Centaur Media National Home Improvement Show

Agency: Adestra Ltd.

The National Home Improvement Show (NHIS) is the UK’s leading event for home improvers. The marketers for NHIS wanted to find a way to engage more of their pre-registered data and increase the number of click-throughs. The registration process for NHIS collected a wealth of specific information from attendees. The key to increasing recipient engagement lay in using this data effectively.

Using MessageFocus functionality, dynamically personalised emails with the pre-registration information were then sent to engage the visitors before the show. The email template created by Adestra could render up to 196,608 different possible combinations. This highly relevant and targeted campaign received a 43 per cent open rate and an astonishing 34 per cent of openers then clicked through to their website.