Trentham Gardens

Trentham Gardens is an award-winning, unique destination situated on the edge of Stoke-on-Trent. Home to award-winning gardens, glorious ancient woodland, a unique shopping village and more, it attracts families, nature lovers and event goers from across the country.

Since the launch of the new ticketing system in April 2024, there’s been an increase and reliance on timely email marketing at each point of the user journey including awareness, loyalty and advocacy stages. Tailored email marketing connects Trentham Gardens with the consumers by increasing interest levels and engagement in a cost-effective way.

Following close analysis of the marketing capabilities of their CRM system, the team at Trentham Gardens appointed us to overhaul the design, copy and ultimately, performance, of the attraction’s current email marketing. The updated emails needed to be relevant and modern, with simplicity in design and clear call-to-action (CTA) buttons to encourage the uptake of day tickets, memberships and renewals.

The current email content needed a refresh to accurately reflect Trentham’s tone of voice identified in the brand guidelines, as approachable, upbeat and authentic. It was pivotal that we identified unique objectives for each piece of comms to ensure a seamless user journey and engage the audience with the right message, at the right time.

Whether the objective was to achieve membership renewals, upsell activities or download day tickets, the CTAs were written with succinct language and encouraged the audience to act. We transformed transactional consumer emails into engaging, upbeat and authentic comms that are designed to deliver an enjoyable user experience and, ultimately, elevate the perceptions of Trentham Gardens.

We approached visual concepting with a strong focus on utilising the full extent of Trentham Gardens brand guidelines. To create engaging and upbeat emails, we expanded the colour palette used in previous comms, introduced graphical elements and chose imagery that represented the family-friendly audience.

To enhance the user experience we designed clear, digestible sections for easier reading. We also carefully considered how to visually differentiate the emails per category e.g. booking confirmations, newsletters and event promotions, while maintaining brand consistency. To do this, we chose specific layout options, colours and imagery that were best suited to the objective of each email.