Leisure Lists' Blog

Leisure Industry News - March 2026

Wed, 25 Mar 2026 16:02:03 GMT

As we head into spring, the UK’s leisure and hospitality landscape is buzzing with major reinvestments and fresh openings.

This month’s highlights range from multi-million-pound holiday park transformations and high-street brand partnerships to award-winning sustainability initiatives and the repurposing of urban spaces into modern fitness hubs.

Whether it’s a "Bigger, Better, Bolder" staycation experience or a new tech-led approach to the driving range, the updates this month showcase a sector focused on modernisation and community engagement.

Reopening just in time for Easter after a £10 million transformation, Parkdean Resorts’ Vauxhall Holiday Park and Highfield Grange now offer a "Bigger, Better, Bolder" experience featuring high-tech adventures like Bear Grylls Escape Rooms and new rope courses.

Building on an exclusive agreement signed in 2024, Haven is welcoming four new Wetherspoons pubs this spring at its Cala Gran, Lakeland, Hopton, and Riviere Sands locations, bringing the total number of parks featuring the onsite brand to nine.

GolfPod has launched its first compact, technology-led driving range at Cranham Golf Course in Upminster, marking the start of a national rollout designed to convert underutilised land into a premium attraction.

Redbourn Golf Club has been named Sustainability Project of the Year at the 2026 England Golf Awards, recognising over a decade of verified environmental management and community-led climate action at the Hertfordshire-based facility.

Point A Hotels has opened bookings for its new 206-room property at St Andrew Square in Edinburgh. This centrally located six-floor hotel is set to open this July and is within walking distance of Waverley Station and major shopping districts.

Following a £3.5m redevelopment by Central Beach Leisure, the 38-bed Royal Carlton Hotel on Blackpool’s Central Promenade has rebranded as The Glass Tower and features the new XI restaurant bar as well as high-end rooms designed to rival top-tier city hotels.

Following its takeover by new operator GLL this April, Birtley Leisure Centre in Gateshead is set to undergo a £250,000 refurbishment project dedicated to modernising the site's facilities and upgrading its gym equipment for the local community.

Cumberland Council is inviting residents to vote on the name for Millom’s new leisure centre, with the community asked to choose between "The Salthouse Centre," "Millom Sports Village," and "Millom Leisure Centre" ahead of its opening later this year. The new centre is part of the government's multimillion-pound Town Deal investment fund.

East Lothian Council has approved plans from Abercromby Investments Limited to transform the final vacant unit of Haddington’s former Aldi supermarket into a 24/7 gym, completing the site's redevelopment alongside current tenants Toolstation and Screwfix.

Citing recent challenges within the fee-paying education sector, Edenhurst Preparatory School in Newcastle-under-Lyme has entered a formal consultation process regarding its proposed closure this summer after 65 years of providing education for children aged three months to 11 years.

Leisure Industry News - February 2026

Wed, 25 Feb 2026 15:35:15 GMT

February reflects a sector balancing renewal and reinvention across the UK leisure industry.

Holiday parks and golf clubs are pressing ahead with refurbishments and expansion plans, while landmark venues face uncertain futures and ownership changes. Major hospitality launches including flagship city-centre openings highlight continued investor confidence, even as some long-established venues prepare to close their doors.

At community level, councils are exploring new leisure centre models to drive revenue and boost accessibility. From adaptive reuse projects to ambitious town-centre proposals, this month underscores an industry evolving in response to both challenges and opportunities.

Here’s what shaped February across the leisure landscape...

Pario Holiday Parks is investing over £350,000 to completely transform the spa, gym, and lounge bar at its Tan Rallt site in North Wales. These major facility upgrades are currently underway and are scheduled for completion by 1st March.

Despite currently being in administration, Cove UK has secured approval for a caravan expansion at its Springwood resort in Kelso. The project is set to move forward on adjacent farmland, overcoming local objections regarding increased traffic and the loss of green space.

Darlington’s historic Dinsdale Spa Golf Club is set to close on 1st April, marking the end of 116 years of operation for the 18-hole course. While the club has yet to issue a formal statement, the reasons behind the sudden closure of the 1910-founded site remain unconfirmed.

Beamish Park Golf Club has secured £400,000 to enhance its facilities and stabilise its financial position. This funding will support the conversion of Beamish Lodge into visitor accommodation alongside improvements to the club shop and guest parking areas.

New owners have acquired the Grade II listed country house hotel Ox Pasture Hall with plans to revitalise the historic venue following its 2025 liquidation. The 17-acre estate features 39 bedrooms, a luxury spa, and a dedicated wedding barn, all of which the new owners intend to restore to full operation.

Criterion Capital and Marriott International have launched the 532-room Moxy London Piccadilly Circus, the brand’s largest hotel outside of New York. Housed in the historic Criterion Building, the project employs adaptive reuse to transform former office spaces into a flagship hospitality landmark in the heart of the West End.

Tower Hamlets Council is considering extending opening hours until 2am at its Whitechapel and Mile End leisure facilities to accommodate midnight workouts for shift workers and young adults. This proposed expansion aims to boost council income and could offer late-night access to badminton courts as well as more access to the fitness studio.

East Ayrshire Councillor David Richardson is proposing a new multi-million-pound leisure centre in Kilmarnock’s town centre to drive local regeneration. The motion suggests relocating facilities from the "ageing" Galleon Leisure Centre to a more central site, despite a previously agreed £13m investment for the existing building’s makeover.

Trilogy Active has submitted plans to convert two vacant units on Northampton’s Brackmills Industrial Estate into a 10,000 sq ft, state-of-the-art gym. The proposed facility aims to revitalise the long-empty site by offering specialised fitness support for older residents, youth, and those with SEND requirements.

Magdalen College School in Oxford will admit girls into its main student body for the first time in its near five-and-a-half-century history starting in 2027. The prestigious institution plans to welcome girls into years three and four initially, followed by a transition to co-education in year seven by 2030.

Leisure Industry News - January 2026

Wed, 28 Jan 2026 15:51:42 GMT

January opens the year with clear momentum across the UK leisure industry, as operators invest and expand.

Holiday parks are gearing up for the new season through significant upgrades and ownership changes, while golf continues to demonstrate strong demand and rising revenues nationwide. Major projects like the redevelopment of Selhurst Park highlight the scale of ambition shaping sport and leisure assets, alongside continued activity in hotels, gyms, and community facilities.

From historic venues entering new chapters to ambitious rollout plans across fitness and hospitality, the year begins with confidence and intent.

Here’s what’s driving the leisure sector as 2026 is well underway...

The Carter family is investing £1.3m in winter upgrades for Ladram Bay and Castle Brake to prepare their Devon holiday parks for the upcoming summer season. Following these extensive improvements, both sites are scheduled to officially reopen to the public this March.

Two Pembrokeshire holiday parks previously operated by Celtic Holiday Parks have been sold to separate buyers for a combined £13.5 million. Meadow House was acquired by Hall Bros Leisure for £10 million, while Croft Country Park was purchased by Henson Leisure Group for £3.5 million.

Golf clubs across the UK and Ireland achieved a record-breaking average green fee income of £189,240 in 2025, marking a 17% increase over the previous year. This £28,000 surge in revenue, reported by The Revenue Club, was driven by unprecedented levels of golfer demand throughout the season.

Royal Dornoch’s historic 1909 clubhouse is scheduled for demolition starting 2nd February, following the recent opening of a new £13.9 million replacement facility. Despite heavy Highland snowfall, dedicated members have been visiting the site to secure memorabilia and preserve a piece of the club's century-long history.

Bolstered by strong member growth and rising revenues, The Gym Group is launching an ambitious expansion plan to open 75 new UK gyms over the next three years. This rollout includes 20 new branches scheduled to open this year, reflecting the company’s confidence in the continued demand for fitness facilities across Britain.

The Nuneaton and Bedworth Leisure Trust are seeking a new home for Empire Gym as its Leicester Street base is slated for demolition to make way for a new traffic island and road layout. Despite losing the site they have occupied since 2014, Finance Director Neil Jarrett expressed confidence in the charity’s plans to secure a replacement venue within the town.

A local leisure centre has unveiled an "unrecognisable" £3.8m refurbishment featuring a new women-only gym, an expanded fitness suite, and a revamped water slide. The facility was officially reopened by Gladiators star Nitro during a community event that showcased additional upgrades, including a massive new soft play area and a complete interior refresh.

Accor has finalised a franchise agreement with TAG Chester Limited to launch a 144-room ibis Styles hotel within the Chester City Gateway regeneration zone. Slated to open in 2028, this new-build development is designed to serve as a vital link connecting the city's railway station with its central district.

The historic 4-star Bush Hotel in Farnham has been acquired by an unnamed expanding UK hotel group after being marketed with a guide price of £12 million. Dating back to 1618, the Grade II-listed property features 95 en-suite bedrooms and landscaped gardens situated in a prime location in Farnham town centre.

Crystal Palace is set to begin construction on Selhurst Park's redevelopment after acquiring the final necessary residential properties close to the ground. The project, approved by Croydon Council, will expand the Main Stand's capacity from 5,200 to 13,500 seats, bringing the stadium's total capacity to over 34,000.

Leisure Industry News - December 2025

Thu, 11 Dec 2025 13:41:18 GMT

December brings a mix of resilience, expansion, and community-focused investment across the UK leisure sector.

Holiday Park operators are reinforcing their portfolios through new acquisitions and funding, while the hotel market continues to evolve with ambitious refurbishment plans and fresh brands entering key cities. Local leisure centres remain a priority, with emergency support and major redevelopment projects helping protect vital community facilities.

As universities secure funding for upgraded teaching spaces and new fitness sites prepare to open, the month highlights a sector balancing immediate pressures with long-term ambition.

Explore the key developments shaping December’s leisure landscape...

Noble Court Holiday Park in Narberth is under new ownership after the sites previous owners, Celtic Holiday Parks, went into administration in June. An unnamed expert holiday park company has recently completed the purchase, and the park has continued to operate as normal with all employees retained throughout the transition.

Harrison Holidays, a Preston-based company, has secured a seven-figure funding package from HSBC UK to expand its Scottish portfolio. Some of the capital was used to acquire the Ardlui Holiday Home Park, part of an 11-acre estate on Loch Lomond featuring 96 licensed units.

The owners of Woodlands Golf and Country Club, located northeast of Bristol, have confirmed the site's potential closure to allow for the construction of thousands of homes. The owners support the housing development, but a planning company spokesman indicated that at least some of the course would likely remain open for over a decade if the proposals are finalised.

Waitrose is seeking permission to open its private sports and leisure club in Bracknell to the public due to significant underutilisation by its own staff. Although all 2,700 campus employees are eligible to use the club, current membership has dropped to 620, with only about 100 people using the facilities weekly, prompting the supermarket to file a public gym planning application.

Whitbread PLC, owner of Premier Inn, has made a significant freehold acquisition of Victory House in Central London to expand its network of budget hotels. The company plans to convert the 45,000 sq ft office building, which will be vacant in spring 2026, into an approximately 200-bedroom hub by Premier Inn hotel, subject to planning approval.

New British hotel group Oberland has announced its first property, Arthouse Glasgow, will open in April 2026 after acquiring the former Abode Glasgow site earlier this year in partnership with RealVantage. The hotel will occupy a 19th-century townhouse and feature 76 bedrooms, ranging from standard rooms to larger suites.

Dalton Leisure Centre in Dalton-in-Furness, Cumbria, has secured an emergency £50,000 grant from Westmorland and Furness Council to prevent its "serious risk of closure" and keep it operating into the new year. The council acknowledged the valuable community role played by the 1980s-era centre and is continuing to offer management advice for long-term sustainability.

A £59m project to build a new leisure centre and office complex in Swadlincote has advanced with the release of updated designs for the facilities at Cadley Park. Expected to be completed in 2028, the new complex will replace the current Green Bank Leisure Centre, which is slated for demolition as part of a wider town centre redevelopment.

Universities in Sussex have received government funding to update their teaching facilities as part of an £88.5m allocation from the Office for Students (OfS) to 60 institutions in England. Specifically, the University of Brighton received £2.5m to refurbish 16 teaching rooms, and the University of Chichester was granted £300,000 to convert existing offices into digital pathology laboratories.

PureGym is preparing to open a new "state-of-the-art" gym at Meteor Retail Park in Christchurch, which will offer a 10,000 sq ft facility featuring extensive free weights, resistance machines, and a functional zone. The gym will also provide a variety of fitness classes and personal trainers, with the official opening date to be announced soon.

Leisure Industry News - November 2025

Thu, 20 Nov 2025 16:32:55 GMT

November has seen a wave of investment, innovation, and recognition across the UK leisure industry.

Holiday parks are leading the charge, with Parkdean and Haven unveiling major upgrades and national accolades. In hospitality, new concepts like London’s tech-driven Drey Hotel signal a shift toward smarter, streamlined stays.

From landmark refurbishments and operator appointments to creative regeneration projects and award-winning attractions, this month reflects a sector balancing tradition with transformation.

Here’s a look at the key stories shaping the leisure landscape this month...

Two Parkdean resorts, Vauxhall Holiday Park in Great Yarmouth and Highfield Grange Holiday Park in Essex are receiving a multi-million-pound upgrade ready for next season. New additions include the Hat-Tricks sports bar, adventure golf, Bear Grylls escape rooms, and much more.

Haven’s Hopton Holiday Village near Great Yarmouth, Norfolk, has been awarded the prestigious AA Holiday Park of the Year for 2025. The park was recognised for its "immaculate" grounds, continuous improvement, and exceptional guest and owner service.

Link Golf, a leading UK course operator, has acquired London Airlinks Golf Course in Hounslow, West London, expanding its portfolio. The 5,314-yard, par-68 course originally opened in 2023 and was previously owned by Glendale Golf and managed by Lex Leisure.

Ramside Hall, a County Durham resort, has begun a major multi-million-pound renovation of its two championship golf courses, the Cathedral and Prince Bishop's. This investment follows the recent opening of a new 43-bay Toptracer range and indoor bowling and includes the addition of a new floodlit short-game area.

ICON Gym is set to launch in Gerrards Cross, Buckinghamshire, taking over a former dry cleaning unit. While the official opening is 1st December, residents can get an early preview on 21st November, during the Christmas Lights switch-on.

A 125-bedroom, tech-driven hotel called The Drey, featuring minimal staff and no reception desk, is launching in London's Earl's Court later this year. Positioned as a 'room-only' concept, guests will manage their stay, check-in, and access their rooms using a dedicated app on their phones.

The Ardencote Hotel in Warwickshire is planning a multi-million-pound refurbishment across its Victorian manor house and 83 acres of grounds. To facilitate these upgrades, the four-star, 110-bedroom hotel will hold an auction selling off a wide range of furniture, equipment, and fittings.

