Case Study: The National Gallery achieves 72% pre-visit open rates and higher conversions with dotdigital Engagement Cloud

Using automation to cultivate personal art journeys

The National Gallery in London, home to a world‑class collection of Western European paintings and more than six million annual visitors, needed a way to make its communications relevant to a hugely diverse audience — from academics to casual tourists — and to support each visitor’s personal art journey. The challenge was to deliver timely, personalized content that suited varying levels of interest and knowledge while scaling marketing with a small team.

Using dotdigital’s Engagement Cloud the Gallery built automated pre‑visit and post‑visit programs plus an abandoned‑browse flow, using dynamic content and WebInsights to personalize messages and retarget engaged segments. The programs drove strong engagement: pre‑visit triggered emails reach 72% open rate with a 25% CTR, post‑visit messages average 60% opens, and the abandoned‑browse campaign converts at 25%, enabling the team to scale marketing impact effectively.

The National Gallery