Case Study: The Royal Aeronautical Society achieves 35% open rates and tripled click-through rates with dotdigital

Using Engagement Cloud for Microsoft Dynamics 365 to drive meaningful engagements

The Royal Aeronautical Society (RAeS), the world’s professional body for the aerospace community with 24,000 members, 400 events a year and nearly 300 corporate partners, struggled to deliver targeted communications that drive membership renewals. Member preferences were diverse and systems were disjointed—teams had to export lists from Dynamics 365 and import them manually—making personalized, timely outreach slow and resource-intensive.

Working with Trillium, RAeS implemented dotdigital Engagement Cloud for Microsoft Dynamics 365 and an integrated preference centre to automate database syncs, create CRM-driven mailing lists, and view email analytics against contact records. The changes freed internal resources and improved engagement: open rates rose to 35% (vs. a 22% non-profit average), click-throughs increased from 2.5% to 4%, campaign templates tripled click-throughs, and event landing-page traffic grew 7%, while delivering a single view of members for more relevant communications.

The Royal Aeronautical Society