Case study · 6 min read
Email marketing case study: £3,790 from a single summer at Queen's
How segmented email campaigns at Queen's College Taunton drove £3,790 in ticket revenue across five summer events — open rates, click rates and what we'd repeat.
By Jack Frampton, Multi-Channel Marketer at Queen's College, Taunton · Published 15 June 2026
A short case study from inside the marketing function at Queen's College, Taunton. Five summer events, one email engine, £3,790 in ticket revenue. Here's what worked and what we'd change.
The setup
Mailchimp as the ESP. Segmented audiences by current parent / prospective parent, year-group and event interest. One launch email + one reminder per event, with a final 24-hour push for the bigger occasions.
The numbers
Across five events (Cricket, Fashion Upcycling, Comedy, Show in a Week, Summer Ball): ~10,000 sends, ~9,000 opens, ~720 clicks, £3,790 in tickets. My Queen's Advantage signup campaign drove 78 sign-ups from 2,992 sends, 795 opens and 160 clicks.
What moved the numbers
Specific subject lines that named the event, the date and the audience. Front-loaded value in the preview text. One clear CTA per email. Photography from the previous year's event, not stock.
What we'd change
Earlier sends (we under-shipped on lead time). More A/B tests on subject lines. A post-event review email to drive social proof for the next round.
Frequently asked questions
- What email platform does Queen's College use?
- Queen's College Taunton uses Mailchimp for segmented campaigns to current parents, prospective parents, alumni and event audiences.
- What's a good open rate for school email marketing?
- School audiences (especially current parents) regularly hit 40–60% open rates with relevant subject lines. Prospective parent lists typically run 25–40%.
- How much revenue can email marketing drive for a school event?
- It depends on event capacity and price, but at Queen's College Taunton a single summer of segmented event emails drove £3,790 in ticket revenue from roughly 10,000 sends.