Why Personalization Matters As Explained By Your Thanksgiving Feast

It’s the night before Thanksgiving, and you’re still trying to plan the menu. While you are thrilled that some rarely-seen relatives have decided to journey to your home for the holiday, they’ve also presented you with a culinary challenge. You realize that with only one turkey, and room on the table for only a few… Read More

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It’s the night before Thanksgiving, and you’re still trying to plan the menu. While you are thrilled that some rarely-seen relatives have decided to journey to your home for the holiday, they’ve also presented you with a culinary challenge. You realize that with only one turkey, and room on the table for only a few side dishes, you won’t be able to give everyone the perfect Thanksgiving feast.

You decide to try and tackle the turkey first since it’s the centerpiece of Thanksgiving. Uncle Bob has requested a fried turkey this year, but cousin Alice from Austin thinks a smoked turkey would be better. You’ve never smoked nor fried a turkey before so it seems like an easy decision to stick to the traditional, which should be good for most of the group.

However you feel bad that Bob and Alice won’t get the turkey they want, so you decide to prioritize them for the sides. They’re both on board for your garlic mashed potatoes. This means though that the mashed sweet potatoes won’t fit on the main table, and will need to stay in the kitchen. Your mother will only eat the sweet potatoes and has a bad ankle. Is it fair to make her walk to the kitchen every time she wants more?

You could move the green bean casserole to the kitchen and leave all the potatoes on the table. Meanwhile your brother-in-law, Caleb, asked if the green bean casserole could use gluten free fried onions, and you’re still trying to decide if that would work for everyone or if it would taste noticeably different.

You’re completely lost when it comes to desserts. Your family will only eat pecan pie but your mother-in-law is severely allergic. It seems logical to make pumpkin, but how can you not have the pie that half your guests want?

Luckily you’re only faced with this conundrum once a year. Destination marketers, however, face this challenge daily. Instead of a turkey, they need a homepage hero that still appeals to in-state, out-of-state, and special interest visitors. They might not need to worry about someone walking the extra steps to the kitchen, but they struggle with keeping content easy to find so that brides looking at wedding venues or business travelers coming for a conference don’t need to dig through page after page of general vacation trip ideas.

Reimagine this Thanksgiving feast/website with personalization. Most guests would see the traditional turkey hero, but Uncle Bob and cousin Alice see the turkeys they want. Your mother doesn’t need to “walk” to the kitchen, because you’ve set a fly-in on the sides content that takes her right to the sweet potatoes. That pecan pie that can’t get near your mother-in-law? You’ve set rules to exclude her from ever seeing it.

We hope YOUR Thanksgiving is delightful and there are no challenges with planning. If you’re interested in learning how to take your website to the next level with personalization request a consultation to see how we fit in with your current marketing strategy.

The post Why Personalization Matters As Explained By Your Thanksgiving Feast appeared first on Bound.

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

The post What Marketing Performance You Should Expect from Your E-Newsletter Sign Up appeared first on Bound.

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

The post What Marketing Performance You Should Expect from Your E-Newsletter Sign Up appeared first on Bound.