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Informa Business Information (IBI) is the largest division of Informa Plc who are a FTSE 100 knowledge and information provider. IBI provides authoritative news, research, data and events for the scientific, professional and commercial business communities.

Objectives

  • To change attitudes to email marketing
  • To encourage marketers to take a more strategic approach
  • To excite marketers about email marketing

The Challenge

IBI has 6 main business units, each with their own requirements. The Group Marketing Director wanted to encourage a cultural shift from a ‘load and blast’ approach to email, to a more strategic, integrated use of email as a key marketing channel. This meant getting the marketers excited about email marketing, demonstrating what they could do with the functionality and showing them how a focus on targeting and relevance to increase results.

The Solution

Adestra approached the challenge by carrying out 4 days of consultancy and coach sessions at IBI offices. The 4 days started with a plenary to all attendees, giving a background of what was to be covered. This was then followed by 6 x 3-hour sessions with each unit. The focus of these was to show the marketers what could be done with email marketing using best practice case studies. Each session contained real examples from that units marketing and was made relevant to them.

Adestra’s consultants worked with IBI to plan the sessions to be interactive and innovative to encourage the marketers to try new things. This made sure that the marketers and IBI got true value from the consultancy sessions and were able to implement the recommendations.

The Results

The sessions were a great success and attendees found they could make practical changes based on the feedback provided by Adestra’s consultants. Due to the success, IBI are looking to implement similar sessions in their Singapore, Dubai and Australian offices in the coming months.

Our marketing teams found the sessions really useful. It’s great to get feedback and recommendations from email marketing experts and we are looking forward to trying out some of the strategies we’ve learned.

Group Marketing Director, Informa

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