Kingask St Andrews
Driving bookings through email marketing
Kingask, a long-standing client in the self-catering accommodation sector, approached us to help them use email marketing more effectively. While they had an existing email list, it was underutilised, lacked segmentation, and wasn’t delivering tangible returns. Their goal was clear: use email to drive more bookings and lay the foundations for ongoing in-house success.
Our Objectives
- Clean and grow their email list
- Develop on-brand, reusable email templates
- Create and execute a short-term content and campaign calendar
- Generate measurable revenue from email campaigns
- Upskill their internal team with training and support
£20,000+
revenue generated directly from campaigns
1700+
new, engaged subscribers
96
nights booked
7
high-performing campaigns
1. List Cleaning & Growth
We started by archiving low-quality subscribers who showed no recent engagement. Then, we refreshed the sign-up experience:
- Rewrote website calls to action to clearly explain the benefits of joining the list
- Introduced a new sign-up link via Linktree to capture interest from social media
- These efforts added 1700 new high-quality subscribers
2. Content & Campaign Planning
We created a 4-month content calendar built around key booking opportunities and seasonal moments. Campaigns included:
- New property launches
- Spotlight features on key properties
- Summer discounts
- “Best Picks” curated by the Kingask team
3. Campaign Execution & Optimisation
Across 7 campaigns, we tested subject lines, send times, content formats and segmentation. These campaigns delivered:
- £20,000+ in direct revenue
- 96 nights booked, all trackable back to the email campaigns
4. Training & Handover
To ensure Kingask could carry the momentum forward, we delivered tailored training sessions covering:
- Best practices for email marketing and campaign planning
- How to use their email platform to create, schedule and analyse campaigns
- Ongoing technical support for future-proofing their strategy
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