We’re tooting our own horn here. It’s not often that you can catch Marketing Sherpa’s attention, that’s why we’re proud to brag a bit with our client, Travel Michigan.
Here’s the story –
Last year, we were asked to dramatically boost the effectiveness of the Travel Michigan email program. A multi-million dollar media buy was in the works and the Travel Michigan team wanted to make sure that website visitors turned into a vibrant database for follow-up email marketing.
We took them up on the challenge and implemented four programs to achieve their goal:
- An attractive email opt-in offer using a surprisingly effective “off-the-shelf” product
- Systematic testing to prove effectiveness before a national roll-out
- A controversial online tactic that still works when implemented correctly
- A Welcome Email Series that turned subscribers into active community participants
Here’s a peek at the result that counts –
“The impact of the email tests and new tactics exceeded our expectations in every way” – George Zimmermann, VP of Travel Michigan, Michigan Economic Development Corporation
Intrigued? Check out the MarketingSherpa Case Study, then come back and tell us what you think.