Archived Webinars
Below you will find a list of monthly webinars that have taken place. Click on the title to be taken to the synopsis and the link to access each.
November 2012:
Has mobile email made us more responsive as an audience?
October 2012:
4 time-saving email marketing tips that will also improve your results
September 2012:
Back to basics – email design tactics to captivate your recipients
August 2012:
Adestra reveals the secrets to subject line success – according to 932,000,000 emails
July 2012:
Why a strategy for mobile email is not just a “nice to have”
June 2012:
What APIs mean to marketers – save time, money and improve customer experience >
May 2012:
Simple testing strategies that improve email marketing results >
April 2012:
The art of conversation – encouraging your email addresses to spread your message >
March 2012:
Lighting the way for the email marketing industry in 2012 >
February 2012:
The power of SMS as a marketing channel >
January 2012:
Placing email data security at the forefront >
November 2011:
Drive engagement with email and content automation >
October 2011:
Drive acquisition with email and social media >
Has mobile email made us more responsive as an audience?
The mobile channel has produced a culture of information on-demand. Publishers have responded to this by creating apps, QR codes and mobile friendly websites to make sure that their audience can gain access to subscriptions and content anytime anywhere. The question is though has this necessarily made us more responsive as an audience? In truth it seems the opposite. We view an email as it arrives on our smart phone, think about it for a second and then move onto the next one. The challenge with mobile it seems is thinking about how and when audiences act on this channel.
What you will learn:
1. How publishers should push content to this audience
2. When to push content to this audience and how to follow up
The workshop will be led by Marketing Executive, Serena Elston:
*This webcast was featured in the Specialist Media Show Online Event
4 time-saving email marketing tips that will also improve your results
With new marketing channels appearing all of the time, and an increasingly fickle and time poor audience, marketers are busy people. Fact. Therefore, we marketers need to take advantage of any opportunity to save time that still delivers results. This is where marketing automation can really make a difference to reduce time spent and increase your results. In this presentation, Reena will go through effective email automation and integration programmes to dramatically save you time in the long-term.
What you will learn:
1. Simple steps that can save you time everyday
2. How a little planning can make a big difference
3. Email automation programmes to reduce manual intervention
4. Your data and how you can streamline your processes
The webinar will be led by Marketing Director, Reena Mistry:
Back to basics – email design tactics to captivate your recipients
Date: Wed 26 September 2012
Time: 12:30 – 13:00 BST
*Post webinar the webcast will be sent to all
registrants whether they attended or not
We all want our emails to look eye catching and ‘on brand’, but how do we know what they will look like in the recipient’s inbox? And once they get there, how can we improve the chances of the recipient engaging with email?
With a few strategic enhancements to your email design, you’ll not only increase email interaction rates but also ensure brand continuity whilst maximising the promotion of your message.
What you will learn:
1. How to make a lasting first impression in the preview pane
2. Best practice newsletter advice: email hotspots, image and link placement
3. Making your email mobile and desktop compatible
4. What not to do!
The webinar will be led by Account Manager, Leigha Beynsberger:
Adestra reveals the secrets to subject line success – according to 932,000,000 emails
Date: Wed 29 August 2012
Time: 12:30 – 13:00 BST
*Post webinar the webcast will be sent to all
registrants whether they attended or not
The subject line is the crux of your email campaign – if it is good your response rates will sky rocket! However marketers find it very difficult to test what words, combinations and subject line lengths make their audience tick. For this reason we’ve undertaken the task and analysed the subject lines of 932,000,000 emails industry wide to uncover what makes people open. We’ve looked at subject lines from both global and industry-specific emails (B2B, B2C, publishing, events, charities & eCommerce) to ensure we’re being helpful to all email marketers. In this webinar we will aim to answer the questions we all wonder about. If you learn half as much as we did from this research then it will be time well spent!
What you will learn:
1. When are short subject lines effective?
2. What about long ones – when will they drive value?
3. What subject line keywords are the most effective in your industry?
4. Which ones are over-used or under-performing (and holding you back)
The webinar will be led by Account Director, Parry Malm:
Why a strategy for mobile email is not
just a “nice to have”
Date: Wed 25 July 2012
Time: 12:30 – 13:00 BST
*Post webinar the webcast will be sent to all
registrants whether they attended or not
With around 20% of all emails being opened on mobiles, a number that will only increase, it’s time to start planning your mobile strategy. This webinar will look at how you can discover the devices your emails are being viewed on and then look at optimising your content and design. By adding some little tweaks here and there your email can be turned in to a multi-channel thing of beauty.
What you will learn:
1. Why thinking mobile is increasingly important
2. Find out which devices are key for you
3. How to write mobile friendly content
4. Looking at mobile friendly design tips
The webinar will be led by Account Manager, Cat Holt:
What APIs mean to marketers – save time, money and improve customer experience
Date: Wed 27 June 2012
Time: 12:30 – 13:00 BST
*Post webinar the webcast will be sent to all
registrants whether they attended or not
APIs are everywhere and can be used for almost anything when it comes to working with digital and especially email technologies. From time-saving list management integrations to creating 1-1 transactional emails such as order confirmations, this webinar will start from the beginning, talking through what an API is and what it means to a marketer. Andrew will then provide real case study examples of how APIs can be used to save time, save money and improve customer experience without needing extra resource.
