Relevance and targeting to improve engagement
Centaur Media
Challenge
• To increase conversion rates on the pre-registered visitor database.
• Engage recipients by providing content that was relevant to them individually.
Result
• Open rate: 43%
• Click rate: 34% of opens
• Relevant email messages to engage recipients
The Brand
Centaur is a leading UK based business information, publishing and events group. They run over 20 exhibitions annually, including the National Home Improvement Show (NHIS): the UK’s leading event for home improvers.
The Goal
The marketers for NHIS wanted to find a way to engage more of their pre-registered data and increase the number of click throughs to their website.
The Challenge
The registration process for NHIS collected a wealth of specific information from attendees. The key to increasing recipient engagement lay in using this data effectively.
As email is the primary tool for communicating with pre-registrations, it needed an innovative campaign, making use of the wealth of data that they had on the registrations.
The Strategy
Adestra’s consultants worked with Centaur marketers to find the best way of using the information they collected, enabling them to take a more targeted approach. For example, by asking registrants to choose which area of the house they were interested in, these house categories then linked up with the exhibitor list categories so that they could push visitors towards the right exhibitors and products before the show.
Using MessageFocus functionality, dynamically personalised emails with the pre-registration information were then sent to engage the visitors before the show. The email template created by Adestra could render up to 196,608 different possible combinations all driven by the pre-registered visitors self-selected demographic information.
The Results
This highly relevant and targeted campaign received a 43% open rate and an astonishing 34% of openers then clicked through to their website. This has been achieved by delivering relevant content based upon self-selected recipient criteria – a critical part of this specific events marketing ecosystem.
Our customers provide detailed information on their interests. It is very important that we respect this and send
them information that is specific to them. This campaign demonstrates that utilising data, automation and relevance can
lead to fantastic results. We’re looking forward to using this strategy and MessageFocus automation functionality
on our other events.
Marketing Director, Centaur Media