Everyone Active, part of Sports and Leisure Management Ltd, has been confirmed as the new operator for the Tides Leisure Centre in Deal, Kent. This was confirmed by Dover District Council as the centre continues its £20 million major revamp before fully reopening in 2027.

Dorset Council is considering plans for a new university specialising in dentistry in Weymouth, with funding already allocated for the faculty. The project is being developed in partnership with Health Sciences University (HSU) and local NHS partners as part of the town's regeneration efforts to retain talent.

Oxford Castle & Prison has been named one of the UK’s top attractions, receiving the prestigious VisitEngland Best Told Story accolade. The almost 1,000-year-old site was recognised for its exceptional guided experiences that vividly bring its history of royalty, rebellion, and incarceration to life.

Leisure Industry News - October 2025

Thu, 23 Oct 2025 11:06:11 GMT

October has been a month of major investments, high-profile refurbishments, and key moves across the UK leisure landscape.

From million-pound upgrades at a popular holiday park to landmark hotel redevelopments and golf resorts preparing for world-class events, operators are clearly focused on elevating guest experience and long-term growth. Projects like the £170 million transformation of Luton Hoo Hotel underline the scale of ambition driving the sector, while new leisure centre proposals and potential stadium expansion plans show activity stretching from community to elite level.

Here’s a look at the stories shaping the industry this month...

Lyons Holiday Parks, a family-run company is investing over £1 million into its flagship Lyons Robin Hood Holiday Park site to upgrade its facilities and create new guest experiences, which is planned to be ready for the 2026 season.

Three Lake District holiday parks owned by Parkdean Resorts - Fallbarrow, Limefitt, and White Cross Bay have all maintained their five-star ratings from VisitEngland with regional director Toby Durston of Parkdean saying: "It’s wonderful to receive such positive feedback from VisitEngland".

The Luton Hoo Hotel, Golf and Spa has closed for a two-and-a-half-year, £170 million refurbishment project by Arora Group, specifically aimed at preparing the resort to host the prestigious Ryder Cup in 2035. The upgrade includes developing the championship golf course with input from professional golfers Justin Rose and Gary Player.

Two highly regarded Scottish golf clubs, Strathmore Golf Centre and Newbattle Golf Club, have been placed up for sale with asking prices of over £1.65 million and £2.67 million respectively, with the Newbattle sale including its surrounding land in a single lot.

The Grade II-listed Lancaster hotel, a 54-room, 41,000 sq ft property overlooking Hyde Park, has been acquired with £20 million in funding from Cohort Capital, and its new owner is assessing a major redevelopment, including a possible conversion into a 67-bedroom boutique hotel.

The Little Silver Country Hotel in Tenterden, Kent, has been sold to a local buyer for £1.7 million and is scheduled to reopen by the end of the year following a full refurbishment that will upgrade the rooms and improve the garden.

JD Gyms has opened a new club in Chester and is set to surpass its target of 100 UK sites after scheduled launches in November (starting with Enfield) and other locations including Aberdeen, Basildon, Gloucester, Reading, and Wakefield.

Plans are anticipated to be approved for the construction of a new sport and leisure centre in Dewsbury, West Yorkshire, which will replace the Dewsbury Sports Centre that permanently closed last November following the discovery of dangerous Reinforced Autoclaved Aerated Concrete (RAAC) in 2023.

The Royal Hospital School in Holbrook, Suffolk has been sold to the Inspired Learning Group after being owned by Greenwich Hospital since its founding in 1712; the transition is expected to be "carefully managed" and completed by mid-November.

Arsenal is looking into expanding the Emirates Stadium which currently holds 60,700 in order to regain its status as the biggest club ground in London. This distinction was lost after Tottenham and West Ham moved into newer, larger stadiums following Arsenal's 2006 move from Highbury.

Leisure Industry News - September 2025

Fri, 26 Sep 2025 12:32:03 GMT

September has been a month of ambitious plans and major milestones for the UK leisure industry.

Holiday parks and golf clubs are pushing forward with new projects, while major council-backed schemes — like Brighton’s £65m King Alfred Leisure Centre transformation — promise to reshape local leisure offerings. Landmark properties are also changing hands as investment activity stays strong.

Here’s a look at the key stories making headlines this month...

Developers have submitted a proposal for a new £11.9 million holiday park with 95 lodges at Dalquharran Estate in Scotland. The plans also include an on-site restaurant and cafe, aiming to transform the estate into a bustling tourist destination.

A former activity centre for school children at Llangorse Lake has been approved for a conversion into a year-round holiday park. The plans will see three existing buildings turned into holiday cottages, with improvements made to the on-site restaurant and parking area.

Rodway Hill Golf Course in Highnam has received planning permission to add six new timber accommodation pods to its existing "stay and play" offering. The new pods, which will be delivered pre-assembled, aim to boost the club's year-round income stream.

After significant multi-year investment, Chart Hills Golf Club in Kent has been recognised as one of England's Top 100 Golf Courses by Golf World. The recent improvements include the addition of "The Loop", a new six-hole par-three course designed by Sir Nick Faldo. Anthony Tarchetti, General Manager said, "Being included in the Golf World Top 100 is a significant milestone for Chart Hills and a proud moment for the team".

After a strategic review, international real estate company Vastint is looking to sell its UK hotel portfolio, which is valued at £500 million. The portfolio consists of 15 Marriott-branded hotels, including Moxy, AC by Marriott, and Courtyard by Marriott, which are primarily located in city centres and major transport hubs.

Following its acquisition by Kaya Tourism Group, the Great Northern Hotel in London has been rebranded as the Kaya Great Northern Hotel. The hotel will continue to offer five-star service, but guests can now enrol in the Kaya Club Card loyalty program to receive bespoke rewards.

Brighton & Hove City Council has appointed Willmott Dixon as the preferred contractor for the £65 million transformation of the King Alfred Leisure Centre. The project will create a modern, sustainable seafront destination with sea views, with work expected to begin in early 2026.

Fitness franchise Snap Fitness has opened its 100th UK gym in Wisbech, Cambridgeshire. Since its first location opening in 2012, the company has now experienced the most growth of any franchised gym operator in the UK by location count over the last three years.

The former Queen Margaret's School for Girls in North Yorkshire, which closed after 125 years due to mounting financial pressures, is now for sale with a £5 million asking price. The property is set on 39 acres and includes a Grade II listed house and sports facilities.

Oxford United has received planning permission from Cherwell District Council for its new 16,000-seater stadium. The purpose-built ground will be constructed on a site near Kidlington known as "the Triangle" following a four-hour planning committee meeting.

Leisure Industry News - August 2025

Thu, 21 Aug 2025 11:27:36 GMT

Our August review captures a month of change, ambition, and debate across the UK leisure industry.

This month’s headlines range from the closure of much-loved venues to multi-million-pound upgrades and ambitious expansion plans. In addition, holiday parks are preparing for record visitor numbers this year, golf clubs are securing their futures, and a new hotel is set to rise in a key UK city.

From international hospitality brands making their UK debut to significant community leisure changes, here’s a closer look at the stories shaping the leisure landscape this month...

After 47 years, the popular Baltic Wharf Caravan and Motorhome Club site in Bristol has closed its gates permanently, leaving loyal visitors heartbroken. The beloved harbourside park offered 56 pitches and was a favourite among tourists for its prime waterfront location.

The UK’s leading holiday park operator, Haven, is investing £140 million in its estate for 2025, a year in which it will welcome a record 3.7 million holidaymakers. This investment will add new holiday home pitches and dining options, including Wetherspoon pubs and Burger King restaurants, while also upgrading facilities and expanding holiday break offerings.

A long-term future has been secured for Farnham Park Golf Club after Waverley Borough Council approved a 15-year contract with current tenants, SQ Leasing. The deal is expected to generate over £200,000 and comes as a relief to members amid a worrying trend of golf club closures.

Over 1,100 people have signed a petition opposing Royal Birkdale Golf Club's plans to build a new practice area ahead of next year's Open Championship. Opponents want to ensure continued public access to Birkdale Common, which a Sefton Council report says would be changed to golf course use.

Dubai-based JA Resorts & Hotels has entered the UK market by taking over the management of two historic Scottish hotels: Mar Hall Golf & Spa Resort near Glasgow and The Bruntsfield in Edinburgh. The expansion marks the hospitality brand's first venture into the UK and adds two distinctive properties to its portfolio.

Plans for a new 164-bedroom hotel in Belfast's Botanic area have been approved, with the project set to include a ground-floor bar and restaurant. The hotel, proposed by applicant Andras House, will be built on a site currently used as a car park and retail unit.

After a competitive bidding process, Southampton City Council has announced that leisure operator BH Live will take over the management of three of its leisure facilities, including The Quays Swimming and Diving Complex, Bitterne Leisure Centre, and the Chamberlayne Leisure Centre, starting on 1st September 2025.

Chelsea's plans for a new 60,000-seater stadium are facing further delays due to "spiralling" construction costs, with club officials still undecided on whether to redevelop Stamford Bridge or build on a new site. The fan-led organisation that owns the current ground, has stated that no concrete proposals have been submitted.

Everlast Gyms is set to open a new London flagship gym, along with two other flagship locations in Liverpool and Manchester. The new sites will feature modern fitness trends like Hyrox training, VIP recovery areas with ice baths, and reformer Pilates studios. Liverpool and Manchester will open before the end of the year, and London will follow in 2026.

An Oxfordshire private school, Our Lady's Abingdon (OLA), is closing after 160 years, with its governing board citing the upcoming introduction of VAT on fees as the main reason. The decision was made after "exhausting every possible option" to secure the school's future amid a range of economic pressures.

Leisure Industry News - July 2025

Fri, 25 Jul 2025 12:20:18 GMT

Our July review explores the evolving landscape of the UK leisure industry, spotlighting transformation, investment, and opportunity.

This month’s highlights range from golf clubs and spa resorts unveiling high-end upgrades, to hotel and holiday park developments reshaping the hospitality sector. While some operators are seeking new ownership, others are expanding their footprints or reviving long-closed venues.

Here’s a closer look at the key stories shaping the UK leisure scene this month...

Celtic Holiday Parks, a UK holiday park company operating three resorts in Pembrokeshire (Noble Court Holiday Park, Meadow House Holiday Park, and Croft Country Park), has entered administration and is seeking a buyer, though all parks will continue to operate normally with jobs currently secure.

Larkfield Holiday Park in Burton Bradstock is seeking Dorset Council's approval to introduce seven new luxury holiday lodges, along with an additional 18 car parking spaces and new access routes, within and adjacent to its existing Bredy Road site.

Frilford Heath Golf Club in Oxfordshire has invested £1.5 million in significant upgrades to its clubhouse, including a new 18-seat boardroom, and its three championship golf courses (Red, Green, and Blue), featuring fully renovated bunkers and new irrigation systems, aiming to solidify its status as a top English golf destination.

Whitbread, owner of Premier Inn, has started enabling works on a £200 million Hub by Premier Inn development at 5 Strand, a 693-bedroom hotel near Trafalgar Square in central London, expected to open in autumn 2028.

Developers have revealed plans for a £20 million redevelopment of Newquay's landmark Hotel Victoria and neighbouring buildings, aiming to create around 100 new jobs. The proposals include a four to five-star hotel and 77 new apartments on the site of the former hotel, which closed last November.

Concordia Leisure Centre in Cramlington, Northumberland, is set to undergo a £500,000 upgrade to replace its aging and leaking flat roof, covering the bowling alley, bar, and studios.

A petition is underway to reopen and restore The Elephant, a Coventry city centre leisure complex built in the 1970s and closed in February 2020 due to rising maintenance costs. The site reportedly still costs Coventry City Council around £400,000 annually to maintain.

Everybody Health and Leisure, a charity managing facilities for Cheshire East Council, has acquired the Simply Gym site in Crewe. The location will be rebranded as Everybody @ Crewe West, becoming the charity's third health club in the town, with existing staff and membership rates remaining.

Hamilton College has been shortlisted for a prestigious Independent Schools of the Year Award in the Performing Arts category, marking the first time the school has received this specific recognition after being shortlisted for Student Wellbeing three years ago.

Gleddoch Golf & Spa Resort in Scotland has unveiled the multi-million-pound transformation of its Imperia Spa. Wanting to bring a new era of luxury spa experiences to Scotland, the upgrade includes one of the UK's largest outdoor saunas.

Leisure Industry News - June 2025

Thu, 19 Jun 2025 11:31:27 GMT

Our June review highlights the latest developments shaping the UK leisure industry.

This month's news showcases significant investment, strategic expansion, and notable recognition across various sectors. This ranges from holiday parks enhancing their offerings and historic sports venues undergoing major redevelopments, to hotel groups strengthening their portfolios and potential new leisure facilities emerging.

Below is a closer look at the key stories defining this month's leisure landscape...

Butlin's has recently invested millions into a new soft play and activity centre at its Bognor Regis site and is now delighted to be shortlisted in two categories at the 2025 British Travel Awards. They're nominated for "Best Company for UK Parks and Lodges Holidays" and "Favourite Company for Radio Advertisements".

Presthaven Sands Holiday Park near Prestatyn has received planning permission to refurbish its adventure village and expand its play area. The upgrades, proposed by Haven will introduce new attractions like an aerial adventure course, zip wire, climbing wall, bungee trampolines, an inflatable arena, and dedicated play zones for children and dogs.

Leslie Golf Club, a popular nine-hole Scottish course, has fully reopened to visitors on 1st June after a challenging period. The Tom Morris-designed parkland course, located near Glenrothes, had been closed since September 2023 due to damage from storms and heavy flooding.

Park Plaza, a Netherlands-based hotel group, has strengthened its UK presence by acquiring the freeholds of Park Plaza Leeds and Park Plaza Nottingham. The company, which had been managing both properties, plans significant investments to improve them.

IHG Hotels and Resorts has acquired the Hilton in Manchester's Beetham Tower, a landmark hotel with significant renovation plans. It will soon operate as The Manchester Deansgate Hotel before its full transformation into the InterContinental Manchester Deansgate by 2027.

Stevenage Swimming Centre could be demolished and replaced with a new sports and leisure facility, according to a planning application submitted to Stevenage Borough Council. The proposed new centre would feature a 25m, 10-lane competition pool, a teaching pool, splash pad, and sauna/steam rooms, and would be built on the existing car park, allowing the current facility to remain operational until the new one opens.

Freedom Leisure, an experienced operator of 130 leisure centres, will take over the management of Shoeburyness Leisure Centre and Southend Leisure and Tennis Centre from Fusion Lifestyle starting 1st July. Southend Council anticipates that this new contract will bring long-term financial benefits, and immediate improvement works across both facilities.

