AHRI
Tailored emails that work as hard as your HR team.
The Australian HR Institute (AHRI) is the driving force behind HR excellence in Australia, championing the professionals who shape our workplaces and setting the standards that keep the industry moving forward.
But even the most established organisations have room to grow. AHRI had a powerful resource and a vast database of HR members, yet it needed a way to connect with its audience in a meaningful and non-intrusive way. Enter pepperit. With our expertise, AHRI was ready to elevate and streamline their member communications, reducing their internal workload and bringing a fresh perspective to their program engagement.
AHRI approached us with a clear objective: to engage their extensive HR member database with smart, personalised email marketing. Their challenge was to reach members across Australia with tailored, timely content that felt relevant and valuable – not generic.
With up to four EDMs sent each week, AHRI aimed to strike the perfect balance of keeping members informed about events while avoiding inbox overload. Our mission was to make AHRI’s emails something members looked forward to, rather than filtered out.
To help AHRI achieve their goals, weekly EDMs were designed and executed to promote specific events, from local networking opportunities to state conventions and online learning sessions. We also sent fortnightly campaigns to segmented contact lists, ensuring that each email reached the right people at the right time. By closely monitoring analytics, including click-through rates by state, we were able to refine our approach and maximise engagement.
Every AHRI email was crafted to inform, engage, and connect with the HR community.
Customisation was a key element of our strategy. Using Microsoft Dynamics, we tailored email content to match members’ locations, ensuring that every message was relevant. Members based in NSW, for instance, only received updates on events and opportunities in their area, while those in Perth received information specific to Western Australia. To keep things visually engaging, we also input custom design banners for each state’s conventions and events.
We also developed sponsored EDMs that focused on creating meaningful engagement opportunities with AHRI’s members. These emails blended seamlessly with the regular campaign format while spotlighting sponsor resources in a way that resonated with members.
To ensure continuous improvement, we provided detailed reporting on every campaign. These reports analysed email content performance, including bounce rates, unsubscribes and click through rates. By identifying trends and refining strategies, we kept AHRI’s email marketing fresh, relevant, and consistently impactful.
This email marketing strategy revolutionised the way AHRI connected with their members, creating tangible results that spoke for themselves. Open rates consistently exceeded 25 per cent while unsubscribe rates stayed comfortably below 1 per cent. Members enjoyed tailored updates specific to their state, ensuring every email felt relevant, valuable, and, most importantly, worth opening. This personalised approach helped AHRI’s communications stand out in cluttered inboxes, fostering a sense of trust and engagement that resonated deeply with their audience
For the pepperit team, it was proof that thoughtful strategy, creative execution, and a touch of personality can turn a simple email into a powerful connection tool.
- Email marketing
- Content Strategy Development
- Segmentation and Personalisation
- Marketing Automation
