No two days are the same with nearly 30 different businesses and charities under the Goodwood umbrella.

Goodwood is always working to communicate so many different stories and brands, including events such as horseracing, motorsport, and music nights, as well as hotel stays, membership clubs, and flying and driving experiences. This means there’s a consistent challenge of communicating all that Goodwood has to offer to its audience—the goal is to always deliver the right message to the right person at the right time.

The Challenge

Goodwood’s email calendar was incredibly packed, with many of their customers engaging with more than one of the brands, meaning customers were receiving a high frequency of communications. This was resulting email engagement decreasing and unsubscribes rising.

Whilst there were exclusions in place to limit over-mailing, this was becoming increasingly difficult to manage and meant customers would sometimes miss out on information from their preferred brand – meaning missed sales. We wanted to find a dynamic way of using customer interests to serve them the right messages within a single regular communication, while not harming any of the brands’ performance.

The Solution: Introducing the Goodwood Estate Email

Our objective was to drive engagement, whilst also reducing comms to those who had no relevant interest. Goodwood’s brands are unique and recognisable to their customers, and so how to combine these marketing messages was a distinct challenge. We set out to build a single marketing communication per week, where every element of the email was dynamic and personalised for the individual’s interests. This was achieved by using FastStats Discoverer and PeopleStage to drive the content, meaning that customers would receive encouraging relevance messages and tactical cross-selling.

The Outcomes

• Less over mailing with 70k fewer individuals sent to
• 84,000 more clicks to the website year-on-year
• Click-through-rate increased by 2% year-on-year
• Unsubscribes declined by 1.5% year-on-year
• 3% increase in overall engagement
• 16 hours per month of manual time-saving

Read more from Apteco’s announcement post here.