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  • Jennifer is Adestra's Head of Marketing Communications and she's been marketing to, for, and with B2B technology companies for the past decade. She has great knowledge of and passion for technology solutions. When she’s not busy nerding-out… actually, nevermind. That hasn’t happened yet. Find her on twitter @JenAtAdestra.

7 days ago by Jennifer Watkiss

The best of email automation in 2016

With only 7 percent of in-house marketers considering themselves ‘very successful’ with marketing automation (2016 Email Industry Census), you’d be forgiven for thinking it’s not worth the effort. There is a significant difference with agency respondents, of whom 13 percent report the same result. However, it’s still not as high as you’d expect compared to…

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abstract-robot- automation

1 month ago by Jennifer Watkiss

A strategic approach to email can fill your event with the right audience

Events are primarily about people. They bring us together for business, for social occasions and to encourage face-to-face communication. Yet it’s digital technologies that are transforming the events industry. Processes are streamlined with check-in and social seating apps, and user experiences are enhanced through personalization, social media integration and wearable technologies. While the industry is…

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Audience Applauding Speaker At Business Conference events

3 months ago by Jennifer Watkiss

Advertisers buy audiences, time for publishers to experiment with new tools and ideas

Marketing automation allows publishers to create a personalized experience for their audience. The word ‘du jour’ is engagement. Everyone wants to engage the audience and persuade readers to like, share and comment on what they’ve read across multiple platforms. Advertisers like it. It helps them validate their purchasing decisions. A recent article by the American Press…

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think different

4 months ago by Jennifer Watkiss

Do your birthday emails (or lack of) send the right message?

I recently had a birthday! I’m not saying it to solicit gifts and good wishes (though I wouldn’t turn them away), but to remind you that birthdays provide an excellent opportunity to engage with your subscribers. And if you don’t collect data on your customers’ birthdays, use the ‘birthday’ of their big purchase or joining…

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1 year ago by Jennifer Watkiss

Improve your subject lines like never before

A recent infographic by Sikich pointed out that email marketing can be up to 20 times more effective than other marketing channels, but to get there you need subscribers to open your emails first. The key to that is the subject line. Following the success of our 2013 Subject Line Report, we’ve decided to take…

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2 years ago by Jennifer Watkiss

Email marketing automation in 2015: where do marketers stand?

Whether you’re new to email marketing automation, or you’re still struggling to make it work, rest assured that you’re not the only one. According to the 2015 Email Industry Census, 24% of companies are uncertain where to focus their marketing automation efforts. A good starting point is simply to look at what your peers are…

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email-automation

2 years ago by Jennifer Watkiss

How consumer brands are using Twitter cards to attract new email subscribers

Lead Generation Twitter Cards are not just for B2B brands. We explored how consumer brands are using them, and how they could be using App Cards to further develop their relationship with consumers. Ever since Twitter launched its Cards advertising offering in 2013, marketers have been rejoicing in the opportunity to use additional characters and…

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2 years ago by Jennifer Watkiss

How a timely thank you email can boost your marketing

Interact with your customers right when they’re interested, engaged and expecting to hear from you. How can you make the most of this opportunity? Read on to find out. Thank you emails are a golden opportunity to reach existing customers with a triggered email, which generally achieve a 152% higher open rate. This is because…

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Thank-you

2 years ago by Jennifer Watkiss

Customer retention – why a purchase isn’t the end of the story

The well-known marketing adage says it costs 6–7 times more to acquire a new customer than it does to retain an existing one. Although acquiring new customers is important, ensuring you have a successful strategy to retain customers can lead to much bigger wins. Existing customers are more familiar with your brand, and are more…

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