Supported a high-volume international email
marketing programme spanning standard,
triggered and lifecycle communications across
826 campaigns and more than 3.31 million emails.
The programme focused on maintaining strong
deliverability while improving engagement
through audience segmentation, lifecycle
communications, performance analysis and
continuous campaign optimisation.
826
Campaigns
3.31M+
Emails
99.03%
Delivery
10.60%
Overall CTOR
22.34%
Triggered CTOR
Industry:
Education & Academic Publishing
Platforms:
Dotdigital |
Salesforce |
Power BI |
CRM |
Marketing Automation
Campaign Type:
Standard & Triggered/Lifecycle Email
Reporting Period:
January–June 2025
Role:
Assistant Marketing Manager – Platforms
Business Challenge
The programme required the management and
optimisation of a large international email
operation spanning multiple audience groups,
regions, campaign types and communication
journeys.
The key challenge was balancing scale,
engagement, deliverability and audience
relevance while identifying actionable
performance trends across hundreds of campaigns.
Strategic Approach & Responsibilities
Supported management of standard and
triggered/lifecycle campaigns.
Coordinated campaign operations, targeting
and performance tracking.
Supported lifecycle communications
designed around audience behaviour and
campaign journeys.
Analysed campaign performance by region,
campaign size, month and campaign type.
Evaluated the performance of smaller versus
medium and large campaigns.
Analysed triggered campaigns against
standard communications.
Used dashboards and reporting to identify
optimisation opportunities.
Supported recommendations around audience
segmentation, send strategy and campaign
design.
Collaborated with CRM and marketing
automation stakeholders.
Used performance insights to support future
campaign planning.
Standard Campaign Performance
Emails sent
3,107,355
Delivery rate
99.01%
Bounce rate
0.99%
CTOR
9.40%
Industry benchmark: CTOR
7.68%
Triggered/Lifecycle Campaign Performance
Emails sent
204,232
Delivery rate
99.25%
Bounce rate
0.75%
Industry benchmark: Bounce rate
2.38%
CTOR
22.34%
Industry benchmark: CTOR
11.07%
Industry CTOR benchmark achieved
~2×
Triggered CTOR therefore achieved approximately
2× the industry benchmark.
Overall Programme Performance
Overall CTOR
10.60%
Delivery rate
99.03%
Bounce rate
0.97%
Industry bounce benchmark
2.60%
Unsubscribe rate
0.16%
Industry unsubscribe benchmark
0.17%
Campaign-Level Performance
One targeted campaign delivered:
CTOR
70%
Emails sent
51,999
Opens
21,726
Clicks
2,373
Unique clickers
443
Direct replies
29
Additional Performance Insights
Campaign-size analysis showed:
Small campaigns CTOR
13.00%
Medium campaigns CTOR
7.53%
Large campaigns CTOR
9.96%
Triggered CTOR in June
24.15%
Triggered campaign performance remained above
18% CTOR every month, reaching 24.15% CTOR in
June.
Email activity also supported the wider
audience-acquisition programme, which reached
200K+ cumulative registrations
by mid-2025.
Business Impact
The programme demonstrated that segmentation,
campaign relevance and lifecycle automation
could materially improve engagement without
compromising email health.
Triggered communications significantly
outperformed standard campaigns, while the
overall programme maintained:
3.31M+
emails processed.
99.03%
delivery.
0.16%
unsubscribe rate.
10.60%
overall CTOR.
Strategic Value
The performance data provided clear evidence
for prioritising triggered communications,
targeted audience segmentation and campaign-size
optimisation as part of future lifecycle
marketing strategy.