An Introduction to Auditing Your Email Audiences

Organisations such as the BPA have been providing auditing services for magazines and event audiences for many years. Providing advertisers with independent evidence that your audience are who you claim them to be is an effective point of differentiation and extremely helpful when selling your proposition to would-be advertisers. Associating your offering with a credible auditing organisation conveys images of trust, essential for first time advertisers unsure of your corporate reputation and credibility.

Email newsletters are fast becoming an integral part of many organisation's offering to advertisers. With low unit costs, infinite scalability and massive flexibility, sponsors are paying to appear on everything from regular "event updates" through to information-packed newsletters. Historically, the draw back with using email as a channel was that it was not auditable- a significant hurdle when attracting new sponsors.

Whilst the business case for auditing is clear, the rapid emergence of email newsletters mean that organisations faced some headaches- can you audit an email newsletter?

The answer is yes, and Adestra have been working with a number of publishers to implement auditing on their email newsletters.

Overview

Every time an email is broadcast, it is distributed through an email mail server. On sending, Adestra record who the email is to be sent to, and with which communication. Using our technology, each email address we broadcast to is individually tracked allowing us to match all replies.

From automated bounced addresses through to individual responses, Adestra's mail logs contain all information about the broadcast. This information is then analysed by your auditors who will verify your audience and provide you with a statement in the usual way. Getting started

• You must be using a reputable email service provider to broadcast your messages.
• The email service provider broadcasts your email messages ensuring all information about the sending is recorded for easy access by the auditor
• The email service provider presents the email broadcast 'logs' to the auditor
• The auditor analyses the information
• Auditor validates your audience statements

More information about our email marketing broadcast services

Adestra provide welcome tactical advice and input on our client's email marketing program. For more information about how we can work together with you to improve your email marketing, please visit www.adestra.co.uk/email_marketing and ask us about our email marketing services

Paul Crabtree is presently Marketing Director of Adestra (http://www.adestra.com), a UK based digital marketing agency that specialise in inbound and outbound email, fax and SMS broadcast solutions. Adestra's client portfolio includes many UK based publishers including Janes Information Group, Informa, Lexis Nexis, OUP, Blackwells and others.

Previous to this role, Paul was responsible for heading-up online marketing for Informa Telecoms' publishing division working on a portfolio of reports, newsletters, ad-led vehicles and the industry portal telecoms.com.

Paul will draw on his 5 years of focused experience in working in online marketing for publishers.

---

Using Internet Direct Mail To Increase Your Company?s Profits

"I want to sell my company's products on the Web,... Read More

Are Your Subscribers Receiving Your Newsletter?

In my e-mail one day, I received the following message:... Read More

Viral Marketing - Your Key to Gaining New Clients

Email newsletters are an excellent means of promoting the products... Read More

Are You Making These Email Mistakes?

Every day, I receive at least 300 emails. I will... Read More

Why Email Marketing Matters

According to a study by the Winterberry Group, email marketing... Read More

Dirty Secrets Of Co-Registration Email Lists

Years ago, I listened to Internet marketing "gurus" share that... Read More

How To Avoid Having Filters Eat Your Emails

You've probably read 1000 times that "the money's in the... Read More

Ways to Use Autoreponders To Increase Your Profits

When I was first introduced to an autoresponder I thought... Read More

Building The Best Opt In Email List

The #1 Thing You *MUST* Have Before Even Thinking About... Read More

Dont Attach That!

The topic of sending attachments by e-mail is not one... Read More

Will Microsoft Kill Free Email on the Net?

Spam has been such a problem that email filters are... Read More

Email Marketing 101 - What You Must Know Before Starting an Email Marketing Campaign

Before you start an e-mail marketing campaign it is important... Read More

Email Etiquette: How To Send Emails People Will Read

You may remember a time before there was email?a time... Read More

The #1 Thing You Must Have Before Even Thinking About Building An Opt In Email List

It's not a website.It's a smart autoresponder and mailing list... Read More

The Lowdown: How To Create And Send HTML Email

I am frequently asked how to create and send HTML... Read More

Email and Newsgroup Etiquette

Email EtiquetteIn order to effeciently communicate on the Internet it... Read More

The Importance of a Name in the Sent from Email Address

When using an email marketing tool such as Adestra's Message... Read More

Guideline to Hiring an Email Marketing Company

A common practice in today's e-commerce environment is to use... Read More

Why Use Permission-Based Email Marketing?

The goal of all marketing is to attract interest in,... Read More

Autoresponders = Automatic Internet Marketing Success

What if you could send out all the information that... Read More

Successful Advertising

Most folks starting out on the Internet have tried free... Read More

Make All Your Mailing Lists Double Opt-In

Accusations of spam can be so harmful to your business... Read More

Autoresponders - One Simple Trick That Will Improve Your Results

Autoresponders, or responders, are simply programs that allow you to... Read More

Should You Be Writing A Newsletter As Part Of Your Online Business?

Let's start at the beginning - why do you need... Read More

Website Promotion Through Newsletters

Website promotion is certainly a main focus of all business... Read More

Email Etiquette V

Further to my previous issues this subject continues ? as... Read More

E-Marketing Deliverability Issues

Does it seem to you that when you view "openings"... Read More

The Magic Of Email

These days email is taken for granted and used perhaps... Read More

How Opt-in Email Marketing Helps You In Your Online Business

The consumer of today is increasingly bombarded by marketing messages... Read More

A Single Email Is Never Enough

"Repetition is the key to advertising (marketing)". Those words were... Read More

Wise Ways To Build Your Email List

Just about every successful Internet Marketer will tell you that,... Read More

Email: When You Dont Get a Response

The lack of an email response is an issue I... Read More

10 Ways to SCREW-UP Your LIST

Just in case you don't know, your 'LIST' ? is... Read More