Do you subscribe to our consumer newsletter? Visit Utah’s communications team publishes a monthly Travel Tips newsletter of inspirational and experiential storytelling that highlight three to five destinations, itineraries or experiences throughout the state. The newsletter has attracted quality subscribers to our brand, messaging and website. In 2016, 20.7 percent of recipients opened the newsletter, and 3.8 percent have clicked on content. By comparison, MailChimp indicates the travel and transportation industry averages a 15 percent open rate and only 1.7 percent click-through rate. The articles linking to our Road to Mighty platform show very high levels of engagement, particularly to the platform’s landing page.
Users across more than 3,700 sessions starting at Visitutah.com/road-to-mighty have interacted with the site for more than 4 minutes, on average, while visiting 3.8 pages per session.
Looking ahead, we have tasked our web developer to discover high-quality leads for new subscribers and will soon begin to scrub thousands of inactive users. In addition, our future sign-up form will include questions to help us better understand our visitors, so that we may better segment our content to meet our subscribers’ interests.
See our May newsletter highlighting the Southern Dinos and Goblins Road to Mighty itinerary.
To receive our consumer newsletter, sign up at visitutah.com/e-news