Archive for the ‘Deliverability’ Category
Email Marketing in the Publishing Industry: the Good, the Bad & the Ugly
The first in-depth survey of email marketing habits in the publishing sector, UK Publishing Email Benchmarking Survey Autumn 2011, conducted by Adestra in association with PPA, throws up some interesting data. Adestra’s Henry Hyder-Smith looks at the main findings in his article for InPublishing Magazine.
It shows publishers are doing a number of things right and using email marketing to deliver serious response / ROI metrics, as well as taking steps towards a single customer view. So medals all round and move on to something else? Well, not quite. What is also apparent is that publishers are ignoring some key areas, particularly emerging channels, and lag behind the practices being implemented by their peers in the US.
Lacking some basic email practices and not embracing new channels can be critical for current and future comms activity and needs to be addressed urgently. These are not ‘theoretical’ improvements; these are proven, practical techniques to drive response, particularly sign-ups. Data is king, we all know that. But what are publishers doing to grow it, keep it, clean it and manage it?
Mobile and social drive UK email industry growth – Econsultancy
Following the release of their 2012 Email Marketing Platforms Buyers Guide, a recent post from Econsultancy stated that despite the rise in social media use and consumption, the UK market for email marketing platforms and services was worth £336 million in 2010 and grew by an estimated 15.5% year-on-year to a value of £388 million by the end of 2011.
Adestra’s Henry Hyder-Smith comments:
“With the rise of social media, the talk of the industry
at the beginning of 2011 was all about social media being the death of email. The market has actually grown and the two channels have grown to complement each other.”
“Email marketing has not lost its place in the marketing communications mix, but it has and will have to evolve to fit into the changing times. There has been a rise in email automation to fit into this change, moving from ‘load and blast’ to a focus on relevant and 1:1 communications. The coming years will see email evolve even further, to fit into this social world we are rapidly becoming.”
The email marketing sector continues to flourish, with growth driven by various factors, including competitive pricing and efficiency. Email continues to be highly cost-effective and to deliver strong returns. Growth in this market stems from an increasingly cross-channel approach to marketing, with companies integrating data and insights from a variety of channels to increase the effectiveness of their emails. This is demonstrated by Econsultancy’s 2011 Email Census (published in association with Adestra). It shows that companies are becoming more familiar with the rules of email marketing best practice. Almost three quarters of companies (72%) rate email marketing as “excellent” (26%) or “good” (46%) in terms of return on investment.
How do you rate the following channels in terms of return-on-investment? Econsultancy / Adestra Email Census 2011
To download the 2011 Email Census click here
To take part in the 2012 Email Census click here
To download the 2012 Email Marketing Platforms Buyers Guide from Econsultancy click here
Spam filter tests now available in MessageFocus
With lots of focus today on advanced marketing techniques, it’s easy to lose sight of the basics. These essentials can make or break your campaign, such as making sure your email is getting through to the recipient’s inbox, and that it displays correctly to your target audience.
A couple of weeks ago we announced that Adestra’s customers can preview their campaigns in mobile devices. In another update to MessageFocus content preview over the weekend, it’s now possible to test your campaign against all major spam filters before you send your email. This means you can amend your campaign to ensure it’s reaching your recipients.
Spam filter tests
Spam Filters
Emails are subjected to the following spam filter tests, and where possible, the tests will return detailed information on any problems, so they can be corrected before the final send.
Server-side filters
ISP filters
Sender Verification
Barracuda
MessageLabs
Postini
SpamAssassin
Fastmail
Gmail
GMX
Hushmail
Lycos
Mail.com
Mobile Me
Yahoo! Mail
Sender ID
SPF
Performing complete tests using content preview gives you the confidence that your email wont be junked by spam filters, and when it does arrive, your message will look as intended. To take advantage of this functionality, including the ability to view how your email looks in 30 email clients and mobile devices, contact your Account Manager for a free demonstration and more information.
