Case Study : Westminster Abbey
Targeted Solus Email for Westminster Abbey Organ Festival

The Campaign

In June 2015, Westminster Abbey asked London Calling to help promote their Organ Festival, a series of concerts planned for the following September.

The challenge for Westminster Abbey was to reach the niche, specialist audience who would be most interested in this festival. We thought that sending a dedicated souls email to the ‘classical’ segment of our London-based newsletter list would be perfect. These are people who have shown a specific interest in classical news, events and competitions; the ideal demographic to target with news of the Organ Festival.

To make this email really engaging for our classical subscribers, we suggested to Westminster Abbey that they give away a pair of Season Tickets to the festival. We ran this competition on the ‘Special Offers’ page of the website. The competition had it’s own dedicated page from which users could enter the competition in a matter of seconds using our simple sign-up form.

We ran the competition for nearly two weeks online and sent the dedicated solus email directly to our list of ‘classical’ subscribers at the start of July. The email provided information about the upcoming festival as well as directing users to the competition page:

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The results

The Westminster Abbey solus email was incredibly popular among our classical subscribers with a 24.6% open rate and 7.7% click rate. This shows the real power of targeting content to the users who will find it most relevant and useful.

The competition page on the website was seen by over 450 unique visitors during the time the competition was live.

In addition to spreading the news about the festival among an engaged audience interested in classical music and London concerts, we collected a good number of competition entries for Westminster Abbey.


Other Clients We Work With

Recent organisations who have gained exposure through our Solus email newsletters include the Houses of Parliament, ZSL London Zoo, RAF Museum, Young Vic, Royal Philharmonic Orchestra, Pact Coffee, Picturehouse Cinema, SoundCrash, Boisdale, London African Music Festival, City of London Sinfonia, Iris Theatre, and East End Film Festival.


Featuring an offer or event in a London Calling Newsletter

You can find more information about our email products and other digital options here. If you would like to talk through the options for promoting your organisation online with London Calling, please give us a call on 0207 275 7225 or email