Email Marketing Strategic Development for Music Concierge

Music Concierge

Digital & Social Media

Destination Marketing | EMEA | Digital Strategy

Client

Music Concierge

Music Concierge is a global music consultancy specialising in curated sound solutions for luxury brands, hospitality, retail and destination-led environments. Working across EMEA and beyond, the brand supports clients in shaping atmosphere, experience and emotional connection through music.

Challenge

Music Concierge required strategic direction to strengthen its email marketing activity as part of a wider marketing strategy. While email was already in use as a communication channel, campaigns lacked consistency, defined targeting and a clear long-term framework aligned with the brand’s premium B2B positioning.

The client also wanted to transition email marketing fully in-house, enabling its internal marketing team to confidently plan, create and deliver campaigns. Key challenges included improving database management, implementing segregated targeting, and developing tailored messaging relevant to different audiences across EMEA markets.

AL Marketing Solution

AL Marketing partnered with Music Concierge to develop a structured email marketing strategy that balanced creative direction with practical delivery and team enablement.

Our approach began with a detailed review of the client’s existing email marketing tactics, including recent campaigns, messaging structure and audience engagement. From this, we delivered strategic recommendations covering campaign planning, creative refinement and platform selection to support more effective destination marketing communication.

A core objective was to reduce reliance on external support by bringing email marketing in-house. AL Marketing advised on tools and processes that would streamline database management, improve targeting and allow campaigns to be delivered more efficiently without increasing budget.

What AL Marketing Did

  • Reviewed existing email marketing campaigns and performance
  • Developed a clear email marketing strategy aligned with Music Concierge’s brand and EMEA objectives
  • Provided recommendations on tools, processes and creative direction
  • Designed a refined, luxury B2B email marketing template for repeatable use throughout 2026
  • Implemented a dedicated email marketing platform to support smarter database management
  • Trained the in-house marketing team on subscriber management, segmentation and engagement best practice
  • Introduced in-built AI functionality to enhance campaign development and optimisation

Results

Music Concierge now operates a confident, in-house email marketing function supported by clear strategy, consistent creative direction and improved database management. The marketing team is equipped to deliver targeted, tailored campaigns that reflect the brand’s premium positioning while supporting destination marketing objectives across EMEA.

Email marketing has evolved from a tactical output into a scalable, cost-efficient channel that plays a defined role within the wider marketing strategy.

Services Delivered

  • Email Marketing Strategy
  • Creative Direction
  • Database Management
  • Marketing Training & Enablement
  • Destination Marketing (EMEA)
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