Case Study: Meat & Livestock Australia achieves 40% higher email engagement with TractionNext

Meat & Livestock Australia increase email engagement by 40%

Meat & Livestock Australia, the industry body representing Australia’s cattle, sheep and goat producers and over 47,500 members, faced inefficient email operations: separate account databases, manual production of five near-identical weekly newsletters, limited CRM integration, and no way to dynamically tailor content by location, species or behaviour. They engaged TractionNext to address segmentation, data consolidation and dynamic content generation for their email communications.

TractionNext implemented a data strategy, merged multiple accounts into a single segmented database with access controls, and enabled dynamic content within a single campaign build (targeting by livestock species, geography and past engagement) plus ongoing campaign management support. As a result TractionNext replaced five manual builds with one dynamic campaign for MLA’s Friday Feedback newsletter, delivering greater efficiency and driving strong engagement — click-through rates now average 40%.

Meat & Livestock Australia

Andrew Parker

Corporate Communications Manager