“We want to be the global leader in contextual, one-to-one digital marketing focused on email,” said McGowan. “Ninety percent of the industry is still batching and blasting, not offering dynamic email that’s customized based on a consumer’s behavior and location.”
Adestra helps companies like Crabtree and Evelyn, Thomson Reuters and Lloyds trigger emails based on location or other contextual data points in real time. Its business model includes software licensing and service options for clients who need ongoing support.
McGowan doesn’t see the large enterprise platforms as competitors so much as other dynamic email platforms like Sailthru and Maropost.
Although Adestra is focused on dynamic email that factors in points like location and marketers’ CRM or social data, McGowan predicts there could be more paid media opportunities around customer acquisition down the road versus only email retention.
“There’s been a complete refocus on logged-in, email-based data with Google’s Customer Match [and Similar Audiences] and Facebook too,” he said. “The thing with email is it has more [longevity, whereas something like a] push notification disappears.”