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  • Matt has worked in digital marketing for over 20 years, alongside many of the world’s leading brands, agencies, and technology companies. Before joining Adestra, Matt headed up strategy for Google’s Ad Agency business. Prior to Google, Matt served as MD of Incisive Media and before that he was COO of PropertyRoom.com. Follow him on Twitter at @Matt_McGowan.

2 days ago by Matt McGowan

How to master the art of quality email acquisition

Email is a permission-based medium. Before you say “duh” let me explain. Of course, your email list should consist only of opted-in addresses, but the fact is, true consumer permission is more than just ticking a box in a signup form. It all comes down to how you acquire email addresses and what you do…

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email acquisition

2 weeks ago by Matt McGowan

Why a squeaky clean email list is so important

One of the many things that I love at Adestra, is our priority of maintaining our credibility as an email service provider (ESP) so that ISPs can trust email that comes through our platform. Some companies might expect that they can simply port their lists over to Adestra and immediately begin emailing to them. This…

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duck -clean

1 month ago by Matt McGowan

From cookies to ad IDs, why email is key

Necessity is the mother of invention, and the need to provide a reliable identifier for mobile users has led to a revolution in identifying and tracking users across all devices. We may not see the fruit of this revolution for a few years, but I predict that the depreciation of the cookie will continue. Responding…

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cookies

1 month ago by Matt McGowan

Three scenarios for marketing with the Internet of Things

I love those end-of-the-year, “best of” lists as much as anybody. Now, as a new year begins, it’s a great time to get a bit futuristic and think of the bests yet to come. And one of the most exciting things in the near future, I think, is the Internet of Things (IoT). The IoT…

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internet-of-things

2 months ago by Matt McGowan

Four campaigns that I hearted this year

It’s that looking-back time of the year again, and I’m going to reflect on some of the brilliant but under-the-radar campaigns that truly captured my eyes. I love these because they illustrate the power of personalization, smart uses of data and the potential of a robust email service platform. Dynamic lists blow past ticket target…

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iheart-love

4 months ago by Matt McGowan

Onboarding: The path to customer engagement and retention

When exactly does a customer conversion occur? Is it when someone opts in to email? When someone subscribes to your service? The first time he or she makes a purchase? You may have a different answer depending on your business model. But we’d like to suggest a different way of looking at conversions: It’s an…

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welcome-onboarding

4 months ago by Matt McGowan

Why Salesforce was never going to buy Twitter after its Krux deal

Salesforce chief executive (CEO) Marc Benioff put the rumor mill to rest last week by telling the Financial Times that he wasn’t going to acquire Twitter because it’s “not the right fit.” We knew that. Salesforce shareholders had reportedly besieged Benioff with complaints about such a deal, along with threats to unload their stock. Salesforce’s customers do…

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salesforce-benioff

5 months ago by Matt McGowan

Who needs a CMS anyway?

Just last month, Salesforce acquired productivity tool Quip in a bid to compete against the likes of Microsoft Office, according to a number of reports. The move had a lot of the industry talking. Not only because it was a big punch in the face for those such as Microsoft and Google, but also due to the…

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cms

6 months ago by Matt McGowan

Teens and email: getting in the inbox

Everyone “knows” that teens are all about the chat, right? At Adestra, we believe in relentless testing – and that goes for ideas, too. So, we did a consumer survey that looked at people at both edges of the age span: teens aged 14 to 18 and millennials aged 19 to 34 at one end,…

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teens

6 months ago by Matt McGowan

Bigger investment in CRM leads to better email

Digital ad growth is slowing, while investment in customer relationship management (CRM) is growing. This makes total sense and points to further growth in email marketing. Last week, eMarketer reported on a couple of outside studies indicating that companies of all kinds are spending more on CRM – because it improves sales and customer service.…

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customer-relationship
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