Improved designs leads to better deliverability

Client

Research Machines (RM) are the UK’s largest provider of ICT (Information Communication Technology) software, infrastructure and services for schools, colleges and universities.

Their web site is www.rm.com

Campaign

In the past, graphic-heavy email campaigns were used. Due to problems with image blocking and high security spam filtering server systems, many messages were not delivered to up to 25% of institutions, even if the recipients had opted in to receive RM material.

Many of the security systems were filtering useful, requested information without the users’ knowledge, causing negative brand image and customer service issues.

Solution

Adestra has been working with RM to improve deliverability into users’ inboxes, including:

• New Designs: New, optimised html templates with less reliance on imagery. Using a combination of text and imagery, the new templates were coded to be displayed effectively in all email systems. Simultaneously, strict brand guidelines are adhered to.

The design techniques used are explained in our 'Best practice email design' handbook. For your own copy, please contact us

• Optimised Sending: all broadcasts are now being sent via Adestra's Message Focus system which is configured for bulk sending. Conforming to all industry standards, Adestra's email marketing system is optimised for the highest deliverability possible.

• Testing: all individual broadcasts are run through a suite of checking tools before they are sent to check the code, content and designs of each email. Tests now run include:

1. Design Emulator: previews each design in the major email systems

2. Spam Checker: content is run against the a continuously updated database of spam rules

3. Brand Police: email is checked against strict brand guidelines

4. Proof Testing: examples are sent to RM staff for sign-off

• Monitoring: Deliverability rates are continuously monitored to allow trend analysis.

Results

In the first three months of the partnership, the number of messages delivered has improved by over 12% across over more than 50,000 emails.

Ian Skeels, business development manager for RM Schools Marketing, comments:

“Adestra has redesigned our school email campaigns to display effectively in all different email browsers and to significantly improve their deliverability. So no matter which browser the recipient uses, emails look consistently good and reflect our strong brand values.”

Paul Crabtree, marketing director at Adestra, said:

“One of the most important considerations was working within RM’s strict brand guidelines and we have successfully ensured colours, logo and corporate style are all on message.”

Conclusions

Investing in good, high quality design is irrelevant if your message is not optimised to display effectively in the receipient's inbox. Using best practice design techniques (as detailed in our 'Best practice email design' handbook), marketers can ensure messages arrive on brand, with a real impact on the ROI of their campaigns.

More information about our email marketing broadcast services

Adestra provide welcome tactical advice and input on our client's email marketing program. For more information about how we can work together with you to improve your email marketing, please contact us and ask us about our email marketing services

Adestras Message Focus

Adestra have a proven track record in providing email marketing tools, technology, strategy and support for a number of large corporate players.

From product delivery for large publishers through to tactical direct response promotions for travel providers, all clients always benefit from the shared best practice and knowledge our team have gained working within email marketing since 2000.

For an overview of Adestra's email marketing services, please see our email marketing system, Adestra's Message Focus or for a demonstration, please contact us

Free whitepapers

All Adestra clients enjoy unlimited support. Let us support you with one of our free whitepapers on email marketing:

• Challenges facing UK Email Marketers: survey of email marketers and advice on how to overcome them
• The future for email marketing: steps to take today to prepare for the future of email marketing
• SPAM Filters demystified white paper: a marketers briefing
• How to pick the right email partner handbook
• Best practice email design: A guide for designers and marketers to creating HTML for modern email clients

For your free email marketing whitepapers, please contact us