Case Study: Springer Nature achieves 50% more conversions with Ternair Marketing Cloud

How the transition from outbound to inbound results in a conversion improvement of 50%

The customer, Springer Nature's subsidiary Bohn Stafleu van Loghum (BSL), faced declining engagement with its event marketing emails. Their outbound strategy of sending generic bulk messages led to lower open rates, decreased click-through rates, and a rising number of unsubscribes. They partnered with the vendor Ternair to implement a more targeted, inbound approach using the Ternair Marketing Cloud.

Ternair's solution involved implementing marketing automation that used recipient click behavior to trigger highly personalized, one-to-one communications. This data-driven approach allowed BSL to send the right message at the right time based on individual interests. The results were significant: open rates improved by up to 50%, click-through rates doubled, and opt-outs were reduced by 20-30%. This success led BSL to expand its use of Ternair’s platform across other marketing activities.

Springer Nature