48% of companies do not know what proportion of the emails they sent were read on mobile devices – such as smartphones or tablets – finds the Econsultancy/Adestra Email Marketing Industry Census 2012. They are effectively wasting marketing resources when messages are not optimised for the relevant reading device/email client, be that mobile, desktop or webmail – and tracking and monitoring email client usage is the first step.
Not optimising for mobile audiences, or taking account of recipients’ reading habits, can have a detrimental effect on both response rates and ROI. Are you sending desktop sized emails to iPhone users? Do recipients read once on a mobile device and then later on a desktop? How does changing the broadcast time or day of the week affect mobile opens? Many companies have no idea.
Being showcased at TFM&A Manchester is a new feature within Adestra’s MessageFocus enterprise email platform – it highlights the type of email client brands recipients are using, with a breakdown of each major version. This enables a greater understanding of reader behaviour and optimisation for a company’s specific audience.
Reena Mistry, Marketing Director at Adestra explains: “Half of companies cannot identify which emails are read on phones or tablets, let alone optimise for mobile and tests to improve results. A significant amount of budget is thus being wasted through not understanding their audiences. It’s easy to set up a tracking system as a starting point – a first step to maximising response from this important growth sector.”
The new email client detection reporting is split into several sections: desktop, webmail and mobile clients:
TFM&A Manchester takes place at Manchester Central on 30th May 2012. This year, visitors are welcome to come to Adestra’s stand for a glass of bubbly and a preview of the new features within its MessageFocus email platform, including Email Client Detection reporting. Situated on stand 201, close to the entrance, here’s what else Adestra has in store for TFM&A Manchester…
Email advice centre
The Adestra Email Advice Centre is a great opportunity to gain free email marketing advice from the experts. Each private session lasts 20 minutes and any aspect of a company’s email marketing can be covered, from email templates, to automation and how to re-engage inactive email addresses.
Watch Adestra’s presentation – “Stuff Email Marketers Say”
The Adestra and Econsultancy Email Marketing Census results are hot off the press. Email marketing has consistently come out on top as one of the most valuable channels for ROI, but are all marketers making the most of the channel?
In this presentation, we’ll go through 4 key areas where email marketers can maximise their email marketing and stay ahead of the game.
Time: 16:00 – 16:30
Place: Integrated marketing theatre
Date: Wednesday 30th May 2012
Presenter: Reena Mistry, Marketing Director
If you haven’t registered already, sign up to TFM&A Manchester here
Date: 24 May 2012
Where: ThinkTank, Birmingham
Stand: 31 – 32
On the 24th May 2012 Adestra will be at the ThinkTank in Birmingham for the Specialist Media Show. There are over 1000 specialist media businesses in the UK: print and digital publishers and event organisers. They work in different markets but all face the same challenges; how to increase the efficiency of their core business and take advantage of the opportunities created by new media technology with limited skills and resources. All are searching for the perfect balance between print, digital media and events for their specialist market. The Specialist Media Show is a unique opportunity to meet their peers, share ideas and tips, learn about new opportunities and grow your business.
Specialist Media Show 2012
As the official email partner for the show we’ll be on hand at the show to talk to you about how email marketing can best fit your business. Why not come and see us on stand 31 – 32? We are also holding 1-1 email clinics in the expert zone. If you would like help with your top level email strategy or anything down best practice email campaign creation we would love to help and an email clinic is the perfect place to do this. You’ll need to register for the show and once that’s done you’ll be able to book a clinic in the expert zone.
Also our Account Manager, Catherine Holt, will be holding a workshop at the show on the value of email marketing automation:
The benefits in terms of both time and money
In this workshop Cat will talk through how you can automate many parts of your email marketing to save you both time and money. From automating strategic processes down to automating tactical activities like creating email content or automating your email lists, this table will help you streamline your workflow and content. Better workflow will free up your time, allowing you to focus on many more important tasks.
Benefits:
48% of companies do not know what proportion of the emails they sent were read on mobile devices, finds the Econsultancy/Adestra Email Marketing Industry Census 2012.
Not optimising for mobile readers, or taking account of recipients’ reading habits, can have a detrimental effect on both response rates and ROI. Are you sending desktop sized emails to iPhone users? Do they read once on a mobile device and then later on a desktop? Many companies have no idea.
Being unveiled at Internet World 2012 is a new feature within Adestra’s MessageFocus enterprise email platform – it highlights the type of email client brands recipients are using, with a breakdown of each major version. This enables optimisation for a company’s specific audience.
The new reporting is split into several sections: desktop, webmail and mobile clients:
Mobile: this report shows the breakdown of mobile devices used by recipients (iPhone, iPad and Android). Webmail: Not only do the different webmail services have the potential to display emails differently, but the web browsers recipients are using can also be a factor. This report helps marketers focus their design on the email clients and browsers that matter the most. Desktop: Desktop reports provide more detail on the specific version of the desktop client recipients are using. This is an important factor to take into consideration as emails can look considerably different between versions, particularly with Outlook.
Internet World is officially Europe’s largest and longest-running event for digital marketing and online business, which is taking place 24th-26th April at Earls Court 2, London. As one of the UK’s leading email service providers, Adestra is proud to be exhibiting at the show.
This year, visitors are welcome to come to Adestra’s stand for a glass of bubbly and a preview of some new features within its MessageFocus email platform, including Email Client Detection reporting. Situated on stand E6057, next to the Digital Marketing Lounge & Solutions theatre, here’s what else Adestra has in store for Internet World 2012…
Email advice centre
The Adestra Email Advice Centre is a great opportunity to gain free email marketing advice from the experts. Each private session lasts 20 minutes and any aspect of a company’s email marketing can be covered, from email templates, to automation and how to re-engage inactive email addresses.
