Case Study: Independent Media cuts unsubscribe rates with Maestra

How Independent Media Merged Databases from Seven Websites and Reduced their Email Unsubscribe Rate

Independent Media, a major media holding company, faced a challenge with a high email unsubscribe rate due to its fragmented subscriber data across seven websites and a lack of personalization. They selected the Maestra CRM and marketing platform to create a unified subscriber database and gain the analytical tools needed for personalization.

The Maestra solution integrated the data, merging duplicate profiles and launching a unique algorithm to control mailing frequency based on individual subscriber engagement. This approach dramatically reduced the volume of emails sent while increasing their relevance. Maestra helped Independent Media achieve a dramatic reduction in unsubscribe rates, with declines of 70% to 76% across four key brands. The vendor's solution also led to significant increases in open rates, click rates, and website traffic.

Independent Media

Anastasia Abramova

Loyalty Program Manager