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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 months ago by Matt McGowan

Ad Blockers? No Problem. How to Survive The Rise of The Ad Blockers

We’ve lost count of the number of times that change has forced marketers’ best-laid plans into disarray. Now, rumors are heating up that Google will block some “high impact’ ad formats from the Chrome browser. Those very ads that drove high-ROI for your business… or so you thought. It’s no secret that everyone hates intrusive…

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2 months ago by Matt McGowan

Email is the golden key to identity

If you don’t know who your customers are, how can you provide them with relevant, meaningful and interesting communications? To be successful, marketers must learn to manage their customers’ identities—and that means much more than having a CRM. Identity management is really about addressability of the consumer—being able to anonymously recognize your customers across channels…

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identity

3 months ago by Matt McGowan

State of email: How are we doing and where are we going?

Email is living the high life. On the consumer side, thanks to very smart phones and generous data plans, email is as accessible as text messaging. It’s become part of the mobile lifestyle. Adestra’s forthcoming Consumer Usage and Behavior Study (to be released soon) found that 84 percent of smartphone owners use their phones to send and receive…

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email

4 months 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

4 months 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

5 months 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

5 months 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

6 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

8 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

8 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
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