Last Word’s move to Adestra sets the foundations of First-Person Marketing
- improve brand consistency and design across email campaigns
- switch to a centralized way of managing data
- send more personalized emails
Last Word is an independent financial media solutions provider headquartered in London, with offices in Singapore and Hong Kong.
Since it launched in 2005, Last Word has been the final say for first-to-market news, analysis and comment across the global wealth management market. Invaluable insight, intelligent and inspirational content is delivered to sophisticated markets across multi-channel platforms – print, digital, video, research, data and events.
Last Word was having issues with their email design and data management using their previous provider. They were confronted with a lack of consistent branding and one-size-fits-all email campaigns that were not mobile responsive, had no text versions and were causing errors because users were not experienced with editing HTML.
On the data side of things, every event was managed independently using spreadsheets rather than a centralized system, reducing their ability to personalize communications. This was leading to subscribers losing interest, declining email metrics and once contacts unsubscribed, they were completely removed from future communications without the possibility to choose categories of interest.
By moving to Adestra, Last Word could have individual workspaces, projects and user groups for each brand which meant all events were in one place, with the possibility to manage them independently.
Secondly, Last Word chose Wyvern as a CRM system to improve their data management and integrated it seamlessly with MessageFocus with the help of Adestra’s Professional Services team. The API integration passes data automatically between systems to maintain a centralized database, including data captured on the website, unsubscribes and subscriber preferences from the new preference center. This enables the team to use data more effectively and improve the relevancy of their emails, both essential aspects of First-Person Marketing.
To address the issues with their templates, Last Word first addressed design errors with the help of Adestra’s Support team as a short-term solution. As a long-term solution, they solicited the help of the Digital Design team who created a modular template that could be easily adapted to the different brands and purposes under the Last Word umbrella. These templates are mobile responsive and contain locked down sections, which reduces inconsistency and errors when used by multiple users across a variety of teams.
By using the new modular template, campaign creation time has been reduced by several hours. Subscribers now have greater control over what messages they receive with a preference center. That, added to the use of personalization and relevant messaging made possible by a centralized data system, has resulted in increased engagement with their audience, showing the benefits of adopting a First-Person Marketing approach.
Brand consistent campaigns created faster
40% increase in open rates
Compared to the same time last year, their open rate has increased by 40% showing that their messages are reaching the right audience, at the right time. While the increase in click-throughs has been a more modest 7%, they now have the time and to focus on improving content engagement too.
What are they planning next?
As they’ve observed the effects of relevant messaging first-hand, Last Word are now looking to implement dynamic content in their email templates including elements like live maps, video and countdown clocks. To take their personalization to the next level, the team is also looking to use data from the website on content consumption patterns to tailor content within the emails as well.
Email campaign examples