Jack McDonald, Chairman and CEO
While most people think email marketing is an outdated method, marketers realize its benefits in their overall marketing strategy, such as inbound, content, and account-based marketing. It effectively enables marketers to connect with leads, nurture them, and ultimately convert them into customers. Businesses can engage and grab the attention of their prospects and customers through personalized messages and content that connect consumers with their brands effectively. To this end, Upland Software offers marketing software to help businesses create captivating customer experiences. The software allows companies to understand audiences’ desires and needs and accordingly deliver to empower customers to take action. Upland’s clients often share their experience on increasing ROI and driving half of the traffic through email marketing after using its software.
Upland’s email automation software— Adestra, enables businesses to connect audiences with engaging emails personalized content that drives conversions at each step of the customer journey. Clients can tailor messages to every subscriber and customize each email with demographic and behavioral data. It helps in delivering product and dynamic content recommendations powered by machine learning. Undoubtedly, Adestra helps in deepening customer relationships through automated and personalized email programs. Its visual journey builder enables the drag-and-drop creation of complex multi-touch journeys, ultimately saving significant time and increasing engagement. Through powerful segmentation, clients can deliver the appropriate next message based on customer behavior. With its email builder and built-in render previews, Adestra allows users to design emails that stand out on every device without knowing a line of code. They can create new email layouts using flexible templates and a modular editor and personalize them based on the subscribers’ device or email client.
Moreover, Adestra enables clients to continually optimize their email with A/B testing and avoid formatting errors with device and render previews, maximizing the success of every send.
It uncovers meaningful insights with rich reporting and analytics and enables businesses to dig deeper into the data with click-to-conversion tracking, cart abandonment reporting, and click quality mitigation. Adestra’s user-friendly data visualization includes heatmaps and geographic reporting and prevents bots from skewing metrics with click quality mitigation.
A special interest content and platform company— Immediate Media—leveraged Adestra to increase opted-in customers and subscribers through inspiring email automation. The client was struggling to generate fresh marketing leads against magazine brands. They needed to improve their subscription email marketing campaigns. Partnering with Upland Adestra, the client ran a campaign across 6 brands with an increased investment to understand their capability to scale the activity. They designed a campaign that would deliver digestible content from 6 brands to prospects that have not connected with brands earlier. Immediate Media encouraged customers to submit their name and email address in return for a free download and 5 days of content delivered by email.
Upland Software offers marketing software to help businesses create captivating customer experiences. The software allows companies to understand audiences’ desires and needs and accordingly deliver to empower customers to take action.
The client used Adestra’s Export Manager to transfer the customer’s data to their data warehouse, ensuring full campaign reporting. Also, they could gather customer data from any other active marketing campaigns that can be used for future campaigns. As a result, Immediate Media generated 13,189 leads and 612 subscriptions. They also converted 4,799 contacts from opted-out status to opted-in. Following the success of this campaign, the client designed another similar campaign that scaled across 29 brands and included a free downloadable issue, a survey follow-up, and a subscription offer. This campaign was also a success and provided them with valuable insight into the way various audiences respond to Immediate Media’s lead generation campaigns.
Many such successes drive Upland Software to focus on development, advancing technology capabilities continually. “We used to talk about 250 million in revenue, well we are on the cusp of that now. At $200 million and growing rapidly now. With a few more acquisitions we will be at $250 million and close to $100 million of EBITDA run rate before we know it. Our next goal will be double that,” concludes Jack McDonald, Chairman and CEO, Upland Software.