What Marketing Performance You Should Expect from Your E-Newsletter Sign Up

Across our many Travel & Tourism customers, e-newsletter sign up is a key website metric because it builds a destination’s email list and creates a connection with potential visitors. It enables you to maintain an ongoing – albeit long-distance – relationship with a potential visitor to your destination. Think about it, when a website visitor… Read More

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Across our many Travel & Tourism customers, e-newsletter sign up is a key website metric because it builds a destination’s email list and creates a connection with potential visitors. It enables you to maintain an ongoing – albeit long-distance – relationship with a potential visitor to your destination.

Think about it, when a website visitor submits the sign up form, they take a big step in their relationship with you — they move from an anonymous person learning more about your destination to a person who is sharing their information and asking to be updated when you have something of interest to share. Let’s take a look at:

  • Why people sign up for e-newsletters
  • What performance you should expect from your own e-newsletter sign up
  • How our experience and best practice strategies impact e-newsletter sign up

Why do people sign up for an e-newsletter? We see two main segments of website visitors signing up to receive an e-newsletter:

In-Market

  • Want to be aware of upcoming events
  • Weekly digest and weekend highlights are important
  • Will impact the business of key attractions and local partners
  • Will likely not impact hotel occupancy

Out-of-Market Pre-Visit

  • Are considering a visit but not immediately booking
  • Updates on key attractions and annual events are important
  • Will impact the business of key attractions and local partners
  • Will impact hotel occupancy

In-Market

Out-of-Market

Smart destination marketers message these two groups differently. Consider offering them a call to action or reason for signing up that aligns with their interest. Think of this as their ‘why’. Why should they give you their contact information? What’s in it for them? If they are in-market, focus on upcoming events content that is shared in the e-newsletter. If they are out-of-market, focus on the long-term reasons to stay in touch with your destination.

What performance should you expect from your own e-newsletter sign up? If we look across our customers’ sites for visitors who do not receive personalized messages (non-targeted visitors), we see an average of .12% conversion rate on e-newsletter sign up. Conversion rate is calculated by dividing the total number of non-targeted visitors on site who sign up for an e-newsletter by the total number of non-targeted site visitors.

If we look across our customers’ visitors who see a personalized call to action related to their  interests, we see an average of .42% conversion rate on e-newsletter sign up. Conversion rate is calculated by dividing the total number of targeted visitors on site who sign up for an e-newsletter by the total number targeted of site visitors.

How do we see e-newsletter sign up done really well?

Visit Sarasota uses simple, but powerful, personalization to drive engagement with this key goal.  Sarasota County, Florida — an award winning Gulf Coast beach destination with a thriving arts and cultural scene — encourages website visitors to sign up for their e-newsletter during their initial visit to the destination’s website. If they don’t sign up today, Sarasota’s personalization waits two weeks and asks again when the visitor returns to the site.

With support from their agency, Miles Partnership, Visit Sarasota introduced their e-newsletter pop up in January of this year. Within six months, this personalization campaign drove over 8,000 new subscribers — increasing the size of their email list by more than 250% as compared to the previous year.

With increased subscribers, Visit Sarasota shares upcoming events, sponsored places to stay, and unique local attractions on a monthly basis.

In our next post, we’ll take a look at how e-newsletter sign up compares with visitors guide download. We’ll discuss as a call to action and where each is used most effectively.

Download the Free Guide: State of Personalization 2018 Report — in this report you will learn how destination marketers like you are leveraging:

  • Website personalization benchmark statistics
  • Strategies for implementing personalization
  • 2018 trends in content and personalization
  • Real case studies from successful destinations

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The Fundamentals of Website Personalization Strategy [Part 3 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we talked through setting goals for your personalization strategy. Next, we’ll describe how to choose personalization plays to meet your goals. How will you solve […]

The post The Fundamentals of Website Personalization Strategy [Part 3 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we talked through setting goals for your personalization strategy. Next, we’ll describe how to choose personalization plays to meet your goals.

How will you solve your challenge?

Personalization plays are meaningful groupings of your web audience for the purpose of reaching your stated business goals. Let’s break this concept down further.

First, personalization plays define audiences both among and within your market segments. You may be wondering why we don’t just call personalization plays “segmentation.” With Daniel Yankelovich’s 1964 Havard Business Review piece, market segmentation became the foundation of marketing strategy. Moving the practice beyond basic demographic information such as age, sex, and income, Yankelovich created the norm of positioning each brand or product for specific need-based segments. While traditional segmentation certainly influences your personalization strategy, personalization plays are often characterized as groups within your defined market segments.

Next, personalization plays are specific to your web audience. Your web audience is unique in two important ways: 1) it represents people who are relatively in-market for your product or service and 2) it is 95% anonymous. Personalization plays must be developed with these concepts in mind.

Finally, personalization plays must point back to your stated business objective. For example, if your business goal is to close deals faster, role-based plays are probably more effective than industry-based plays. By nature, some plays work best for each top-of-funnel, middle-of-funnel, and bottom-of-funnel goals. Others, like account-based plays, apply throughout the funnel.

We’ve outlined the most common personalization plays our customers use to help solve their business challenges:

Personalization Plays

  • Industry and/or company size – Engage prospects or customers from key industries. Leverage existing industry-based content, tailor website messaging and feature relevant products by industry or company size.
  • Account – Engage prospects or customers from key accounts. Determine the optimal message for key accounts and direct those prospects to bespoke content.
  • Role – Engage key buying roles. Direct them to areas of the website most relevant to them and deliver persona-based messaging through their buyer’s journey.
  • Intent – Engage prospects based on offsite intent. Position the right product or deliver a stronger call to action for in-market visitors.
  • Geography – Engage prospects or customers from different geographies. Promote location-specific events, programs, or messaging.
  • Program engagement – Engage prospects or customers based on previous marketing interactions. Use activity from your marketing automation platform to determine what content or messaging to serve.

Each of these personalization plays support business objectives uniquely and require specific types of data to effectively implement.

personalization segmentation personalization plays

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining how to target those prospects to engage them with your plays.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

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