Country for PR: United Kingdom
Contributor: PR Newswire Europe
Tuesday, March 21 2017 - 06:48
Adestra Unveils New Report: Email and the Age of First-Person Marketing
DALLAS, Mar. 20, 2017 /PRNewswire-AsiaNet/ --

    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: )

    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, an online wine subscription service delivering customized wine 
selections from exclusive suppliers at wholesale prices. 
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:

    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

SOURCE: Adestra