proven to be one of the most successful emails you can send, but only 31% are doing it. Abandoned basket triggers are used by only 13%, half the number that use web site triggers (28%). Sending abandoned basket campaigns is one of the simplest behavioural re-marketing techniques to use – and at a crucial time when people are fully engaged with your brand or product.
Henry Hyder-Smith, Managing Director, Adestra says: “Automated triggers appear to largely be an untapped area – one that is simple to implement and delivers significant return. This year will see email automation grow as brands seeking their next opportunity for improvement will jump on-board.”
“In today’s world of priority inbox placement, good quality welcome programmes and messages are especially important. That moment when customers subscribe, and trust you with their email address, is the time when they are most engaged with your communications and most likely to open your messages. That’s why it’s surprising that only 31% of company respondents are sending a welcome programme.”
Linus Gregoriadis, Research Director, Econsultancy adds: “Research for the Email Census 2012 shows that use of email triggers across the board is still low, even though many of them represent a ‘quick win’ because they are relatively straightforward to implement. The research shows a strong correlation between strong ROI from email and use of email triggers, which adds weight to our belief that many of these automated campaigns fall into the ‘no-brainer’ category.”
Question: Do you send out emails based on the following triggers?
Join Adestra for its special feature webinar to launch this year’s email census. This webinar will give a unique insight into the census results and how companies need to adapt to stay ahead of the game.
Lighting the way for the email marketing industry in 2012
Date: Wed 28 March 2012
Time: 15:00 – 16:00 BST
Duration: 60 minutes
Sign up to the webinar today: www.adestra.com/thinkseries
*The Census was conducted January-February 2012 with 846 respondents.
Press Contacts
Jim Buchanan – PR Consultant, jim.buchanan@adestra.com , +44 (0) 7725 257194
Reena Mistry – Marketing Director, reena.mistry@adestra.com, +44 (0)1865 242425
Adestra at Internet World 2012 – Celebrating 20 years of setting the digital agenda
Internet World is officially Europe’s largest and longest-running event for digital marketing and online business, which is taking place 24th-26th April at Earls Court 2, London. As one of the UK’s leading email service providers, we are proud to be exhibiting at Internet World 2012.
This year, we’ll be inviting visitors onto our stand to join us for a glass of bubbly and have a preview of some new features that are soon to be added to our platform MessageFocus. You’ll find us on stand E6057, next to the Digital Marketing Lounge & Solutions theatre. Here’s what else Adestra has in store for Internet World 2012…
Email advice centre
The Adestra Email Advice Centre is a great opportunity to gain free email marketing advice from experts. Each session lasts 20 minutes and we can cover any aspect of your email marketing, from your email templates, to how to re-engage your inactive email addresses.
Watch our presentation – “How to create the most interesting email in the world”
Modern warfare requires advanced strategies to win battles in the disparate theatres of contemporary conflicts. And, email marketing is no different. Old carpet bombing methods are effective… but they are only effective up to a point. In this session, you will learn how to aim and fire your email marketing sniper rifle to maximise your marketing ROI… and ultimately win the war against your competitors.
Time: 13:10 – 13:40
Place: Email & Analytics Theatre
Date: Tuesday 24th April 2012
Presenter: Parry Malm, Account Director, Adestra
Demo of our latest email features
In April we will be releasing some shiny new functionality to our email platform MessageFocus. Come and have a demo of our brand new email client detection functionality, and our even newer easy-to-use email editor.
To register for the show (if you haven’t already), visit the Internet World website here >
Webinar synopsis: Lighting the way for the email marketing industry in 2012
Thank you to those who joined us for the webinar on Wednesday. It was a great session where we heard from Linus Gregoriadis, Parry Malm and Steve Denner about the results from the Adestra and Econsultancy Email Marketing Industry Census 2012 and how the industry will drive forward into 2012.
Thank you to Linus Gregoriadis who joined us from Econsultancy to present the findings of the Census. The overall finding is that since 2008, email has been seen as a channel that consistently delivers ROI. For 2011 email came out second highest with 70% of those surveyed rating email as “excellent” or “good” for ROI.
Other main findings:
- Those using an ESP for more than just ‘batch and blast’ are 32% more likely to report high ROI.
- 31% test regularly and 41% don’t test or test infrequently.
- Marketers are 95% more likely to report and “excellent” ROI when they are using basic segmentation.
- Greater ROI for those using triggers.
- 35% don’t know how successful their email is in generating social media interest.
- Half of companies don’t know how much email they send is read on mobile.
- Only 56% have data security policies in place.
To request your copy of the Census click here.
After Linus we heard from Parry Malm, Account Director at Adestra about what these results actually mean in practice for the marketer. The main thing to take away here is that although segmentation and targeting comes out on top for ROI, batch and blast still has its place. Creating the balance between these two is key to a good communication strategy that will drive results.
Steve Denner, one of Adestra’s founding Directors, joined us for the panel discussion and we had some interesting questions about how to best optimise a campaign for mobile devices – to find out more about this click here. There were also questions on data security and how to change attitudes from “load and blast” to a more targeted approach.
Another question we had was “Can Adestra identify the device from which the email is being read?” This was an extremely timely question as we are launching our email client detection feature which gives a comprehensive analysis of the email clients used by recipients opening emails, helping marketers make an informed decision on where they should focus their design efforts. Watch this space!
