The following case study entails an email direct marketing (EDM) campaign set up by Websalad on behalf of the client Tourism Noosa. This case study presents a moving picture of the Tourism Noosa EDM campaign, covering the scoping process, different phases of implementation and the delivered outcome.
Client Profile
Visitnoosa.com.au is the official website of the Tourism Noosa local tourism organisation, which is the office appointed with the duty of deploying strategic marketing of the Noosa region to domestic and international consumers, trade and media.
The Challenge
The task assigned to Websalad by Tourism Noosa was a complete redesign of the email newsletter template, with a shift in focus towards retail with aims to boost the number of conversions to local businesses. This was to be achieved through clear call-to-action banners and a clean arrangement of content that presented a lucid marketing message. This EDM campaign was to be dispersed amongst a subscriber base totaling 14,000 individuals over a 6 month period commencing October 2009.
Our Objectives
- When the challenge was presented to us, it was clear that we were to:
- Increase the click-through-rate of call to action banner advertisements
- Create call-to-action for incentives
- Increase the subscriber base
- Build the brand name
- Promote engagement with brand – leverage social media accounts throughout the EDM campaign to promote competitions and user engagement and generate word-of-mouth about the campaign.
The Solution
The creation of a vivid email newsletter template that diverted the attention of the user towards the competition and the advertisement banners. All Call to actions (CTA’s) were presented above the fold, and the competition incentive was made visible throughout all elements of the template.
