Adestra

Client: Jane’s Information Group

Challenge: Taking a newsletter subscriber base and turning it into revenue.

Result: 27% increase in YTD online sales

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Steve Kemish Strategy & Services Director (Adestra) and Chair of the IDM Digital Council talks about B2B Lead Generation Online, ask your questions live @ http://bit.ly/C2Cy

We all know that we need to test and segment our email campaigns, but why? With the economy as is, it is even more important to start sending emails that are relevant to your customer base to increase your ROI (return on investment)

Testing has become a lot easier and quicker to do, and MessageFocus (Adestra’s Email Marketing Platform) can randomly split your lists automatically! All you need to decide is what you want measure and how you will measure success (Opens, Clicks, Conversions)?

Below is a small list of options that you can test;

• From Name
• Subject line
• Links
• Copy
• Personalised content versus non personalised content
• Discount versus free postage

Make sure you have a control cell and that you are only testing one element at a time, this way you will know exactly what you did to increase response. therefore launch your campaigns at the same time. You don’t want the time or day of the launch to influence results (unless that is what you are testing).
For more information on the what, where, when and how of testing, contact your strategy consultant, or if you are not a client of Adestra please email us on moreinfo@adestra.com

Jo Taylor, Trainer

Henry Hyder-Smith comments

Whether you believe the UK is heading for a deep and long recession, or think that we starting to see the glimmer of a recovery, what is certain is the devastating impact this difficult economic climate is having on many industries, and the digital marketing industry has not emerged unscathed. However, for an industry that is still in its infancy, email marketing is continuing to grow and bucking the trend. Read more here

Online retailing businesses are benefiting from using Email Service Provider (ESP), Adestra, to deliver unsurpassed deliverability rates and outstanding ROI for their marketing campaigns.

Leading online gifts and gadgets retailer, I Want One Of Those (IWOOT), has seen its return on investment for email marketing soar, as its deliverability rates have increased by over 50% since the company instructed Adestra two months ago.

Julian Moskov, Online Marketing Manager at IWOOT, comments:

“We joined forces with Adestra this Spring in a bid to achieve ambitious branding and sales objectives through customer communications. Results have been quick to come already, with indicators like deliverability increasing immediately. Adestra is proving to be a robust and sophisticated platform on which we can build increasingly effective campaigns. The provided arsenal of tools, including reporting, segmentation and eCommerce tools, together with strategic advice from the team, is driving impressive ROI for our email channel.”

Henry Hyder-Smith, Managing Director at Adestra, comments:

“We are delighted to be working alongside dynamic online brands such as IWOOT. Adestra offers the best combination of email technology and marketing expertise, by providing high quality and targeted campaigns to deliver unrivalled ROI. It is great that IWOOT has witnessed such significant improvements in ROI so quickly, with deliverability rates improving substantially.”

Adestra provides comprehensive and detailed analysis on email deliverability, as it is the only European headquartered ESP that has partnered with Return Path, the world’s leading email deliverability service provider, to ensure all outbound emails are fully seeded. This will determine whether the messages for over 80 worldwide webmail and email software platforms have reached the inbox, bulk folder or are being blocked outright.

Adestra has experienced continued growth this year, as companies across all sectors are turning to its comprehensive and strategic email marketing services and taking advantage of the excellent ROI.

Their latest client wins include: Publishing specialist, Newsquest; The world’s largest bookshop, Foyles; GMTV; PPA, the association for publishers and providers of media in the UK; Heals, luxury interior design store; The Royal Academy of Arts; The Royal Institute of British Architects (RIBA); Chemistry digital, a digital marketing agency and Media 10, a publishing and events company.

What would Steve Kemish, Adestra’s Strategy and Services Director, like to have known when he began his career in digital marketing?  Here he shares his top 10 wishes with the IDM.

We’re delighted to announce that Adestra and client Dennis Publishing were highly commended for the Diamond award at the IDM BPA’s. The Diamonds, which recognise the strategic contribution made by the winning programmes to overall business performance were awarded last Thursday.

More info here

Dennis Publishing

It’s very apparent that there has been a year on year increase in the number of emails appearing in your Inbox. According to the DMA, there has been around a 25% increase of emails* sent since the same time last year. We all know that we can’t improve our results just by sending more email. The key is getting your email noticed and opened in everyone’s busy Inboxes.

So how can you get your email noticed? The three key factors in getting your email opened are:

• The Sender Name (or From Name)
  This is your calling card, telling the recipient who the email is coming from. Make sure it is recognisable and consistent. One client of ours always has their company name as the sender name, but adds to this when sending a particular offer or type of communication, e.g. newsletter and offers. If your sender name is a person, will the recipient recognise who that person is? Think about when you receive a marketing email from a person, do you want to open it?

• The Subject Line
  A vague subject line may increase the number of opens, but how many of those will click through to your website? Or, indeed, how many of those will mark you as SPAM? Use your subject line in conjunction with your sender name to give clear information about what is in the email.

• The Preview Pane
  Have a think about the layout of the top part of your email and how it will display in the recipient’s Preview Pane. If this is mainly images, with images turned off this will just look like a puzzle of missing images and alternative text. Put your key message and key “incentive to open” in the top left hand corner. People will then be able to see what to expect when they download the images and are more encouraged to do so.

Other factors that you should take into account are time of send, quality of the email and most importantly relevance and value.

If you have any questions or would like some examples of what has worked well, please email us at strategy@adestra.com

Reena Mistry, Group Account Director

*DMA National Email Benchmarking report Q2 2008

Henry Hyder-Smith, Managing Director speaks to Revolution Magazine on this topic.