About the project

Draughts had 18,000 customer records, but the database had been left cold. Our job was to turn that audience into something commercially useful and give the wider marketing programme clearer reasons for people to visit, return and spend.

We audited the CRM, fixed deliverability issues and rebuilt the email design system. We segmented customers by venue affinity and recency, then created a phased reactivation programme designed to bring dormant customers back into the business.

Campaign thinking was carried across CRM, social and in-venue POS, giving Draughts a more connected way to promote offers, events and reasons to visit rather than treating each channel separately.

The first three email flows generated £14,125 in attributed revenue. They also identified hundreds of newly engaged customers who could be moved back into ongoing marketing.

From there, we built always-on welcome and birthday automations. The welcome flow achieved a 54.17% open rate in its first weeks, turning customer data into an ongoing route back to booking.

What began as a cold database became a working customer marketing system Draughts could keep learning from and building on.