Easy-to-Use Tool Optimizes Content for Mobile Devices, Allows Marketers to Focus on Strategy and Content
LONDON – MAY 26, 2016 – Adestra, a leading provider of innovative marketing technology software and services, announces the addition of a new email editing feature to its already robust MessageFocus platform. The email editor addresses the industry-wide problem of time-consuming email creation by automating the mobile optimization process using robust, modular design templates.
According to the latest research from Adestra and Econsultancy, marketers report spending almost twice as much time on email design and code as they do on strategy and planning.
With device responsiveness taken care of, Adestra’s clients can instead focus on strategic best practices such as advanced customer segmentation, behavioral targeting, content personalization, and lifecycle programs, all of which have a significant impact on engagement levels throughout the customer journey and, ultimately, ROI.
Phil Manger, Email Marketing Manager at Future Publishing commented on their experience with the Email Editor:
“We’ve been delighted to be one of the first to get our hands on Adestra’s new Email Editor. Our new fully responsive template is pretty awesome! We’ve seen a massive 500% increase in average click-through rates, as well as an uplift in revenue and a significant reduction in campaign creation time – to as little as 10 minutes! The template’s attractiveness and robust design means we/our team can focus on the content and edit worry-free of rendering issues. Also, its modular approach has been re-purposed for use across a number of different brands and campaign types, making it a truly scalable solution for Future Publishing and a step change in our email communication design and execution.”
While email open rates on mobile devices are high and growing, conversion rates are low. To address this disparity, marketers must focus on the entire customer journey. However, one problem standing in the way of this is the length of time it can take to produce an email campaign – typically 1-2 weeks.
Adestra’s Email Editor reduces the time it takes to produce device-friendly campaigns and helps create a more consistent brand experience. Marketers can build emails using the best modules for their message, safe in the knowledge that any content edits will not create errors. If campaigns need to be adapted for a different type of message, it’s just a simple layout change and edit.
Rob Pellow, Head of Digital Design at Adestra, says: “The key to great emails lies in allowing the message to be the focus, backed up with exciting, innovative designs that make people want to interact and engage. Our email editor takes the pain out of quickly and efficiently creating campaigns with the right message at the right time, error free and allowing designers to give marketers stunning layouts and functional tools to work with. That’s why we’re using the strapline: ‘Leave beautiful design to designers and skilled execution to marketers’.”
For further details of Adestra’s Email Editor, visit https://www.adestra.com/email-marketing-platform/email-editor/ or read about it on our blog.