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tactics Tech Talk: How to design creative, interactive emails

Let’s use an interactive tabs component we recently built as a reference here, although note that this approach can also be taken for other interactive components: “Input” elements Now, there’s going to be a fair bit of code coming up. Don’t panic; we’ll talk you through it… As designers, we can add interactivity by adding hidden “input” HTML tags to the code. In this case we have four inputs (that’s one for each tab) which are hidden by CSS, like this: [...] [more]
adestra.com    Design

tactics Whoops! We’ve made a terrible mistake

How many times have you stopped before pressing the launch button for your campaign and hoped for the best? However, sometimes no matter how hard you work or how focused you are, mistakes happen. Yes, your worst nightmare coming true, but don’t worry: you’re not alone. So, whether it’s already happened to you or you need preparing in case it does, I’ve put together some examples and advice just for you. [...] [more]
adestra.com    Clickrate, Marketing, Segmentation

stats State of Marketing Automation Benchmarks for Success 2017 [PDF]

Our new report, State of Marketing Automation – Benchmarks for Success 2017, lets you benchmark your strategy and implementation against companies that rated themselves very successful or best-in-class, according to an Adestra survey conducted with research partner Ascend2. Those high achievers amounted to only 33 percent of the companies completing the survey. We talked to a mix of companies in terms of number of employees and primary marketing channel, while 85 percent of respondents were [...] [more] 
adestra.com    Automation, Study

discussion Tips and inspiration for your Black Friday and Cyber Monday email strategy [GFX]

If you’re still reading, here are some tips and some old and new examples that I’ve gathered from my overcrowded inbox to get you started with your strategy planning. Casper: Snooze through the sales… [...] [more]
adestra.com    Gallery

discussion Boo! How did your Halloween campaign do? [GFX]

At this time of year I love taking a peek at what our clients have been up to, as Halloween often provides a great opportunity to get creative. [...] [more]
adestra.com    Event, Gallery

discussion Halloween: Wickedly awesome email inspiration [GFX]

What should you be doing next in your email holiday planning? Follow this steps to differentiate your offering from other brands. New Look: Creep it real. I think this is an amazing example. It has an original subject line that instantly grabs my attention whilst also being informative. I’m not sure if this was deliberate, but the look and feel of the ‘Creep it real’ GIF reminds me of the TV program Stranger Things (excellent timing if so, as the 2nd season will be released just 4 days before [...] [more]
adestra.com    Event, Gallery

discussion Email Strategies for Success [PDF]

If you're like a lot of your fellow email marketers, you have one particular competitor that you keep your eye on all the time. You scrutinize their message content, cadence, and focus. You track what they do with their emails all year long with standard programs like welcome, win-back, holiday messaging, segmentation, and cart abandonment. You might even copy something that looks cool. If those guys are doing it, it must be working, right? Maybe. Maybe not. You might find yourself sharing a [...] [more] 
adestra.com    Marketing, Study

stats 2016 Email Marketing Industry Census: Key Sector Report [PDF]

In order to make the data more relevant for marketers to help them learn and improve, it’s important to drill down until we reach the sector level. Which is the best sector for email marketing? Well, there’s not one per se, as they all have different commercial environments, approaches and objectives, and equally no particular sector is doing it wrong. [...] [more] 
adestra.com    Study

discussion Amazon audience match will make you a stronger marketer

Amazon is using CRM data and audience matching to help brands market to customers and potential customers with smarter digital advertising. [...] [more]
adestra.com    Multichannel

 stats 2017 Email Industry Census [PDF]

As usual, the Census takes an in-depth look at email practices being adopted, the resources being dedicated to email, and the channel's effectiveness compared to other types of marketing. Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the use of metrics, the application of artificial intelligence and the impact of Brexit on how companies are [...] [more] 
adestra.com    Study, Trend

discussion Seven email design examples from the Travel & Leisure industry that engage subscribers [GFX]

With 83 percent of Travel & Leisure companies rating email ROI as ‘excellent’ or ‘good’ (2016 Email Industry Census – Key Sector report), we thought it would be good to share some of the best examples of email campaigns we’ve seen in the industry. Without further ado… Romantic getaway for Valentine’s Day – Stoke Park Valentine’s Day is a popular occasion for a short city break and what better way to promote your offering than using animation? In this example from Stoke Park, they used multiple [...] [more]
adestra.com    Gallery, Customization

stats The top email clients of 2016 - mobile growth starts to slow down

Mobile opens still on the rise, desktop slowly dying. When we did this analysis last year, desktop opens were on a steady decline but keeping well above webmail. 2016 saw the two continuously battling for the second spot. Unsurprisingly, mobile opens continued to increase throughout the year reaching the peak in December at 68 percent. However, growth has started to slow down, with opens increasing only 19 percent year-on-year compared to 30 percent [...] [more]
adestra.com    Mobile, Study

strategy The best of email automation in 2016

With only 7% of in-house marketers considering themselves ‘very successful’ with marketing automation (2016 Email Industry Census), you’d be forgiven for thinking it’s not worth the effort. There is a significant difference with agency respondents, of whom 13% report the same result. However, it’s still not as high as you’d expect compared to all the automation buzz in marketing media. [...] [more]
adestra.com    Automation, Gallery, Study

stats The state of digital personalisation in 2016 [PDF]

63% of marketers see personalisation as effective. Some of the benefits recognised by the marketers in the study include increased open rates (83%), higher click-throughs (75%), increase in customer satisfaction (58%) and in sales (56%). Despite this, an average score of just 4.7 out of 10 was given to the level of personalisation in use - a clear gap between its potential and its usage. Across the marketing mix, the top channels used for collecting data for personalisation are websites (40%), [...] [more] 
adestra.com    Customization, Study

stats 2016 Adestra Consumer Adoption & Usage Study - A comprehensive survey of consumers across the U.S. on their digital usage [PDF]

What happens to your email campaigns as soon as you hit "send?" Do you know who's reading? What devices are they using? Do they even read your messages at all? Email marketers are like big-game hunters. We're always trying to track where our customers are going and what they're doing. We scroll through spreadsheets of statistics but we're usually mystied by a lot of them. What we really want to know is how consumers interact with, and think about, the email messages they receive. So, we asked 1,200 [...] [more] 
adestra.com    Unsubscribe, Mobile, Study, Sendtime
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