To boost Anglesey tourism, Parys Mountain is set to gain a £640,000 museum and visitor centre, according to updated plans. This inactive copper mine near Amlwch, popular for its unique Martian landscape, had been mined since the Bronze Age.

Harrogate Ladies College will become co-educational and rebrand as Duchy College from September next year, ending over 130 years as a girls-only school. This move aims to bolster the school's finances in response to declining boarding numbers, reflecting a national trend.

Morgan Sindall Construction has been appointed to lead the extensive redevelopment of the Grade II-listed Crystal Palace National Sports Centre. Commissioned by the GLA, the project aims to restore the historic 10-hectare venue as a premier home for UK athletics by 2028.

Is it possible to use Mailchimp for Cold Outreach?

Thu, 29 May 2025 14:03:57 GMT

Mailchimp stands out as a top-tier email marketing platform. Indeed, it's arguably the most recognised company in the email marketing sphere, offering a comprehensive toolkit for businesses to develop and connect with their subscriber and customer base.

A common query we receive is whether Mailchimp is suitable for cold email campaigns, and whilst it is designed for customer based email activity, it is not fit for purpose for cold email outreach.

Here are the key reasons why Mailchimp and cold emailing don't align.

1. Cold emails contravene their Terms of Service

Whilst you might technically be able to send cold emails, it will not be long before you encounter issues. When Mailchimp detects that you are acting in violation of their terms of use, they will swiftly prohibit you from using the platform.

This is understandable, as Mailchimp was primarily intended for the creation and management of email newsletter campaigns. One bad actor utilising data in an irresponsible manner, such as spamming or phishing, can quickly result in deliverability problems for other legitimate Mailchimp users owing to their shared IP sending structure.

To protect its own IP reputation, Mailchimp only authorises its clients to send emails to subscribers who have expressly opted in as this then reduces the chance of spam or junk reports being made. You are unable to upload any prospects to your Mailchimp account if they have not granted you permission to do so.

2. Emails are delivered through shared email servers

Mailchimp has a substantial customer base, and millions of emails are delivered through the platform each month. Therefore, Mailchimp delivers emails through its own servers to guarantee they arrive in subscribers' inboxes.

Mailchimp has a vested interest in guaranteeing that recipients do not receive unsolicited emails via their system, because if Mailchimp campaigns receive a high volume of spam complaints, it can have a ripple effect, negatively impacting the deliverability for other Mailchimp subscribers using the same sending IP.

3. There are no features to enhance or monitor email deliverability

Whilst Mailchimp is really good at email deliverability for opted in prospects as emails are sent out via Mailchimp’s own servers – for a cold email campaign it is necessary to keep a close eye on deliverability ensuring mailboxes are suitably warmed ahead of any campaign. Mailchimp does not offer any of these features.

In Conclusion...

Email marketing platforms like Mailchimp and others like Constant Contact, ActiveCampaign, and ConvertKit are built for sending emails to your current subscriber base who are opted in to receive your communications.

Platforms like these will stop you from sending unsolicited emails to potential customers who haven’t previously opted-in to receiving emails from you.

If you want to send cold emails, you’ll need to use software specifically designed to do so.

Reach out to us today to find out which services we would recommend.

Leisure Industry News - May 2025

Thu, 22 May 2025 15:30:33 GMT

Our May review outlines the most recent changes influencing the UK leisure industry.

This month's news demonstrates a focus on innovation, expansion, and recognition across various sectors, from holiday parks bolstering their resilience to new fitness and hospitality ventures. We also see significant investments in sporting and leisure facilities.

Explore the key stories making waves this month...

Weir Caravan Park in Yorkshire is the first in the region to install Flood Adaptive Platforms, allowing caravans to automatically elevate during floods. This innovation, by Flood Technology Group, enhances flood resilience, complementing their existing Flood Early Warning System.

Vale Holiday Parks Ltd has launched the first stage of redeveloping Ocean Heights Holiday Parks near New Quay. The plan involves relocating 47 pitches from two other nearby sites to create additional capacity at Ocean Heights.

A proposal to build a new golf course in Fraserburgh, Scotland was presented to the public for feedback. Golf course designer Sam Cooper envisions the 200-acre project adjacent to an existing club as a potential boost for the town.

North Hants golf course, a top English venue, has reopened after a £1.5 million upgrade to its championship layout. The renovation focused on bunkers, enhancing the strategic challenge of the 120-year-old heathland course.

Whitbread PLC, the parent company of Premier Inn, has agreed to purchase the long-ownerless former Central Plaza site in Carlisle to redevelop it into a modern Premier Inn hotel. This site was cleared by Carlisle City Council in 2020 after the previous structure became unsafe.

TripAdvisor's 2025 “Travellers' Choice Awards Best of the Best” has named the St. Ermin's Hotel, Autograph Collection in London as the UK's top-rated hotel. This historic and conveniently located property offers easy access to nearby attractions.

A multimillion-pound extension to Wanstead Leisure Centre is nearing completion, according to Redbridge Council. The £16m project includes a new 25m swimming pool, dance studios, classrooms, accessible changing rooms, and a new reception area.

Luxe Fitness, co-founded by former Olympian Allyn Condon, will launch its fourth UK location at Paradise Birmingham in late 2025. The new 13,800 sq ft health and fitness club will occupy the lower and upper ground floors of One Centenary Way.

The Three Graces Spa at Grantley Hall in Ripon has been announced as a finalist in two categories at the Good Spa Guide Awards 2025. It is shortlisted for both ‘Best Hotel Spa’ and ‘Best Spa for Wellness’ at the prestigious UK spa industry awards.

AFC Bournemouth and Black Knight Football Club have agreed to a binding contract for the acquisition of the Vitality Stadium. The stadium, home to AFC Bournemouth since 1910, will be officially owned by a newly formed entity called Black Knight Stadium Limited.

Leisure Industry News - April 2025

Fri, 25 Apr 2025 14:37:07 GMT

Our April review spotlights the most recent and noteworthy happenings within the UK's dynamic leisure sector.

This month's news showcases a blend of revitalisation and expansion, from holiday parks and caravan sites to golf facilities and hotels, demonstrating the industry's ongoing evolution. We also note significant cultural milestones and infrastructure changes.

Here’s a look at the key stories making an impact this month...

Saved from potential closure after falling into administration, the historic Billing Aquadrome in Northamptonshire has reopened following a £12 million investment. The transformed 80-year-old holiday park now boasts new features like hot tub lodges, platinum accommodation, a clubhouse, and a kids' zone and is now ready to welcome guests for its first spring and summer season.

The Melvich Bay Caravan Park has opened in the Scottish Highlands near Melvich, providing new infrastructure for North Coast 500 travellers with 30 hardstanding pitches for campervans and motorhomes. Situated on a 25-acre plot between Thurso and Bettyhill, the park offers panoramic views of the North Atlantic Ocean and Orkney.

Link Golf UK has expanded its portfolio to six venues in the north of England by taking over the management of Middlesbrough Municipal Golf Centre. The new management has announced plans for improvements, including the installation of Trackman driving range technology.

Tonbridge and Malling Borough Council has approved plans for a significant development at London Golf Club in Kent, including a 240-bedroom, five-storey hotel with spa, gym, restaurant, bar, and conference facilities. The project will also feature a new sports pavilion, racket courts, swimming lake, relocated driving range, and a new golf academy, the Callaway Elite Performance Centre.

Travelodge is set to expand its UK portfolio to 599 hotels with the acquisition of 11 properties across England. Nine of these hotels, comprising 951 rooms, were purchased from Hotel Campanile, with five being freehold and four long-leasehold.

Developers have proposed a 120-room floating boutique hotel for Cardiff Bay, with Finnish company Meyer Floating Solutions and the UK's Morfield Floating Hotels aiming for a 2027 mooring. According to Meyer's agent, the development of a 15,000-seat arena in the area creates a need for additional hotel capacity.

Two Lincoln leisure centres, Yarborough and Birchwood, which abruptly closed after Active Nation ceased trading, have partially reopened as City of Lincoln Council has repossessed the sites. The council announced a phased reopening of outdoor facilities, while the Charity Commission has launched an inquiry into Active Nation's governance and financial management.

For the second consecutive year, the British Museum was the UK's most visited attraction, seeing an 11% increase from the previous year. The Natural History Museum came in second, contributing to an overall 3.4% increase in visitor numbers across the UK's leading attractions in 2024.

As the football season draws to a close, the sun will set on Everton's iconic Goodison Park after 130 years. After recent successful test events, the club is set to move into their new £500m stadium at Bramley-Moore Dock ready for the 2025/26 Premier League season.

In 2025, 35 British private schools have been recognised among the world's top 100. Eton College made the list, as did Cheltenham Ladies College and also Shrewsbury School, whose famous alumni include Charles Darwin and Sir Michael Palin.

Leisure Industry News - March 2025

Fri, 28 Mar 2025 11:57:32 GMT

In March, we highlight the latest exciting developments and key milestones in the UK leisure industry. From significant hotel and leisure centre projects to innovative golf facilities and major stadium plans, these stories demonstrate the sector’s dynamic growth and transformation.

Here’s a roundup of the key updates making waves this month...

Preston-based Harrison Holidays secured an eight-figure funding package from HSBC UK to expand into Scotland, acquiring Crofthead Holiday Park in Ayrshire. The 85-acre site adds 575 pitches to the family-run business, bringing its total to over 3,000 across ten UK holiday parks.

Kelling Heath Holiday Park was voted Premier Parks Campsite of the Year by the public in the Out and About Live Camping Awards. The awards, published by Camping Magazine, feature over 30 categories, with only two, including Campsite of the Year, determined by public vote.

Two new automated driving ranges, called GolfPods, are set to be built in southeast England. Rickmansworth Golf Club's plan is recommended for approval, while Basildon Sporting Village has already received approval for its facility.

Dalmuir Golf Club near Glasgow has closed as West Dunbartonshire Council could no longer afford to subsidise it amid a £7.7 million funding gap. After spending £145,000 on the course last year, the council is now exploring a potential community asset transfer.

Criterion Capital has received planning permission for its first hotel outside London, set to be built on Princes Street in Edinburgh. The project involves redeveloping a former Debenhams within the city's UNESCO World Heritage Site.

IHG has expanded its presence in the UK by signing eight new hotels, adding over 900 rooms in key locations like Leeds, London, and Reading. The new properties span multiple brands, including luxury Hotel Indigo, premium Crowne Plaza, and the newly launched Garner Hotels.

Construction of a new £25m leisure centre in Trowbridge is due to begin. The facility will feature a six-lane 25m swimming pool, a learner pool, and a gym with 120 exercise studios.

Hull City Council has announced a year-long closure of Ennerdale Leisure Centre for an energy efficiency improvement scheme. Work starts in May and the centre is not expected to reopen until Summer 2026.

Manchester United has announced plans to build a £2 billion, 100,000-seat stadium, replacing Old Trafford, which has been the club's home for 115 years. The proposal for the new facility, known as 'New Trafford,' was met with mixed reactions from fans, who have strong emotional ties to the iconic venue.

Warminster Sports Centre in Wiltshire is set to reopen its gym this month after a major transformation, including relocating facilities to the ground floor for better accessibility. The first phase is complete, featuring a state-of-the-art fitness suite and refurbished dance studio, while phase two will convert the original upstairs gym into a flexible space for classes.

Leisure Industry News - February 2025

Fri, 28 Feb 2025 11:50:32 GMT

In February, we highlight the latest milestones and exciting developments within the UK leisure industry. From impressive hotel refurbishments and new leisure centre plans to groundbreaking golf projects and top rankings for UK attractions, these stories showcase the sector’s vibrant progress.

Here’s a roundup of the key updates making an impact this month...

Park Holidays is upgrading for 2025 with new accommodations, expanded pitches, and enhanced facilities. Highlights include a new reception at Silver Sands, a refreshed pool and a brand-new steam room at Par Sands, and facility updates across multiple parks.

After 21 years, plans for a golf course, hotel, and restaurant at Feddinch Mains near St Andrews have been approved, with initial consent dating back to 2004.

Ramside Hall Hotel, Golf and Spa in Durham is investing over £6 million to create a top-tier golf facility. The project includes a multi-million-pound golf academy, leisure, and entertainment hub.

Glasgow's Marriott Hotel has revealed its impressive new facilities following a multi-million-pound refurbishment. The makeover includes a revamped Leisure Club, Fitness Centre, and luxurious spa.

Which? inspectors awarded The Marcliffe in Aberdeen their first five-star UK hotel rating in seven years, praising its exceptional value at under £200, including breakfast.

Kingston Council has secured planning permission for a new town centre leisure centre, featuring pools, a gym, sports halls, squash courts, cycling and activity studios, soft play, and a café in a sustainable design.

The Tank Museum in Bovington has been ranked among the top UK attractions, earning 99% in a mystery visitor survey and placing it in the top ten for visitor experience.

Venue Cymru in Conwy will receive £10 million from the UK Government to create a modern cultural hub by relocating the library and Tourist Information Centre, pending a full business case.

The University of Oxford and the University of Cambridge were ranked among the world’s top 10 most prestigious institutions. Oxford placed joint second with MIT at 99.7, while Cambridge followed closely in joint fourth with Stanford at 99.6.

Fitness First, one of the largest gyms in Brighton has permanently closed after failing to reach an agreement with the landlord. The decision, described as difficult and beyond their control, was announced to members via email.

Leisure Industry News - January 2025

Tue, 21 Jan 2025 11:51:57 GMT

In January, we spotlight key developments, achievements, and changes within the UK leisure industry. From award-winning holiday parks and exciting new hotel openings to major renovations and ambitious regeneration projects, these stories reflect the dynamic growth of the sector.

Here’s a roundup of the latest updates making waves this month…

Beverley Holidays in Paignton has been awarded the prestigious Holiday Park of the Year gold accolade at the Devon Tourism Awards, announced during a ceremony at the Crowne Plaza Hotel in Plymouth.

Construction has begun on a state-of-the-art golf clubhouse and five luxury villas at Felixstowe Ferry in Suffolk, home to the fifth-oldest golf club in England.

Uxbridge Golf Course in Middlesex temporarily closed on the 14th January due to declining player numbers, with staff moving to the nearby Haste Hill course, which is also at risk of closure due to reduced participation.

Everlast Gyms has acquired four sites from Roko Health Clubs in Chiswick, Gillingham, Nottingham, and York, with plans for upgrades and potential addition of padel courts to enhance the experience.

