Goodwood and R-Cubed

Goodwood is a quintessentially English Estate located in West Sussex, England, steeped in history and known for its association with motorsports, horseracing, and aviation. Owned by the Duke of Richmond's family since the 17th century, the 11,000-acre estate offers a unique blend of tradition and modern luxury. One of its most iconic events is the Goodwood Festival of Speed, an annual celebration of motorsports that attracts enthusiasts from around the world. Goodwood is also home to the historic Goodwood Motor Circuit, and aside from motorsports is also celebrated for Glorious Goodwood, a prestigious horse racing event that takes place at its world-class racecourse, attracting top-tier jockeys, horses, and racing fans.

With nearly 30 different businesses and charities coming under the Goodwood umbrella, no two days are the same. 

The challenge

Goodwood has the consistent challenge of trying to communicate to their audience. Their goal is always to deliver the right message, to the right person at the right time. 

Their email calendar was incredibly packed with many of their customers engaging with more than one of their brands, meaning customers were receiving a high frequency of communications. They were concerned that across the customer base, they were seeing email engagement decreasing and unsubscribes rising.

This was in combination with a high percentage of customers receiving an excessive number of emails due to email engagement, ticket purchasing and club membership. Whilst they had exclusions in place to limit over-mailing, this became increasingly difficult to manage and meant customers would sometimes miss out on information from their preferred brand. They wanted to find a dynamic way of utilising their engagement to serve them the right messages within a single regular communication, while not harming any of the brands performance.