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Overview
The Institute of Directors (IoD) is the UK’s premier membership organization for company directors and senior business leaders. With a mission to foster professional development, advocacy, and networking opportunities for its members, the IoD depends heavily on timely, accurate, and personalized communications to drive engagement and retention.
For membership-based organization’s, consistent and relevant outreach is vital. Without a strong communications infrastructure, member satisfaction, renewals, and engagement inevitably suffer.
The Challenge
In the midst of a digital transformation that included launching a new website and transitioning to Microsoft Dynamics 365, the IoD encountered a major operational hurdle: the connection to their new CRM system was no longer viable with their third-party email platform. This unexpected disruption forced the team into a labor-intensive process of manually uploading contact lists for every campaign.
To address previous manual marketing process, the IoD introduced a new marketing automation platform, which soon proved unstable. This instability significantly affected the IoD’s ability to execute member engagement and renewal journeys.
The Solution
The IoD recognized that continuing with an unreliable marketing solution was unsustainable. After evaluating multiple options, they selected Click for its multi-channel capabilities, ease of integration with Dynamics 365, and proven track record of hands-on support.
To accelerate their turnaround, the IoD engaged Click’s Marketing Services team (part of Click's Professional Services offering) for expert implementation and strategic guidance.
The Click team began with a thorough audit of the IoD’s Dynamics 365 configuration. They addressed existing issues, stabilized the environment, and set up automated workflows to replace manual processes. This included rebuilding critical membership renewal journeys and onboarding campaigns.
Using Click’s intuitive platform, the IoD quickly regained control of their communications. Advanced segmentation tools allowed for precise targeting, while automation ensured that emails were delivered at the right time, to the right audience, without the chaos and delays caused by manual intervention.
The Results
By transitioning to Click and leveraging the expertise of the Marketing Services team, the Institute of Directors achieved rapid improvements across their marketing operations. The new system brought stability, efficiency, and a renewed ability to engage members through timely, targeted communications.
Provided Platform Stability and Confidence
• Eliminated platform inconsistencies that previously disrupted campaign execution.
• Resolved renewal email delivery failures to improve member communication timing.
• Reestablished confidence with a reliable, rules-based marketing automation setup.
Improved Operational Efficiency
• Removed the need for manual list uploads and one-off email sends.
• Delivered sustained time-savings through automated workflows and journeys.
• Provided hands-on support to help the team fully utilize Click’s capabilities.
Increased Member Engagement
• Implemented an automated renewal reminder sequence to drive retention.
• Launched lapsed member re-engagement campaigns to boost reconnection rates.
• Enabled personalized onboarding communications to enhance new member experience.
Conclusion
Working closely with Click and its Marketing Services team, the Institute of Directors transformed its communications approach, replacing a chaotic, manual system with structured, automated workflows. The result is a more stable, scalable platform that enables timely, relevant, and effective engagement with every member.
Today, the IoD is not only saving time and resources, but also building stronger, longer-lasting relationships with its members.
“Having such a powerful tool that I can depend on, and not having to triple-check everything, is wonderful. All our flows operate in the background, dynamically ensuring new members are seamlessly brought into the system.”
Cari Disney, Demand Marketing Manager, Institute of Directors