Watch Adestra’s presentation – “How to create the most interesting email in the world”
Modern warfare requires advanced strategies to win battles in the disparate theatres of contemporary conflicts. And, email marketing is no different. Old carpet bombing methods are effective… but only up to a point. In this session, you will learn how to aim and fire your email marketing sniper rifle to maximise your marketing ROI… and ultimately win the war against your competitors.
Time: 13:10 – 13:40
Place: Email & Analytics Theatre
Date: Tuesday 24th April 2012
Presenter: Parry Malm, Account Director, Adestra
Companies using automated email triggers, especially for abandoned baskets, are far more likely to consider their return on investment from email to be excellent than those who use no triggers at all. Only 13% use abandoned basket triggers, yet companies report this is the best form of automation to boost ROI, bar none.
Companies that use and integrate the available automation technology will enjoy immediate, measurable results. Those brands that use email to re-engage those who have fallen out of the sales funnel are significantly more likely to report higher levels of ROI. Contrastingly, those who have none of these automation techniques implemented are much more likely to rate email as being poor for generating ROI.
Worryingly, when asked which of the most common automated triggers brands are using, the top answer is ‘none of these’ (37%), see chart below. The welcome message is proven to be one of the most successful emails you can send, but only 31% are doing it. Abandoned basket triggers are used by only 13%, half the number that use web site triggers (28%). Sending abandoned basket campaigns is one of the simplest behavioural re-marketing techniques to use – and at a crucial time when people are fully engaged with your brand or product.
Henry Hyder-Smith, Managing Director, Adestra says: “Automated triggers appear to largely be an untapped area – one that is simple to implement and delivers significant return. This year will see email automation grow as brands seeking their next opportunity for improvement will jump on-board.”
“In today’s world of priority inbox placement, good quality welcome programmes and messages are especially important. That moment when customers subscribe, and trust you with their email address, is the time when they are most engaged with your communications and most likely to open your messages. That’s why it’s surprising that only 31% of company respondents are sending a welcome programme.”
Linus Gregoriadis, Research Director, Econsultancy adds: “Research for the Email Census 2012 shows that use of email triggers across the board is still low, even though many of them represent a ‘quick win’ because they are relatively straightforward to implement. The research shows a strong correlation between strong ROI from email and use of email triggers, which adds weight to our belief that many of these automated campaigns fall into the ‘no-brainer’ category.”
Question: Do you send out emails based on the following triggers?
Join Adestra for its special feature webinar to launch this year’s email census. This webinar will give a unique insight into the census results and how companies need to adapt to stay ahead of the game.
Lighting the way for the email marketing industry in 2012
Date: Wed 28 March 2012
Time: 15:00 – 16:00 BST
Duration: 60 minutes
Sign up to the webinar today: www.adestra.com/thinkseries
*The Census was conducted January-February 2012 with 846 respondents.
Press Contacts
Jim Buchanan – PR Consultant, jim.buchanan@adestra.com , +44 (0) 7725 257194
Reena Mistry – Marketing Director, reena.mistry@adestra.com, +44 (0)1865 242425
The Adestra & Econsultancy Email Marketing Industry Census 2012 has unveiled some frightening statistics – not just lack of awareness around data security issues, but a basic disregard for preventing security breaches. Only 56% of client-side respondents and 47% of supply-side respondents say they (or their clients) have policies and processes in place to guard against breaches of data security. Additionally, a quarter of agencies don’t even know what processes are in place (if any).
A brand’s data is its most valuable revenue tool – one that needs to be carefully protected. In addition, agencies need to prove they respect client data.
In light of the several high profile data breaches via ESPs last year, which saw brand damage to several major brands, the access method was via key-logging to gain (static) passwords. However using authenticated login and/or IP restrictions would prevent this type of intrusion – and only 25% of companies are currently are using this (while even more, 30%, don’t know if they are).
Henry Hyder-Smith, MD at Adestra, says: “Securing data and access methods is essential for any organisation. However, our research shows there is a lack of basic knowledge, and a lack of awareness among staff of the security policies in place, which is very worrying. Companies need to check their own processes or their ESP’s against best practices and ensure proper communication with employees – to keep data integrity and prevent brand damage.”
Linus Gregoriadis, Research Director, Econsultancy adds: “This is the first time since the inaugural Email Census five years ago that we have included questions about data security. The results are very worrying as many companies are not doing what they should be doing to avert risk. Companies should address their data security policies now in order to avoid a world of pain further down the line.”
Given recent and growing concern with regards to data security, this theme is highly relevant, particularly as governments and individuals become more aware of privacy issues. This survey found however that almost half of all company respondents (44%) either had no policies and processes in place, or were not aware of any.
Of the policies already in place, data access restrictions are the most popular, with 64% of client-side and 63% of supply-side respondents stating they (or their clients) either had them in place or were planning on implementing them. The least implemented policy is authenticated login, within only 25% of companies and 18% of supply-side clients having them in place. IP Restrictions, data seeding and recording any data download is implemented by around one third of brands.
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Join Adestra for its special feature webinar to launch this year’s email census. This webinar will give a unique insight into the census results and how companies need to adapt to stay ahead of the game.
Lighting the way for the email marketing industry in 2012
Date: Wed 28 March 2012
Time: 15:00 – 16:00 BST
Duration: 60 minutes
Sign up to the webinar today >
The Census was conducted January-February 2012 with 846 respondents.
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Press Contacts
Jim Buchanan – PR Consultant, jim.buchanan@adestra.com , +44 (0) 7725 257194
Reena Mistry – Marketing Director, press@adestra.com, +44 (0)1865 242425
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