Case Study: City Lit re-engages 1,500 dormant contacts and boosts email engagement with dotdigital

City Lit harnesses the power of Automation to re-engage dormant contacts

City Lit, a leading London provider of adult education, needed to re-engage contacts who had received but not opened at least 10 newsletters in the past six months. As its email list grew, batch-and-blast campaigns became ineffective; the organisation wanted to offer subscribers subject and frequency preferences, retain as many learners as possible, and clean its database to improve ROI and sender reputation.

Using dotmailer’s Program Builder plus Surveys & Forms, City Lit built a preference centre and automated a “we miss you” winback flow: segment unengaged contacts, collect subject preferences or offer a temporary break, enroll responders into tailored preference programs or timeout streams, and remove non-responders while asking for feedback. The campaign achieved a 30% open rate, re-engaged 1,500 dormant contacts (with some purchasing courses) and collected feedback from 600 unsubscribers, resulting in a cleaner, better-targeted email list.

City Lit