Data Management key concern for uk email marketers

News release: - 8th June 2005

Data, data and more data the main factor holding back B2B and B2C email marketers

Oxford UK – during Adestra’s email marketing clinic at the Online Marketing Show today, Adestra email experts have been providing useful advice to attendees on how they can improve their email campaigns. From acquisition through to the useful reporting of recipient behaviour, the most common aspect involved data.

Adestra, the UK based email marketing agency, have been holding an email marketing clinic at today’s Online Marketing Show in London. Many marketers from both B2B and B2C companies have had their email marketing program reviewed by an Adestra expert which revealed a surprising common thread of issues:

• Data Management: Many marketers are only capturing email address and failing to use follow-up communications to capture further information. From demographics to coherent reporting lines to feed back recipient behaviour, marketers’ databases are limited to contain only the information from the first contact.

• Reporting: drowning in simple metrics such as clicks and opens, many marketers are unable to use the results of their campaigns in strategic decision making or for calculating return on investment (ROI). Many marketers are finding that their senior management perceive email as a cheap channel and not a traditional, measurable direct marketing channel. Only being able to provide limited reporting feeds this view.

• Tracking technology: many marketers do not use robust tracking systems, finding them technologically complicated. Costly web analytics packages are being deployed in some cases, but on the whole, many marketers are ignoring simple tactics such as duplicating a product marketing page and tracking orders through it.

Steve Denner, Director of Adestra commented “After a long day and many conversations with many email marketers, almost everyone I’ve met uses email marketing intelligently. However, it is really refreshing that these marketers recognise there are ways in which they can improve their marketing further and I’m glad that Adestra have been able to provide some practical and helpful advice to help them do this.”

- ENDS -

About Adestra Ltd

Fast, responsive and knowledgeable

Adestra Ltd are a digital marketing agency that specialise in inbound and outbound email, fax and SMS broadcast solutions. Serving the marketing and content fulfillment needs of clients in many markets including publishing, entertainment, travel and charities, Adestra are relied upon by the key players in both B2B and B2C marketplaces for bulk or highly targeted individual campaigns.

The Adestra Message Focus email service is today’s best email marketing system and is the only one designed for advanced email marketers.

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

Press Contact

About the show

The Online Marketing show is brought to you by NMA and Marketing Week. It takes place 8–9 June 2005 at The Royal Horticultural Hall, Westminster, London. For more information or to register free go to www.onlinemarketingshow.co.uk