Best Travel Online Newsletter Campaign

The audience for this email campaign is 35,000+ leisure travelers who have opted in to receive Delaware travel ideas via email. Products include a single-message, postcard-style eBlast and a robust themed eNewsletter promoting feature articles, events, advertising and more. Both are deployed monthly and serve up timely, seasonal content.

Delaware’s email campaign has three primary goals. First, it seeks to inform and influence travelers by showcasing Delaware destinations, attractions, trails, activities, events and special offers in a compelling and visually interesting way. Second, it aims to boost traffic to Delaware’s official tourism website – from the various email elements, subscribers are pointed to VisitDelaware.com for rich, engaging content. Third, the email campaign is designed to generate ad revenue. The eNewsletter template features space for premium and standard display advertising along with space for sponsored/purchased editorial units.

In the first four months of the campaign (Sept – Dec 2012), more than 273,865 emails were successfully delivered. During that time period, the emails averaged a 17% open rate and a 19% click-through rate based on opens – well above industry averages, according to the 2012 Silverpop Email Marketing Metrics Benchmark Study. The emails connected 4,648 visitors to the Delaware website, resulting in a total of 11,883 page views. The emails have also proven successful at driving traffic to Visit Delaware’s social media channels, namely Facebook and Twitter.

Contributors:

Executive Director, Delaware Tourism Office:	Linda Parkowski
Marketing & Public Relations Coordinator, Delaware Tourism Office:	Peter Bothum
Digital Media Coordinator, Delaware Tourism Office:	Elizabeth Purcell
Account Director, Miles:	Andrea Evans
Project Manager, Miles:	Lori Bollinger
Content Director, Miles:	Melissa Bartalos
Art Director, Miles:	Evelyn Esperanca
ePublishing Project Coordinator, Miles:	Amanda Steward

MILES

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.