Blastline Institute
How cmercury Helped Blastline Institute
Restore & Sustain Email Marketing Performance
About Blastline Institute
Blastline Institute is a premier training provider focused on industrial inspection and certification. In collaboration with globally recognized bodies such as TWI (The Welding Institute UK), ASNT, API, and Bureau Veritas, Blastline offers top-tier courses including CSWIP, BGAS, NDT, API training, PDMII, abrasive blasting, and industrial painting. The campus is also a Pearson VUE Global Certification Center, authorized to conduct over 1,000 exams from 500+ global institutions. Additionally, it provides trade test services for professional qualification in painting, blasting, and inspection.
The Objectives
Blastline experienced a significant drop in email open rates — from 32% down to 18%
which affected engagement levels, inquiries, and visibility for upcoming training programs.
The cmercury Intervention
Blastline was using a batch-and-blast strategy, emailing their entire database without segmentation, which included many inactive users. This, along with repetitive template designs and a lack of personalization, caused engagement to decline.
With cmercury’s help:
- A full subscriber audit was carried out using MAU Reporting, segmentation, and the built-in cmercury Verify tool.
- Inactive users were identified and suppressed, improving list hygiene.
- Over 100+ pre-designed templates were introduced with A/B testing to boost performance.
- Campaigns were segmented and personalized based on user behavior, interest, and location.
Custom subject lines and dynamic content were deployed to ensure every email resonated with its recipient.
The Results
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Open rates not only returned to original levels but experienced an additional 5% uplift
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Higher campaign engagement and consistent deliverability
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Performance maintained steadily for 36+ months and counting
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Performance maintained steadily for 36+ months and counting
The Results
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Open rates not only returned to original levels but experienced an additional 5% uplift
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Higher campaign engagement and consistent deliverability
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Performance maintained steadily for 36+ months and counting
Testimonial
We were struggling to understand why our campaigns were underperforming. The cmercury team didn’t just give us a tool—they gave us a strategy. From design templates to segmentation and hygiene management, they transformed how we communicate with our students. The results speak for themselves.
– Abby Joseph,
Head of the Institution, Blastline Institute
Key Takeaways
Batch-and-blast is not sustainable—even in education marketing.
Deep segmentation and list hygiene are critical for maintaining sender reputation
Dynamic, professional templates with A/B testing improve engagement.
A specialized email platform like cmercury can revive underperforming campaigns and create long-term email marketing success.
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