Welcome!

News Feed Item

Adestra Unveils New Report: Email and the Age of First-Person Marketing

DALLAS, March 20, 2017 /PRNewswire/ --

Global Martech Leader Teams Up With Clickz Intelligence To Help Marketers Deliver 1:1 Communication At Scale  

Email marketing is nothing new, but as marketers' ability to harness big data improves, so does email's potential as a marketing channel. In a new report entitled "Email and the Age of First-Person Marketing," Adestra reveals how data-driven personalization is shaping email marketing and how brands can leverage it to earn customer loyalty.

     (Logo: http://photos.prnewswire.com/prnh/20140331/678597-a )

According to Henry Hyder-Smith, CEO at Adestra, First-Person Marketing is a philosophy that aims to deliver a uniquely personal experience to customers - in other words, ensuring their experience with a brand is tailored to them as an individual.

"It's one-to-one marketing done at scale," Hyder-Smith said. "Advanced technology and data integrations allow marketers to create the kind of personalized, relevant messages for a mass audience that look as if the marketer composed a personal message to each customer in the database."

He continued: "By incorporating preferences, behavior, interests, lifecycle/journey touchpoints and other data points in each message, First-Person Marketing creates a one-to-one experience that tells recipients they are understood and valued as individuals, and not just more records in a database. And when customers feel valued, it has a measurable impact on your bottom line."

In a study by Infosys, 59 percent of shoppers who have experienced personalization believe it has a noticeable influence on purchasing. The majority (58 percent) were also in favor of product recommendations based on previous purchases.

"The reality is that today's consumers are smart, and they have lots of choices. They expect personalization from their favorite brands," Hyder-Smith said. "It's no longer a 'nice-to-have' - it's table stakes."

First-Person Marketing can be applied across several mediums, including social media marketing, or by displaying dynamic content on a website based on user history to generate personalized product recommendations.

However, email marketing remains a key channel to this approach because it delivers messaging in a direct - rather than a broadcast - format. Brands can easily identify the person they're talking to because they have that person's email addresses.

Email is ripe for personalization in other ways, too. For example, it's easier than ever to integrate other sources of data to get a better understanding of one's target audience. Luckily, marketers can now access a wealth of information about their customers. Customers' purchase history, for example, can now be drawn together alongside data on website behavior, interactions with emails and stated preferences. All this can then be collated and analyzed to help brands understand who their customers are, what they want, and how best to satisfy their needs.

One brand who has embraced the First-Person Marketing challenge is NakedWines.com, an online wine subscription service delivering customized wine selections from exclusive suppliers at wholesale prices. NakedWines.com recently approached Adestra to help sell wines more closely aligned with individual preferences and drive customer loyalty through increased engagement and satisfaction. Not easy given that wine selection is a highly personal and nuanced experience.

Adestra suggested adding personalized product recommendations to the company's emails and helped develop systems based on customer data that matched wines with a high degree of certainty, then set up automated campaigns to get the word out.

The result? A 40 percent email conversion rate and an increase of nearly 8 percent in gross profit per customer.

"As a system to deliver promotional messaging, email is evolving to a higher form," Hyder-Smith concluded. "It's an incredibly exciting time to be in this industry, and I can't wait to see what comes next."

To view the full report, as well as access to more expert analysis and insight from Adestra, please visit: https://www.clickz.com/reports/email-and-the-age-of-first-person-marketing/

About Adestra 

Established in 2004, Adestra is a trusted provider of one-to-one email and lifecycle marketing solutions for global and growing brands.

The company's industry-leading email platform provides a powerful infrastructure for contextual messaging, helping marketers communicate more effectively with their customers and subscribers. Its flexible structure and open integration architecture allows businesses to connect disparate technology platforms to create a seamless customer journey.

Along with a best-of-breed platform that drives customer engagement and boosts ROI, Adestra was founded on the principle that marketing success takes more than technology, which is why customer service is at the heart of its business. It is trusted by top companies including UBM, FranklinCovey, Incisive Media and The London Symphony. For more information, visit http://www.adestra.com.

SOURCE Adestra

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
It is ironic, but perhaps not unexpected, that many organizations who want the benefits of using an Agile approach to deliver software use a waterfall approach to adopting Agile practices: they form plans, they set milestones, and they measure progress by how many teams they have engaged. Old habits die hard, but like most waterfall software projects, most waterfall-style Agile adoption efforts fail to produce the results desired. The problem is that to get the results they want, they have to ch...
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo Silicon Valley which will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is at the intersection of technology and business-optimizing tools, organizations and processes to bring measurable improvements in productivity and profitability," said Aruna Ravichandran, vice president, DevOps product and solutions marketing...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"Loom is applying artificial intelligence and machine learning into the entire log analysis process, from start to finish and at the end you will get a human touch,” explained Sabo Taylor Diab, Vice President, Marketing at Loom Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
Wooed by the promise of faster innovation, lower TCO, and greater agility, businesses of every shape and size have embraced the cloud at every layer of the IT stack – from apps to file sharing to infrastructure. The typical organization currently uses more than a dozen sanctioned cloud apps and will shift more than half of all workloads to the cloud by 2018. Such cloud investments have delivered measurable benefits. But they’ve also resulted in some unintended side-effects: complexity and risk. ...
"We are a monitoring company. We work with Salesforce, BBC, and quite a few other big logos. We basically provide monitoring for them, structure for their cloud services and we fit into the DevOps world" explained David Gildeh, Co-founder and CEO of Outlyer, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...