Travel Trade Emarketing

Monaco

Summary

We designed and implemented an email marketing strategy for business tourism in Monaco, increasing their click through rates by 25% over the first year of broadcasts.

Background

With a perfect climate, an exceptional setting and extensive facilities, Monaco asserts itself as an ideal destination for business tourism. 

With business tourism representing 24% of the destination’s entire tourism the ability to connect and communicate with potential organisers is extremely important.  Dot Tourism was asked by the Monaco Convention Bureau to devise and implement an email marketing strategy.

Results

We worked with the bureau on content areas and created a template format ideal for changing content but consistent design. After research it was decided to include the following content areas: Venue of the month, Event of the month, Forthcoming events, Latest news, ‘Did you know?’ and testimonials.

Within one month we had designed and broadcast the first email to over 6,000 recipients include meeting and incentive agencies and corporations present on the Monaco Tourist Authority database.

Using our advanced reporting system we were able to see what content was popular and develop the email accordingly. We increased the click through rate in the first year of broadcasting from 7.24% (January 2008 edition) to 32.15% (December 2008 edition). Using split A/B testing on subject lines we were also able to increase the open rates of the newsletters by up to 22%.

The monthly broadcast has enabled the Monaco Tourist Authority to develop a trusted and regular communication channel with key decision makers.