St David's Partnership

St David’s were looking to develop a strategy that reflected their transformation from city shopping centre into a unique regional shopping, leisure, cultural and tourist destination.

St David’s Partnership is a joint venture between Land Securities and Capital Shopping Centres and is responsible for the development and management of St David’s Dewi Sant – the ninth biggest shopping destination in the UK.



The Challenge



 The strategy initially included the implementation of a new multi-lingual website and an onsite way finding touch screens. This was supported with Search Engine Optimisation and tactical Pay-Per-Click campaigns focused around key events and the local audience. The final piece of the digital communications plan was to deliver highly targeted messages to their visitors encouraging them to come more frequently, stay longer and ultimately spend more – this is where our email strategy came in.



The Solution



We created and delivered an on-going email strategy spanning 6 years, in partnership with the marketing team and their content creation team. Highlights of the strategy included:




  • Setting the calendar of communications

  • Data segmentation based on socia-demographic and behavioural factors

  • Analysis of campaign engagement in line with data segments

  • Subsequent recommendations on content / structure / targeting to improve engagement and meet head office KPIs

  • A/B testing including subject line and day/time of day/bespoke user optimsed delivery times

  • Dynamic emails with specific content per segments i.e. non Cardiff postcodes receive weekend away and leisure stories where as students received offer led and event based content

  • Cleansing of unengaged data based on frequency of opening an email and blow outs comms

  • Responsive (mobile friendly) emails created to address rise in consumption on mobile devices – driven by campaign reports showing a substantial rise MoM



The Difference



Most recent segmentation and targeting activity achieved:



55% of recipients who had not opened an email for over 1 year were supressed form core campaigns and to become part of blow out comms strand

Following  cleansing of the non-engaged data and tailoring relevant content to each segment:




  • Average open rates increased from 15% to 31%

  • Click to open rates increased from an average 8% to 24%



The most engaged segments were identified are contacts with a local, Cardiff postcode and those who have signed up to receive comms in the last year

Competitions and food related stories targeted at the local audience consistently generate the highest open rates of 50%

Shift in online only competitions to those requiring a visit to St. Davids to submit entries driving football



Cost per contact reduced

Head  office KPI’s achieved