Westonbirt Arboretum Emailers

Background:

Westonbirt Arboretum near Tetbury, Gloucestershire is a 600 acre site managed by the Forestry Commission. Westonbirt approached apt to help them publicise their series of music concerts, events and activities they host throughout the year to their visitor database.

Objectives:

• To increase Westonbirt’s visitor numbers by raising awareness of the Arboretum’s upcoming events, concerts, activities and which trees and plants are in peak condition through enewsletters to their visitor database on a monthly basis.

Actions:

apt worked with Westonbirt Arboretum to create a monthly enewsletter template following their brand guidelines to distribute to their visitor database using our aptmailer system. The Arboretum’s main events of the year, Festival of the Trees, Autumn at Westonbirt and The Enchanted Christmas required a series of bespoke emailer templates.  

We would track the sections recipients click on to read and which sections are not so appealing to visitors. The constant monitoring meant we could improve the enewsletter content and ensure that people are receiving information that is relevant to them.

Results:

The enewsletters were fine tuned over time and tailored to reader interest.There was a noticeable uplift in visitors attending events.