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It’s that time of the year again…

You know: where everyone is setting up new, out-of-this-world resolutions with the hope to change forever, but after a few weeks have passed they start to fade and feel very unrealistic to achieve – we’ve all been there! But it doesn’t have to be the same story for your marketing strategy in 2018. We’ve thought long and hard and have come up with 5 simple yet effective New Year’s resolutions that you will be able to stick to.

1. Set up an automated customer journey

Increase engagement and efficiency with automated user journeys. Depending on your industry these can be welcome programs, progressive profiling, abandoned basket campaigns or even donation journeys. The NSPCC created a fantastic automated donation journey which quadrupled their open rate and increased their click-through rate by 21%.


2. Get GDPR ready

We can’t really blog about 2018 and not mention GDPR, but is doesn’t have to be scary. There are many ways that you can prepare, including but not limited to:

  • Reviewing your current process for consent
  • Ensuring subscribers are free to unsubscribe at any point
  • Seeking formal legal advice where unsure
  • Reading around the topic for industry insights – you might like to rewatch our recent webinar, for instance.


3. Keep it personal

Showing your customers that you understand them as an individual makes a great difference to both engagement rates and for building stronger customer relationships. From adding first names to each email to setting up an abandon basket program or even a ‘you may also like’ section in transactional emails, there are many ways to make your personalization more effective.


4. Create, test, review, repeat

Send stronger emails by split testing campaigns before sending. Small elements of emails such as a subject line, can make all the difference to engagement rates. If you have a couple of slightly different ideas for the same email, use split testing to send 5% of your subscription list option 1 and 5% option 2, then email the rest of your subscribers with the winning email. Our client Purina achieved this purrfectly with their #catslikeFelix campaign:


5. Be inspired

As with all areas of business, understanding your competition is key – emails are no different. The email world is constantly evolving for the better and it can be easy to fall behind. Set some time aside to read through blogs, case studies, webinars, anything that you can get your hands on to know what others are doing in your industry. Read up on email-specific blog, follow hashtags such as #emailgeeks, and take a critical eye to your own inbox.


May your team’s 2018 be a successful one!


DISCLAIMER: The content and opinions within this blog are for information purposes only. They are not intended to constitute legal or other professional advice, and should not be relied on or treated as a substitute for specific advice relevant to particular circumstances, the Data Protection Act, or any other current or future legislation. Adestra shall accept no responsibility for any errors, omissions or misleading statements, or for any loss which may arise from reliance on materials contained within this blog.