Six Senses, part of IHG's luxury portfolio, will open its first UK property, Six Senses London, in summer 2025 at the iconic Whiteley building in Bayswater, West London, offering 109 guest rooms, 14 residences, diverse dining options, and a unique spa inspired by a classic London Underground station.

Armathwaite Hall Hotel & Spa, recently named one of the top thirty spa hotels in Europe by The Guardian, is excited to announce its new Heat and Ice experience, offering guests a rejuvenating facility just in time for the winter season in the northern Lake District.

Australian budget hotel group LyLo is set to debut its pod hotel concept in London, with retail and leisure agency P-Three appointed to bring the brand to the UK. The group is currently seeking office or retail conversion sites between 15,000 and 50,000 sq ft in Southwark, with other central locations also considered.

Tides Leisure Centre in Deal, Kent, will close its pool and gym for two years as part of a £19m renovation, pending approval from Dover District Council at a meeting planned this month.

Revised plans for the Purley Pool and leisure centre redevelopment have progressed, featuring a new leisure centre that will include a 25-metre six-lane pool, training pool, 80-station gym, and fitness and studio spaces.

Luton Town Football Club's final plans for a new 25,000-seater stadium at Power Court have been approved, following outline permission granted in 2019. The detailed application, submitted by 2020 Developments (Luton) Limited, also includes a music venue and hotel.

Plans to renovate the 140-year-old Ramsden Building at the University of Huddersfield have been approved, with a major facelift planned, including the installation of air source heat pumps and new electric systems as part of the university's decarbonisation efforts.

A £100 million tourist attraction, Belfast Stories, is set to open in 2030 as part of a £1 billion regeneration project, becoming a landmark in Northern Ireland's capital.

Leisure Industry News - December 2024

Thu, 12 Dec 2024 13:04:06 GMT

In December, we highlight key achievements, challenges, and changes across the UK leisure industry. From prestigious awards in travel and education to exciting developments in sports, hospitality, and leisure, these stories capture the evolving landscape of the industry.

Here’s a roundup of the latest developments making an impact this month…

Park Holidays UK staff have been celebrated for their role in securing three major accolades at the British Travel Awards, including the top titles of Best Provider of UK Park and Lodge Holidays and Best Provider of UK Short Breaks. The group also earned a silver award in the Best UK Provider of Family Holidays category.

The family owners and team at Paignton’s Beverley Holidays celebrated a record-breaking 2024 season, with over 55,000 bed nights booked. The park welcomed over 35,000 guests, boosting the English Riviera’s economy and vibrancy.

The golf industry is facing significant changes, with Caird Park Golf Course in Dundee set to close on 30th April 2025, after a challenging period for Scottish clubs.

Balmoral Golf Club in Northern Ireland plans to relocate to a new 149-acre site, while Maidenhead Golf Club and Flackwell Heath Golf Club in England will merge by 1st January 2026, forming Maidenhead and Flackwell Heath Golf Club at the latter's current site.

The UK’s first XF Gym has opened in a 40,000 sq. ft former Debenhams store at Merry Hill shopping centre near Dudley, marking the start of a planned small chain. The gym features an open-plan workout zone, a women-only area, group exercise classes like yoga and boxing, and a wellness area with a sauna, steam room, tanning beds, and massage services.

Hotel du Vin Edinburgh has unveiled a £1.2m refurbishment, blending historical architecture with sustainable upgrades, while guestrooms reflect Scottish heritage and natural landscapes.

Leonardo Hotels UK and Ireland won the 'Best Large Employer' award at the Shaw Trust Disability Power 100 Awards, highlighting their commitment to inclusivity and flexible opportunities for disabled employees.

KKR and The Baupost Group have acquired a portfolio of 33 Marriott and Delta by Marriott hotels across the UK. Managed by Amante Capital, the properties, located in cities such as London, Edinburgh, and Glasgow, will remain Marriott-branded and undergo continued investment in collaboration with Marriott International's UK team.

New Leyton leisure centre officially opened. The Score Centre, with one of the UK’s largest new sports halls, was officially opened on 28th November in Coronation Square next to Leyton Orient Football Club. It features versatile courts for sports like basketball, futsal, and badminton.

Machynlleth Town Council has pledged to keep opposing Powys County Council's proposals to close the Bro Ddyfi Leisure Centre, after the decision was delayed. Citing a survey where 72% of residents called the centre "essential", councillors vowed at their last meeting to maintain pressure to prevent the closure.

Families are devastated over the potential closure of Leeds' Abbey House Museum, a popular attraction with exhibitions, a Victorian street experience, and a Santa’s Grotto. Leeds City Council is considering the closure as part of a cost-cutting plan with the closure expected to save £160,000 annually.

Reigate Grammar School is the winner of the Sunday Times' Independent Secondary School of the Year 2025 award. The school provides means-tested bursaries each year, features over 200 clubs covering topics from anime to sports, and offers students opportunities to become qualified first-aiders or lifeguards.

Drive Email Engagement with Proven Techniques

Tue, 03 Dec 2024 15:47:09 GMT

Email marketing remains one of the most effective ways to reach your audience. But to achieve real results, there’s more to it than simply hitting "send."

Here are some best practices to help you see more engagement and responses…

1. Consistency Is Key: Don’t Rely on Just One Email

Sending one email rarely generates the response rate you’re hoping for. A single email is easy to miss or ignore, so a strategic sequence is essential. Plan for a multi-email campaign that includes follow-ups and nurtures prospects over time. Studies show that a well-timed follow-up email can increase response rates by up to 30%. Start with a welcome email, followed by a series of targeted messages to keep the momentum going.

2. Use a Separate Domain for Your Email Campaigns

To protect the reputation of your main website domain and business email, it's a good idea to send your email campaigns from a separate or secondary subdomain. Using a dedicated email domain (such as news.yourcompany.com, offers.yourcompany.com or youcompany.uk.com ) reduces the risk of your primary domain being negatively impacted if your emails experience a high bounce rate or are flagged as spam.

This approach also helps build a positive sender reputation for your email domain over time. By keeping your marketing emails separate from your main website domain, you can manage any potential issues without affecting the reputation of your primary domain, which is crucial for maintaining deliverability of your business emails, your website’s SEO performance and overall brand credibility.

3. Domain Warming

If you’re just launching an email campaign from a new domain or email address, warming up your domain or a new mailbox is essential. Domain warming is a gradual process that involves sending a low volume of emails initially and then scaling up to larger audiences over a period. This allows your domain to establish credibility with internet service providers (ISPs) and reduces the risk of your emails landing in promotional or even spam folders.

4. Use Spintax for Variability

To maximise landing in the primary inbox, consider using spintax - this is a great method of writing different variations of content to create unique emails each time. Spintax lets you switch out certain phrases or sentences, which helps emails appear distinct and more personalised to the recipient. For example, writing introductory lines like “{Hi|Hello|Dear}, here’s what’s new!” can add subtle variation that keeps your emails out of spam and shows ISPs that your emails are less repetitive, appearing more 121 in nature rather than a mass email send.

How you use spintax may vary depending on your email marketing software, as not all email service providers (ESPs) support spintax formatting. Be sure to check your provider’s documentation to confirm compatibility and learn about specific syntax rules they may require.

5. Use Personalisation and Segmentation

Today’s readers expect tailored content, so generic messaging just won’t cut it. Use segmentation to divide your audience based on factors like behaviour, demographics, or purchasing history, and then personalise your content to each group. Research shows that personalised emails can lead to a 29% increase in unique open rates and a 41% increase in click-through rates.

6. Monitor Your Metrics and Optimise

Tracking your metrics, open rates, click-through rates and bounce rates is crucial for understanding what’s working and what needs improvement. However, keep in mind that some ESPs may open and click links in your emails as part of their security and anti-spam filtering process, which can skew your metrics before the recipient actually sees the email.

To improve deliverability, consider switching off open and click rate tracking if it’s not essential for your campaign. Disabling these trackers can reduce the likelihood of your emails being flagged by overly aggressive spam filters. Instead, focus on other key indicators of engagement, such as replies or website traffic. Look for patterns over time to understand true engagement and adjust your email content, subject lines, and timing based on these insights.

7. Create Value with Every Email

Every email you send should provide clear value to your readers. Avoid overly promotional content and aim to educate, entertain, or solve a problem. Whether it’s a helpful tip, a resource, or a special offer, adding value keeps your audience engaged and more likely to act.

By following these best practices, you can improve your email marketing results, build stronger connections with your audience, and drive real engagement.

Leisure Industry News - November 2024

Fri, 22 Nov 2024 13:21:30 GMT

November brings big moves and fresh beginnings across the leisure industry, from award-winning campsites and major acquisitions to groundbreaking openings and significant closures.

Here's the latest roundup of updates shaping the sector this month…

Skelwith Fold, has been named as England’s campsite of the year by the AA in its much-anticipated annual awards.

Leisure group The Holkham Estate has announced its acquisition of six holiday parks belonging to major regional operator McDonnell Caravans. The parks are in Snettisham, Heacham, Thornham, Holme-next-the-Sea and Brancaster.

A new 18-hole golf course, Old Petty, designed by Tom Doak, will open for preview play on the 1st August, 2025, at Cabot Highlands in Scotland, before its official launch in 2026. The name honours the nearby Old Petty Church, established in 1839.

Beeston Fields Golf Club in Nottinghamshire, owned by the same family for 101 years, has been sold to Henley-based developer Cilldara Group, which has pledged to continue operating both the golf club and its events venue.

Spelthorne Borough Council has opened the Eclipse Leisure Centre in Staines-upon-Thames, a Passivhaus-standard facility featuring a 25-metre pool, learner pool, splash pad, and spa, designed to use 60–70% less energy and support the Council's carbon-neutral goals.

Citizen M has announced that it will open two new properties in 2025: Dublin St. Patrick's and London Olympia.

Travelodge, the UK’s first budget hotel brand, has acquired Genesis House in St Paul’s, London, and plans to convert the 24,000 sq. ft. office building into a 95-room hotel with a Bar Café, aiming to open in early 2027, subject to planning approval.

Center Parcs is set to open its first holiday village in Scotland, with a new resort costing £350–£400 million planned near Hawick in the Scottish Borders.

Park Hyatt London River Thames, the brand's UK debut, is now open, featuring an entire floor dedicated to wellness with the Spa at Park Hyatt.

The Bear Grylls Adventure in Birmingham, a £20m Merlin Entertainments attraction inspired by Bear Grylls' expeditions, will close on the 11th December due to commercial challenges, with its animals relocated to new homes, including Sea Life Centres.

Leisure Industry News - October 2024

Tue, 15 Oct 2024 11:08:34 GMT

From surging consumer confidence to record-breaking growth in entertainment and hospitality sectors, the leisure landscape has continued to evolve, offering exciting opportunities for businesses and consumers alike.

Please have a read of our latest updates for October 2024...

Premier Inn and Travelodge named as some of the fastest growing UK brands in the latest BrandZ report by Kantar.

The interior design for Europe's first Four Points Express by Sheraton hotel, located in London’s Euston, has been completed by the design firm SpaceInvader. Georgian-Inspired, the hotel is now open to the public.

YOTEL plans to expand in the UK and Europe with YOTEL Belfast, set to open in late 2026. The hotel will be located in Shaftesbury Square, central Belfast, near Queen’s University and the Botanic Gardens.

Art'otel London Hoxton: A bold hotel with a cylindrical building, spa, swimming pool, restaurant, cocktail bar, and 12 event spaces is now open.

Machrihanish Dunes, ranked consistently as one of the best golf courses in Scotland, has been given the go ahead to add another 18 holes.

Riverhills Health Club and Day Spa in Ipswich is scheduled for a major relaunch in 2025 following significant damage from a fire in June 2023.

Brough Park Leisure Centre in Leek has shut its doors for an 18-month revamp where a new 25-metre pool and a bigger and better gym will be added.

Titanic Spa, the UK's first eco-spa located in West Yorkshire, has been recognized as a top eco-spa destination in the Marie Claire Sustainability Awards for the fourth consecutive year.

Based on a report by VisitBritain/VisitEngland the British Museum was the most visited free attraction last year with the Tower of London being the most visited paid for attraction.

Wimbledon, one of the UK's most iconic sporting venues has been given the green light to undergo a transformative makeover estimated to cost in the region of £200 million.

Top Tips for Maximizing Email Deliverability in Campaigns

Thu, 13 Jun 2024 20:25:08 GMT

In the realm of B2B email marketing, deliverability is a critical factor that can make or break your lead generation campaigns. Without the right setup, even the most compelling emails can end up in spam folders.

Here are the top strategies to ensure your emails reach their intended inboxes.

1. Use a Secondary Domain

When conducting lead generation cold email campaigns, it's important to protect your primary domain’s reputation. Using a secondary domain dedicated to these campaigns ensures that any potential negative impact on deliverability does not affect your main business communications. This approach helps maintain the integrity and trustworthiness of your primary domain while still effectively reaching out to new leads.

For example our Primary Domain is www.leisurelists.co.uk but we conduct our lead generation campaigns using a mailbox connected to this Secondary Domain www.leisurelists.uk - liz@leisurelists.uk

2. Clean and Segment Your Email List

Maintaining a clean email list is foundational to any successful email campaign. At Leisure Lists, we provide high-quality, telephone-verified data to ensure your lists are accurate and up-to-date. Segmenting your list based on criteria such as industry, job role, and previous engagement allows for more targeted and relevant messaging, which increases open rates and reduces unsubscribes.

3. Authenticate Your Domain

Email authentication is essential for protecting your sender reputation and ensuring your emails are recognised as legitimate by email providers. If not already in place you should implement the following protocols:

SPF (Sender Policy Framework): Verifies that your email is sent from an authorised server.
DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, verifying that they haven’t been altered.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): Provides instructions to email providers on how to handle unauthenticated emails.

These measures help build trust with email providers and improve your chances of landing in the inbox.

Use this tool from Global Cyber Alliance to check your current technical implementation. Need help? Just reach out to the team.

4. Optimise Email Content

Crafting engaging and relevant email content is crucial for maintaining high deliverability rates.

Here are some best practices:

Compelling Subject Lines: Use clear and attention-grabbing subject lines that reflect the email’s content.

Personalisation: This needs to go further than just [First Name] or [Company Name[. Tailor the content to their interests and behaviours. Add Spintax throughout the email copy so every send is unique.

Clear Call to Action (CTA): Ensure your CTA is prominent and aligns with the email’s purpose.

Balance Text and Images: Avoid image-heavy emails that might be flagged by spam filters. A good text-to-image ratio ensures better deliverability.

Brevity: Keep it short. Show the prospect you can solve a pain point, don’t go full sales straight away.

Sequence: Develop a sequence of sends to warm up your audience. You can’t expect results immediately, but ensure the sending volume is appropriate to maintain compliance.

