"ExtraMile Communications has given us a complete digital makeover. We now have integrated web and email communications that tie in together, build interest in the centre, provide a platform for our shops to promote their own businesses and keep our visitors up to date with special deals, events and other important details."

What the Guildhall Shopping Centre needed

ExtraMile developed a new website for the Guildhall Shopping Centre and staff were keen to promote it. We advised email marketing would be a good way to drive traffic. Email marketing would also easily complement their other marketing materials and strategies and help them to offer promotional opportunities to the businesses in the centre.

What ExtraMile proposed

We advised that the email newsletter would be best sent once a quarter and that it should feature all of the Guildhall’s upcoming events along with store promotions and other snippets of news. We suggested that the email could feature individual store promotions, to offer added value to leasing a Guildhall store and increase footfall in the centre.

How ExtraMile implemented the solution

The Guildhall had email contacts from various competitions and initiatives - we cleaned this data and ensured we explained in the first email why the user was being emailed to minimise unsubscriptions. We highlighted how to unsubscribe so that users knew how easy it was to stop the emails. We created a well built template and tested it in over 35 different email clients, ensuring it displayed well in all of them. When we email we aim to keep a continuity with their other marketing materials, using the same imagery and styling to ease customer recognition.

The effect on Guildhall Stafford

The Guildhall Shopping Centre now use  email marketing as a selling point of leasing one of their store spaces, as the email can offer free promotion for any businesses wishing to be included. Their subscriber list has increased over 600% since their initial mailing which demonstrates that their messaging is engaging and popular and that this medium works effectively for them.

See one of the Guildhall's newsletters