Case Study: University of Birmingham achieves 68% higher click-through with Adestra

Using Email Automation to Gather Customer Preferences for Targeted Campaigns

University of Birmingham needed to better engage a database of 5,000 email contacts for The Bramall Music Building, while learning what events and offers those people actually wanted. Working with Adestra and its Automation Programme Builder, the university aimed to capture customer preferences and improve the relevance of its email campaigns.

Adestra implemented a multi-stage automated re-engagement journey that guided contacts to a preference center, used behavioral filters to route them through different follow-up paths, and removed unresponsive users after several attempts. The result was 7.3% of the emailable database updating their preferences, a 70% open rate on the thank-you email, and a 68% increase in overall click-through rate for Bramall emails, rising from 9.5% to 16%.

University of Birmingham