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2 months ago by John Stephenson

Inbox delivery is a popularity contest

When looking at email metrics, marketers are typically focused on those around performance: open rate, click rate, and total delivered. While these are very important stats to review, they don’t tell the whole story of your email program. What is wrong with current metrics? Email Service Providers (ESPs) like Adestra use activity such as opens, clicks,…

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mailbox- deliverabillity

8 months ago by Anca Staples

New iOS 10 adds unsubscribe option to the top of emails

It’s that time of the year when Apple steals the limelight! They have just announced the launch of iPhone 7 which comes with a new version of iOS, available for download today. Among many exciting new features, the one that will worry email marketers the most is the above-the-fold unsubscribe in the native Mail App.…

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1 year ago by Ryan Phelan

Beating the unsubscribe with the opt-down approach

One of the main reasons people unsubscribe from email lists is a lack of relevance in the email they receive. Maybe there’s too much or not enough, or maybe the content and messaging is no longer meaningful to them. Lack of relevance is consistently one of the top responses from consumers on why they unsubscribe.…

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think different

1 year ago by Peter Rylands

How to get your email marketing ready for 2016 [New Litmus report]

Litmus recently published their “2016 State of Email Report” and we thought we’d summarise the best bits from it. The report looks into what happened in 2015: the movers, shakers and innovators; which should give email marketers some insight as they prepare for the year ahead. And it will be a busy one as, alongside…

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2015 litmus state of email

2 years ago by Anca Staples

What happens when subscribers mark your emails as spam?

Spam complaints affect your deliverability and, eventually, your sender reputation. Not all is lost though! Learn what feedback loops are and how they can help. While it’s important to track positive metrics like opens, clicks and shares, email marketers must pay attention to negative ones too. Monitoring unsubscribes and spam complaints maximizes your chances of…

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Feedback Loop image

3 years ago by Adestra one big reason why customers aren’t seeing your emails

Apps such as can mean your emails never make it into customers’ primary inboxes — find out how to make sure your messages are seen. Email is still one of a marketer’s most effective tools. Yet even with the most engaging subject lines, open rates vary enormously. According to an Epsilon analysis of billions of emails sent across multiple industries,…

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3 years ago by Anca Staples

Give your email subscribers control, give them a Preference Center

Today in Term of the Week, we explore Preference Centers and how they can help you in your email marketing. Preference Centers are forms which allow your subscribers to update their details and choose what information to receive, at any point in their relationship with your brand. Why are Preference Centers important? When your contacts…

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3 years ago by Anca Staples

Why Gmail’s unsubscribe link will not be a blow to email marketers

AdWeek published an article by Ed Lamb last week claiming that the addition of a Gmail unsubscribe link in the header of incoming emails will contribute to the death of email marketing as we know it. I beg to differ. Here’s why you shouldn’t worry. Google announced on the 6th of August that it will now…

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3 years ago by Adestra

Wake up! Snoozing emails – why it’s not a good idea

So we’ve learnt why snoozing emails could lower your unsubscribes and make your customers happier.  But are we actually missing the bigger picture? In the previous post ‘Zzz… Snoozing emails – Why it’s a Good Idea’, Anca talked about the advantages of using the snooze emails function to save customers from unsubscribing. There are two inherent…

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3 years ago by Anca Staples

Zzz… Snoozing emails – why it’s a good idea

You work hard to get email subscribers, but sometimes they just don’t want to hear from you. Learn why snoozing emails could lower your unsubscribes and make your customers happier. The 2014 Email Marketing Census revealed email marketing is number 1 for ROI, surpassing SEO, so it’s no wonder so many companies are investing more in…

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