Despite the rise in social media and mobile, email marketing can still be an invaluable asset to DMOs for delivering customised, personalised and well timed content cost effectively.  For New Mind customers, Marketing Manchester and Bath Tourism Plus, email marketing now performs a crucial role in both organisation's overall communication strategies.  

Email marketing has evolved into a more sophisticated, measurable, targeted and powerful method of communication and the integration of the Communicator eCampaign Management System into New Mind's e-tourism solution means that our customers can reap the rewards at a relatively low cost.

For New Mind client, Bath Tourism Plus, email marketing represents an integral element of the armoury for promoting key campaign messages and driving bookings via www.visitbath.co.uk.  Boasting open rates of up to 30%, Bath is proving that email is far from dead.
 
The organisation's consumer data, stored in New Mind’s Destination Management System (DMS), is segmented by interest and market source and exported into the Communicator email marketing system.  Emails are despatched at least once a month, with information on events, competitions and news as well as revenue generating banner ads for local businesses.
 
All email content is closely linked to any other on and off-line campaigns such as Bath at Christmas, The Great Bath Feast, Heritage Open Week and ties into social media activity.

For another New Mind client, Marketing Manchester, their email objectives were two-fold. They wanted to grow their database of global leisure contacts as part of an eCRM strategy and also to develop commercial opportunities for their tourism providers. The organisation now has a database of 211,000 global leisure contacts, an increase in 300% since Communicator was installed three years ago.

Their data is segmented both geographically into the organisation's key international markets and thematically ie. food, families, modern history, sport etc.  Targeted emails are despatched quarterly to each segment and feature relevant event highlights, competitions and offers to drive traffic to www.visitmanchester.com.  For larger campaigns, email activity is integrated with digital media including social media and Pay Per Click advertising and also off-line activity such as print, outdoor advertising and TV and radio advertising.

To find out more about integrating email marketing into your overall strategy, contact your Account Manager or give the team at New Mind a call on (0)330 440 1825.

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