After nearly a year of working with Noble Studios on this email marketing campaign, Travel Nevada’s engagement numbers have skyrocketed and many of their KPI’s have been reached and even exceeded.
Travel Nevada
Building New Leads, Expanding an Audience
Travel Nevada has a bold, new email marketing strategy that’s attracting new leads and expanding its audience. Here’s how we helped guide the way.
Unearthing High-Quality Travel Content
Destination Marketing Organizations (DMOs) like Travel Nevada usually have a small, dedicated staff whose team-members wear many hats. In the case of Travel Nevada’s team, hats were so stacked that email marketing efforts took a backseat to other content efforts.
It was the perfect opportunity to revitalize email marketing for a destination with adventurous road trip itineraries, desert attractions and historic sites. By establishing a new audience, the campaign would boost partner referrals and, ultimately, bring more visitors to the Silver State.
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Key Opportunities
Spotlight existing content to encourage new travel
Grow views and engagement
Increasing partner referrals and conversions through email marketing efforts
Highlights
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150
%
Increase in Visitor Guide requests from email
-
23
%
Increase in sessions driven by email
-
77
%
Increase in partner link referrals from email
Making Excellent Use of Already-Helpful Content
We developed a new email template that is bold and image-heavy so that the client’s compelling headlines and photo assets can be more prominently featured. We also wrote strategic email prompts for the clients to create new content from.
Teaming up with HubSpot
We migrated Travel Nevada’s CRM over to HubSpot, which was a better platform for organizing and scheduling emails. As a Hubspot Partner, our team was uniquely equipped to support them on this transition. We established an extensive email calendar to gain consistency, plan for testing and ensure every email achieved its designated goal.
Engaging Visitors through a Strategic Approach
To increase the client’s email open rate, we performed A/B testing and ongoing performance analysis on email marketing efforts to see what types of content performed best. Using the Customer Data Platform (CDP) approach, we honed in on what had and hadn’t worked in the last email. Then, in a continued effort to improve performance, we met with the Travel Nevada team regularly to brainstorm new content.
Boosting Referrals to Partners
We designed specific content blocks for the new email templates to address each of the clients’ goals. This often consisted of lodging, restaurant, and events with CTAs to encourage partner referrals. The new look and feel of the emails combined with the rigorous content strategy wielded results.
Outcomes
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204
%
Increase in e-newsletter sign-ups from email
-
150
%
Increase in Visitor Guide requests from email
-
23
%
Increase in sessions driven by email
-
77
%
Increase in partner link referrals from email
-
87
%
Decrease in hard bounce rate
-
19
%
Decrease in Unsubscribe rate
