Incisive Media, B2B publishers and information solutions provider, wanted to attract new readers to its publications. In this case study, Adestra explain how they helped Incisive Media achieve this aim through an automated email programme.
The Brief
The team at Incisive Media wanted to use an email series during a trial offer to increase subscriptions for some of their financial publications. They knew they had to develop effective campaigns for their target recipients, and do it in a way that would be an efficient use of their busy team’s time.
The Strategy
As power-users of the MessageFocus platform, the team at Incisive regularly dig deep into all the different ways they can optimise campaigns. They maximised engagement for this campaign by employing email best practice according to their reports, and saved valuable time with presets, preferences, and automation features.
Incisive Media created a four-part email series that sends automatically to new sign-ups of the trial subscription. They also made extensive use of MessageFocus segmentation tools to ensure that, based on receipt of, and response to, past campaigns, this premium subscription offer is highly targeted. Recipients truly feel that they’re receiving an offer personalised to their business needs, building in exclusivity and brand enhancement for WatersTechnology magazine.
The Results
Increased subscriptions off the back of an automated campaign that continues to run in the background, allowing marketers to focus on other business-building activities.
– Email open rate 21 per cent
– Email click-through rate 5.1 per cent
Natasha Gordon-Douglas, Marketing Manager, Incisive Media, said: “Optimising for both effort and engagement has really paid off for us. We’re spending less time creating these emails but achieving better results. The team at Adestra have been really responsive, guiding us through the setup process and providing best-practice recommendations.”