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  • Peter Rylands is Adestra's Documentation Manager. New to the world of email marketing, he puts as much passion into technology and data-driven marketing as he does into his poems and ever-growing coffee knowledge. He works behind the scenes to make sure our documentation is up to date and as useful for our clients as possible.

3 months ago by Peter Rylands

Emails that struck gold during the greatest show on earth

The thought of summer is usually enough to get people in a frenzy; day-dreaming about the beach they wish they were on, the BBQs and the Pimms they would enjoy. But throw in the biggest sporting event of the summer too, hosted by the carnival capital of the world, and you have a perfect opening…

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4 months ago by Peter Rylands

Strong results across the board for the Travel & Hospitality sector in 2016

The Travel & Hospitality sector is consistently high performing and 2016 is no different. It’s the Star performer in two sections of our Industry Census and, alongside strong results across the board, marketers in this sector are also in a good position to continue moving forward with their email marketing strategies. Growth in ROI and…

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4 months ago by Peter Rylands

Charities, Government & Not-for-Profits see great improvement in email marketing year-on-year

From looking at the overall best performer (Publishing & Media) we’re going to the ‘Most Improved’, a category taken by the Charities, Government & Not-for-Profit sector. 2015 produced mediocre results for the sector, but our 2016 Sector Census shows them to moving forward leaps and bounds. Do Bigger Budgets Mean Better ROI? The Charities, Government…

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4 months ago by Peter Rylands

Publishing & Media remains top sector for email marketing in 2016

Our 2016 Email Marketing Census showed that email marketing has had spectacular ROI growth in comparison to other channels. It’s not just the technology that’s evolved though, the way in which marketers think has evolved too – they focus customer-driven marketing aided by an increased integration between technologies and channels used over the last decade.…

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6 months ago by Peter Rylands

54% of marketers love their ESP but there’s room for improvement

How do companies and agencies use email service providers? Where can ESPs improve and what do marketers really think of them? Our 2016 Email Marketing Census sheds light on many different parts of the industry, including direct feedback from agencies and companies on their provider. This article has a look at what they had to say.…

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6 months ago by Peter Rylands

Term of the Week: What is an Email Service Provider?

In short, Email Service Providers (ESPs) work with businesses to enable them to send emails to their subscriber bases, whether large lists or targeted segments. They offer the functionality for a business to build a relationship with their customers and prospects. What capabilities do they have? There are many ESPs in the market place, with different audiences…

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7 months ago by Peter Rylands

Term of the Week: Personalisation

Ever had an email address you by name? Know your age? Mention a previous purchase? This is personalisation: using the information you have about a subscriber to encourage them to engage with your email campaign. Why should you personalise? Personalising your email means you can create customer-centric emails, this often leads to better engagement and higher conversions. PetsPyjamas for…

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7 months ago by Peter Rylands

Term of the Week: List Segmentation

Your contacts may be interested in your products but that doesn’t mean that all their interests are identical. List segmentation allows you to divide your subscriber list into smaller, more targeted groups, which should lead to better results from your campaigns. How important is it really? Segmentation is often part of a strategy to increase revenue…

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7 months ago by Peter Rylands

Term of the Week: What is Graymail?

Otherwise known as ‘ham’, Graymail isn’t spam. It’s email that someone has opted-in to receive but doesn’t really want. Why would someone opt in to this, if they don’t want it? The contact may have been to a conference or signed up for a competition; often they will be asked for their details so they can…

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7 months ago by Peter Rylands

What if email were to die? (part two)

Would marketers be able to fill the void if email marketing were to suddenly disappear? Last week we looked at how capable certain digital channels would be. This week, it’s time to evaluate some traditional marketing channels. Snail Mail You’re a new, small, business. You have no mailing list but a fresh new website. How do…

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