Adestra

Econsultancy and Adestra annual email marketing census has just been launched,  as always it will cover email marketing topics such as  Use of email services, Email marketing budgets,  ROI and effectiveness, Email Integration and Deliverability.

To take part all you will have to do is fill in the Email marketing Census 2010 survey, at the end of the survey you will also get the chance to fill in your details to get your own free copy (worth £150).

Adestra will hold a breakfast briefing in March where we will discuss the latest hot topics and best practice for email marketing for 2010, if you are interesting in taking part of that please feel  free to fill in your details on our contact us page.

Finally we would like to thank the Linus plus the team at Econsultancy and everyone else that has taken part in the 2010 Econsultancy and Adestra email marketing census, if you would like to stay up to date on these hot topics please subscribe to our RSS feed and/or newsletter to make sure that you receive the latest news.

@econsultancy have just posted an interesting article http://bit.ly/4Qz9H1 on a recent Which? report on poor customer experiences relating to product delivery. I expect that we have all, at some point in our lives had issues with delivery companies leaving things on show, damaging items in transit or having completely inflexible delivery processes.

Personally when this has happened to me I haven’t necessarily blamed the website I have used to make the purchase but ultimately they choose who to use for delivery so 9 times out of 10 the end result is that I go elsewhere next time. With so many possible suppliers for products in the modern online age any differentiator, however minor can be enough to sway me.

Brand, price and service are all equally important in gaining me as a customer initially but these standards must be maintained to keep me. Brand and price can be measured as can service post sale but do you do it? You can…

As a self confessed DIY geek I recently purchased a few items from Screwfix. I was attracted by their price, range of products and the promise of fast delivery. They delivered on all fronts but not resting on their laurels they emailed me a few days after delivery to check that I was happy with the product and the delivery service. I was also invited to review the product to share my experiences. Excellent!

Screwfix get to hear all about my delivery experience good or bad and can act accordingly, managing poor experiences or maximising the value of good experiences by enabling happy customers to become brand advocates.

As it transpired they good full marks all round and a glowing review for the product. Job done!

The same process can apply for any fulfilment be it a physical product delivery, event or service and with data fed into MessageFocus automatically the follow up campaigns need not take up resource. Speak with your commercial manager to discuss options for managing your customer experience

Rob Hunter, Group Account Director

Recently I attended the Webtrends Engage conference and one of the most interesting questions that came up was should you let your customers opt in to relevance?

With today’s technology you can easily integrate any ESP with analytics vendors, most free vendors like Google Analytics will not let you track PII but when you are at a level to start harnessing the power of your data and are ready to take the step to an enterprise analytics vendor like Webtrends and Omniture you really can track everything.

But before you do this with automatic retargeting campaigns  should you let your customers opt in for these higly relevant emails or campaigns?

I am not talking about opting in for email marketing as I am sure that before you get here you have already fined tuned your confirmed opt in experience for email marketing.

My question is more… should you let your users opt in for relevance?

All comments and feedback are welcome here.

Fred Wahlqvist, Partnerships and solutions

Come and see us presenting @ ECMOD 7th Oct @ 14.15 email deliverability with IWOOT – sign up here for FREE email advice http://bit.ly/P629m

Come and see us presenting @ ECMOD 7th Oct @ 14.15 email deliverability with IWOOT – sign up here for FREE email advice http://bit.ly/P629m

If yes, you’re among a growing trend of people who are logging on and downloading their email via a mobile phone. A study conducted by MarketingSherpa indicates 64% of key decision makers access their emails on a mobile platform. This trend is further supported by the fact that 36.4 million smart phones were sold in Q1 of 2009 worldwide (Gartner.com), principally indicating a large user base capable and willing to make use of mobile email access.

At present the majority of marketers are not fully optimising their emails for cross platform devices and as a result performance is hampered. With the increase of mobile usage, content creators will increasingly need to be aware of current and future device’s limitations, namely the lack of screen real estate and resolution.

The latest Smartphone’s are getting better at handling HTML, and showing images however there are a large proportion that are still unable to do so. The rendering of such emails may mean the difference between a client reading and interacting with the email or merely deleting the email, consequently losing any chance of an interaction.

To overcome the issues discussed above, there is a function within MessageFocus allowing you to create a mobile friendly version of your email. The main benefits of which; allow key messages to be delivered without unnecessary information leading to increased levels of performance.

If you require any further advice please contact your strategy consultant or email us moreinfo@adestra.com

Why not download our guide to finding the right email marketing partner for you click here.