News release: - 7th February 2006

75% of top email marketers will miss out on repeat sales

London UK–Adestra, the UK email marketing agency, has released the results of research looking at the UK's most prolific email marketing companies and discovered that: 75% are threatening the long term success of their email marketing program by not asking new contacts to add their email addresses to their safe sender lists/ address books as they register.

The majority of top eight UK companies that rely on email marketing the most*, including major retailers Tesco and HMV, are missing out on repeat sales through failing to ask customers to implement one simple request.

*Source: IPT's email tracker

If a sender's email address is added to a safe sender list or a contact address book, almost all email systems will not apply their spam filters. This simple message can be included in the sign-up process and in every email sent to existing contacts and will result in significantly higher deliverability rates and therefore sales.

However, analysis of the top broadcasters shows that 50% have not implemented this simple click mechanism in any part of their email communications. Although 50% are including a message within their emails, 75% do not include the request within the sign-up process on their website. Figure 1–Heavy UK email broadcasters add to safe senders policies

*Companies are top email broadcasters. Source of companies: IPT's email tracker

http://www.ipt-ltd.co.uk/downloads/services/2004_emailtracker_a4.pdf

Paul Crabtree, Adestra's Marketing Director commented “Reputable marketers can simply and easily guarantee their messages reach their intended recipients by encouraging them to add their sender addresses to their safe sender lists or contact address books. Worryingly, even the biggest players in the UK are not doing this.”

Figure 2–Impact of adding to safe sender list/ contact address book on spam filters

- ENDS -

About Adestra Ltd

Fast, responsive and knowledgeable

Adestra is an email marketing agency with one aim–to be the email marketers' first choice partner. Working closely with our clients to meet their individual email marketing needs, Adestra provide ASP email marketing tools and email marketing bureau services to UK companies operating in the B2B and B2C marketplaces.

Adestra's Message Focus email marketing tool is today's best email marketing system and the only one designed for advanced email marketers. Web-based, this ASP application enables users to manage all aspects of their email marketing program–message design, data management, broadcasting for optimal deliverability and detailed reporting all through a secure web interface with no software installations.

Adestra’s product and corporate information is located at www.adestra.co.uk

Press Contact