IET re-activates over 8,000 contacts with Adestra
Discover how The IET improved the performance of their email marketing and re-engaged their subscribers.
How do you revamp a contact list for a multi-national organization with over 100 networks?
IET manages over 100 local networks and 20 technical and professional networks around the world. They knew a re-engagement plan would be complex, so they decided to start with a few groups and expand from there. One challenge was establishing how much inactivity was significant within each network. They also had to make sure new subscribers that hadn’t opened an email yet weren’t marked as inactive.
They used Adestra to set up their trial
IET set up a trial program with eight communities to cleanse their list of unengaged contacts. They implemented a program in which they identified which contact had not opened their emails for a significant amount of time and filtered them into a re-engagement journey. The customers either re-engaged or were removed from the list, resulting in an increase in email performance.
IET created a two-stage campaign for re-engagement through Adestra
By working with the data team, the IET created two filters that were automatically applied to the Community workspace in Adestra. One filter made sure new subscribers were not filtered out, while another filter separated contacts who had not opened an email in a period of 6-24 months (depending on the level of engagement within the trial network).
To convince the unengaged subscribers to interact with their emails, the IET created a two-stage re-engagement program. In the first stage, contacts were filtered out of the regular monthly emails and were instead sent a personalized email with a mixture of upcoming events, literature, and hot topic videos. One month later, contacts who had still not engaged with any of the community’s emails were sent another campaign with the message changing from ‘Don’t miss out’ to ‘Stay connected’. To maximize the success of this strategy, all campaigns used split-testing in their subject lines to see if the inclusion of first name personalization influenced open rates.
Discover how the IET is expanding this re-engagement program and the results they achieved working with Adestra in the full case study below.