Emails and newsletters are critical ways of reaching customers, particularly in the modern age where data privacy is a big topic of conversation. People who sign up for emails are actively opting into conversations with the SATC. The SATC worked closely with partner Helium to get more from its emails with Adobe Campaign.
Helium created email templates, workflows and tests to better reach visitors with emails tailored to their specific interests. By taking advantage of the automation and templates within Adobe Campaign, marketers save 24 hours for every email that they create as part of an overall campaign, allowing marketers to send 110% more emails every month and focus on more personalised messaging.
The SATC used one of its biggest campaigns, the Great State Voucher campaign, to connect with people through personalised emails. The voucher programme encouraged people to visit both city and regional hotels and increase occupancy rates as the state opened up to local travel after pandemic lockdowns. Not only did the programme inject around $65 million into the local economy, but it also encouraged a huge number of people to sign up for the newsletter, increasing the subscriber base by 292%.
After signing up for the SATC newsletter, people are automatically enrolled in the welcome campaign. A welcome email invites people to visit a digital preference centre and select their location and topics of interest. Location information was particularly helpful during the global pandemic when lockdowns and travel restrictions varied from state to state. By empowering customers to manage their own data, the SATC increased the number of records with customer preferences by 962%.
After registering their preference, customers receive a series of personalised emails that move them through the three stages of the travel journey. “Feel” emails encourage customers to read articles and watch videos on the website. Customers who interact with the “Feel” emails then start receiving “Think” emails, which direct them to more specific itineraries and travel guides. Customers who continue to interact with emails and web content are then sent “Do” emails that direct them to the thousands of hotels, restaurants, tour guides and other companies associated with the SATC.
“The personalised emails resonated strongly with customers, increasing click-through rates by 76% and open rates by 69%,” says Brooks. “We’re seeing great returns and once people are a part of our newsletter, we can promote more events and specials to keep them coming back to South Australia.”