Formed 12 years ago, Media 10 Limited is the most decorated media and events company in the UK. It has fast become one of the leading players in the media and events industry as a result of running some of the most iconic and successful events and magazines in the country, including Grand Designs magazine, Icon magazine, Grand Designs Live and the world’s oldest consumer exhibition: The Ideal Home Show.
Clerkenwell Design Week has firmly established itself as the UK’s leading independent design festival and annually attracts the international design community to this small area of London for three days of exciting events.
- Streamline the creation and sending of emails for Clerkenwell Design Week (CDW).
Historically, the emails for CDW were bespoke HTML builds by Media 10’s in-house studio team. However, this was time-intensive and hindered the marketing team in sending timely communications during the show as they had limited or no HTML knowledge to be able to make the necessary edits. In addition, all emails had to be designed for mobile specifically as a large proportion of the subscribers for this event opened the emails on the go.
To address this challenge, Media 10 adopted Adestra’s new Email Editor and requested the help of Adestra’s Digital Design team to produce an email template specifically for CDW. By reflecting elements from the website and carefully abiding by the show’s brand guidelines, a custom modular template was created and extensively tested to ensure it rendered correctly across all email clients. This solution satisfied both designers and marketers as parts of the template were locked down to ensure the consistency and integrity of their brand identity, and the marketers were able to re-arrange, repeat and edit the modules with ease.
The CDW marketing team now have direct control over the content and imagery, while easing pressure on their in-house studio and speeding up the launch process. In fact, the marketers found using the template and Email Editor so easy and effective that they now send emails on site at the show, making the mobile friendly design crucial for the success of these campaigns.
This is the first time Media 10 has sent emails on site from an event and entirely created by marketers. The results were very encouraging. For example, the email sent shortly after the event opened had a 25% open rate (48% from a mobile device) and 13% of those who opened clicked-through to check out the show highlights and even register to attend the event.
Media 10 are now in the process of rolling out new templates across all their brands, with six of their shows already sending emails campaigns created using Adestra’s Email Editor.