Adestra's MessageFocus is a Solid ESP for Medium- to Large-Sized Businesses
Pros
- Adestra's "dynamic" list allows users to consolidate multiple lists in combination with data filters and exclusion lists. This implements segmentation and is a powerful marketing tool.
- Adestra's MessageFocus API integration provides developer-tools for list, campaign or transactional automated requirements.
- Campaigns can be sorted into project folders. This allows marketers to group campaigns together for management or reporting requirements. Moving or copying campaigns from one project to another is a simple process.
- Data downloads via Reporting is available at every level, from overview to individual KPI.
- Creating "core" tables helps marketers develop lists with similar attributes. Whether a list has many fields or simply the one required email address field, a "core" table helps to quickly map data labels from spreadsheet to online database. Creating data labels on the fly is a simple process, as well. The "core" table also groups similar contacts into one core database.
- Any list can be quickly "emptied" for to manage refreshed data. The contacts within the "emptied" list would still be members of the "core" table and so the process does not negatively impact reporting.
- Unsubscribes can be managed in one list (as a default) or individual lists. Creating individual unsubscribe lists -- dependent on business requirements -- would allow for a preference center, whereby recipients could be given a choice as to which campaigns they receive.
- The Form tool creates signup forms, simple surveys and landing pages. These can be hosted via Adestra or otherwise on the web. The tool provides for branding and proprietary cascading stylesheets, with a number of actions available through a drag-and-drop interface.
Cons
- As of this writing, there are at least 3 different editors available (a drag-and-drop, a WYSIWYG and HTML). However, only a small template library is available if requested through support. Those expecting to find ready-built templates for re-branding would find them through the third-party EDM Designer drag-and-drop editor.
Return on Investment
- For companies that focus on goals and analytics, Adestra provides all the necessary tools.
Other Software Used
dotMailer, MailChimp, Mapp Digital, Streamsend
