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.
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.
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.
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
Helping a trusted brand stay connected
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.
If you’re ready to turn your existing audience into ongoing relationships, we’d love to help.