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Email Marketing Information |
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Summary of Adestras Presentation on Best Practice EZines at the July NEPA Conference
At the recent Online Marketing Show, Adestra ran an email clinic. Attendees spent time with an Adestra expert who provided feedback and useful advice about how they could improve their campaigns. Main Lessons Data, data and more data is the main factor holding back B2B and B2C email marketers Many marketers are only capturing email address and failing to use follow-up communications to capture further information. From demographics to coherent reporting lines to feed back recipient behaviour, marketers' databases are limited to contain only the information from the first contact. drowning in simple metrics such as clicks and opens, many marketers are unable to use the results of their campaigns in strategic decision making or for calculating return on investment (ROI). Many marketers are finding that their senior management perceive email as a cheap channel and not a traditional, measurable direct marketing channel. Only being able to provide limited reporting feeds this view. many marketers do not use robust tracking systems, finding them technologically complicated. Costly web analytics packages are being deployed in some cases, but on the whole, many marketers are ignoring simple tactics such as duplicating a product marketing page and tracking orders through it. Steve Denner, Director of Adestra commented "After a long day and many conversations with many email marketers, almost everyone I've met uses email marketing intelligently. However, it is really refreshing that these marketers recognise there are ways in which they can improve their marketing further and I'm glad that Adestra have been able to provide some practical and helpful advice to help them do this." This confirms the empirical findings of a recent Adestra survey Adestra have conducted a detailed survey of 65 UK based marketers to investigate what they believe are the main challenges facing them within their email marketing. Both B2B and B2C companies participated including companies such as Ford Motor Company, Coors Brewers, Prudential, Investec Asset Management, RAC, Future Publishing Ltd, Cotton Traders and Reed Business Information. Main Findings
"Interestingly, both B2B and B2C marketers are facing similar challenges despite using email marketing in different ways. They want to learn more about issues such as deliverability and spam and most recognise that there are faults within their existing programs, especially in the way they manage their email contact database" He continued "With 80% of the UK marketers in the sample planning to use email marketing more in 2006, and the willingness of the sample to accept that there are numerous ways in which they could improve their email marketing program, I urge marketers to consider working with email marketing specialists such as Adestra to use their expertise when developing their email programs" Learn from other marketers Working within email marketing for over 5 years, Adestra's email experts have real-life experience of working with B2B and B2C players alike including publishers, event organisers, travel/ tourism providers, charities and many more- a unique opportunity to learn from the mistakes of others! Contact us We would welcome the chance to discuss your email marketing objectives and plans, and would encourage you to contact us. Free email marketing white paper Adestra have produced a white paper on the challenges that today's UK email marketers are facing when trying to implement their email marketing program The research is based upon a survey of 65 marketers before the show, discussions with over 170 contacts during the show and our ongoing dialogues with our clients. It includes Adestra's suggestions on how you can overcome challenges including:
Paul Crabtree is presently Marketing Director of Adestra (http://www.adestra.com), a UK based digital marketing agency that specialise in inbound and outbound email, fax and SMS broadcast solutions. Adestra's client portfolio includes many UK based publishers including Janes Information Group, Informa, Lexis Nexis, OUP, Blackwells and others. Previous to this role, Paul was responsible for heading-up online marketing for Informa Telecoms' publishing division working on a portfolio of reports, newsletters, ad-led vehicles and the industry portal telecoms.com. Paul will draw on his 5 years of focused experience in working in online marketing for publishers.
MORE RESOURCES: Best Email Campaign Service (2025): Klaviyo Awarded Top Email Marketing Service by Consumer365 The Manila Times Top 14 AI Email Marketing Platforms to Grow Your Business Influencer Marketing Hub Email Analytics You Want to Track Business.com Future-Proof Your Email Campaigns With These Best Marketing Tools For SMEs This 2025 International Business Times UK Email marketing market size 2027 Statista Industry KPIs: Email marketing metrics improved in most recent data—with a cautionary note eMarketer Email Marketing Developments in 2024 and Their Ripple Effects in 2025 MarketingProfs.com Best Email Marketing Tool (2025): Klaviyo Recognized as Top Email Marketing Service by Consumer365 The Manila Times What You Need to Know about GDPR and Email Marketing Business.com Five Ways to Unleash the Power of AI in B2B Email Marketing MarketingProfs.com 22 Email Marketing Platforms to Know Built In Best email marketing service of 2024 TechRadar Email Marketing Friday Forum MarketingProfs.com 9 Top Email Marketing Trends (2024 & 2025) Exploding Topics Don't Sleep on Email Marketing — Here's Why It's Still Your Business's Most Powerful Tool Entrepreneur Ready. Set. Scale. AI and Automation Tactics to Drive Email Marketing Results CO— by the U.S. Chamber of Commerce Email Marketing Friday Forum MarketingProfs.com Matt Plapp: How to Use Email Marketing to Keep Customers’ Attention and Drive Sales PMQ Pizza Magazine Email Marketing and ABM: How to Use the Two Together DemandScience Email Design Trends for 2025 Designmodo (PDF) "Designing Email Marketing Campaigns - A Data Mining Approach Based On Consumer Preferences " ResearchGate Email Marketing Friday Forum MarketingProfs.com The Best Email Marketing Software for 2024 Yahoo! Voices The future of email marketing lies in AI Fast Company A Quarter of Global Consumers Unsubscribe from Emails Weekly – How SMBs Can Boost Email Marketing Strategies Business Wire Zeta Marketing Platform Named a Leader in Analyst Report on Email Marketing Service Providers, Q3 2024 Business Wire Why Kamala Harris’s Marketing Emails Are Hitting the Mark Chief Marketer Top 41 B2B Email Marketing Statistics You Need to Know in 2024 Influencer Marketing Hub 5 Pervasive Myths About Email Marketing That (If Believed) Could Derail Your Business - Entrepreneur How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read Entrepreneur Mastering email campaign execution Search Engine Land Litmus Unveils Email Marketing Innovations with New Personalization and Monitoring Capabilities PR Newswire The Biggest Email Marketing Opportunities for B2B Brands MarketingProfs.com Email Marketing Tactics That Work Social Media Examiner Pioneering email marketing in Romania – a conversation with White Image co-founder Andrei Georgescu Romania-Insider.com Enhance Your Brand with ASI Marketing & Creative Services Advertising Specialty Institute The Best Email Marketing Software (2025) 9Meters.com |
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