Towards the end of 2018, the team at Traverse City Tourism decided that they needed to do something to increase their email engagement. They had an impressive list of more than 200,000 email subscribers, but both their open rates and click-through rates were a bit dismal.

 

With the help of our marketing automation team, they came up with a plan to create a dynamic, automated email campaign to better understand the needs and wants of their subscribers.eam, they came up with a plan to create a dynamic, automated email campaign to better understand the needs and wants of their subscribers.

Over the course of three months, they sent out three automated email blasts. Each email contained lead-scoring capabilities to track which blocks of content users were engaging with the most. From there, users were sent personalized emails based on their score.

 

At the end of the study, the team at Traverse City was surprised to find that lodging packages and blog posts were their highest-performing blocks. Going forward, the campaign helped them to identify which content they should emphasize in their newsletter, and it started a months-long process of creating targeted segments that could be personally marketed to in the future.

At the end of the day, it’s not just as simple as sending a few emails, and it takes weeks and months to gather the data needed to run an effective automation campaign. We know that it’s easy to feel discouraged, but you shouldn’t give up! Automation is a powerful tool that helps you make more meaningful connections with your audiences, creates efficiencies in your day-to-day processes and capture leads more effectively.

With our managed services, we can help you through the entire automation process, from setting up your campaign to creating content for your newsletters. Clients can even put their Simple Support Hours towards our managed services!

For more information, contact the Simpleview Account Services team.