Case Study: Edizioni Centro Studi Erickson S.p.A.
When the newsletter becomes a revenue channel: Erickson case study
Erickson worked with Manago AI on purchase-history segmentation, dynamic product recommendations and a flagship automation workflow for its most engaged professional readers.
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- 69%
- Open rate, Erickson Scholar workflow
- 13.33%
- CTR, Erickson Scholar workflow
Meet Erickson
Edizioni Centro Studi Erickson S.p.A. is Italy's leading educational publisher, with more than 2,000 titles spanning psychology, pedagogy and special needs education. Its work is trusted by teachers, clinicians and researchers across the country.
Over the course of 2025, Erickson's digital marketing team used Manago AI's CDP and marketing automation platform to restructure how it communicates with that audience.
The challenge: from generic sends to genuine engagement
Erickson came to Manago AI with a strong foundation: a large, engaged audience of professionals who genuinely care about the subject matter. What was missing was the infrastructure to speak to that audience with real precision.
The most visible symptom was low click-through rates. Contacts were opening emails but not acting, a sign that the trusted content was not targeted precisely enough to encourage a decision.
Personalisation was largely absent. Product recommendations in newsletters and DEM campaigns were static or unused, while segmentation did not account for different purchase histories and professional needs. Web push notifications and AI-powered on-site personalisation had not been activated, and Dynamic Carousel rendering issues blocked personalised product frames at scale.
The solution: architecting a data-driven communication engine
The work was organised around three areas.
Building a smarter database
Erickson's contact base was re-segmented with advanced tagging based on full purchase history, not just demographic data. The team could identify contacts who bought titles in a given subject category and communicate with them accordingly. Loyalty programme scoring from the CRM was also added to individual contact profiles.
This work helped create a 98% opt-in contact database, reflecting both the trust Erickson's audience places in the brand and disciplined consent management.
Email that earns its open
With the database restructured, the team rebuilt the email programme. Five million emails were sent over the period, and newsletter touchpoints generated over EUR400,000 in revenue. Dynamic Carousel rendering issues were resolved, allowing personalised product recommendations to appear in DEM campaigns through Email Design Studio.
A/B testing showed that shorter emails with one focused topic and a clear call to action outperformed longer catalogue-style sends. The Erickson Scholar workflow was created for the most engaged professional readers, delivering content and product recommendations at the right point in their journey.
Lead generation and on-site activation
The team tested sign-up pop-ups triggered after 30 seconds or at 50% scroll depth, and activated exit-intent pop-ups. Google Analytics integration enabled real-time campaign monitoring and cross-channel attribution. The platform was switched to Italian, and category-filtered workflow product events enabled behavioural triggers tied to specific subject areas.
The results: measurable commercial impact
Newsletter revenue
More than EUR400,000 in newsletter revenue came from matching a specific recommendation to a specific professional at the right moment. At scale, that logic created a channel that contributes meaningfully to the bottom line.
The Erickson Scholar workflow
Comparing Q4 2024 to Q4 2025, the workflow achieved a 69% open rate and a 13.33% CTR. The results reflect an audience that trusts the sender, content aligned with its professional work, and a delivery cadence that does not feel like noise.
A database built on consent
The 98% opt-in rate is the foundation for every other result: minimal wasted sends, high deliverability and an audience ready to engage.
A framework others can replicate
Build on consent, not volume. List quality compounds over time in a way that list size alone does not.
Name and define your flagship automation. Knowing exactly who you are talking to and why produces stronger engagement than platform features alone.
Let purchase history drive content. The logical next title or course is more useful and more likely to convert than a generic newsletter.
Test format as well as message. Shorter, topic-focused emails with one CTA outperformed longer catalogues.