5. Monitor and Analyse Your Campaigns

Regularly monitor your email campaigns to identify issues and areas for improvement. Key metrics to track include:

Reply Rates: Measure the effectiveness of your overall campaign and messaging.

Open Rates and Click-Through Rates (CTR): Evaluate the relevance and engagement of your content.

Bounce Rates: Identify and remove invalid email addresses to keep your list clean.

Unsubscribe Rates: Analyse trends to understand if your content or frequency needs adjustment.

6. Stay Compliant with Regulations

Adhere to email marketing regulations such as GDPR. Under the GDPR's Legitimate Interest clause, you can use personal data for B2B email marketing without explicit consent, provided that you have conducted a legitimate interest assessment (LIA) and ensured that your use of data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object. Always provide easy opt-out options and include your company’s contact information in every email. Compliance not only protects your reputation but also fosters trust with your audience. Utilise our LIA checklist before any campaign activity.

Conclusion

Implementing these strategies will significantly enhance your email deliverability, ensuring your messages reach and engage your target audience. At Leisure Lists, we don’t just specialise in the data supply, we can also perform the complete setup and execution of successful email campaigns. Our expertise ensures that your campaigns are not only compliant and targeted but also optimised for maximum deliverability.

Ready to take your email campaigns to the next level? Request a quote for our comprehensive email broadcast service today.

By following these best practices, you can ensure your emails are not just sent, but delivered, opened, and acted upon, driving your lead generation efforts to new heights.

Prospect Marketing Lists: A Complete Explanation

Sun, 19 Mar 2023 21:57:30 GMT

What is a prospect marketing list?

A prospect marketing list is a list of potential clients that may be interested in your products or services. They are used to target decision makers to increase brand awareness and sales. It may also be known as a prospect contact list, email list or mailing list. The contact data can include both offline and online information such as email addresses, postal addresses, telephone numbers or a combination of all three.

How do I purchase a prospect marketing list?

Data Brokers specialise in the provision of contact, or mailing lists. It is worth noting that some Brokers will use a network of sub-brokers to find data, whereas some Brokers, like Leisure Lists are specialists in their own area. Their methods of data collection all vary, so this is worth exploring and understanding when you are completing your Legitimate Interest Assessment to approach a prospect audience.

You can rest assured of compliance at Leisure Lists, where we telephone research each and every record, and verify the reason for the data collection over the phone. This also enables us to confidently state our data is best in class.

Are marketing lists GDPR compliant?

They certainly can be. B2B corporate subscribers are treated differently to consumers in both The GDPR and PECR pieces of legislation.

The best indicator of compliance is to ensure the organisation has successfully implemented controls (including people, process, equipment, and records) which cause the organisation to ...

‘respond to the requirements of GDPR in a reliable, consistent, transparent, and verifiable manner’.

Accountability

Accountability is defined in GDPR as the controller being able to demonstrate compliance with the six key principles.

Evidence of systematic capability is often encapsulated in an information governance framework (IGF)

.Leisure Lists operates an IGF which includes policies for data protection and information security.

Are there mandatory GDPR requirements

Yes. Mandatory GDPR requirements are defined in the Data Protection Act 2018 and GDPR ; these are reflected in the current UK Information Commissioner ‘compliance checklists’. We regularly compare our IGF with these checklists to provide a reliable guide that we effectively ‘respond’ to the mandatory requirements.

You can also view our FAQs , Data Transparency and Privacy Policy information for more detail on how we process personal data in our Contact Lists.

Do you need consent to use a mailing list?

No, providing it is a B2B list of corporate subscribers.

We don't have the consent of individuals on our lists. As t here is no GDPR compulsion to acquire consent to process the personal data.

We do not process any special category data nor the data of children. As a controller we must ensure we have a lawful basis for processing, which is our legitimate interests and those of third parties. To ensure those interests remain balanced with those of the individual, we have conducted and recorded a legitimate interests assessment test as recommended by the Information Commissioner. We regularly review this document to ensure that it remains valid.

W ithout consent, how can the lists be used for direct marketing purposes?

The Privacy and Electronic Communications (EC Directive) Regulations 2003 (22(1)) requires the consent of an individual for the transmission of unsolicited communications by means of electronic mail to individual subscribers ONLY. Messages directed to corporate subscribers are permitted on an opt-out basis i.e., without consent.

O ur lists contain the electronic contact details of corporate subscribers. Consent is therefore not required.

5 Common Email Marketing Myths Fully Debunked and Explained

Thu, 02 Feb 2023 13:09:44 GMT

The facts explained for common email marketing myths

A number of high profile and common myths exist within email marketing. It’s important to understand the facts behind these to ensure you can maximise your email marketing activity to cultivate both prospects and your existing subscribed audiences. In this blog post we will explore myths relating to Consent, Hitting spam filters, timing of email sends, the impact of unsubscribes, and plain text email performance.

Myth 1: You need consent to email B2B prospects

A common misconception of the GDPR implementation is that consent is required for B2B prospect marketing. There is no GDPR compulsion to acquire consent to process the personal data of a prospect audience, providing there is a lawful basis to do so.

As a data controller Leisure Lists’ ensure we have a lawful basis for processing, which is our legitimate interests and those of third parties. To ensure those interests remain balanced with those of the individual, we have conducted and recorded a legitimate interests assessment test (LIA) as recommended by the Information Commissioner. We regularly review this document to ensure that it remains valid.

Before processing and using prospect data yourself, you should run an LIA. You can find out more here in our blog post covering this topic.

Without consent, how can Leisure Lists’ contact lists be used for direct marketing purposes?

Our lists contain the electronic contact details of corporate subscribers. Consent is therefore not required.

Myth 2: 'FREE' in the subject will go into spam

A great Subject Line can make a huge difference to email engagement. However, one major myth that still exists today is that certain promotional words in a subject will lead to more emails ending up in spam folders. This may have had some truth many years ago, but the biggest impact on 'spam' filtering is reputation, A weak reputation will lead to more spam filters being hit. So go ahead and experiment (AB test) your email subject lines. Try promotional wording, CAPS, emojis, long versus short titles to see what works best for you.

Did you know we can build and broadcast email campaigns? Find out more on our marketing services page.

Myth 3: Tuesday is the best day to email

Early wisdom dictated that Tuesday was indeed the best day to email. To be honest we have no idea where this idea came from but we did find this from Campaign Monitor that interrogated over 30Bn messages sent on their platform. It did actually prove that Tuesday does see a higher open rate, BUT given the amount of emails sent on this day it also sees the highest levels of unsubscribes.

“We get a lot of questions about the best days to send emails. But this finding proves that while sending emails on Tuesday might help you see a higher open rate, you could just as likely see more unsubscribes ."

So our view on this is - Don't be a sheep, experiment to find the best day for your own email engagement, or simply don't email on a Tuesday and hit the inbox of your customer or prospect on a day they have less from competing demands.

Myth 4: Unsubscribes = Bad email marketing

We get it. An unsubscribe can hurt, it can feel personal. What was wrong with this email?

Maybe they received it on a Tuesday with a million other emails and they unsubscribed from loads of brands on that day? It likely wasn't what you said.

Every unsubscribe you get, the more engaged your community or list becomes.

If someone unsubscribes it may mean they don't want to received information now, but it doesn't exclude them in the future. We have customers reply to emails over a year old that generate new business. Plus an unsubscribe saves your cost and effort, as you pay per contact as your business scales over free minimum send levels.

Having said this, it is important to track metrics, including unsubscribes. It can help you tailor the comms to become more engaging and revenue generating over time.

Myth 5: Plain text emails don't perform

Plain text emails are what they say on the tin, a simple email design containing just plain text.

It's easy to fall into the thinking that every marketing email needs to have attention grabbing headlines in a cool font, a big graphic image, and defined colours. But, maximum effectiveness can often come from keeping things simple.

.Why should you care about Plain Text Emails? The fact is most emails are sent in HTML and Plain Text. Multi-part MIME (Multipurpose Internet Mail Extensions) protocols are applied by Email Sending Platforms to send email marketing campaigns - these bundle together the HTML and Plain Text emails.

Why?

- Spam filters like to see Plain Text variants. It takes more time to create or customise. If you were a spammer you probably aren't doing this, so it raises a spam filter flag.

- Recipients may see Plain Text by default based on their corporate settings. Does the click to show images banner feel familiar? You probably have these settings yourself by default on an Outlook business email account.

- Plain text emails work better on new devices like smart voice assistants, smartwatches, and gaming devices,

Our thoughts - always include a plain text version regardless. We've found with some clients a Plain Text version can work better for a business development / sales email approach. Again - testing, testing, testing will inform you here.

Conclusion

These myths are all based on some historical data and insight, but no brand and no email is the same. A clear brand positioning and consistency is key, along with a clear plan to test and iterate based on data from each and every email marketing send. As technology advances, and consumer habits evolve your email marketing techniques need to do the same.

Additional Resources

Direct Marketing Post GDPR

GDPR and Legitimate Interests

The Benefits of DM for B2B businesses

Impactful B2B Email Marketing

GDPR and PECR FAQs

About Leisure Lists

The Benefits of Direct Marketing for B2B Businesses

Tue, 10 Jan 2023 14:28:30 GMT

B2B Marketing Strategy

Direct marketing, in all its forms, can be an effective part of B2B marketing strategy. It's no surprise that it's still used by many businesses. Direct marketing can be very cost effective and efficient, and with the right approach it can help you reach a target market more effectively than other types of advertising.

This forms part of a relationship marketing strategy

Direct marketing is not just simply about email, telephone and postal mailing data. It involves the process of reaching out to your customers or prospects to build a relationship with them to ultimately sell more. There are many ways to do this from emails to in-person events like trade shows or conferences. Direct marketing is one of the most cost-effective methods for reaching your target audience because you talk direct either in person or via a form of media without spending a lot more on broader forms of advertising like TV or Google Ads.

A good contact list is the key to success

A large, accurate database of customers who are interested in your products or services will give you a better return on investment than any other form of marketing. If you want to increase sales, start by building up a quality database of potential customers.

Direct mail lists can be used for other forms of direct marketing as well—such as email and telephone—so it’s important to keep them updated so that all your channels reach the right people at the right time.

Buying a contact list from reputable data broker can help you accelerate your prospect marketing efforts, but you might be thinking email marketing lists are expensive - they're not. At Leisure Lists our pricing starts from £175 per 1000 records (some terms and minimum volumes apply). Check out what we offer here.

In the past, you may have had to pay thousands of pounds for an email list and it was difficult to know what kind of quality you were getting, with unfortunately a number of bad actors in existence.. But with Leisure Lists you can purchase with confidence knowing we’ve been in business for over 30 years, and provide both GDPR and PECR compliant B2B contact lists. Learn more about our compliance here.

In conclusion Direct marketing is an important part of the B2B marketing mix. It can be used effectively when combined with other strategies, such as PPC and social media. Direct marketing is still one of the most cost-effective ways for B2B businesses to reach out to potential customers. It also helps them build relationships with their existing customers by giving them a reason to respond in a positive way (such as making a purchase).

5 Tips for Selling to UK Independent Schools

Mon, 08 Aug 2022 21:10:21 GMT

Independent Schools in the UK generate over £11Bn to the economy. Read on to find out how you can ensure your brand is set up to target the key decision makers in this sector.

1. Review and Promote your brand

The Education sector is highly competitive, so making sure your brand assets are up to date is key. Ensure your social profiles have recent content, your website material is up to date, and all your contact details work correctly.

Once your review is complete you need to prepare to put yourself and brand out there through many different channels. Building trust over time is key, along with consistency of message to increase recognition across Head Teachers, School Administrators, Bursars, and other key decision makers.

2. Features and Benefits

You know your product and service the best. But have you refined your pitch so that a prospect starting off cold understands why your offering is better than their existing supplier? Detailing out these in order will help when it comes to in person meetings, emails or marketing content across your website and social media channels.

3. Networking

The Education sector is well connected. Have a look for local events, both trade and other where your key decision makers could be. Online content building through professional sites can also aid in raising both your own and your company's profile in the sector.

4. Share your testimonials

Increase the trust and credibility of your brand by sharing your reviews from existing customers. Show these off across your online presence, your website and Google My Business are the 2 key areas to focus on. It will also remind your existing school customers to recommend you to their network whenever they are asked for an opinion. Word of

mouth referral in education is a key channel, that you can influence using all of the above tips.

5. Source quality prospect data

To maximise your success and marketing efficiency you can use marketing database lists curated by specialists providers like Leisure Lists. Our database of UK Independent Schools can be selected by the decision maker, facilities available and region.

It's worth noting that only 5 per cent of schools welcome direct sales calls*. As a supplier you can reach these decision makers through email and postal campaigns. To supplement online networking and email marketing have you considered other forms of direct marketing like printed catalogues, brochures, and letters?

Want to learn more about marketing and selling to UK Independent Schools?

Learn more here

Source: www.incensu.co.uk

Leisure Industry News - July 2021

Tue, 02 Aug 2022 21:11:43 GMT

A lot has happened across the leisure industry this month. From people moves, to new hotels, leisure centres, and a golf club sale.

See below a round up of the highlights picked out by the team from July 2021.

KA Leisure appoints Malcolm McPhail as interim CEO
A UK Government pilot scheme will reward people for exercising
Giovanni Simoni was appointed MD for Technogym UK
Elevate industry event moved to June 2022
A sixth Centre Parcs is planned in Southern England
The brand-new Britannia Leisure Centre is now open in Hackney
Places Leisure has opened its new £22m leisure centre in Camberley
The Resident Edinburgh , operated by Resident Hotels, is due to open in 2024
15 Old Bailey in London is becoming a hotel again
Rob Paterson who joined BWH Hotel Group in 2018, has decided to leave the brand which represents almost 300 independently owned hotels in Great Britain.
The Bristol Golf Club has been sold for the second time in a year
UK government and National Lottery allocate £10m in vouchers to fund attractions visits

Heading for the Hills

Tue, 28 Jun 2022 17:38:44 GMT

John Turner, Managing Director of John Turner Leisure Marketing Limited and Leisure Lists, is retiring at the end of June after operating for over forty years in the UK leisure market.

Commenting on his decision John said "I would like to thank all of the many suppliers to the UK leisure market who have supported the Company and Leisure Lists over the years. I'm also thrilled to advise that my daughter, Liz Law, will be taking over the reins from the 1st July, 2021. Wishing you all the very best and continued success as our industry starts to reopen and recover. "

From 1 July 2021 our address and contact details will change to:

Brook House

The Paddocks

Cheveley

CB8 9EU

Tel: 01638 730796

Email: liz@leisurelists.co.uk

We will continue with our mission to provide high quality leisure data for emailing, postal campaigns, research or telemarketing activities covering most leisure sectors including Hotels, Golf Clubs, Leisure Centres, Holiday Parks, Visitor Attractions, Health & Fitness Clubs, Independent Schools, Sporting Venues, Swimming Pools, Universities, Leisure Architects, Landscape Contractors and Architects and Local Authority Sport & Parks Departments.

