Case Study: Dry July raises over $10M with TractionNext email strategy and platform

Raising $10m with a strong email strategy and platform

Dry July, an Australian online community that runs a month-long sponsored alcohol-abstinence challenge to raise funds for adults living with cancer, needed expert email-marketing support after early DIY success. They partnered pro-bono with TractionNext and adopted the Traction Platform to build a strategy-led email program aimed at engaging and retaining donors, incentivising participation, personalising content and growing digital word-of-mouth.

TractionNext worked with Dry July through regular planning cycles to deliver strategy, best-practice execution, segmentation, triggered emails, dynamic content, promotions and surveys. Over four years this approach grew Dry July’s database to over 80,000 subscribers, delivered a 33% increase in participants (to 15,228) and a 31% increase in donations (to $3.7M) in 2012, and helped more than 41,000 fundraisers raise over $10.5M across five years.

Dry July

Phil Grove

Co-Founder