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Author: Henry Hyder-Smith

Henry Hyder-Smith

Henry has been working within the email marketing industry since its inception almost 10 years ago. During this time he has managed successful teams in four different email marketing organisations, before establishing Adestra in 2004. A co-founder of Adestra, Henry leads the board of Adestra and has a unique understanding of different clients’ needs, industry issues and development.

With a very hands-on approach, he is devoted to keeping Adestra’s products, services and staff at the cutting edge of email marketing. Henry sits on a key hub on the DMA’s email marketing council to help shape the future of the industry.

How to survive the social media gold rush, and drive more traffic to your site

At the moment the use of social media is like gold rush fever in the Wild West, with everyone trying to make a fast buck.

There are loads of cowboys and cowgirls heading to them there hills looking for gold, but, despite much effort, the only people really making money are those selling pickaxes and gold pans.

While it’s perhaps still a medium to initiate discussion, raise awareness, rate and review, rather than sell shed loads of product, social media is growing very fast and can be used to gather data for future marketing.

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Is there a future for acquisition using email marketing?

Marketing to third party lists does not perform as well as to your own lists. Add to this more frequent delivery problems, and many email marketers are questioning whether they should be using external data at all. 

This entry gives guidelines to using third party lists successfully.

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Data management is at the heart of good email marketing

The E-Consultancy/Adestra Email Marketing Industry Census 2008, published March 2008, investigated over 600 email marketers’ approach to data. 

After all, accurate data powers relevant targeting, which is proven to deliver the best results. 

The findings showed that regular data cleaning has taken a back seat for many email marketers.

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Deliverability is costing you money

The E-consultancy/Adestra Email Marketing Industry Census of over 600 email marketers highlights the real cost of deliverability for the first time - marketers are wasting around 11% of their budget. 

This entry investigates what they can do about it.

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The subject line is not a marketing device

The subject line has evolved. It is now a filter and not a marketing device. 

Those using it to tease extra opens run the risk of sender reputation damage for little incremental revenue.

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£9.11 - the value of an email address?

In the latest DMA National Benchmarking report (Q207), all contributing ESPs were asked what value their clients could allocate to an email address. 

The average result came to £9.11 - but how did the DMA come to this figure and is it right to use it to inform your marketing activities?

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Sending speeds: are they important?

The send speeds of ESPs are increasingly being looked at as a key selling point. Being able to pump out over a million emails per month is regarded as a benefit by many clients.

Most major UK-based ESPs are able to provide these speeds, often through a partnership with companies such as Strongmail or Port25 Solutions.

But is this important?

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Can Xmas email marketing ever not be tacky?

A simple Santa hat, some holly or a bit of tinsel hanging off the corporate logo is often the most companies do to make their email marketing festive. 

They are missing a trick.

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Using relevant email to drive revenue

I wanted to share with you a quick summary of the main points of our presentation on “Using email to get relevant and to get incremental revenue” that we gave at eCommerce Expo last week.

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Should email marketers be paid commission?

One of my team has just spoken at the latest DMA “Effective Email Marketing” conference on the importance of when to send email marketing.   

As part of one of the presentations, John Nugent of Responsys asked a very topical question:

“Should email marketers be paid commission on all the revenue they generate?”

This question has been niggling away at me for a few days, and I can honestly say I don’t think they should. Before you scream, let me explain why.

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Do you get what you pay for with email marketing?

A good online marketer makes their budget stretch a long way. Now I employ an account management team full of them, I’m always gobsmacked by how far they used to make a little money go in their previous positions.

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Bad email marketing can ruin product launches

One of the reasons for the failure of NatMags’ Jellyfish magazine has been blamed on email distribution problems. 

What lessons does this hold for email marketers?  

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