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.

by Henry Hyder-Smith 20 October 2011 13:16pm 6 comments

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.

by Henry Hyder-Smith 29 July 2008 09:00am 1 comment

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.

by Henry Hyder-Smith 21 April 2008 09:00am 1 comment

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.

by Henry Hyder-Smith 28 March 2008 08:23am 0 comments

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.

by Henry Hyder-Smith 08 February 2008 09:00am 0 comments

£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?

by Henry Hyder-Smith 06 February 2008 14:00pm 0 comments

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?

by Henry Hyder-Smith 11 January 2008 14:04pm 0 comments

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.

by Henry Hyder-Smith 11 December 2007 15:10pm 0 comments

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.

by Henry Hyder-Smith 05 November 2007 08:30am 0 comments