Skip to main content

This post was originally shared by our client but we loved their summary of our Email Summit so much, we wanted to share it with all our readers.

Last week Adestra hosted their annual Email Summit at the Royal College of Physicians at Regents Park, London. have been using Adestra as their email marketing platform for just under four years now and our Head of Marketing, Katrina Shepard, attended and spoke at last year’s event. The day was informative, well organised and we learnt many new things about email marketing – all-in-all a successful day! Here are some interesting things we picked up on over the course of the day:

Email Marketing Trends

1. In 2008, digital marketers predicted email would die due to messenger apps emerging; as we know, this was not the case.
2. We spend 2.1 hours a day on email and the average person gets 122 emails a day.
3. Email must be designed for mobile, 40% of all emails are opened on a mobile phone.
4. 62% of marketers are optimising for responsive design.
5. Email is very effective because there is no intermediary, it connects the marketer to the customer.
6. In a poll Econsultancy performed they found that marketing budgets have stayed the same from 2015 to 2016, meaning marketers aren’t getting more money – they must utilise what they have.
7. 73% of marketers say that email marketing offers an ‘excellent’ or ‘good’ ROI.
8. Email is level pegging with SEO in terms of ROI at 73%.
9. When asked ‘what is going to be the most exciting marketing opportunity in 5 years’ time?’ consumers answered ‘data-driven marketing that focuses on the individual‘.


10. Aim to get the best out of your existing templates before trying anything new.
11. It takes on average two weeks to get an email out from idea to execution.
12. It’s very easy for email developers to blame Outlook for everything that goes wrong in an email template! (We agree – this is usually the case!!!)
13. Try to use fonts that users already have as standard on their devices so the email design doesn’t break; experiment with web safe fonts.

Adestra’s Email Editor

14. Use Adestra’s Email Editor! Every speaker at the summit raved about it! Tom Mahoney from Serious Sport described it as a ‘complete game changer’.
15. With the Editor, you can map out a template with all the modules and pieces that you need. You can then quickly and easily remove, add to, drag and drop. The modules are interchangeable. The 2-week turnaround with email campaigns changes to more like an hour!
16. The Editor supports mobile optimisation and makes your emails responsive on all devices.
17. 57% of Adestra users utilise the tool and numbers continue to rise.
18. Most marketers have tried split-testing a subject line. However, the Email Editor makes it easy to split-test more in depth with content.

Data Protection

20. In March 2019 the UK will leave the European Union, which causes uncertainty for businesses.
21. In May 2018 the GDPR (General Data Protection Regulation) will be enforced.
19. Your business must be compliant with GDPR changes as it will still apply to UK companies dealing with the EU, regardless of whether the UK remains in the Union.
22. There will be big changes to consent – this will have to be a positive action by the user.
23. Consent does not include pre-ticked boxes, silence or inactivity.
24. Zach Thornton (Direct Marketing Association) suggested you demonstrate the value of exchange and be transparent about data practices.
25. When it comes to data make sure to create trust, respect privacy, be honest and fair and be diligent with data.

Personalisation (Basecamp by Tom Mahoney, Brand Manager, Serious Sport)

26. If you don’t personalise in emails people think your brand doesn’t know them – we need to target to the individual NOT the device.
27. Don’t model a message sequence, model the customer.

Serious Sport’s business objectives were to create a personalised experience for their consumers and improve their data list health. They did so by creating personalised email campaigns, creating new templates and re-engaging customers. Their emails were personalised using the name, the club logo and name, and product recommendations. Serious Sport also used email automation to launch a re-engagement programme to their customers with headlines like: ‘seriously where have you been’, ‘seriously were stumped’, ‘seriously are we breaking up?’. Serious Sport sent the first email, had a three-week break, sent the second then had a two-week wait before the final email was sent. They found promo codes really helped capture customers and re-engage them. Finally, if the customer was still disengaged they unsubscribed their email address and put them on a suppressed list.

The Evolving Landscape

28. $253 is spent on each internet user in the UK on advertising.
29. Your email address is central to all the information people have about you.
30. You use your email to communicate with your bank, insurance, family, retailers, doctors, mortgages, the list goes on.
31. The average consumer has three email addresses; primary, secondary and a junk email address they use on sites they don’t entirely trust.
32. 56% of consumers leave the site or give you a fake email address if they don’t trust you.
33. Only 33% of marketers are using advanced segmentation.
34. As consumers we expect brands to already know what we are interested in. If someone sends us information or an offer on red wine when we only like white, the email will be deleted and we won’t take interest in the brand.

Email Automation (Basecamp by Sarah Gaffney, Senior Marketing Manager, UBM)

35. A key reason for using email automation is time management, especially for UBM. One reason why they created one of the automation programs presented was that a crucial team member was going on holiday. It allowed them to communicate with customers even when not all team members are in the office.

UBM organised an event called Sleep whereby it transformed an exhibition into hotel rooms to meet sellers from the hospitality sector. Their goal was to grow visitors at this event and increase conversion rate from registration to attendance. They successfully split their audience into three segments, ‘VIPs’ (top tier designers), ‘Registered By a Colleague’ (a colleague recommended to come along) and ‘Other Visitors’. Sarah Gaffney stated that “segmenting is key to email automation“. Sleep sent four automated campaigns over two weeks covering the benefits of attending, the show floor plan, event speakers, including suggestions for booking travel and accommodation. Midway through the program they checked email stats and were able to pause the campaign and make changes if needed. Additionally, they sent post-event emails and the post-campaign results showed it was a huge success.

Adestra Development Update

36. Recent changes to Adestra include docs interface with an easy search bar, updated release notes, new header design and navigational changes, Email Editor, location filtering, promo codes (unique codes to engage contacts).
37. What’s coming: the user control of email content based on a contact’s data to create highly personalised and relevant communications, conditional content user interface, interface for email template developers, split-testing with approvals, new launch system, RESTful API and automated outbound SMS (if a mobile number has been captured and you are legally allowed to use it, a client can be sent an SMS as part of the automation process). 64% of us captures mobile numbers but only 20% use them for SMS and other communications!


38. Email best practice suggests to not include prices in your emails, but Celtic & Co didn’t find this to be true. For them, emails that included prices boosted their conversion, as people who could actually afford the products would go forward to the landing page. Every business is different – you need to do your own testing!
40. Businesses must stand out visually in crowded inboxes.
41. The more data you collect the more focused and personal you can be in your communications.
42. The brand Slender Tone got that clever with Email Marketing they even emailed people when they didn’t use their Ab Belts in a week! These emails had a 21% success rate. 
43. Abandon basket emails can have the highest ROI.
44. Areas of focus for innovation in 2017 are more creative uses of behavioural triggers and greater uses of dynamic elements such as GIFs, animation, video and countdown clocks.
45. Attend The Festival of Marketing 2017!
46. Look at Adestra’s Campaign of The Month for inspiration.
47. Do not batch and blast emails, you need a fully developed strategy.
48. Take people off the email list who don’t want to hear from you! It will improve deliverabilty, open rate etc.
49. ‘Goodbye’ as a subject line works well for re-engagement. Celtic & Co found that a simple message works four times better.
50. Send newsletters that aren’t just product-led, include editorial, fun content.


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.