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Cutty Sark

Cutty Sark is a range of blended Scotch whisky produced by Edrington plc of Glasgow, whose main office is less than 10 miles (16 kilometres) from the birthplace of the famous clipper ship of the same name.

Cutty Sark

Our satisfaction with email marketing has improved greatly since we began working with Waracle. We can turnaround content much faster and we have confidence that our email template is mobile-friendly. The use of Waracle’s Optimisation Data means we can now make knowledgable data-driven decisions on what newsletter content works and we can immediately see the success of this approach.


Email marketing campaigns were difficult to manage for Cutty Sark. Their process was taking too long from creation to go live and was expensive – neither of these things should be the case with email marketing.

They also knew they needed a new mobile-friendly template for email newsletters with over 53% emails opened on mobile devices. They needed an agency with data expertise to ensure they could send targeted, segmented, personalised messages to their subscribers quickly and effectively.

Cutty Sark logo


Waracle were chosen because of their expertise in Mobile App, Web Development & Digital Marketing. Waracle reviewed Cutty Sark existing newsletters and processes – everything from ‘join the mailing list’ process to the frequency of send and the HTML template design.

Waracle firstly worked with Cutty Sark’s existing email provider to extract their customer list and migrate to a new email provider and then Waracle creative team worked closely with Cutty Sark to design the right custom template to meet their brand guidelines. Waracle worked closely on content layout and design to ensure it reads well in mobile with clear call-to-action buttons. Where previously it took Cutty Sark four weeks to get newsletters live, Waracle only require 3 days from receiving content to client signoff and delivering a monthly campaign. Not only could Waracle improve the timescale of the newsletter process but quartered the cost overall.

Waracle manages the email list segmentation for bespoke campaigns and schedules all monthly campaigns. Data reporting goes beyond the newsletter reports and digs into web analytics to look at email source traffic behaviour and analyse online transactions etc.

Cutty Sark process


The Cutty Sark team are now driving real business results with their email marketing campaigns. They can turn around campaigns very quickly and know the messages they are sending to their customers are up-to-date and current.

Their now mobile-friendly e-newsletters are achieving double the industry average click through rates and they can keep on top of the results with the monthly optimisation reporting and recommendations from Waracle.

Cutty Sark results