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Email is cultivating personal art journeys

The National Gallery

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The background

The National Gallery, in London’s Trafalgar Square, is one of the most renowned art galleries in the world. It houses possibly the greatest collection of Western European paintings, dating back as far as the 13th century, and exhibits works that range from the gothic to impressionist periods.


With around 6 million visitors arriving every year, The National Gallery welcomes everyone from academics and tourists to hardcore art fans; its marketing messages need to cater to a wide breadth of knowledge and interests.

The Gallery’s eCRM and social media team was acutely aware that everyone who passed through the doors was on a personal art journey and to enhance guests’ journeys, they needed to cater for the diverse range of knowledge and interests.


The Gallery drew on Engagement Cloud’s intelligent personalization features to improve the customer experience, creating two key automation programs – pre-visit and post-visit. Customers who had purchased tickets online would be automatically enrolled onto these highly contextual programs.

Find out more on how The National Gallery used Engagement Cloud to cultivate personal art journeys and receive outstanding results because of it.