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.

Email Q&A's From The Floor At ECMOD

Last week, I moderated an interactive seminar on email marketing at ECMOD, the home shopping and catalogue event. At the end of each session, we discussed the presentations and the attendees asked any questions they had on email marketing.

Do eRetailers need to use discounts in their email marketing?

I’m in the process of moving house at the moment. In my infinite wisdom, after spending my life’s savings on the bricks and mortar, it is the turn of my own wallet to finance a range of home improvements.

To help in this arduous task, I’ve signed up for a number of relevant newsletters including B&Q, Screwfix Direct, Comet and more.

Strikingly, the majority of the email promotion focuses on discounts and offering deals...

High deliverability - worth investing in?

Investments on deliverability should be driven by sensible, well thought-out commercial reasoning rather than by ‘scare’ stories in the industry press.