• by Ray Schultz , Columnist, 3 hours ago

Email is one of the highest-performing digital channels. But its true value is realized only when it is joined with others as part of a larger marketing ecosystem. 

To that end, Upland Software has reinforced its Adestra email marketing software. The enhanced tool provides multichannel automation capabilities that connect email with other digital touchpoints, allowing marketers to deliver personalized experiences.

Adestra allows teams to plan and optimize campaigns using multichannel marketing automation capabilities that connect email with other digital touchpoints for more relevant customer experiences.

How does it work?

The automated workflows allow marketers to nurture prospects, re-engage customers and respond to user behavior. The tool also provides analytics and reporting to help brands track campaign performance  and customer engagement. 

The benefit is that users can track results across channels, test and refine messaging, and make data-driven decisions that continuously improve ROI.

On its website, Upland promises that Adestra can help companies:

• Send targeted messages with relevant content. 
• Deliver personalized, persona-based emails.
• Send emails at the best time for each recipient with machine learning based on historical metrics.

Upland Software recently reported that it expects its 2026 revenue to hit between $194.2 million and $206.2 million, down from 8% at the midpoint of the year ended Dec. 31, 2025. This decline is due primarily to divestitures completed in Q1 and Q2 of 2025.