Technology Tips

Taking Advantage of the New Co-op Email Program 

This month's tech tips features the Department's brand new Email Co-op program, which will replace the Department's system of renting email lists.

Much like the Print Advertising Co-op program, tourism businesses and organizations can place an ad alongside other businesses. The difference lies in the media. Instead of running in a newspaper or magazine, your ad is one of only nine featured in each of two specialized monthly emails: Packages & Deals or Signature Events. The Department sends the email to its list of subscribers, which reaches thousands of potential travelers.

There are many benefits to the program. Graphic design skills aren't required because an easy online form lets you create and preview your ad on the spot. Forget database and deployment hassles, it's all done for you. Finally, you will receive a customized report showing how many subscribers received the email along with click-through and open rates. All you need to do is write the ad.

As you develop your ad, keep some things in mind. Because of the limited spaces available each month, an individual advertiser may only advertise in four admails per year. So plan ahead to capture the best offerings from your business or destination. Also, to ensure the most successful click-through rate and the best investment of your money, be sure that your ad is compelling and interesting to your subscribers. Finally, if you are promoting an event, pay close attention to the approximate date the email will run in order give travelers plenty of time to plan.

It's easy to participate. First, make sure you have a completed Participation Agreement on file with Stephanie Fox at Boelter+Lincoln, who is administering the program. Then go to the Co-op Email Program on the agency website for all the tools you need, including complete instructions, sample emails and an easy to use online order form.

The Department is offering a special Introductory Rate of $250 per ad for 2006. If you have questions before you get started, give Stephanie a call at 414-271-0101.