Case Study: Institution of Engineering and Technology (IET) achieves higher engagement and lower costs with Adestra

The digital re-birth of a print-only magazine through email

The Institution of Engineering and Technology (IET) faced rising print costs and uncertainty about how its digitally reluctant audience would respond when it considered moving its free Wiring Matters magazine from print to email. Adestra’s email-driven technology was used to support the shift from a print magazine to an online newsletter.

Adestra helped the IET build an opted-in contact database, communicate the change clearly to subscribers, and redesign the newsletter to keep the print branding while making articles easy to click through. The transition saved print and distribution costs, helped the IET respond more quickly to industry news, and delivered strong engagement results, including a 53% average open rate and a 46% average click-to-open rate, with one special issue reaching 59%.

Institution of Engineering and Technology (IET)