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  • Melanie White is the Head of Content & Communications at Adestra Inc. In this position, Melanie is responsible for managing and directing the company’s internal and external communication strategy in the US. Prior to this role, Melanie was the Editor of ClickZ, a leading global digital marketing publication, and served on the US operations board of Incisive Media (ClickZ’s parent company). Melanie has over 12 years of Journalism and Communications experience, holding senior positions at some of the world’s largest business-to-business publications in both London and New York.

2 weeks ago by Melanie White

What top marketers know about marketing automation

Marketing automation is a marketer’s must-have in our fast-paced, omnichannel world. But it’s not always as automatic as we’d like it to be. Is your marketing automation strategy achieving the ROI you want? Is it helping you meet your goals? Our new report, State of Marketing Automation – Benchmarks for Success 2017, lets you benchmark…

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abstract-robot- automation

4 weeks ago by Melanie White

Spotlight on: Lisa Finfer, our new VP of Sales, North America

Welcome to our new “Spotlight” series. We thought it was about time that we introduced you to some of the industry’s brightest and finest. That’s why, over the next few months, we’re going to be asking a number of industry folk their thoughts on the email industry, to give you their answers. And who better to include…

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Lisa Finfer

2 months ago by Melanie White

What’s really working in email marketing?

Is your email marketing best-in-class, or do you need to up your game? Adestra’s new Email Strategies for Success report will help you benchmark your efforts. We surveyed 85 marketers, both B2C and B2B, to help you understand their challenges, opportunities and successes in order to help you define your own strategy. We’ve also got some…

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email acquisition

7 months ago by Melanie White

As communications evolve, email stands out

Email is so not dying. In a world where we have multiple identities, many communication channels and a plethora of passwords, the email address is becoming one constant in this shifting sea. Marketers are beginning to reap the benefits of First-Person Marketing, which sees the email address as a way to identify the consumer beyond…

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email acquisition

7 months ago by Melanie White

Should you hold off on that bunny emoji?

It’s almost Easter – and that means bunny and flower emojis sprinkled everywhere. It may seem like a no-brainer to include them in your latest email campaign, but it’s not always appropriate. And, with emojis appearing in so many subject lines, your decorated email could be less likely to get noticed. According to the latest…

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emoji bunny

8 months ago by Melanie White

Making email technology ready for the age of First-Person Marketing

Email continues to be the marketer’s workhorse. Thanks to continuing innovation, email is also a multi-trick pony enabling a variety of tactics that can up the effectiveness of campaigns. The data proves this. The Direct Marketing Association’s 2015 Response Rate Report found that email campaigns conducted with house lists achieved an ROI that was double…

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personalization

9 months ago by Melanie White

Four ways to make the most of your content with email

Creating quality content is tough, so you when you do, you want to make sure it’s working as hard as possible. Here are some tips for getting the most out of your content by using it to drive your email marketing. Personalization We identified personalization as one of the top marketing trends for 2017. We…

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Content

10 months ago by Melanie White

Why social media is email’s secret weapon

Email and social media may seem at first glance to be opposites. Email marketing – if you’re approaching it right – is carefully composed and strategically executed. Social media, on the other hand, thrives on spontaneity and is prone to chaos. Each channel has unique advantages for keeping in touch with customers. Email lets you…

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1 year ago by Melanie White

Is AI all it’s cracked up to be, or does email already have the answer?

Artificial intelligence (AI) is getting huge buzz right now, with promises to do things like answering our emails for us and handling customer service. In fact, a Weber Shandwick survey of CMOS found that they expect AI to transform marketing and communications even more than social media has. And, as consumers, we fully expect artificial…

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artificial-intelligence-robot

1 year ago by Melanie White

Adestra strengthens growing APAC business with expansion into Australia

Last month, Adestra celebrated the opening of its most recent office in Sydney with a panel discussion on “The Future of Email Marketing.” The event was designed to introduce Adestra to the audience of brand marketers and executives from advertising agencies and publishers. Adestra execs presented results from its 2016 Australia Consumer Digital Adoption and Usage…

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Sydney
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