Case Study: Newmarket Holidays achieves 50% turnover growth through email marketing with dotdigital

Newmarket Holidays - Customer Case Study

Newmarket Holidays, a major but low‑profile UK tour operator, faced the challenge of moving from white‑label sales via media partners to a direct‑to‑consumer business as customer media habits changed. The company needed to convert a large customer database into repeat, higher‑value bookings while expanding marketing channels and improving targeting.

They built a single‑customer view with their Taurus system and adopted dotMailer for segmented, automated email campaigns, split‑testing and targeted product offers. The first direct campaign generated over £6m, email open rates typically run 23–28% (sometimes 40%+), and the business grew turnover by more than 50% in four years with repeat business over 40%; dotMailer now handles over a million sends a month and supports award‑winning growth.

Newmarket Holidays

Phil O'Sullivan

Marketing Director