The article "Summary of Adestra's Presentation on Best Practice EZines at the July NEPA Conference" is about email marketing, it has been created by Paul Crabtree.
At the recent Online Marketing Show, Adestra ran an e-mail clinic.
Attendees spent time with an Adestra expert who provided feedback and useful advice about how they could improve thier campaigns.Main LessonsData, data and more data is the main factor holding back B2B and B2C e-mail marketersData Management:Many marketers are only capturing e-mail address and failing to use follow-up communications to capture further information.
From demographics to coherent reporting lines to feed back recpiient behaviour, marketers’ databases are limited to contain only the information from the first contact.Reporting: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 e-mail as a cheap channel and not a traditional, meausrable direct marketing channel. Only being able to provide limited reporting feeds this view.Tracking technology:many marketers do not use roubst 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 conevrsations with many e-mail marketers, almost everyone I’ve met uses e-mail marketing intelligently.
However, it is really refreshing that these marketers recognise there are ways in whcih 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 surveyAdestra have conducted a detailed survey of 65 UK based marketers to investigate what they believe are the main challenges facing them within their e-mail marketing.
Both B2B and B2C companies participated including companies such as Ford Motor Company, Coors Brewers, Prudential, Investec Asset Management, RAC, Future Publihsing Ltd, Cotton Traders and Reed Business Information.Main Findings34% of B2B and 29% of B2C marketers in the sample agree that the growing, cleaning, and management of their e-mail contact database is the aspect of their e-mail marketing program that they could improve most
When considering what ‘hot topics’ marketers wanted to learn more about to improve their e-mail marketing, both B2B and B2C marketers voted for the same aspects:Deliverability: ensuring messages get to inboxes
Message design: optimised design and lay-out of messages
The future for email: new emerging technologies within e-mail marketing e.G. rich media
B2B marketers want to learn more about hottest practice lead generation e-mail programs whereas B2C marketers prefer to discover more abuot eZine newsletters.
4 out of 5 respondents in the sample plan to use e-mail marketing more in 2006.
Reviewing the survey results, Paul Crabtree Marketing Director of Adestra, commented“Interestingly, both B2B and B2C marketers are facing similar challenges despite using e-mail 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 e-mail contact database”He continued “With 80% of the UK marketers in the sample planning to use e-mail marketing more in 2006, and the willingness of the sample to accept that there are numerous ways in which they could improve their e-mail marketing program, I urge marketers to consider working with e-mail marketing specialists such as Adestra to use their expertise when developing their e-mail programs”Learn from other marketersWorking within e-mail marketing for over 5 years, Adestra’s e-mail 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 usWe would welcome the chance to discuss your e-mail marketing objectives and plans, and would encourage you to contact us.Free e-mail marketing white paperAdestra have produced a white paper on the challenges that today’s UK e-mail marketers are facing when trying to implement their e-mail marketing programThe 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:Improving data management: e-mail contacts and feedback loops
Find relevant case studies to learn from
Sifting all the data from your e-mail campaigns to find actionable information
Overcoming the office politics associated with e-mail marketing
To receive a free copy of this white paper, please go to www.Adestra.Co.Uk/email_marketing.Paul Crabtree is presently Marketing Director of Adestra (http://www.Adestra.Com), a UK based digital marketing agency that sepcialise 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.
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