The email programme that learned. And earned

Using triggered journeys to increase revenue from email by +48% for Big Bus Tours

Big Bus Tours was underusing email. Customers booked a tour, got a few transactional emails, then the relationship stopped. The challenge was to turn email into a true CRM channel that could keep customers engaged and drive more sales.

Our strategy was to make email more useful, more engaging and more responsive to customer behaviour. Automated journeys were introduced across welcome, purchase and post-purchase stages, alongside a monthly newsletter to keep the brand in touch beyond a single booking. Interactive content helped make emails more engaging while also capturing data to power more relevant follow-up sends, upsell and cross-sell opportunities.

From June 2025 to June 2026, compared with the previous year, Big Bus Tours achieved a 48% increase in revenue attributed to email, a 55% increase in orders via email, a 68% increase in open rate and a 47% increase in click-through rate. Email was transformed from a functional touchpoint into an always-on CRM channel that delivered stronger engagement and commercial growth.