Co-op Email Program

Download a printer-friendly version of program details and guidelines

The Wisconsin Department of Tourism is pleased to announce a new co-op program targeting email subscribers. In the past, we’ve made our list of email subscribers available for rent by the industry. However, to promote a more consistent quality and frequency of email communications received by our subscribers - while making an effort to keep e-marketing costs down for our partners - a new program was developed and replaces the email list rental program.

Program Details

The new Co-op Email Program will feature three options, each of which allow advertisers to speak to targeted portions of the Department of Tourism's email subscriber list:

• Packages & Deals Admail - Now Available
• Signature Events Admail - Now Available

With each option, the responsibility for creating and deploying the emails, managing subscribers' preferences, and tracking results falls on the Department and the team assembled to manage the program. As a participant in the program, you are responsible for choosing the email segment and delivery month that best suits your needs, submitting appropriate ad copy, and in some cases, providing an image. After your ad runs, you will receive a report that will include delivery and open rates for the email and the number of users who clicked your particular ad.

These admails will be sent to a list of subscribers who have opted-in specifically to receive them. Wisconsin tourism businesses and organizations can purchase space in these admails to promote their individual offers. Deadlines for space submissions fall on the first of every month, with messages scheduled to be sent to subscribers around the 15th of each month. For example, the deadline for a July admail is June 1, with the message scheduled to be delivered around June 15. Space is limited - there are 9 available spots in each the Events and Deals admails - and reservation requests are subject to Department approval before being confirmed.**

Boelter + Lincoln, a marketing communications agency, coordinates the co-op programs on behalf of the Wisconsin Department of Tourism. If you have any questions about these programs, contact Josh Hertzog at Boelter + Lincoln (414.271.0101, x153 or jhertzog@boelterlincoln.com). Of course, you can always contact the Department with questions directly through your Tourism Development Specialist.

Getting Started

If you’ve never participated in the Department's Co-op Advertising program and do not have an account with Boelter + Lincoln, you’ll need to complete a Participation Agreement and prepay for your ad placements for the first six months to establish credit. Please review and complete the Participation Agreement and submit to Josh Hertzog at Boelter + Lincoln. Due to the limited number of available ad spaces, you will submit a request to participate and placement is not guaranteed until you have confirmation of your order status from Josh Hertzog at Boelter + Lincoln. Once your order has been confirmed, you are required to prepay.

Your prepayment (check made out to Boelter + Lincoln) is due prior to the first of the month you chose to advertise. After the six month prepayment period, you will be billed on a monthly basis by Boelter + Lincoln.

Once you have a co-op account with Boelter + Lincoln and a Participation Agreement on file, then you’re ready to submit your Co-op Email order online. Please gather all the required materials for your listing at the requested specifications before proceeding to the online order form.

Submit an Order Online!

**The Department of Tourism reserves the right to review submitted events and/or packages and deals for content. The Department of Tourism has final editorial approval and placement control on all submissions.