“A colleague recommended that I used Adestra for my email campaigns. I found their service to be first rate and their product to be very user friendly. They displayed a willingness to work with me to address my individual needs and demonstrated excellent email marketing expertise.”

SV, Senior Marketing Executive, Jane's Information Group, www.janes.co.uk

Overview of Email Marketing

Email marketing is used in a variety of different ways by companies operating across both the B2B and B2C markets. Many companies are choosing to run their own in house programmes. Typically, these systems are unable to optimise messages nor provide detailed reporting for maximising the potential of email marketing.

Working with an established email provider such as Adestra ensures you have the tools and visibility to constantly refine your email marketing efforts. Adestra's Message Focus email marketing tool is relied upon by marketers from large and small companies alike to manage their entire email marketing programme.

In a nutshell, email marketing can be broken down into a number of areas:

Data

Capturing an individual's email address can be achieved at any customer 'touch' point. The important thing is to ensure that any email address captured has appropriate permissions. Marketing legislation within the UK means that you are able to contact a email address in the process of a transaction, or if that person has expressly said you can contact them. The legislation is complicated and all Adestra clients receive a full briefing.

To broadcast to email names through Adestra, all you need is an excel file of your target recipients.

Messages

You can broadcast three types of email message through Adestra. The simplest version is a straight text email which contains limited formatting. The final creative resembles a type-writer written communication and is accepted by all email clients.

HTML emails allow you to include logos, images and branding and as such are the most commonly sent form of email by Adestra clients. Adestra's tool includes a HTML editor resembling Microsoft word to allow clients to generate their own html emails

The final version is AOL light, a special form of html for those recipients using aol's free email service. This is important in the B2C market, but less so in B2B.

Sending

Messages sent through the Adestra service are optimised for deliverability. In English, this means we monitor white lists and black lists, automatically include sender certificates and include other code to ensure your messages will be delivered. We also provide a spam filter checker pre-send to ensure you can refine your messages to avoid being picked up in spam filters

Reporting

After every campaign you will receive live reporting exactly which messages to specific individuals were:

• Delivered: were bad on your list and for what reason
• Opened: on html emails only, measuring the strength of your subject line
• Clicks: which links and how many times, specific individuals clicked on
• Replies: grouping replies from your database
• Form completions: who clicked through and updated any forms

This reporting can then enable marketers to refine their next communications.

Cost

The costs for email marketing vary dependent on the number of emails you are planning to send and how frequently. Most email providers work on either a standard monthly charge or on a cost per thousand price.

On paper, email marketing always appears complicated and extremely technical. Here at Adestra, our clients rely upon us to decipher this complexity and provide real value. We'd welcome the opportunity to discuss your marketing objectives with you, and we can provide insight into how Adestra's email marketing services

Todays best email marketing system

Adestra have a proven track record in providing email marketing tools, technology, strategy and support for a number of large corporate players.

From product delivery for large publishers through to tactical direct response promotions for travel providers, all clients always benefit from the shared best practice and knowledge our team have gained working within email marketing since 2001.

For an overview of Adestra's email marketing services, please click here

Contact for more information

For more information about Adestra's Message Focus email marketing tool, please 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 researtch 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:

• Improving data management: email contacts and feedback loops
• Find relevant case studies to learn from
• Sifting all the data from your email campaigns to find actionable information
• Overcoming the office politics associated with email marketing

To receive a free copy of this white paper, please contact us and state Email Marketing Whitepaper within the Further Information section.