Impactful B2B Email Marketing

Tue, 07 Jun 2022 13:51:40 GMT

Email marketing remains our most popular contact approach, offering clients cost effective access to over 100k key decision makers. Email is an essential part of any highly effective digital marketing strategy . Effective email marketing converts prospects into customers, and turns one-time buyers into repeat buyers. In fact, in a recent study by McKinsey, it was found that Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers.

But what can you do to make your email campaigns work even harder

1. Segment for Success: Marketers that use segmentation experience up to a 760% increase in revenue. List segmentation allows you to send more relevant content . The more relevant our email communication is, the more likely your audience are to engage with it. Of course, no email audience is a one size, fits all, so splitting up your email list based on certain targets and characteristics can help you increase relevance.

2. Don't Overload on Copy: Keeps things simple and get to the point.

Focus on a single view of your reader and think about what would appeal to them. Write headlines that speak to benefits they would want , include images that appeal specifically to them and write body copy that uses language they use. Keep it light and conversational and avoid a hard sell approach or technical industry jargon. Compliment your message with hand selected high resolution imagery to break up copy and make the overall email design more appealing.

3. Test your subject lines: Run a simple A/B test, and then broadcast to the one that gets the most opens. Your email subject line is the equivalent to an email headline - if it's not interesting or inspiring the reader is highly unlikely to take action or read further. Invest time in curating the perfect subject lines and then test them in your broadcast platform to ascertain which is the most engaging. The recommended length for an email subject line is around a maximum of 60 characters and the aim is to entice, inspire or intrigue your reader to open the email for further information . Make it personal if you can - we all know from experience that it's much nicer to receive an email from a named individual as opposed to just a company name.

4. Clear Call to Actions: Include several clear Call to Actions throughout the email template. Buttons with strong colours and clear, encouraging call outs work best. So you've inspired your reader with your intriguing subject line and they've been interested to read you copy but how do you entice them to act. Call to actions or CTA's as they are often referred to are the final key to creating an impactful email marketing campaign. Some experts argue that the call to action should sit above the fold, whilst others suggest at the end makes more sense. We think, the more the merrier - so, with careful placement and relevant links we recommend including several clear call to actions throughout your email copy to enable readers to 'Learn More', 'Enquire Now' or 'Request A Call Back' to name just a few.

Leisure Industry News - November 2021

Thu, 09 Dec 2021 14:50:46 GMT

See below the latest industry updates picked out by team:

The Royal Ashton Hotel in Taunton has been sold to HOST RHM.
Travelodge are set to open 4 hotels before Christmas
Zetland Capital purchase two Macdonal Hotels in Manchester and Holyrood
Best Western GB appoint Tim Rumney as permanent chief executive
Calcot Collection sells Barnsley House to British furniture brand Timothy Oulton

Mail Privacy Protection - Apple update iOS15

Thu, 18 Nov 2021 14:48:21 GMT

Apple have recently released iOS15 and their latest software is now being adopted across iPhones - and it introduced Mail Privacy Protection (MPP). MPP will also from this month begin to roll out on MAC OS.

So what is Mail Privacy Protection?

Apple states: “Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. It prevents senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activity or used to determine their location.”

How do users activate MPP?

Mail Privacy Protection is an opt-in feature in the Apple Mail app that is included by default with the release of Apple’s latest mobile operating system - iOS15

Given how MPP is presented to users we expect a high adoption rate. See the graphic below:

What does MPP mean for email marketing?

Well, fundamentally it means we'll have to establish new benchmarks for how to review success and KPIs for email marketing campaigns. Information such as Open Rates, user location, and specifics of which users have opened will all be distorted.

Email marketing platforms will adjust, and it may be that we can retain some of these benchmarks by filtering Apple devices from reporting.

Ultimately we think it will encourage businesses to focus more on engagement, and that is no bad thing. High quality content, with clear calls to action is imperative and data like click through volumes, and associated revenue will still be a key metric.

Email marketing is by no means reduced with these updates - it's still a hugely powerful communication channel that businesses can use to build a relationship with their customer base. The reporting on the channel is just going to change a little.

If you've any questions, or would like help preparing an email marketing campaign please do get in touch with the team!

Leisure Industry News - October 2021

Thu, 04 Nov 2021 14:43:18 GMT

The team have handpicked some of the highlights from across the industry this month:

Mindbody buys ClassPass

This acquisition comes at a pivotal time for the wellness industry as it continues to rebound from COVID-19 related closures

– Josh McCarter, CEO Mindbody

UK Budget 2021: Business rates cut by half for health clubs, leisure and hospitality

UK Health clubs, gyms, hotels, and other leisure businesses will receive a 50 per cent cut in business rates

£30m investment will fund the redevelopment of 4,500 UK tennis courts

More than 1,500 venues are set to benefit to open up access to the Tennis across the UK

LGA calls for investment in public leisure and health & fitness facilities to the tune of £875m

The Local Government Association (LGA) has called on the UK government to invest £875m in leisure, health and fitness facilities

Anthony Hamilton launches new fitness brand FloatRower

The father of F1 racing driver Lewis Hamilton has launched a new rowing equipment brand that sets out to match the dynamics of rowing on water on a stationary machine.

A new Ninja Warrior Park is set to open in December, in Kent

Schroder UK Real Estate Fund (SREF) has announced the opening of a new site for it's Nina Warrior Parks in Kent at Chatham Waterside.

Room2 opens net zero carbon hotel

Room2 will open a fully net zero carbon hotel in Chiswick London, this December.

Goldman Sachs to buy The Belfry

The world-famous golf course and hotel is expected to sell for around £140m

Leisure Industry News - September 2021

Tue, 05 Oct 2021 13:43:18 GMT

Blog posts are a great way to get recognized within your community and share your voice. Here are the top 10 reasons you should love writing blog posts.

Anyone can make one:
For better or worse, anyone can write a blog post about anything they want. Everyone has a voice and thet voices will rise to the top.

The writer can show their personality:
In blog posts, the writer has more leeway to add in their voice and personality than other types of writing.

Blogs are a great form of mass communication:
You can help people, learn new things, entertain your audience-the possibilities are endless and amazing. Blogging opens up all of these to a very wide audience.

You can make money:
Get the right blog going and you can make a lot of money through advertising and sponsored posts.

It allows people to craft better thoughts:
Instead of reading haphazard, uneducated Facebook statuses, it's much better to see people's thought process in a well-written blog post.

You can establish a community:
Blogging allows you to connect with other individuals who share the same interests. Sharing ideas and opinions within your community helps establish yourself as a thought leader.

Good for SEO:
Keeping content on your site fresh and relevant, you can use your blog to boost the search engine ranking (SEO) of your site and your business.

It brings people back to your site:
If your blog is strong enough and updated regularly, people will come back looking for more and bring traffic back to your site as well.

It's free:
It costs you a grand total of zero dollars to post to the blog, so if you have something to say, there's nothing to stop you.

You can establish yourself as a thought leader:
A blog is a great place for your original thoughts, and it can be a wonderful way to show off your individuality. If people like your ideas, you can become a thought leader in your industry!

What else do you love about blogs? Let me know!

Marketing and Selling to UK Sporting Venues

Mon, 27 Sep 2021 17:09:38 GMT

Across the UK there are a host of different sporting venues covering football clubs, rugby clubs, tennis, motor racing, horse racing, athletics, hockey, greyhound racing and more.

What services and products do sporting venues need?

Over the years we’ve helped many companies target the purchasing decision makers at UK sporting venues. Below is a list of industry examples we’ve helped:

Food and Beverage
Lighting
Security and Access control
Ticketing
Catering and Concessions
Roofing and Rigging
Signage
Seating and Staging
Technology
Sports Flooring
Turf and Lawn supplies
Facilities management
Scoreboards
Architecture and Design
Professional Services

How can I sell my services to sporting venues?

You need to know your audience. To do this quickly and accurately you can purchase a B2B data list. A sports centre marketing list will save you time and effort, allowing you to invest that into building your messaging and pitch to secure the business,

At Leisure Lists we currently have 660 sites on our database, with over 4620 decision makers in different functions working at Sporting Venues across the UK. Please contact the team today, and we can talk you through any questions you have, and advise on your campaign plans and marketing to sporting venues.

What does a Leisure Architect do?

Mon, 20 Sep 2021 20:38:46 GMT

There are over 40,000 registered architects in the UK.

Architects create new building designs, or plans for redevelopments, alterations or change of use. Their specialist knowledge is essential not just to create a safe design but to ensure buildings are functional, sustainable and visually appealing.

Many architects will specialise in a particular sector such as Residential or Commercial.

Within the Commercial industry there are many sectors, one of which is our favourite - Leisure!

Leisure Architects have experience working across sectors such as Hotels, Spas, Leisure Centres, Sports Halls, Tennis Centres and more.

If you're looking to promote your product and services to this audience, Leisure Lists can help. We maintain a high quality email database of architects that specialise in Leisure design. The current count on our list has over 1,500 names contacts for you to market to.

Get in touch with the team today to find out more.

Below you can see some great examples of Leisure Architecture in the UK:

Marketing and Selling to Swimming Pool owners and operators

Tue, 14 Sep 2021 20:42:56 GMT

5 Top Tips to sell your products and services to UK swimming pools:

1. Purchase a B2B Mailing List

You need to know who your audience is. The quickest and most effective way to do this is to buy a specialist B2B data list . Building a list yourself can be time consuming and tedious, but you need to do your research to find a credible provider with good quality prospect data. Leisure Lists can create a bespoke list of marketing data for swimming pools for you based on your requirements.

You can then target the decision makers at each site directly. This will save you both time and money against other marketing channels, enabling you to maximise your return on any investment.

2. Create value for your audience

You need to provide a clear call to action, with an offer or promotion that encourages this action. Consider creating a unique offer, that has a time limit in order to generate inbound demand. eg Save 20% if you order before the end of the month .

3. Select your marketing channels

How will your prospects respond to different formats? eg An email versus a printed postcard, or letter, or a personal telephone call.

It’s proven that a combination of channels will maximise response so we often see businesses warming a prospect up with an email or printed solution, and then following up with an additional email or telephone call.

The choice of your medium may depend on your product or service. For example a printed letter may work best to portray your brand as a professional service offering, but a more creative colour postcard format may suite a swimming pool equipment supplier better to bring that proposition to life.

4. Maximising your design and creative

As above the creative approach may differ depending on your specific proposition. It can help you stand out, and start telling your brand story. But just as important is great copy. Great copy doesn’t mean complicated wording - it means simple and to the point.

Take a step back and consider your ‘elevator pitch’. Does your copy tell the prospect when you do in a simple and easy to understand way? Why are you the supplier to consider over someone else?

It may be worth a small investment to get a copy review from a neutral 3rd party specialist to start you off before investing in a bigger paid campaign. The team at Leisure Lists can also offer this service.

5. Contact the Leisure Lists team

We pride ourselves on great quality data from across the UK Leisure industry. We don't operate like many big data houses. We specialise in the industry, and we don't sell off-the-shelf lists. The team will listen to your requirements and we'll create a bespoke data set for your campaigns by applying a number of filters across Region, Owner Type, Facilities available and more.

The UK Spa Industry

Fri, 10 Sep 2021 20:44:36 GMT

The global spa economy is worth over $90 billion yearly*, with over 150,000 locations.

In the UK the Spa Industry is worth over £1.6 billion , approximately 7% of the total Health and Wellness sector.

In the UK there are over 650 Spa locations, with this figure rising once we include Hotel and Golf Course facilities in addition.

If you’re looking to maximise your sales, and targeting of UK Spas, Leisure Lists can provide a marketing list of Spas (and swimming pools) with the key decision maker’s (ie owner, manager, aromatherapist) email, postal address or telephone contact details.

Contact the team today to find out more.

* Source https://globalwellnessinstitute.org/press-room/statistics-and-facts/

Marketing to the Leisure Industry out of season

Tue, 07 Sep 2021 20:58:51 GMT

Autumn time provides an ideal opportunity to target key decision makers within several lucrative leisure sectors such as Holiday Parks , Campsites , Visitor Attractions and Golf Clubs , whereby the end of the active 'open season' affords many business owners and managers some much needed head-space to take action with their 'To do' lists and start thinking about the improvements and upgrades that could be made ahead of their new seasons beginning.

Not least because during the summer of 2021 in particular these UK based leisure sectors have been enjoying booming visitor levels due to the resurgence of stay-cations in the face of the pandemic.

Domestic holidays are set to continue to hit record levels throughout 2021 and beyond with holiday parks and campsites in particular being a very early beneficiary of the lock-down easing. The naturally socially distanced accommodation in outdoor environments has been appealing for many, whilst budget accommodation options are predicted to thrive through the coming years in a recovery environment.

Other UK leisure sectors such as Visitor Attractions and Golf Clubs will also continue to benefit as people choose to spend their leisure time, and recently regained sense of freedom, exploring and enjoying many new places and attractions that are closer to home, without the need for tests and risk of quarantine.

Leisure Lists can provide key decision maker contact information across, email, postal and telephone channels allowing you the opportunity to reach new customers at a vital moment, when they have time to respond and take action.

Leisure Industry News - August 2021

Thu, 02 Sep 2021 21:04:38 GMT

August was a quieter month for major news in the industry but the team have selected the below highlights.

The Pan Pacific Hotel has opened in London
The Old Inn Hotel has re-opened after a £1M refurbishment
Fergus Stewart has been appointed the General Manager of The Landmark Hotel
Golf is gaining more traction to be included in future Paralympic Games
An Oxfordshire golf club has said it will give away one free membership to a golfer aged 18 to 29 if they have been double vaccinated.
A new gaming-based visitor attraction combining go-karts and Augmented Reality will open in London

Marketing to the UK Holiday Park industry

Fri, 16 Jul 2021 21:19:00 GMT

The UK caravan industry is a huge contributor to the economy at more than £6 Billion a year of revenue raised from bookings, products and services.

Key UK market stats*

There are over 555,000 caravans in use in the UK. Including motorhomes there are over 1 million leisure caravans.
2 million + people take holidays in caravans every year.
60+ million nights a year are spent camping and caravanning
Over 130,000 people are employed in the industry

Holiday Parks Marketing

From our experience the best time to promote your products and services to the holiday park, campaign and caravan market market is during August and September whilst they are still open before they close or wind down for investment during the winter months.

