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Best Practice

1 week 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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2 weeks ago by Ryan Phelan

Lessons to learn from a bad email

Three years ago, I lived in California. I loved living in California, because I was close to the wine country and golf courses, and the weather was always lovely. But I ended up moving to Texas because the cost of living in paradise was too high. I could have bought a high-end Tesla for what…

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email acquisition

3 weeks ago by Ryan Phelan

Halloween emails: Sweet treats or fright fests?

Every year my inbox gets inundated with retail Halloween emails. They all have the same subject line (some variation on “spooktacular,” one of the most overused words ever) and the same message: telling me how to dress up my kids in the latest cute/clever/creepy costumes. There’s only one problem: I don’t have children. I like…

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halloween

3 weeks ago by Adestra

Testing tip of the week: How many CTAs should you have?

A few weeks ago we suggested you test the placement of your images in an email. This week we continue the campaign layout tests with a question I’m sure many of you have wondered about: how many links should you include in your campaign? Common knowledge suggests that when we have too much choice we…

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4 weeks ago by Adestra

Testing tip of the week: A single campaign or a series?

This week’s testing tip is a challenge we find our clients face particularly when it comes to welcome communications. Is it better to have a single campaign or a series of emails welcoming new subscribers and customers? What to test A single welcome email with all the information new contacts need versus a series A…

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4 weeks ago by Ryan Phelan

Progressive profiling: Why it’s a win-win for everyone

First-person marketing sees customers as individuals to whom brands must shape their messaging to ensure they’re meeting the person’s needs, interests and goals. Central to First-Person Marketing is this credo: “Know thy customer.” If you don’t know much about your customers, progressive profiling is an excellent way to gather it directly from the source —…

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1 month ago by Ryan Phelan

Why ‘no-reply’ email addresses are a ‘hell no’

I love talking with marketers, and I do it often. They ask me great questions about email and how to do it better. But every once in a while, I get a question that makes my head explode, and I got one of those at a recent conference. “Should we use a ‘do-not-reply’ address as…

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1 month ago by Claire Barnes

Our 2017 email summit: First-Person Marketing at scale

It feels a little like the day after Christmas in our UK offices this afternoon. Not because we’ve been overindulging in leftover Christmas pudding in October, but because yesterday was the biggest EMEA event of the Adestra year: our Email Summit. From digital design strategy to personalization workshops, interactive panels, and industry experts discussing GDPR,…

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Adestra Email Summit 2017

1 month ago by Adestra

Testing tip of the week: Using images in email

Email industry best practice recommends a 60/40 image-to-text ratio, not even including the text you overlay on images. What we’d like to challenge you on this week is the way you use those images… Alternative image placements A layout that has been popular in recent years is alternate images and text like in the example…

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1 month ago by Adestra

Testing tip of the week: Intro or straight to the point?

The way subscribers react to content is a very individual thing. By all means read up on case studies and articles and arm yourself with as much industry knowledge as possible – just take it with a pinch of salt and always test your assumptions with your own subscribers rather than theoretical ones. Some email…

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