How we helped London Walks turn a loyal following into a digital community

  • Subscriber list growth from 500 to over 19,000
  • Email campaign as the highest-converting source of web traffic
  • Transitioned the brand from having zero email presence to a sustainable Mailerlite campaign
london walks logo
aerial view of london

For a business that thrives on storytelling, building a reliable and direct digital connection with their audience was the missing piece. Now, London Walks doesn’t just leave a lasting impression in person, they stay top of mind long after the tour ends.

What the client says

MGX Digital recommendation of starting a newsletter has been another one of their 10 out of 10 positive difference made to London Walks. MGX Digital have made a huge difference. We trust them deeply and implicitly. They have taken us smoothly, adroitly, painlessly from 1968 to 2024.

David Tucker

London Walks

An iconic brand rooted in the past

London Walks has been guiding curious minds through the streets of London since 1968. Their tours are legendary. Immersive, insightful, often theatrical, and led by a team of actors, historians, and experts who know the capital like the back of their hand. Over the decades, they built a fiercely loyal following, relying almost entirely on printed flyers, word of mouth, and customers coming back for more.

We’d already worked with them for a couple of years, helping create their booking system online and improving their website performance. But it became clear that, even with a growing digital presence, one major connection was missing.

london walks tour guide pointing at huge globe

An untapped audience, ready to reconnect

While their tours left a lasting impression, London Walks had no way of continuing the conversation once a customer’s walk ended. They weren’t using email marketing. There was no newsletter, no follow-up, no easy way to re-engage the thousands of people who had already enjoyed a walk.

That changed when we introduced online pre-booking. We added a simple checkbox inviting users to stay in touch. Within a few weeks, they had over 500 subscribers, but no plan or system to reach them.

Krays London walk with Adam

Creating a scalable email marketing strategy

We helped London Walks take that raw potential and turn it into a sustainable, effective marketing channel. We set them up on Mailerlite, designed a branded email template, and trained them to input content and imagery themselves, while we stayed hands-on for strategy, testing, scheduling, and list management.

We began with a monthly newsletter focused on upcoming walks and standout events. Over time, that evolved into a fortnightly rhythm: a full update at the end of the month and a shorter edition mid-month. Each email highlights timely tours, new additions, featured guides, and curated picks based on the season or demand.

Real growth, real results

Since launching their email programme, London Walks’ subscriber list has grown from 500 to over 19,000. Every newsletter brings in bookings, often within minutes of hitting inboxes.

Email traffic is now their highest-converting source of web traffic, making newsletters one of their most effective tools for both engagement and sales. It also gives them the flexibility to promote under-booked walks or new launches with immediate results.

Services used

Email marketing strategy

Thoughtful, done-for-you nurture emails that build trust, spark interest, and keep you visible to the people who already know you
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