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1 year ago by Jenna Binding

The secrets behind the Publishing industry’s email marketing success

Inspired by a recent case study from Penguin which showed the value of truly personalised, one-to-one email communications, we decided to have a look at what makes this industry so successful in terms of email marketing performance. The recently published 2015 Email Industry Census – Key Sector Report gave some insight into that, highlighting Publishing…

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3 years ago by Jenna Binding

Simple tests to improve responses to your call-to-action

The call-to-action (CTA) is intended to encourage the recipient to take the next steps after reading your email. If you want your recipients to perform an action as a result of reading your emails, either to read the full article on your website, register for an event, or purchase a product, then the CTA is…

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4 years ago by Jenna Binding

New Year, new mobile optimised template?

With so many people now reading emails on their smartphones, I’m sure you have heard how important it is to ensure that this experience is as optimal as possible for the recipient. If a recipient has to work too hard to find the content of interest within your email, it’s likely they will just give…

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4 years ago by Jenna Binding

Automation: Where to Start? – Automated email welcome programme?

This week, Adestra hosted one of our regular round table events – The Email Marketing Intelligence Forum. On the round table I led, we discussed automation. This was a very interesting topic for all on the table, as it was something everyone was looking to do more of, whether they currently do: no automation at…

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4 years ago by Jenna Binding

When to say goodbye?

How long should you try and win your past customers back for before it’s time to cut your losses and say goodbye? There isn’t a one size fits all answer for this question (like everything with email marketing), as this will depend on the industry you are in and the buying cycle of your customers. It’s important…

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4 years ago by Jenna Binding

Outlook.com – how will it affect you as an email marketer?

As I’m sure many of you are aware, Microsoft announced the launch of the preview of Outlook.com at the end of July. Within hours one million people had signed up to the new Outlook.com webmail email client, me being one of them. The idea of Outlook.com is to in time replace Hotmail. Hotmail was originally…

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5 years ago by Jenna Binding

Mistakes happen – but it is how you deal with the mistake that matters

Mistakes happen; everyone makes them occasionally, it’s inevitable when there is human involvement. But it’s how you deal with the mistakes that matters. Below are some steps that you should consider when dealing with the problem: Firstly decide how bad things are: You need to gauge the scale of situation and what impact the mistake…

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