What product and services are relevant for the Holiday Park industry?

There really is a huge amount of relevant products and services for this market, below you can see a snapshot of the types of suppliers we’ve worked with over the years:

Signage and Banners
Beds, Seating and Furniture
Alarms, Security & Lighting
Turf supplies and Landscaping services
Architects
Tents
Campfire and BBQ supplies
Building and maintenance
Chemical and hygiene
Food and Beverage
Commercial laundry
Showers and washroom facilities
Swimming Pool products
Children’s play equipment

Selling to Campsites, Caravan and Holiday Parks

If you’re looking to reach the key decision makers across UK Holiday Parks, Campsites and caravan parks Leisure Lists can create a bespoke email or mailing list based on your specific criteria. We’ve over 2700 names decision makers currently on file.

Find out more about marketing to the UK Holiday Park industry here

*Source: The NCC

The Top 10 theme parks in the UK

Mon, 05 Jul 2021 17:33:19 GMT

The UK has over 500 amusement and theme parks that attract millions of visitors a year, generating over £900M a year for the economy, and employing over 22,000 people.

The parks rely on a huge variety of products and services from security and technology, rides and games, food and beverages, merchandise, landscape architecture and maintenance, staffing, hygiene services and many more.

Here are the Top 10 theme parks in the UK:

Alton Towers
Thorpe Park
Chessington World of Adventures
LEGOLAND Windsor
Drayton Manor
Blackpool Pleasure Beach
Paultons Park
Flamingo Land
Lightwater Valley
Oakwood Theme Park

Leisure Lists maintain a specialist marketing mailing database of the key decision makers at all UK amusement and theme parks. Available in email, postal or telephone format you can create a bespoke campaign to generate leads for your business, today.

Find out more here.

How to sell your products (or services) to the Hotel industry

Fri, 25 Jun 2021 17:41:53 GMT

The hotel industry is a cog in the larger travel and tourism and hospitality industry which includes leisure and food and beverage.

In the UK there are over 45,000 hotels, run by nearly 11,000 businesses, employing over 250,000 people. It’s an industry worth over £6Bnⁱ and you might just have a product or service that can take a slice of this pie.

It's an appealing market for many suppliers across everything from property services, interior design, hygiene and cleaning services, food and beverage, spa products and many other related industries.

Did you know that on average, hotels update their interior and room designs every 5-7 years? Hotels are regularly reviewing all of their products and service offerings to stay competitive and ahead of rivals. Below we detail our top tips for targeting the hotel industry.

5 TOP TIPS to sell a product to the Hotel Industry

1. Product Fit

Curate a wish list of hotels whose brand compliments your own products and services. Is it national or local, part of a chain or independent? By defining this approach up front you can be more targeted and efficient with you marketing plan and sales pitch.

2. Target audience

Find out who your best point of contact is. You could simply call round and ask, or you can search through Google or LinkedIn to narrow this down. Combining phone, email and mail can maximise your success. Think professional introduction, sample product follow ups, and deliver against a thought out timing and messaging plan to come across professional and get on the radar of the right decision maker or buying team. You can also search out relevant industry events, tradeshows and networking events to build up your knowledge and strategy.

3. Features and Benefits

Know your stuff, have you distilled your product pitch? What are the key FABs (features and benefits) that make your product or service standout? Below are some elements to consider:

Price and margin available
Quality
Range
Exclusivity
Compatibility
Service Levels
How do you stack up against the competition?

4. Review your own brand

When they research you after you've prompted action make sure your marketing assets are up to date. Can they find your website, reviews, and an up-to-date social media presence?

5. Source quality prospect data

To maximise your success you can use marketing database lists curated by specialists providers like Leisure Lists. Our list of hotels details all premises in the UK with twenty or more bedrooms.

You can target different decision maker such as General Manager, Fitness Manager and Aromatherapist, as well as by star rating, and facilities such as swimming pool, fitness, and spa facilities. Chains can also be excluded from your hotels database lists if required.

Find out more here

Selling to Golf clubs and courses in the UK

Fri, 18 Jun 2021 17:46:41 GMT

The golf industry is worth over $70Bn globally, and over $10Bn in the UK. According to the R&A UK golfers spend of £4Bn a year on their sport.

How many golf courses are there in the UK?

There are over 2500 golf courses in the UK and Ireland. With over 40,000 globally!

The sport is governed jointly by the USGA and The R&A, a whilst operating in different areas of the world they share a commitment to a single code for the Rules of Golf and Equipment Standard.

How to market to UK golf clubs?

If you want to sell your products to golf clubs renting a marketing database is an efficient and cost effective way of contacting your prospects and warming up leads across the key decision makers at UK golf courses. Leisure Lists have a GDPR compliant list of over nearly 3000 named contacts that cover the Secretary of General Manager, the Golf Professional, Course Manager/Greenkeeper, Catering Manager, and where applicable, the Health & Fitness Manager.

You can segment the list to your bespoke requirements using job titles like the above, or refined further by location down to postcode level, the number of holes, or type of ownership.

Learn more here or contact info@leisurelists.co.uk for more information.

It's an industry that supports a wide variety of suppliers such as:

Turf and lawn care
Agricultural Machinery
Golf equipment
Clothing and Apparel
Signage
Food and Beverage
Interior Design
Construction
Irrigation
Catering equipment
Spa
Washroom
Surveyors
Consumer Electronics
Sports and Leisure equipment
Gym and fitness
Security and access
Accommodation
Linen and dry cleaning
Professional services

If you want to learn more about how you can use a leisure marketing database in your marketing, or would like to talk through any specifics please don't hesitate to get in touch with us today. Contact us

P&M Gym Solutions - A Case Study

Fri, 04 Jun 2021 13:20:58 GMT

Creating Brand Awareness on a Small Budget

P&M Gym Solutions is a one stop shop for servicing and supplying gym equipment within a 100 mile radius of Keighley, Yorkshire. For over thirty years the Company has provided very personal and high quality services to gym owners throughout the North of England.

Objectives:
To create awareness of P&M Gym Solutions with independent health & fitness clubs within a 100 mile radius of BD22

To maintain awareness on a continuing basis, since a club’s fitness equipment servicing needs can be required at any time through the year
To keep budgets to a minimum

Solution:
Initially, independent health & fitness clubs within a 75 mile radius of BD22 were selected from Leisure Lists data (subsequently increased to 100 miles), with email addresses for either health club owners or managers.

An email campaign was broadcast by Leisure Lists on a two monthly cycle, designed to create and maintain awareness of P&M Gym Solutions’ installation and servicing solutions.

Commenting on the campaign, Jo Gilhooly, Sales and Marketing Manager said “not only do we support our campaigns through alternative channels of communication but we pay great attention to keeping track of leads returned, a swift response to literature requests and then follow up calls. You can’t expect to get a decent response from emails alone”.

Results:
Whilst a typical broadcast achieved an open rate of just 12% (the industry average for cold prospecting with B2B data), the campaign over the year achieved a unique open rate of over 30%, meaning that different parts of the market were opening the email at a time of their interest and need.

Commenting on the campaign, P&M Solutions owner Mark Carter said: “I’ve been able to leave the running of the campaign completely to Leisure Lists and have received a steady stream of new servicing enquiries at a pace that I have been able to handle.”

John Turner, a Director of Leisure Lists added “Precise targeting is a cornerstone to any successful direct marketing strategy. As a result, we have been able to achieve brand awareness on a small monthly budget of just £57, covering data rental, email broadcast and reports which detail who’s opened the email and clicked through to the website.”

Bushboard Washrooms - A Case Study

Mon, 10 May 2021 09:03:09 GMT

To give you some idea of how Leisure Lists could help you to grow your business with mailing data, email or telemarketing campaigns, we have put together a few case studies to show you how and why other companies, and maybe even your competitors, are using Leisure Lists.

Bushboard Washrooms have developed a range of well designed, flexible toilet cubicle and washroom systems that work across all leisure market sectors including the education, golf and caravan/campsite markets.

Bushboard Washroom Systems is a company that puts the ethos of utilising all parts of the marketing mix into practice with highly targeted mailings supported by advertising,
pr and email broadcasts.

Case Study Objectives: To develop enquiries and sales from the Education and Holiday Park and Campsite markets looking to refurbish their washrooms.

Methodology: The education campaign was split between pre-school/primary and secondary school markets with a differently designed mailer, ad campaign and press release. Great attention was paid to pitching the copy and visual to the correct market and making it as easy as possible to respond with a tear off response mechanism or telephone/email hotlines, to request further information.

The holiday park/campsite mailer followed a similar policy with relevant strapline “Pitch perfect washrooms for contented campers” and supporting design and copy visuals. These mailing pieces were usually followed up with an email reminder communication a few weeks later.

Commenting on the campaign, Jo Gilhooly, Marketing Director UK said “not only do we support our campaigns through alternative channels of communication but we pay great attention to keeping track of leads returned, a swift response to literature requests and then follow up calls. You can’t expect to get a decent response from emails alone”.

John Turner, a Director of Leisure Lists and the supplier of the campaign data to Bushboard said “It’s very refreshing to have a client who understands the importance of the marketing mix and who segments the market with well executed design and copy encouraging a response. The results speak for themselves”.

If you would like to know more about our leisure mailing lists or would like more information about how Leisure Lists could help you to grow your business please contact us.

Maximising Response from Your Next Campaign

Mon, 22 Mar 2021 10:30:25 GMT

By adopting the principles outlined in our best practice series you’ll be on the path to success. So here’s a reminder of the key points to take on board:

Accurate data is fundamental to your success. Analyse where the majority of your business comes from and then source more data of a similar profile. A small dataset with refined targeting will bring you the best response.
In all your communications (literature, letters, emails etc) detail benefits and not features ie what is the benefit to the reader if he/she takes your product.
Don’t rely on one medium such as advertising or direct mail alone. The most successful marketers in the leisure market will be using a range of activities that dovetail into each other for maximum impact.
Although a mixed approach to the direct marketing mix is strongly recommended, a large budget is not essential. The beauty of the direct marketing approach is that every activity can be tested and measured and can be launched with just a handful of your most important prospects.
Once you have test marketed to a key group, you can then roll out a campaign on a proven performance basis.
A one hit campaign can work but you will generate so much more with co-ordinated on-going activity over at least six months.
There is always more than one solution so test, test and test again to nd the best option for you.
Letter and email copy should sound as if you are talking to a friend. Keep paragraphs short and free from technical jargon.
Always have a call to action (often a PS) and a reason (offer) to elicit response by a certain date. A response mechanism such as a Freepost response card helps.
Test your mailing campaign with an email or fax follow up and overlay with telemarketing. Action a test three ways and you’ll soon see what is the best investment for you.
Don’t measure results on responses alone; the acid test is the value of incremental business you receive for your investment - this will only become evident over 6-12 months or sometimes longer.

Leisure Lists is the leading marketing database company specialising in the supply of B2B marketing data for email, telemarketing, or postal records for decision makers in the UK Leisure Industry. www.leisurelists.co.uk

Fitzpatrick Woolmer - A Case Study

Mon, 22 Mar 2021 10:23:43 GMT

De-duplicating emails for cost effective marketing

Specialising in high quality, creative products to connect people with places, Fitzpatrick Woolmer provide signs and furniture for a wide range of outdoor spaces including heritage sites, parks, town centres and visitor attractions. With a full range of in house manufacturing and years of experience in developing signage and furniture in a variety of materials including wood, metal and recycled plastic, Fitzpatrick Woolmer is a leading supplier in its field.

For the past six years Leisure Lists has provided email data to their core markets covering leisure and landscape architects, local authorities, visitor attractions, independent schools and universities.

Commenting on their marketing activity, Mark Woolmer, Managing Director of Fitzpatrick Woolmer Design & Publishing said “Leisure Lists de-duplicate our email data against their own so we only take unique new records resulting in a very cost effective marketing activity for us”.

Making Telemarketing an Integral Part of Your Plan

Mon, 15 Mar 2021 10:34:28 GMT

Utilising the phone in B2B telemarketing is often decried but it has a real part to play in any successful direct marketing strategy. Like all activity, its success is dependent upon communicating the right offer to a well targeted market – small is beautiful in this context – quality not quantity each and every time.

The cost of telemarketing falls neatly between low cost mailing and email broadcasting and high cost field selling.

Correctly used, it can play a pivotal role as the link between the two activities, and will work so much better than asking your high cost field sales team to undertake telesales; in reality they don’t like doing it and with few exceptions, the results show!

So here are some useful tips to get the maximum benefit from your telemarketing activity:

For starters, verify your data via the phone before undertaking any promotional activity – don’t forget, data changes at around 30% per annum so an accurate starting point is essential.
Mail out and/or email broadcast in sizeable chunks that allow your telemarketer to follow up two days after receipt. Response rates vary dependent upon your offer and the market but overlaying telephone follow up will invariably double the response from your campaign. The follow up call should confirm receipt, open a dialogue, ascertain whether there could be any interest and identify the correct decision maker. Some will be interested but not at this time – this is the start of an on-going relationship so it is important that such interest is diarised and a call back made at the appropriate time. Others will deny all knowledge of the mailing/email and request further information which should be sent by return and then followed up. The majority will state no interest but don’t be disillusioned with these results – to some extent you are looking for a needle in a haystack and there will be some golden nuggets out there. Results will vary from one campaign to another but typically in the B2B leisure market you should be achieving 20-25 calls per hour with 5-7 effective calls ie where contact is made with the decision maker. From these calls, an appointment in the range of 0.5 to 1 per hour would normally be achieved. This activity will ensure your sales team is kept supplied with a constant stream of well qualified sales leads and result in a much better use of your expensive field resource. For larger campaigns, consider buddying telesales operators with two or three field sales staff but always ensure that your sales representatives re-qualify the appointment before visiting. It’s also worth undertaking each campaign in specific geographical areas to aid journey planning.

Learn more at www.leisurelists.co.uk

Save Money £££’s on Your Postage Costs

Mon, 08 Mar 2021 10:36:57 GMT

The largest cost element of any direct mail campaign is the cost of postage. It is frequently 50-60% of your total budget yet it’s the area that often gets the least attention when it comes to cutting costs.

The temptation is to demand another 5% discount from the printer or list owner when in practice, you should be applying the same technique to reduce your postage – after all a 5% reduction in this area will be worth so much more!

