48% of companies do not know what proportion of the emails they sent were read on mobile devices, finds the Econsultancy/Adestra Email Marketing Industry Census 2012.

Not optimising for mobile readers, or taking account of recipients’ reading habits, can have a detrimental effect on both response rates and ROI. Are you sending desktop sized emails to iPhone users? Do they read once on a mobile device and then later on a desktop? Many companies have no idea.

Being unveiled at Internet World 2012 is a new feature within Adestra’s MessageFocus enterprise email platform – it highlights the type of email client brands recipients are using, with a breakdown of each major version. This enables optimisation for a company’s specific audience.

The new reporting is split into several sections: desktop, webmail and mobile clients:
Mobile: this report shows the breakdown of mobile devices used by recipients (iPhone, iPad and Android).
Webmail: Not only do the different webmail services have the potential to display emails differently, but the web browsers recipients are using can also be a factor. This report helps marketers focus their design on the email clients and browsers that matter the most. Desktop: Desktop reports provide more detail on the specific version of the desktop client recipients are using. This is an important factor to take into consideration as emails can look considerably different between versions, particularly with Outlook.

Internet World is officially Europe’s largest and longest-running event for digital marketing and online business, which is taking place 24th-26th April at Earls Court 2, London. As one of the UK’s leading email service providers, Adestra is proud to be exhibiting at the show.

This year, visitors are welcome to come to Adestra’s stand for a glass of bubbly and a preview of some new features within its MessageFocus email platform, including Email Client Detection reporting. Situated on stand E6057, next to the Digital Marketing Lounge & Solutions theatre, here’s what else Adestra has in store for Internet World 2012…

Email advice centre
The Adestra Email Advice Centre is a great opportunity to gain free email marketing advice from the experts. Each private session lasts 20 minutes and any aspect of a company’s email marketing can be covered, from email templates, to automation and how to re-engage inactive email addresses.
Book your place now at www.adestra.com/internetworld

Watch Adestra’s presentation – “How to create the most interesting email in the world”
Modern warfare requires advanced strategies to win battles in the disparate theatres of contemporary conflicts. And, email marketing is no different. Old carpet bombing methods are effective… but only up to a point. In this session, you will learn how to aim and fire your email marketing sniper rifle to maximise your marketing ROI… and ultimately win the war against your competitors.

Time: 13:10 – 13:40
Place: Email & Analytics Theatre
Date: Tuesday 24th April 2012
Presenter: Parry Malm, Account Director, Adestra

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Press Contacts
Jim Buchanan – PR Consultant, jim.buchanan@adestra.com , +44 (0) 7725 257194
Reena Mistry – Marketing Director, reena.mistry@adestra.com, +44 (0)1865 242425

Published on: 4:19PM on 20th April 2012