Adestra email tool optimizes content for mobile devices

Marketing technology provider Adestra has added a new email editing feature to its MessageFocus platform, the company said.

The email editor addresses the industry-wide problem of time-consuming email creation by automating the mobile optimization process using modular design templates.

According to the latest research from Adestra and Econsultancy, marketers report spending almost twice as much time on email design and code as they do on strategy and planning.

With device responsiveness taken care of, Adestra´s clients can instead focus on strategic best practices such as advanced customer segmentation, behavioural targeting, content personalization, and lifecycle programs, all of which have a significant impact on engagement levels throughout the customer journey and, ultimately, ROI.

While email open rates on mobile devices are high and growing, conversion rates are low. To address this disparity, marketers must focus on the entire customer journey. However, one problem standing in the way of this is the length of time it can take to produce an email campaign – typically 1-2 weeks.

Adestra´s Email Editor reduces the time it takes to produce device-friendly campaigns and helps create a more consistent brand experience. Marketers can build emails using the best modules for their message, safe in the knowledge that any content edits will not create errors. If campaigns need to be adapted for a different type of message, it´s just a simple layout change and edit.

Adestra provides one-to-one email and lifecycle marketing solutions for global and growing brands alike. The company´s digital marketing platform – MessageFocus – provides marketers with infrastructure that helps communicate more effectively with their customers and subscribers by providing hyper-relevant context.

Established in 2004, Adestra is a global company with offices in Oxford, London, Dallas and Sydney.