News release: - 27th April 2006

RM appoints Adestra to improve tough email deliverability in UK education market

Oxford, Uk–The UK’s largest provider of ICT (Information Communication Technology) software, infrastructure and services for schools, colleges and universities, RM has overhauled their email campaign strategy to better target schools and colleges – traditionally one of the most difficult to reach via email – using Message Focus from Adestra.

In the past, graphic-heavy email campaigns were used, but were not delivered to up to 25% of institutions, even if the recipients had opted in to receive RM material. This is due to the schools using high security spam filtering server systems that can often filter useful requested information without the users’ knowledge.

Email service provider Adestra has been working with RM to improve deliverability into users’ inboxes, including using new, optimised html templates and sending using Adestra’s Message Focus email system. In the first three months of the partnership across over more than 50,000 emails, the number of messages delivered has improved by over 12%.

Ian Skeels, business development manager for RM Schools Marketing, comments: “Adestra has redesigned our school email campaigns to display effectively in all different email browsers and to significantly improve their deliverability. So no matter which browser the recipient uses, emails look consistently good and reflect our strong brand values.”

Paul Crabtree, marketing director at Adestra, said: “One of the most important considerations was working within RM’s strict brand guidelines and we have successfully ensured colours, logo and corporate style are all on message.”

Adestra Tip

A simple and effective way for end users to ensure they receive important emails from trusted suppliers they have signed up to is to add the supplier to the ‘safe senders list’.

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About Adestra Ltd

Fast, responsive and knowledgeable

Adestra is an email marketing agency with one aim–to be the email marketers' first choice partner. Working closely with our clients to meet their individual email marketing needs, Adestra provide ASP email marketing tools and email marketing bureau services to UK companies operating in the B2B and B2C marketplaces.

Adestra's Message Focus email marketing tool is today's best email marketing system and the only one designed for advanced email marketers. Web-based, this ASP application enables users to manage all aspects of their email marketing program–message design, data management, broadcasting for optimal deliverability and detailed reporting all through a secure web interface with no software installations.

Adestra’s product and corporate information is located at www.adestra.co.uk

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