Kingask Cottages

The client

Kingask is a long-standing partner of ours in the self-catering sector, with a fantastic portfolio of properties. While they had already built a significant email list, it was largely underutilised and lacked the segmentation needed to drive tangible returns. They came to us with a clear goal: to transform their email marketing from a missed opportunity into a reliable engine for direct bookings, while also upskilling their internal team for long-term success.

The challenge

Kingask Cottages were suffering from a lack of engagement. The existing email marketing list needed a thorough spring clean to remove low-quality subscribers and refocus on high-value guests. Beyond the data, Kingask needed a structured strategy, moving away from sporadic updates to a consistent, on-brand campaign calendar. We needed to prove that email could generate measurable revenue, not just bring brand awareness (although it of course does too), while ensuring the Kingask team felt confident enough to take over the reins once our initial project was complete.

The result

We started with the foundations, archiving inactive users and refreshing the entire sign-up experience. By rewriting the website’s calls to actions and introducing new lead-capture points via social media, we successfully added 1,700 new high-quality subscribers to the list. 

To support this growth, we designed a suite of on-brand, reusable templates and developed a four-month content calendar built around property launches, seasonal discounts, and team picks. Across seven targeted campaigns, we meticulously tested everything from subject lines to send times, ensuring every email was optimised for the best possible engagement and delivered a professional, cohesive brand message.

This work has delivered immediate and significant results, trackable right down to the last click. Our initial campaigns generated over £20,000 in direct revenue, accounting for 96 nights booked that were directly attributable to the new email strategy. Beyond the numbers, we’ve empowered the Kingask team through tailored training sessions, covering everything from campaign planning and platform analysis to technical support. The result is a future-proofed strategy that allows Kingask to maintain their momentum and continue driving high-value direct bookings in-house.