The de-regularisation of the postal service several years ago has created a confusing picture with UK postal costs. Overseas mailing costs are a jungle too but here are some useful tips:

Try and adapt your mailing so that it is no larger than a C5 envelope (ie A4 folded once) weighing under 100gms.
Mailsort 3 through the Royal Mail usually oers the best discounts so build in a 7 day delivery into your planning to reduce your costs. The minimum quantity for a letter is 4,000 and a larger letter (ie A4) 1,000. There is a useful postage calculator for Royal Mail postage on: www.mailsorttechnical.com
For 2nd Class deliveries, both for smaller volumes and for quantities that qualify for Mailsort, alternative carriers such as Citylink, TNT and SecuredMail oer signicant cost savings.
Mailings that can be machine read at the sorting stage will also qualify for additional discounts, as will mailings concentrated into fewer post code areas.
The weight of overseas mail is crucial as postal costs increase by each gramme. Using an overseas postal consolidator will usually save substantial sums but this will depend on the destination countries – savings do vary

Writing a Direct Mail Letter that Works

Thu, 03 Oct 2019 11:54:47 GMT

On a scale of 1 to 100 effective copy probably ranks 20, with your data and offer being of paramount importance, so also read our Specifying Data Best Practice Guide.

However, decent copy can turn an average response into a resounding success if you adopt the following guidelines:

Write as though you are speaking to a friend, with short sentences, succinct paragraphs and avoiding “techie speak”.

Always date your letter (not date as postmark) and personalise Dear Mr Smith or even Dear Tom dependent upon the market sector you’re talking to.

Devise a headline that creates attention and encourages the reader to scan the rest of the letter.

Here sub headlines are important with good use of bold copy so the reader can achieve an overview and interest from scanning the text.

Make certain that your copy includes benefits to the reader, not just features about your product eg Our new greens mower will do the job in half the time (feature)… your labour costs will reduce (benefit). See our Best Practice Guide on this subject.

The use of testimonials or at least examples of clients in a similar market sector will add strength to your case – prospective customers’ interest will be further developed if they know that organisations similar to themselves have benefited from your offering.

Finish your letter with a call to action – a PS works very well particularly if it features a time sensitive offer – always have a closing date

Make it easy to find further details from enclosed leaflet, web site etc.

Ideally, include a response mechanism – reply paid card, log onto a website or even a Fax Back can still work, particularly if their address details are already pre-filled.

How to Specify Cost Effective Data

Wed, 03 Apr 2019 13:33:44 GMT

Data is the life blood of any B2B direct marketing activity. It is usually only a small part of your overall campaign cost (10-15%) but it is 100% important – select the wrong data, and the rest of your investment on design. print, postage, email costs and sales follow up is wasted.

With B2B data changing data around 30% per annum (mostly the decision maker) it’s essential that your data is as up to date as possible – what does it say about your company if you are communicating with somebody who left three years ago?

Two options are open to you:

Create your own database which exactly meets your needs
Source accurate data from a reputable supplier.

The first option is ideal if you have the resource and on-going commitment to maintain the information – few companies have, and it’s no good saying our sales reps will maintain it - they never do!

The second option is a more cost effective route where the cost of data maintenance is being shared by a number of different companies through list rental.

As in all walks of life, there are suppliers of quality data and those where accuracy leaves something to be desired so here is a check list of questions to ask a prospective list supplier to help you obtain the most accurate data around:

How was the data originally created? Beware of data from directories and subscription lists as these can be quite old.

How is the data maintained? Telephone research is best at least on an annual basis and preferably every six months.

What named contacts are available? Many list owners only supply the senior decision maker eg Managing Director but you may not want to go so high. Unnamed data is not ideal – response rates sent to a generic title do not score so well.

Do you have the ability to drill down with profile information? For example, if you supply water filtration plants for swimming pools, renting a list of leisure centres is not ideal, if only 60% of these offer wet facilities!

Small is beautiful when it comes to data – a concise well proofed list will generate a much better response for you

What is the guarantee? Some list owners will only offer a like for like refund (usually in kind) in excess of 2% of goneaways but why should you be paying for inaccurate data in the first place?

Do they supply sample data?

What is the minimum order? It should not prohibit testing the data before you consider a larger campaign – roll out on a proven performance basis but not just your initial response but business generated.

Beware of lists that are available for outright purchase at very low prices – they rarely do what they say they will do on the tin! As in all walks of life you get what you pay for.

If you already have an up to date database of your own, is the list owner prepared to deduplicate one against the other so you only take unique new records?

Analyse your existing customer base and find out where you have most success and then source more data of a similar profile.

Beware of additional charges for profiling that can add up and check whether an annual lease arrangement would provide better value for you.

FREE OFFER – want to see what new decision makers in the leisure market are available to you – we’ll deduplicate your data against ours at no cost. Email us at info@leisurelists.co.uk to find out more.

Direct Marketing Post GDPR

Thu, 31 May 2018 13:39:04 GMT

Two things are crystal clear post GDPR:

Rather like the Millennium Bug the world hasn’t ended after the introduction of GDPR – with business to business data it is perfectly permissible to continue to market with postal mail, email and telemarketing activities provided that you follow some simple guidelines. See our website for further details about email marketing.
In a tough economic climate with increasing competition, it is more important than ever that you continue to market effectively to generate new enquiries and orders.

And this is where Leisure Lists can help by providing high quality and well profiled business to business leisure data all designed to generate more enquiries for you.

23 different leisure sectors ranging from health & fitness clubs to hotels, from golf courses to local authority leisure departments, from holiday parks to leisure centres, from visitor attractions to swimming pools, from leisure architects to landscape contractors, among others
All available with named decision makers for postal mail, email, telemarketing or research purposes
Extensive profile information for improved targeting and a better response

A flexible range of options from single use to six month or annual lease for multi use, to suit your budget

Click here for further details on the range of leisure data available from Leisure Lists and for details about our industry leading data guarantees.

General Data Protection Regulation (GDPR)

Sun, 20 May 2018 14:06:59 GMT

The General Data Protection Regulation (GDPR) takes effect on 25th May 2018, and will be implemented into UK law by a new Data Protection Act which will come into force in March/April 2018. The UK Government has introduced the Data Protection Bill into the House of Lords where it is currently (November 2017) being debated. The Bill’s further progress is dependent on the Parliamentary timetable.

The GDPR consists of 99 Articles covering specific issues, and 173 Recitals, explaining the Articles. The stated objectives of the GDPR are to protect “the fundamental rights and freedoms of natural persons and in particular their right to the protection of personal data”. One of the aims of the GDPR is to give individuals greater control over the use of their personal information. There is no doubt that the 1995 European Data Protection Directive (implemented into UK law by the 1998 Data Protection Act) needed updating as the 1995 Directive was passed before the internet was publicly available and before the era of mass data collection and storage.

The GDPR covers the collection, use and storage of personal data, in order to enhance individuals’ privacy rights.

The specific rules on email, mobile and telephone marketing contained in the Privacy and Electronic Communications Regulations 2003 (as amended) (PECR) remain unchanged. However, the PECR’s will not need to be interpreted in the light of key definitions in the GDPR, for example the definition of consent. The PECR implement another piece of European Legislation, the ePrivacy Directive from 2002 into UK law. The ePrivacy Directive is being revised and replaced by the ePrivacy Regulation. The ePrivacy Regulation is currently going through the Brussels legislative process. The original aim was for the ePrivacy Regulation to come into force at the same time as the GDPR, but this is not going to happen and it is likely that the new ePrivacy Regulation will come into force towards the end of 2018 or early 2019. The DMA (UK) is currently lobbying the UK Government and through FEDMA, the European Trade Association for direct and interactive marketing, the key players in Brussels to ensure that under the ePrivacy Regulation businesses can continue to send email marketing to members of staff of limited companies, public limited companies, government and local authority institutions (corporate subscribers) on an unsubscribe/opt-out basis as is the case now. The current text of the ePrivacy Regulation is unclear on this point. We should have a clearer idea by the middle of 2018 as to whether businesses will be able to send email marketing to staff members of corporate subscribers on an unsubscribe/opt-out basis or whether such staff members will need to be treated in the same way as individual consumers are. The general rule for email and mobile marketing to individual consumers is that this can only be carried out on a subscribe/opt-in basis.

Under the terms of GDPR the processing of personal data is only permitted if the marketer can demonstrate that it complies with one of six conditions. It is important to note that there is no hierarchy of conditions and all of the six conditions are equally valid.

Marketers are likely to use either the consent condition or the legitimate interest condition. The first of these conditions is that the recipient (the data subject) has given consent for their data to be used. Under the terms of the GDPR, this consent must be “freely given, specific, informed and unambiguous” Simply offering an unsubscribe/opt-out is no longer sufficient to meet the consent condition, but it may be sufficient to meet the legitimate interest condition. The consent condition under the GDPR is a much higher standard than under the 1995 Directive.

The sixth condition is the one which is most likely to apply to data processing for direct marketing purposes. This is referred to as the Legitimate Interest condition, and states that data processing is lawful if it is “necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject”. According to Recital 47, “the processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest”.

The Data Protection Network have produced comprehensive guidance on the use of Legitimate Interests, in conjunction with the DMA, which has been welcomed by the ICO ( www.dpnetwork.org.uk ). There are specific criteria which must be satisfied in order to rely on Legitimate Interests as a lawful basis for data processing and the guidance recommends the use of a Legitimate Interest Assessment (LIA).

The LIA employs a 3-stage test to:

Identify a legitimate interest for processing – the legitimate interest test
Assess whether the processing is necessary for the pursuit of commercial or business objectives – the necessity test
Ensure that the rights of the data subject are not overridden by the data processor – the balancing test

In accordance with the GDPR’s emphasis on the rights of the data subject, individuals should be informed that Legitimate Interest is the basis upon which their personal data is being used for direct marketing purposes, and given the right to object (unsubscribe/opt-out) from this use. The right to object must be brought to the attention of the data subject clearly and explicitly at the time of collection of their data or in the first communication made to them.

The Institute of Direct Marketing suggests the following wording to communicate legitimate interests to an individual – “Under Data Protection legislation we believe that we can demonstrate that we have a legitimate interest in using your data for marketing purposes but you always have a choice. {You should then provide an unsubscribe/opt-out on the data collection page or via the same marketing channel you are communicating to the individual}. By reading this, the individual will know that a company is relying on its legitimate interests to send marketing. The opt out allows the individual to exercise their rights to object to that marketing.

Conditions 2 to 5 cover processing necessary for the performance of a contract, for compliance with a legal obligation, to protect the vital interests of a data subject or for the performance of a task carried out in the personal interest. These are not relevant to direct marketing activities.

Compliance with the GDPR will impose new requirements on the direct marketing industry. It is important that marketers see this as an opportunity to increase customers’ trust and confidence in direct marketing and not just as a burden. It is important that marketers start their GDPR compliance programmes now if they have not already done so as the GDPR comes into force in less than five months’ time.

Contact the team at Leisure Lists if you require any more information.

GDPR and Legitimate Interests

Tue, 15 May 2018 14:10:40 GMT

This newsletter is intended to give you more information about sending business to business marketing emails, after GDPR comes into effect on 25 May 2018. It sets out the background to using Legitimate Interests as the legal basis for processing email data, and provides a briefing for what those emails must contain in order to be compliant with GDPR and PECR. Finally there is a checklist for you to complete to document that you have complied with the requirements of GDPR. It is specifically related to the use of email addresses for marketing purposes, rather than any other form of processing.

BACKGROUND

After the implementation of GDPR in May, 2018, it will still be possible to send B2B emails, providing they are relevant to the recipient, who could reasonably expect to receive the information. For example, golf greenkeepers could reasonably expect to receive an email from the manufacturer of grass cutting machinery, telling them about a new product.

However, in order to use the email data, the sender will need to identify one of six legal bases for processing the data. The most appropriate basis for direct marketing is likely to be Legitimate Interests – According to the Data Protection Network Guidance, “GDPR says ‘the processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest’. An organisation may wish to rely upon Legitimate Interests where consent is not viable or nor preferred and the Balance of Interests condition can be met. The GDPR states ‘may be regarded as…’ so organisations will still need to ensure they can establish necessity and balance their interests with the interests of those receiving the direct marketing communications”. For a link to the DPN’s Practical Guide for Businesses, please click here.

To rely on the Legitimate Interests clause, you need to conduct a Legitimate Interest Assessment. This procedure is outlined below, but we are happy to advise if you need help, and we can even carry out the process for you if you prefer.

The three key stages of the Legitimate Interest Assessment (LIA) are

Identify a legitimate interest – for example, your business interests would benefit from sending a marketing message to carefully selected recipients, informing them of your products and services.
Carry out a necessity test – Assess whether there is any other way of sending this information, other than by email. If there is another way (perhaps direct mail) but it would require disproportionate effort or expense, then processing the email data is necessary
Carry out a balancing test – This involves the nature and impact of using the email data – it is important to establish that the recipient could reasonably expect to hear from you in relation to their job role, and that your interests in sending the email do not outweigh the interests or fundamental rights and freedoms of the recipient.

If you can demonstrate that you have carried out the assessment fairly, you will be able to rely on Legitimate Interests to send B2B marketing emails. As part of the process, it is important to keep a record of your decisions – the Checklist at the end of this newsletter will help to document the procedure.

EMAIL BRIEFING

To comply with the requirements of GDPR, B2B emails must comply with certain standards:

It must be clear who the email is from
The sender’s contact details must be clearly displayed
The recipient must be informed that the legal basis for emailing them is Legitimate Interest
The email must contain an unsubscribe link
The recipient has the right to object to further emails, the right to correct their data, and the right to be forgotten. The email must contain sufficient information for these rights to be exercised, and the recipient’s wishes must be carried out

CHECKLIST FOR LEGITIMATE INTERESTS

Identify your Legitimate Interest

Can you demonstrate that your marketing email broadcast benefits your company’s interests?

Necessity Test

Is an email broadcast the most economical and efficient method of sending your marketing message?

Balancing Test

Could sending an email broadcast override the interests or fundamental rights and freedoms of the recipient?

Transparency

Does your email make it clear who it comes from, and contain adequate contact information?

Notification

Does your email inform the recipient that you are sending it under the Legitimate Interests clause?

Reasonable Expectations

Could the recipient reasonably expect to receive an email from your company in the conduct of their job role?

Relevance

Is your email marketing message relevant to the recipient?

Recipients’ Rights

Does your email clearly give the recipient the opportunity to object, to unsubscribe, to be forgotten or correct their data?

For a comprehensive checklist, see the latest ICO’s guidance

Although this process may seem complicated, it is important to complete and document it, in order to comply with the requirements of the GDPR when sending B2B email marketing. If you prefer, we can conduct the Legitimate Interest Assessment for you, and complete the Checklist, to ensure that your marketing emails are compliant after May 25th 2018.

If you need any further information, you can find further resources here

DMA

Data Protection Network

ICO and GDPR

ICO and Legitimate Interests

Leisure Lists