If you would like to view the recorded version of the email click here.
Have you registered for the next webinar?
The art of conversation – encouraging your email addresses to spread your message
Date: Wed 25 April 2012
Time: 12:30 – 13:00 BST
*Post webinar a recorded version will be sent to all
registrants whether they attended or not
Gone are the days of ‘spray and pray’. B2C and B2B marketers alike need to know the value of talking to their customers rather than at them. Dialogue beats monologue every time and your customers are your greatest advocates. Email is not passive – it is an active experience about sharing. As such, we need to create content that people will want to pass on. Content, in other words that can go viral and bring you new customers.
What you will learn:
1. Create conversation – Speak intelligently to your customers rather than at them.
2. Create advocates – Turn your customers into your cheerleaders.
3. Create simplicity – Making sure your communications plan is working for you and not the other way around.
4. The benefits of loyalty – Satisfied customers will speak with you and for you.
Presenter: Kate Gowers, Account Director, Adestra Ltd.
Automation works – Direct link between using email automation and improving ROI
Companies using automated email triggers, especially for abandoned baskets, are far more likely to consider their return on investment from email to be excellent than those who use no triggers at all. Only 13% use abandoned basket triggers, yet companies report this is the best form of automation to boost ROI, bar none.
Companies that use and integrate the available automation technology will enjoy immediate, measurable results. Those brands that use email to re-engage those who have fallen out of the sales funnel are significantly more likely to report higher levels of ROI. Contrastingly, those who have none of these automation techniques implemented are much more likely to rate email as being poor for generating ROI.
Worryingly, when asked which of the most common automated triggers brands are using, the top answer is ‘none of these’ (37%), see chart below. The welcome message is proven to be one of the most successful emails you can send, but only 31% are doing it. Abandoned basket triggers are used by only 13%, half the number that use web site triggers (28%). Sending abandoned basket campaigns is one of the simplest behavioural re-marketing techniques to use – and at a crucial time when people are fully engaged with your brand or product.
Henry Hyder-Smith, Managing Director, Adestra says: “Automated triggers appear to largely be an untapped area – one that is simple to implement and delivers significant return. This year will see email automation grow as brands seeking their next opportunity for improvement will jump on-board.”
“In today’s world of priority inbox placement, good quality welcome programmes and messages are especially important. That moment when customers subscribe, and trust you with their email address, is the time when they are most engaged with your communications and most likely to open your messages. That’s why it’s surprising that only 31% of company respondents are sending a welcome programme.”
Linus Gregoriadis, Research Director, Econsultancy adds: “Research for the Email Census 2012 shows that use of email triggers across the board is still low, even though many of them represent a ‘quick win’ because they are relatively straightforward to implement. The research shows a strong correlation between strong ROI from email and use of email triggers, which adds weight to our belief that many of these automated campaigns fall into the ‘no-brainer’ category.”
Question: Do you send out emails based on the following triggers?
Join Adestra for its special feature webinar to launch this year’s email census. This webinar will give a unique insight into the census results and how companies need to adapt to stay ahead of the game.
Lighting the way for the email marketing industry in 2012
Date: Wed 28 March 2012
Time: 15:00 – 16:00 BST
Duration: 60 minutes
Sign up to the webinar today: www.adestra.com/thinkseries
*The Census was conducted January-February 2012 with 846 respondents.
Press Contacts
Jim Buchanan – PR Consultant, jim.buchanan@adestra.com , +44 (0) 7725 257194
Reena Mistry – Marketing Director, reena.mistry@adestra.com, +44 (0)1865 242425
Adestra at Internet World 2012 – Celebrating 20 years of setting the digital agenda
Internet World is officially Europe’s largest and longest-running event for digital marketing and online business, which is taking place 24th-26th April at Earls Court 2, London. As one of the UK’s leading email service providers, we are proud to be exhibiting at Internet World 2012.
This year, we’ll be inviting visitors onto our stand to join us for a glass of bubbly and have a preview of some new features that are soon to be added to our platform MessageFocus. You’ll find us on stand E6057, next to the Digital Marketing Lounge & Solutions theatre. Here’s what else Adestra has in store for Internet World 2012…
Email advice centre
The Adestra Email Advice Centre is a great opportunity to gain free email marketing advice from experts. Each session lasts 20 minutes and we can cover any aspect of your email marketing, from your email templates, to how to re-engage your inactive email addresses.
Watch our presentation – “How to create the most interesting email in the world”
Modern warfare requires advanced strategies to win battles in the disparate theatres of contemporary conflicts. And, email marketing is no different. Old carpet bombing methods are effective… but they are only effective up to a point. In this session, you will learn how to aim and fire your email marketing sniper rifle to maximise your marketing ROI… and ultimately win the war against your competitors.
Time: 13:10 – 13:40
Place: Email & Analytics Theatre
Date: Tuesday 24th April 2012
Presenter: Parry Malm, Account Director, Adestra
Demo of our latest email features
In April we will be releasing some shiny new functionality to our email platform MessageFocus. Come and have a demo of our brand new email client detection functionality, and our even newer easy-to-use email editor.
To register for the show (if you haven’t already), visit the Internet World website here >