Case Study: Future PLC achieves 25% increase in email-driven revenue with Adestra

Future Automates Complex Subscription Renewal Program With 192 Permutations

Future PLC, a major international publishing group, was manually managing subscription renewals for magazine titles, exporting customer lists from its Customer Management System and launching renewal emails by hand. This time-consuming process was especially important because renewals drive revenue from existing customers, and Future wanted to save time by automating its renewal program with Adestra and MessageFocus.

Adestra’s Professional Services team automated the SFX renewal emails by creating a daily data feed, using dynamic lists and conditional content to personalize 192 email permutations, and testing the full lifecycle program. Adestra’s solution saved Future a day and a half each week, helped roll the approach out to 24 titles, increased open rates by 20% and click-through rates by 14%, and contributed to a 25% year-on-year increase in email-driven revenue.

Future PLC