About the project

Draughts had 18,000 customer records, but the database had been left cold. The opportunity was not simply to send a newsletter. It was to rebuild a useful commercial relationship with those customers.

Smith & Devil audited the CRM, fixed deliverability issues and rebuilt the email design system. We planned a phased warm-up and split audiences by venue affinity and recency, so each customer received a reason to return that made sense to them.

The first three emails generated £14,125 in attributed revenue. The work also created a reusable campaign system, improved sender health and identified hundreds of newly engaged customers for future targeting.

We then launched welcome and birthday automations. The welcome email achieved a 54.17% open rate in its first weeks, turning sign-up data into an always-on route back to booking.