Indiana Attracts Tourists through Emails

Strategy: Emphasize Value, Know Your Customer/Product

Type of attraction: Tourism Organization

Summary: Faced with a significant budget cut, the Indiana Office of Tourism Development (IOTD) needed to maximize available resources to reach visitors

Faced with a significant budget cut, the Indiana Office of Tourism Development (IOTD) needed to maximize available resources to reach visitors.

An important step was to improve email marketing efforts.  The monthly blast only generated a 13.5% open rate and a 4.8% click through rate to its consumer website, VisitIndiana.com. So IOTD did the smart thing and asked readers what they wanted. The survey revealed a neat segmentation strategy. IOTD responded by creating new, topically focused emails that increased both open and click through rates dramatically.

Three targeted and timely emails featuring discount offers, trip ideas and event listings replaced the single blast. Despite distributing to a much smaller list, the more engaged audience responded much better. Click through rates, for example, now range from 48% to 63%. The new approach helps IOTD convey its value message more efficiently and effectively.

For more information contact Brian Blackford, bblackford@visitindiana.com; 317-232-8881.