The National Parks are America’s greatest resource. We’re honored that we get to work with organizations like Yellowstone Tourism to help people take advantage of their majesty is rewarding in and of itself. We’re even luckier that Yellowstone Tourism is a savvy technological marketer. Their approach to digital is one of the most sophisticated in or out of the travel and tourism space.
One of the ways we’ve been lucky enough to work together with Yellowstone has been helping them leverage the email channel using our platform. Our case study explores how Yellowstone was able to reach more people to visit their wonderful park using the platform.
With that in mind, Forrester recently published the most updated version of a report that all savvy marketers rely on titled “Balance User Needs With Business Goals”, authored by Shar VanBoskirk with Collin Colburn, Rebecca McAdams, and Laura Glazer. It is available to Forrester clients and for purchase from Forrester. If you’re serious about developing a strategic plan to improve your email programs and create humanized, integrated messages in the future, I’d recommend reading it! We’re very grateful to have our work for our clients cited in the piece.
The piece has been hugely influential in how we think about marketing, and how we work with our clients as they develop and realize their potential in the email channel. As Forrester points out, email initiatives can fail because there are no clear business goal that are established for the email initiative. Email can sometimes be seen in organizations as an afterthought, unfortunately. This greatly underestimates the tremendous power that email wields. After all, email conversion rates are 3x higher than social media and email is the most popular activity on mobile.
So what should email initiatives from brands and companies look to accomplish? Forrester lays it out clearly. The email campaign should address one of four goals (and again, I cannot emphasize this enough, this report is definitely worth the read. My oversimplification is criminal at best)
1. Selling – Selling a product
2. Building loyalty-Improving long-term customer value by developing a relationship
3. Support channel partners- Educating distributed employees or resellers
4. Acquiring Customers– Acquiring emails for acquistion
Forrester cited Yellowstone’s efforts in Acquiring Customers through the LiveIntent platform as an example of that last goal, and we couldn’t be happier to have Yellowstone’s campaign cited.
To give a bit of background on how Yellowstone used the platform: Yellowstone wanted to drive tourists to Yellowstone National Park through a display advertising campaign. To gauge quality traffic partners, Yellowstone Tourism looked at a combination of CTR, CPC, bounce rates, time spent on site, and time spent on exit sites.
So, working under Yellowstone’s tutelage, LiveIntent organized two campaigns for Yellowstone in order to target tourists who were in geographic areas that were more likely to visit (the term we use is “geolocation”). On the one hand, our platform identified if a potential customer was near an airport with direct flights to Yellowstone. On the other hand, the platform targeted potential customers who were nearby geographically to the park itself. Each of these campaigns optimized to CTR, ensuring that Yellowstone’s budget was only spent on subscribers with a high probability of engaging with Yellowstone’s advertisement.
At LiveIntent, we’re a big believer in the power of the email address and bringing that power to our great clients! Email is with you everywhere and is the passport to your online experience. So it was no surprise to us that LiveIntent was Yellowstone Tourism’s #1 performer!
Marketing served on behalf of Yellowstone using the LiveIntent platform outperformed their efforts in display and drove the most efficient CPC of all of Yellowstone’s advertising partners, while having one of the lowest average bounce rates. The average Yellowstone site visitor that LiveIntent sent Yellowstone Tourism stayed on their site for an average of 1:52 minutes, a relative eternity… They were also highly likely to visit the Yellowstone-oriented exit links.
Yellowstone Tourism is an innovative and smart advertiser, and we’re grateful to have the honor of working with them. We’re truly humbled that our work together is cited by Forrester in their report.
We believe in email. We believe in our clients and partners. And we believe in helping the world find a smarter way to market and advertise to people, not pixels.