Brand

Arkansas Business Publishing Group (ABPG) is a magazine and newspaper publisher based in Little Rock, Arkansas, US. The company produces a variety of publications including Arkansas Business, Little Rock Family, Arkansas Bride and Little Rock Soirée.

Objectives:

• ABPG wanted to reduce the time and resources it took to launch email campaigns
• Improve the communication process with prospects
• Make sure current subscribers are engaged

The Challenge

ABPG wanted to streamline its email sending process. Prior to working with Adestra, in order to send an email, the team would have to go through a time-consuming and often cumbersome course of action involving different teams across the business. They were reliant on their designers to create multiple PDFs, and the web development team to code the campaigns from scratch every time. They had no way to collaborate in one system, so manual processes were the norm.

The Solution

APBG decided to move their email marketing communications over to Adestra. Once in place, Adestra’s Digital Design team built a modular template for ABPG, which included all the possible content layouts that might be needed on a day-to-day basis. This meant that the previous laborious processes involving different teams were eradicated. The Marketing team is now empowered to build and execute email campaigns independently. APBG also benefited from deliverability support tools within Adestra’s platform, allowing them to see a campaign’s spam score and receive information to help them improve their deliverability and avoid spam traps.

Results

Using Adestra’s Email Editor, ABPG has now reduced campaign creation time by 90%. Campaigns that previously took up to 10 hours are now executed in less than one hour. Following the adoption of the new template, ABPG has also observed a growth in engagement rates.

• Email campaigns creation time reduced by 90%.
• An average open rate of 20% across ABPG campaigns.
• The sales team have seen a notable uplift in prospects responding to messages.
• More time to invest in strategic planning for its email program and focus on helping readers derive more value from its publications.

We are beyond pleased with how Adestra’s template feature within its Email Editor has impacted our ability to get out quality emails quickly and efficiently. To be able to send better emails using fewer people and taking less time is a huge win for a smaller company like ours.
–Devan Elbert | Managing Director at Arkansas Business Publishing Group (ABPG)

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