Technology Tips

Co-op Email Program One Year Later:  Achieving Success 

It's been a full year since the launch of the Department's Co-Op Email Program, which allows advertisers (you, the tourism industry) to speak to our email subscriber lists with your own targeted message. The program currently features two specialized monthly emails: Packages & Deals and Signature Events. Since the start of 2007, we have added 1,500 subscribers to the Packages Update and 2,300 subscribers to the Events Update, meaning your message will be seen by more interested travelers than ever before.

What is the benefit of using the Co-op Email Program? One of the key benefits is the potential for a great return on investment, and many program participants are reaching that potential. Our advertisers typically receive 200-400 clicks on their ads. For a $250 ad, that's a cost-per-lead (CPL) right around $1 or less. This compares well to other traditional advertising buys and online leads. And, if even one of those leads attends your event or buys your package, the ad is practically paying for itself. The key is that the list is highly qualified.

The program's ease of use is another advantage over the old method of renting lists. Participants can write, preview and submit their ads online in just minutes. Graphic design skills aren't required because an easy online form lets you create and preview your ad on the spot. In addition, the program is measurable. Advertisers receive a report on the response to their ad about two weeks after the emails are sent.

Jodi McMahon, Director of the Manitowish Waters Chamber of Commerce, has used the Events admail to promote several of their festivals and had this to say, "Based on the statistics report generated after each launch, we feel confident that the ads are sparking the interest of our targeted recipients. They are vibrant, professional looking and, best of all, affordable."

Some things to keep in mind as you consider this program, there is a rolling deadline the 1st of every month and emails are sent middle of each month, focusing on packages and events in the following month(s). So plan ahead to capture the best offerings from your business or destination and be sure to pay close attention to the approximate date the email will run in order give travelers plenty of time to plan.

Got any of your own success stories? We'd love to hear them. Send your opinions on the program to John Kuehl at jkuehl@travelwisconsin.com.