Case Study: City & Guilds achieves 15:1 ROI through marketing automation with dotdigital (dotmailer)

City & Guilds - Customer Case Study

City & Guilds, a leading vocational education and training organisation, faced the challenge of delivering highly targeted, cost‑effective communications across thousands of diverse customers and multiple contact roles. With shrinking marketing headcount and complex customer journeys, they launched a four‑year programme to automate and personalise marketing and customer feedback so each contact receives timely, relevant communications.

By integrating Sitecore, dotmailer and their CRM, City & Guilds deployed triggered messaging and personalised web/email journeys that drove rapid adoption across the business. The programme delivered strong results early: a 15:1 ROI on triggered campaigns, click-to-open rates up to 77%, unique opens above 50%, a 20% uplift in web visits, greater volume and engagement from email sends, and ultimately beating sales targets by 9%, with 50+ regular users across the organisation.

City & Guilds

David Morgan

Head of Digital and Marketing Communications