May 1, 2015
Destination DC increased their subscriber base by over 5,550 people in less than a year by incorporating email marketing into their marketing mix and integrating their email marketing and social media strategies.
One of the main goals of the Destination DC marketing team is to successfully drive traffic to their official website and increase hotel packages, tours and attractions tickets purchased through their website.
To achieve this goal, Destination DC embarked on a multi-channel marketing strategy to better communicate promotions to consumers and used their email marketing and social networking sites as vehicles to drive traffic back to their website.
The Email Strategy
The Destination DC marketing team developed a monthly consumer enewsletter, The DC Insider, as a tool to communicate new promotions and drive traffic to their website. In conjunction with the enewsletter, they developed an email subscription form that they prominently displayed on their website and on the main page of their Facebook and Twitter sites. This new form was integrated with their Informz account, enabling them to easily collect and manage email and preference information. Until that point, they had only sporadically collected email addresses in other manners such as at events or from inquiry forms, but hadn’t done any type of formal email marketing to these addresses.
In addition to the subscription form, they also set up a triggered confirmation email to be sent after new subscribers completed the form, as a strategy to stay in the forefront of those consumers’ minds. In this triggered email, they encouraged viral marketing by asking recipients to pass the email on to any family or friends that might be interested in receiving information about Washington, DC and included a link to the subscription form to capture
these new contacts.
The Cross-Promotion Strategy
As part of their multi-channel marketing strategy, they vary the content between their enewsletters and social sites as a way to entice consumers to sign up for both types of communications. They also use each channel as an opportunity to promote the other. They promote their eNewsletter, by using Facebook status updates and Twitter tweets, to let fans and followers know that they are about to send an eNewsletter with exciting promotions, and encourage people to subscribe if they haven’t already done so.
They also use their eNewsletter as a way to promote their social sites by prominently displaying an area asking consumers to follow and fan them in order to be informed of news and tips. Both the email subscription form and the social media sites are also promoted on their official website.
When they were preparing to launch their first eNewsletter, they posted a link to their subscription form on both Facebook and Twitter and encouraged their fans and followers to sign up. On that day alone they received 111 new email subscribers.
From that day forward, they received new email subscribers daily, with an average of about 30-40 new email subscriptions per day. In less than a year’s time, they received a total of 5,550 new email subscribers. In the same time frame, they had nearly 1,300 click-thrus to their Twitter and Facebook pages from the eNewsletter.