Let numbers do the talkin’: how Traverse City Tourism increased email open rates by 583%

Traverse City, Michigan, is a city between nature and water. Travelers can nestle into a community where there’s always something happening — whether you’re visiting the water, the trails, or the spring cherry blossom trees (a crowd-pleasing favorite). Traverse City Tourism, the destination marketing organization (DMO), boasts that its community is “always the right time and always the right place, exactly where you should be.”

You know what else is always the right time and always the right place, exactly where you should be? Traverse City Tourism’s emails. But it wasn’t always spot on — the DMO found the marketing automation of its dreams through Act-On, Simpleview CRM, and the Marketing Automation Managed Services team.

Already users of Simpleview CRM, the DMO was able to turn to the Act-On integration to solve its email marketing pain points. The team leaned on its Simpleview Marketing Automation Strategist to implement its marketing automation and email marketing initiatives.

Since implementing Act-On and Simpleview Marketing Automation Managed Services, Traverse City Tourism has reported an overall increase in open rates of 583% and an increase in click-throughs of 300%.

Where they are now:

• Deliverability: 99.4%, 55% increase from 64%
• Average open rate: 525% Increase from 6.9% to 43.1%
• CTR: 226% Increase from 1% to 3.3%
• Hard bounce: 93% Decrease from .80 to .06%
• Opt-out: 75% Decrease from .50% to .13% 
• Soft bounce: 67% Decrease from .45% to .15%
• Spam: 0% from 1%

READ THE FULL CASE STUDY