What you will learn:
1. What an API is and what it does?
2. How you can use an API to streamline and improve your email activities.
3. Real examples of how Adestra clients have used the MessageFocus API to save time and increase email ROI.
The webinar will be led by Adestra’s Integration Specialist, Andrew Abram:
Simple testing strategies that improve email marketing results
30 minutes
The Adestra and Econsultancy Email Marketing Census 2012 revealed that only 31% of companies surveyed regularly test their email marketing campaigns. What’s more, 81% of these companies that DO test, report great ROI from their email marketing, compared to only 37% of those who don’t. The good news is email testing will improve your results and it doesn’t need to be difficult. Small changes can make a big difference.
1. How to create a testing plan suited to your needs.
2. To determine an appropriate testing methodology and success criteria.
3. Learn from real examples of how testing has improved email results for our clients.
The art of conversation – encouraging your email addresses to spread your message
45 minutes
Gone are the days of ‘spray and pray’. Marketers need to know the value of talking to their customers rather than at them. Dialogue beats monologue every time and your customers are your greatest advocates. Email is not passive – it is an active experience about sharing.
In this webinar we’ll cover how you should be creating content that can go viral and bring you new customers. We’ve also got Adestra client James Lewis from Celtic Manor joining us to talk through how they acquired 1901 new subscribers from an email campaign that went viral.
What you will learn:
1. Create conversation – Speak intelligently to your customers rather than at them.
2. Create advocates – Turn your customers into your cheerleaders.
3. Create simplicity – Making sure your communications plan is working for you and not the other way around.
4. Create simplicity – Making sure your communications plan is working for you and not the other way around.
A Think series special feature:
Lighting the way for the email marketing
industry in 2012
The Adestra & Econsultancy Email Marketing Industry Census 2012
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? Join us for our webinar and gain a unique insight into the email marketing industry and how you need to adapt in 2012 to stay ahead of the game.
What you will learn:
1. The top line results and where email marketing is as an industry.
2. Overcoming the challenges that stop marketers from achieving their email strategies.
3. The key database maintenance strategies being used by market leaders.
4. How email marketers are benefiting from automation, in terms of both time and money.
5. Maximising ROI by creating balance between load & blast vs targeted emails.
The Agenda:
The power of SMS as a marketing channel
Duration: 30 minutes
Right now, how far away from you is your mobile? How many times have you looked at your mobile in the past hour? And lastly, when you receive a message do you open it there and then? My guess as to your answer to each of these questions is: within a metre, at least once and you usually open any text messages as soon as you hear them come through.
The point to be made here is that SMS is a very powerful tool where brand and message visibility is concerned. Marketers everywhere need to be aware of how they can utilise SMS to their advantage.
What you will learn:
1. The different types of SMS Marketing – It is not only an outbound channel.
2. How to ensure the visibility rate matches the response rate.
3. The benefit of SMS as part of a multi-channel marketing campaign
Presenter: Jenna Lovell
Placing email data security at the forefront
Duration: 30 minutes
Data is the lifeblood of all who engage in email marketing. For most, concentrating on utilising this data most effectively is the main concern. With the increasing number of data breaches and the changing ways in which criminals are attempting to steal this information the safety of your data must become a primary issue.
What you will learn:
1. What is at risk? – What you stand to lose.
2. How is data stolen? – The most common route explored.
3. Whose problem is it? – Is the IT department purely responsible?
4. How do you minimise risks? – A look at ways to reduce the risk of a breach.
Presenter: Steve Denner
Drive engagement with email and content automation
Duration: 30 minutes
Being in the right place at the right time with right content is key to marketing success. With the many demands on our time, creating email perfection can seem impossible. In this webinar you’ll learn that with a little strategy, the right technology and help from the experts, you can take advantage of automation strategies to save you time and most importantly, improve results and ROI.
What you will learn:
1. Start with a strategy – What you need to get started.
2. Send emails at the right time – How to automate the delivery of your emails to improve response and engagement.
3. Send the right content – What you can do to save you time when creating your emails and deliver relevant content to your recipients.
4. Multi-channel automation – Find out how integrating your automation can improve your ROI.
Presenter: Rob Hunter
The webinar will be led by Group Account Director, Rob Hunter:
Drive acquisition with email and social media
Duration: 30 minutes
Social media is a great awareness and engagement tool but how do you qualify or acquire those leads? This webinar will show you a warts-and-all approach to maximising your return on social media investment by using email to tie all your efforts together.
What you will learn:
1. The fallacy of activism – what does a “like” or a “follow” actually mean?
2. The realities of ownership – are you the master of your destiny?
3. The importance of integration – why you need a data acquisition funnel.
4. The methodology of ROI – how you can measure the value of social media.
Presenter: Parry Malm
The webinar will be led by Account Director Parry Malm, our resident social media expert:
