Sector: Visitor Attractions and Events – Heritage and Leisure.
Growing Visitor Engagement and Sales Through a Smarter Email Marketing Strategy
Project Focus Areas
Grow the database with relevant, qualified contacts.
Increase visitor numbers across events, tours, and activities.
Improve customer engagement through personalised, timely content.
Increase sales and conversions by optimising the email marketing journey.
Project Overview
How Astrava helped a client in the visitor attractions sector transform their email marketing strategy to build their database, increase visitor numbers, and drive engagement.
Key Strategic Elements:
Audience Sizing and Market Potential Analysis
Segmented Database Development and Behavioural Personas
Adopting Our B2C Customer Journey Mapping
Dynamic Content Strategy and Personalised Email Workflows
Engagement Tracking, Lead Scoring, and Conversion Optimisation
Upsell, Cross-Sell, and Loyalty Campaign Design
Multi-Channel Integration (website, events, publications, social)
Ongoing Testing and Performance Dashboards
The client faced a common issue for heritage and visitor attraction organisations: email marketing was being used as a one-size-fits-all broadcast tool rather than a strategic growth channel. Their database lacked segmentation, with little insight into the size or characteristics of their true target audience. As a result, campaigns struggled to cut through, visitor numbers remained inconsistent, and engagement metrics such as open and click-through rates were below potential.
Without a clear content strategy or structured email workflows, communications were fragmented. Potential customers were receiving messages too late or too generically, while loyal supporters lacked tailored communications that could strengthen their advocacy. To compete effectively with other regional and national attractions, the client needed a scalable, data-driven email strategy that built loyalty and generated measurable sales.
The Challenge
Astrava developed a methodical and scalable email marketing strategy built around the B2C customer journey and informed by data and behavioural insights.
Defining the Audience: We mapped the potential size of the local market (152,000 contacts within one hour of the estate) and identified realistic growth targets of 10% (15,000 contacts). Using visitor behaviour data (events attended, frequency, group types), we defined behavioural personas rather than relying solely on demographics.
Strategic Framework: We applied our proprietary custom B2C Customer Journey Model to structure the flow of communications, ensuring messaging matched the customer’s stage in the buying process.
Content Strategy: Smart lists and dynamic workflows were created to deliver targeted, personalised content based on behavioural triggers. Key tactics included welcome email sequences, persona-based content, upsell opportunities, and loyalty incentives.
Conversion Optimisation: We introduced lead scoring and engagement tracking to move customers through strategic customer categories, using A/B testing, urgency tactics, and automated workflows to increase conversion rates.
Sales Growth and Retention: Monthly newsletters, upsell campaigns, and post-event follow-ups reinforced loyalty, while incentives such as competitions, loyalty points, and rewards encouraged repeat visits.
This combination of audience definition, content personalisation, and data-led optimisation ensured the strategy was both scalable and sustainable.
Our Approach
Astrava’s strategy delivered measurable outcomes that went beyond the original brief:
Database Growth: Defined and targeted a potential audience of 152,000, with a realistic 15,000 contact growth target, supported by data capture tactics such as QR codes, pop-ups, and event sign-ups.
Higher Engagement: Segmentation by behaviour led to smarter workflows and dynamic content, increasing open rates and click-through performance.
Visitor Growth: Timely and personalised email sequences improved conversions to ticket sales across tours, events, and activities.
Sales Uplift: Introduced upsell and cross-sell opportunities within campaigns, increasing average transaction value.
Improved Customer Loyalty: Post-event retention campaigns, loyalty rewards, and tailored communications created stronger brand advocacy and repeat attendance.
Commercial Insight: Leadership gained dashboards and KPI reporting that provided visibility on performance, enabling data-driven decisions for marketing investment.
Project Outcomes
Astrava transformed the client’s email marketing from a generic communication tool into a scalable, data-led growth engine. By defining the target audience, mapping the customer journey, and applying behavioural segmentation, we enabled the client to send the right message, at the right time, through the right channel.
The benefits for the client included:
A clear roadmap to grow the database and build qualified leads.
Higher visitor numbers driven by smarter, more personalised campaigns.
Increased sales and revenue through optimised conversions and upsells.
Stronger customer loyalty thanks to retention programmes and rewards.
Commercial confidence through KPI dashboards and insight-led reporting.
Astrava’s approach ensured the client could not only meet their immediate objectives but also build a long-term framework for sustainable visitor and revenue growth.
Why Astrava? Creating Scalable, Data-Driven Visitor Growth
Ready to Transform Your Email Marketing?
If your organisation is experiencing:
Flat or declining email engagement
A lack of clarity on the size and profile of your target audience
Difficulty converting subscribers into paying visitors
Missed opportunities to retain and grow loyal customers
…then Astrava can help.
We combine audience insight, customer journey mapping, and conversion optimisation to turn email marketing into one of your most effective growth channels.
Contact Astrava today to discover how we can help you grow your database, increase visitor numbers, and drive measurable sales growth.