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Author: 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.
Having a healthy working relationship with internet service providers (ISPs) – via your email service provider (ESP) – can pay dividends (especially if you’re a big sender).
But this isn't the type of business relationship you may be used to, and needs care, attention and applied knowledge. Escalating a problem to an ISP, such as an unfairly blocked campaign, is a careful process.
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.
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.