Case Study: Future PLC boosts revenue and conversions with Adestra

Future Publishing sees increased revenue from using conditional content to drive personalized content

Future PLC wanted to improve the performance of its cross-sell and up-sell email campaigns by delivering more relevant content based on customers’ current or lapsed magazine subscriptions. To do this efficiently and support a long-term personalization strategy, the company partnered with Adestra and used its Email Editor with personalization and conditional content features.

Adestra helped Future PLC run split tests comparing conditional content against a control, enabling tailored magazine and portal offers without building multiple campaigns. The results were strong: the conditional content version of the binder upsell generated twice as much revenue, the design cross-sell campaign reached a 34% open rate and 9.9% conversion rate, the photography cross-sell achieved a 4.8% conversion rate, and the TeamRock+ campaign delivered a 73% open rate, 39% CTOR, and 11.3% redemption rate.

Future PLC