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Adestra

 •  November 13

Christmas is not only a time for presents or for eating so much Christmas pudding that our jeans don’t fit any more. It’s also the season of giving, making it a key season for charities. But sending out a generic email to all your email subscribers is more of a “NO NO NO” than a “Ho Ho Ho”. So here are a few tips on how you can use personalization...

Adestra

 •  November 7

Marketing automation is a marketer’s must-have in our fast-paced, omnichannel world. But it’s not always as automatic as we’d like it to be. Is your marketing automation strategy achieving the ROI you want? Is it helping you meet your goals? Our new report, State of Marketing Automation – Benchmarks for Success 2017, lets you benchmark your...

Adestra

 •  November 2

Three years ago, I lived in California. I loved living in California, because I was close to the wine country and golf courses, and the weather was always lovely. But I ended up moving to Texas because the cost of living in paradise was too high. I could have bought a high-end Tesla for what I was paying in rent every year. That was three years...

Adestra

 •  October 30

In previous posts, we have mentioned that segmentation is key to improve ROI. However, if you still think that is a time-consuming task and/or difficult to implement, the following examples will hopefully provide some inspiration and give you some ideas that you can implement in your own marketing: Personalize your emails through product...

Adestra

 •  October 27

A few weeks ago we suggested you test the placement of your images in an email. This week we continue the campaign layout tests with a question I’m sure many of you have wondered about: how many links should you include in your campaign? Common knowledge suggests that when we have too much choice we tend to make none, but the only way to know is...

Adestra

 •  October 19

First-person marketing sees customers as individuals to whom brands must shape their messaging to ensure they’re meeting the person’s needs, interests and goals. Central to First-Person Marketing is this credo: “Know thy customer.” If you don’t know much about your customers, progressive profiling is an excellent way to gather it directly from the...

Adestra

 •  October 17

I love talking with marketers, and I do it often. They ask me great questions about email and how to do it better. But every once in a while, I get a question that makes my head explode, and I got one of those at a recent conference. “Should we use a ‘do-not-reply’ address as our ‘from’ address?” this marketer wondered. “We want people to use our...

Adestra

 •  October 13

It feels a little like Boxing Day in our UK offices this afternoon. Not because we’ve been overindulging in leftover Christmas pudding in October, but because yesterday was the biggest EMEA event of the Adestra year: our Email Summit. From digital design strategy to personalization workshops, interactive panels, and industry experts discussing...

Adestra

 •  October 13

Email industry best practice recommends a 60/40 image-to-text ratio, not even including the text you overlay on images. What we’d like to challenge you on this week is the way you use those images… Alternative image placements A layout that has been popular in recent years is alternate images and text like in the example below from our own...

Adestra

 •  October 9

In previous posts, we have explained what email marketers should do when planning their email marketing strategy. Having followed this advice your lists are now ready, you have identified your winners, thought about your different segments, created a consistent strategy across channels, and tested your ideas. So, now you might be wondering: is...