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Blog

1 day 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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2 days ago by Ryan Phelan

Test something besides the damn subject line!

In many of my conversations with marketers, I’ll ask them how many parts of their programs they’re testing. Inevitably they answer, “We’re testing a lot!” “Great! What do you test?” I ask.  “The subject line. Every time!” they respond.  “Great! What else do you test?” I ask again.  “Just the subject line, but we test…

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testing

6 days ago by Steve Denner

Everything you wanted to know about automation, but were too afraid to ask

If you’re reading this because you’re unsure whether automation is right for you, then let’s begin by putting your mind at rest. You’re not alone. With concerns about complexity, budget and time constraints, or even making your email campaigns sound robotic, automation is an often misunderstood, yet powerful tool. The first thing that marketers need…

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robot-automation

1 week ago by Jefferson Davis

Why you should start asking your email subscribers questions

How many of you have actually asked your customers questions through email? Email can be a great channel for two-way communication, it’s private and not limited by character numbers. Yet a lot of marketers don’t use it in this way. “When customers share their story, they’re not just sharing pain points. They’re actually teaching you…

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1 week ago by Matt McGowan

How to build a robust marketing automation program

Marketing automation can mean many things. Today, many marketers send personalized emails based on triggers. The ultimate would be complete integration between the marketing automation platform, ad servers, first-party data and third-party data providers. Then, to complete things, an attribution model sitting above it that would include all those different touch points, allowing marketers to…

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marketing automation

2 weeks ago by Jefferson Davis

Email sign-up forms: my advice for placement and optimization

We know from the 2016 Email Census that 73% of marketers rate email marketing return on investment (ROI) as ‘excellent’ or ‘good’, high above what is reported for social media. However, browsing a few websites at random, I found that a lot of marketers seem to put their social following links above the fold or…

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2 weeks ago by Ryan Phelan

Three useful tips for adding mobile KPIs to your executive reports

Most of the conversations that marketers have been having about mobile email revolve around the end product – does it look and function properly on a mobile device? It’s a crucial question, after all. Adestra’s own study of consumer adoption and attitudes around email found that readers will delete a message that doesn’t look right…

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mobile reporting

2 weeks ago by Matt McGowan

Innovation in marketing automation: What’s next?

Remember when the holy grail of marketing was delivering the right message at the right time in the right place? At Adestra, we think that concept (and cliché) is outdated, not to mention a little cringeworthy. It’s too simplistic for the current marketing landscape. First, the idea of a “right time” to deliver an ad…

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Man vs machine

3 weeks ago by Ryan Phelan

Why your email templates must be mobile-first

As a society, we’re addicted to our smartphones. They’re the first things we look at in the morning. They’re in our hands, pockets and handbags all day long, and they’re on the nightstand next to us when we sleep. Heck let’s admit it, some of us even cuddle them under our pillows at night. Obviously…

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mobile first

3 weeks ago by Matt McGowan

Email: The channel that just keeps on giving!

Year after year, email remains the top tool in the marketer’s arsenal, as a recent survey by eMarketer confirms. Sure, email is a workhorse that gets the job done and it will continue to be the top target for increased investment across all digital channels in 2016, according to the recent studies. But there’s another reason…

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email
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