Carl Chambers
Development
Email Marketing in the Publishing Industry: the Good, the Bad & the Ugly
The first in-depth survey of email marketing habits in the publishing sector, UK Publishing Email Benchmarking Survey Autumn 2011, conducted by Adestra in association with PPA, throws up some interesting data. Adestra’s Henry Hyder-Smith looks at the main findings in his article for InPublishing Magazine.
It shows publishers are doing a number of things right and using email marketing to deliver serious response / ROI metrics, as well as taking steps towards a single customer view. So medals all round and move on to something else? Well, not quite. What is also apparent is that publishers are ignoring some key areas, particularly emerging channels, and lag behind the practices being implemented by their peers in the US.
Lacking some basic email practices and not embracing new channels can be critical for current and future comms activity and needs to be addressed urgently. These are not ‘theoretical’ improvements; these are proven, practical techniques to drive response, particularly sign-ups. Data is king, we all know that. But what are publishers doing to grow it, keep it, clean it and manage it?
Mobile and social drive UK email industry growth – Econsultancy
Following the release of their 2012 Email Marketing Platforms Buyers Guide, a recent post from Econsultancy stated that despite the rise in social media use and consumption, the UK market for email marketing platforms and services was worth £336 million in 2010 and grew by an estimated 15.5% year-on-year to a value of £388 million by the end of 2011.
Adestra’s Henry Hyder-Smith comments:
“With the rise of social media, the talk of the industry
at the beginning of 2011 was all about social media being the death of email. The market has actually grown and the two channels have grown to complement each other.”
“Email marketing has not lost its place in the marketing communications mix, but it has and will have to evolve to fit into the changing times. There has been a rise in email automation to fit into this change, moving from ‘load and blast’ to a focus on relevant and 1:1 communications. The coming years will see email evolve even further, to fit into this social world we are rapidly becoming.”
The email marketing sector continues to flourish, with growth driven by various factors, including competitive pricing and efficiency. Email continues to be highly cost-effective and to deliver strong returns. Growth in this market stems from an increasingly cross-channel approach to marketing, with companies integrating data and insights from a variety of channels to increase the effectiveness of their emails. This is demonstrated by Econsultancy’s 2011 Email Census (published in association with Adestra). It shows that companies are becoming more familiar with the rules of email marketing best practice. Almost three quarters of companies (72%) rate email marketing as “excellent” (26%) or “good” (46%) in terms of return on investment.
How do you rate the following channels in terms of return-on-investment? Econsultancy / Adestra Email Census 2011
To download the 2011 Email Census click here
To take part in the 2012 Email Census click here
To download the 2012 Email Marketing Platforms Buyers Guide from Econsultancy click here
Spam filter tests now available in MessageFocus
With lots of focus today on advanced marketing techniques, it’s easy to lose sight of the basics. These essentials can make or break your campaign, such as making sure your email is getting through to the recipient’s inbox, and that it displays correctly to your target audience.
A couple of weeks ago we announced that Adestra’s customers can preview their campaigns in mobile devices. In another update to MessageFocus content preview over the weekend, it’s now possible to test your campaign against all major spam filters before you send your email. This means you can amend your campaign to ensure it’s reaching your recipients.
Spam filter tests
Spam Filters
Emails are subjected to the following spam filter tests, and where possible, the tests will return detailed information on any problems, so they can be corrected before the final send.
| Server-side filters | ISP filters | Sender Verification |
|---|---|---|
| Barracuda MessageLabs Postini SpamAssassin |
Fastmail Gmail GMX Hushmail Lycos Mail.com Mobile Me Yahoo! Mail |
Sender ID SPF |
Performing complete tests using content preview gives you the confidence that your email wont be junked by spam filters, and when it does arrive, your message will look as intended. To take advantage of this functionality, including the ability to view how your email looks in 30 email clients and mobile devices, contact your Account Manager for a free demonstration and more information.
Carl Chambers
Development