Case Study: The Royal Ballet School achieves higher online class conversions with dotdigital

The Royal Ballet School achieves remarkable conversion rate increase with Dotdigital automation

The Royal Ballet School wanted to improve online class sales after relying on limited one-off campaigns that weren’t driving strong conversions. Using dotdigital, the team used RFM data and WooCommerce integration to better understand past class buyers and build more targeted email segments.

dotdigital then helped The Royal Ballet School launch an always-on automation with a 15% discount offer, a reminder email, and personalised product recommendation blocks. An A/B test showed an 11% higher open rate when the discount was stated in the subject line, helping the school improve messaging and gain more efficient class bookings and marketing flexibility.

The Royal Ballet School

Maddy Carroll

Audience and Insights Executive