Case Study: The Midcounties Co-operative achieves higher engagement and member recruitment with Adestra

Midcounties automates and personalizes local Community Choices messaging with a smooth automation program

The Midcounties Co-operative wanted to boost member participation in its Community Choices initiative, encouraging local people to nominate and vote for community projects while receiving timely, relevant email updates. Using Adestra, the retailer also needed to solve a data and timing challenge: sign-ups came from multiple sources during the campaign, and new members had to be placed into the correct stage without sending outdated or conflicting messages.

Working with Adestra’s Professional Services team, The Midcounties Co-operative built a seven-stage automation program with 10 email campaigns, using engagement-based filters and API-driven data uploads to personalize messaging and track progress. Adestra helped automate segmentation and reporting, resulting in strong engagement: Chipping Norton averaged a 41% open rate across 10 emails, Stourport achieved a 32% open rate and 2% click-through rate, and the campaign engaged over 800 members while driving 280 new member sign-ups.

The Midcounties Co-operative