Email Marketing agency, Digital Impact reported the average European deliverability rate is only 91.5%. Without relationships with each ISP and an appropriate tracking mechanism, knowing whether your communications are getting through is impossible.

You can undo investments in your brand very quickly with Email Marketing. A person's perception of your brand is reinforced by every message you send them. Delivering non-optimised messages with mixed up 'broken' html means your brand integrity is being compromised.

marketing to people in their own language is common practice amongst international marketers. Using the correct language character-set when sending emails avoids your messages being delivered as question-marks.

Using Email Marketing fulfilment agencies to broadcast optimised messages to your database allows you to be confident that your recipient receives what you intend them to see.

Refinement and tracking

Integrating the email reporting into your management information systems is key. From better profiling in CRM systems for account management to closed loop ROI tools, understanding the real impact of your Email Marketing programme should be in the context of your entire marketing objectives.

Many international marketers are at different stages of using email marketing. Almost all are using it, but how they're using it is in need of further thought. The international marketers' journey into Email Marketing has only just begun.

More information about our Email Marketing broadcast services

Adestra provide welcome tactical advice and input on our clients email marketing program. For more information about how we can work together with you to improve your email marketing, please contact us and ask us about our Email Marketing services. Our web address is 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 specialise 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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