Case Study: IBC achieves higher email engagement and a cleaner active database with Adestra

IBC cleanse inactive data and invigorate their list with automated re-engagement program

IBC, the world’s leading media, entertainment and technology show, had built a large email database over several annual shows, but much of it had gone inactive. As a result, campaign reporting was unclear, the true size of the engaged audience was unknown, and they wanted to avoid continuing to email contacts who had effectively unsubscribed without doing so formally. IBC used Adestra’s automation capabilities to solve this challenge and clean up its list.

Adestra helped IBC implement a two-stage re-engagement program. Inactive contacts were first sent a series of three emails, and those who engaged were returned to the active list; the rest received a second, more direct reactivation journey before being unsubscribed. The campaign re-engaged 16% of contacts in the second program, adding 6,614 reactivated contacts, and helped IBC build an active database of about 250,000 people while lifting average open rates from 14–17% to 25% and above.

IBC