Client of the Month

State of Connecticut Tourism Department
The State’s Tourism Division has been a client for the past six years. During this time we have performed many services for them including website development, online marketing, co-registration lead acquisition and email marketing. With regard to the latter, they are proactive with email to support and achieve business goals.

When we first started working with Tourism, they had an in-house permission-based list that numbered less than 100,000. Since that time we have helped them implement list building practices and have executed several campaigns that have enabled them to grow the list to well in excess of 450,000 permission-based subscribers. This level of growth has has been very valuable to Connecticut as they have built up a loyal group of followers that has resulted in increased tax dollar revenues for the State.

To grow their list, Tourism has leveraged annual sweepstakes promotions that offer participants the opportunity to win various weekend getaways and other prizes. The response is always good and the viral component has consistently averaged over 15%. Connecticut also sends out a monthly newsletter that has a high readership. The newsletter format is simple and effective. It provides readers with event information for upcoming weekends along with discount coupons for specific destinations within the state. Connecticut also uses dynamic content to pull in personalized content for readers based on their preferences related to the types of events, attractions and establishments that they like. This has added a great deal of value to readers and has enabled Connecticut to automate email functions, which has reduced costs over time.

Overall, Connecticut has realized impressive results from their email marketing efforts. We are happy to have them as a client and to have participated in their email success.