Goodwood and R-cubed announced as winners at Apteco Live 2024

Apteco Live 2024, Apteco's 18th annual user group conference and third hybrid event, took place over two days on 15 and 18 November. Apteco Live is considered one of the year's highlights for Apteco's partners and end users, and an opportunity to demonstrate the latest enhancements to Apteco's range of marketing software solutions.

Once again, Apteco partners and customers gathered in person on day one at the National Space Center in Leicester where the event was live-streamed to online delegates in the UK and worldwide. On day two all delegates attended online where they watched this year’s shortlisted finalists present their award entries before an online vote.

Winner of the 'Best use of Apteco award 2024'

Apteco received some fantastic entries again this year for the 'Best use of Apteco award' competition, all showcasing the effective use of Apteco software to drive marketing activities, improve the customer experience and reward those who have delivered measurable benefits to their organisation as a result.

Congratulations go to Goodwood and Apteco premium partner, R-cubed, who after live voting on day two of Apteco Live 2024, were announced as winners of the 'Best use of Apteco award 2024'.

Goodwood has almost 30 different brands, all wanting to communicate with Goodwood customers regularly.

Their email calendar was incredibly packed and with many of their customers engaging with more than one of their brands, some customers were receiving a high frequency of communications.

They were concerned that across the customer base, they were seeing email engagement decreasing and unsubscribes rising. This was in combination with a high percentage of customers receiving an excessive number of emails due to email engagement, ticket purchasing and club membership.

Whilst they had exclusions in place to limit over-mailing, this became increasingly difficult to manage and meant customers would sometimes miss out on information from their preferred brand. They wanted to find a dynamic way of utilising their engagement to serve them the right messages within a single regular communication, while not harming any of the brands performance.

Their objective was to drive engagement, whilst also reducing sends to those who had no relevant interest. Their brands are unique and recognisable to their customers, and so how to combine these marketing messages was a distinct challenge. Therefore, they set out to build a single marketing communication per week, where every element of the email was dynamic and personalised for the individual’s interests.

This was achieved by using FastStats and PeopleStage to drive the content customers would receive encouraging content relevance and tactical cross-selling without dedicating a whole send to a new business area.

The results have exceeded their expectations

Goodwood were thrilled to announce that they received:

• Less overmailing with 70K less individuals sent to
• 84,000 more clicks to website year on year
• Click-through-rate increased by 2% year on year
• Unsubscribes declined by 1.5% year on year
• 3% increase in overall engagement
• 16 hours per month manual time saving

R-cubed praised the software saying:

"Apteco gave a deeper understanding of the differences between customers and highlighted the need for a new approach. The flexibility to build custom multifaceted variables and complex dynamic campaigns delivered a new customer-led strategy. The results speak for themselves and have changed the way we operate across all channels."

Bethany Lawrence, Account Director, R-cubed

Goodwood added to this, commenting:

"Apteco is truly the tool that has unified our data and marketing. We’d be lost without it and use it every single day to make data-driven decisions and put them into action in real time."

Natalie Fordham, CRM Manager, Goodwood

Apteco would also like to congratulate Centrepoint and Wood for Trees, part of the Salocin Group, as runner-up at this year's competition. Centrepoint’s innovative use of Apteco software, supported by Wood for Trees, revolutionised their supporter email journey management and achieved amazing outcomes.

Download the 2024 finalists booklet to read more about each of this year's outstanding entries and learn more about Apteco's previous award winners in our awards hall of fame.

Here's the full list of this year's finalists: 

• Avanti West Coast | Paragon DCX
• Centrepoint | Wood for Trees, part of the Salocin Group
• Goodwood | R-cubed
• NSPCC | Euler