Email optimizing allows for post-send retargeting

By August 03, 2012
man emailing on his phone

AdStack brings content optimization to email marketing campaigns with its LiveOptimizer. Email is still a widely-used format and can best succeed by combining with social and other tools.


Email remains a powerful marketing tool even with the spread of social media, display ads and newer strategies. But up until now it has been less interactive and less responsive than those other options. AdStack has built a platform that aims to change this - branded email will now benefit from retargeting that can change emails after they have been sent. Through content optimization, AdStack tests and identifies the best-performing images within a marketing campaign with its product LiveOptimizer, which performs “automatic image and landing page optimization.” By cycling through a process that compares content and clickthrough, LiveOptimizer “dynamically identifies, promotes, and serves the best performing images and landing pages based on intra-campaign performance, improving click and conversion rates.”

A practice useful for B2B and B2C clients…

Simple and flexible marketing tools have the edge in the startup world. Services run by startups like San Francisco-based AdStack benefit from easy implementation - LiveOptimizer works with any email service provider does not require technical integration or process changes. Brands can simply upload images to the platform, add a tag - an HTML LiveTag - to the email and send it through their usual publishing process, then monitor performance on their AdStack dashboard. White labeling and multi-client support mean that individual brands can use the service or marketers with many campaigns can scale to multiple LiveOptimizer accounts.

… But more effective with multi-channel integration

AdStack and other marketing tools can be a great help to optimize the effectiveness of email, but brands benefit most from their different channels supporting each other. Analytics and social media can directly benefit email campaigns - emails should be easily shareable on Facebook and Twitter. The spread of mobile for a time meant that consumers were accessing limited versions of campaign messages, but smartphone popularity has brought images and HTML formatting back. Still, inclusive practices are always best for accessibility - though robust services like AdStack can benefit brands, if the consumer can’t see an email or an image, it can’t be effective.

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