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.

Do you get what you pay for with email marketing?

A good online marketer makes their budget stretch a long way. Now I employ an account management team full of them, I’m always gobsmacked by how far they used to make a little money go in their previous positions.

by Henry Hyder-Smith 19 September 2007 08:30am 0 comments

Bad email marketing can ruin product launches

One of the reasons for the failure of NatMags’ Jellyfish magazine has been blamed on email distribution problems.

What lessons does this hold for email marketers?

by Henry Hyder-Smith 29 August 2007 14:49pm 1 comment

An email dialogue: conduct some research!

In the excitement of the latest email marketing buzzwords such as using dynamic content, triggered campaign sends, improving deliverability rates and integrating databases, many email marketers are forgetting one of the most powerful uses of email marketing.

Email is excellent at driving people to surveys and gathering essential customer intelligence.

by Henry Hyder-Smith 08 August 2007 16:29pm 0 comments

Windows Live Hotmail: how will it impact your marketing?

B2B or B2C, the chances are that you are relying on delivering a significant number of emails into web mail. New versions of web mail systems are being released with different methods of filtering and handling messages.

We’re recommending you conduct an audit of your database, to understand how concerned you should be about web mail.

by Henry Hyder-Smith 16 July 2007 08:30am 3 comments

Are you using the clever features of your email platform?

What a horrid, wet and cold bank holiday that was. It probably gave you the same problem I faced; what were we going to do?

Let’s face it; most of us plan something for our bank holidays. But when bad weather comes along, you have to find something else to do, indoors.

by Henry Hyder-Smith 31 May 2007 14:06pm 0 comments

Remarketing: the most obvious way to increase ROI?

As April arrives, it is always accompanied by the first warm weather of spring and a number of bank holidays.

As the rays of sunshine creep through, the office is looking slightly more empty than normal as people take extended weekends, and this led me to think about ways that email marketers can be more efficient in their promotions, and enjoy their bank holidays more.

by Henry Hyder-Smith 11 April 2007 08:18am 0 comments

ROI: find time to track it… and for sandwiches

After a long day in meetings across London with some of our key agency clients, I’ve been reminded how much email marketing is done in a rush.

Timelines are tight, and agencies' clients can be very demanding. As I write this, I’m returning to Oxford on the train with a grumbling stomach, a victim of a packed schedule and over-running meetings.

by Henry Hyder-Smith 09 March 2007 11:34am 0 comments

Given up your email marketing New Year resolutions yet?

Bad salutations, not working off feedback and static timing schedules: UK email marketers are slipping back into the bad habits so prevalent in 2006, writes Henry Hyder-Smith.

by Henry Hyder-Smith 17 January 2007 15:04pm 0 comments

'You are a spammer' - accusations and implications

A member of my team has just conducted a seminar at the local University for Marketing Students. Interestingly, one of the major discussion points was “who is to blame for spam?”

by Henry Hyder-Smith 18 December 2006 12:07pm 3 comments

Multi-channel home shopping: email marketing opens doors

Following my presentation at last week’s ECMOD event on email marketing, I noticed that most home shopping and e-tail email marketing strategies centre around offering discounts or promotions.

This is despite the fact that one of the major benefits of email marketing is that it is measurable. You can use this information to learn and further refine your communications.

by Henry Hyder-Smith 14 November 2006 13:34pm 1 comment