What Marketing Performance You Should Expect from Your E-Newsletter Sign Up

Across our many Travel & Tourism customers, e-newsletter sign up is a key website metric because it builds a destination’s email list and creates a connection with potential visitors. It enables you to maintain an ongoing – albeit long-distance – relationship with a potential visitor to your destination.

Think about it, when a website visitor submits the sign up form, they take a big step in their relationship with you — they move from an anonymous person learning more about your destination to a person who is sharing their information and asking to be updated when you have something of interest to share. Let’s take a look at:

Why do people sign up for an e-newsletter? We see two main segments of website visitors signing up to receive an e-newsletter:

In-Market

Out-of-Market Pre-Visit


In-Market

Out-of-Market

Smart destination marketers message these two groups differently. Consider offering them a call to action or reason for signing up that aligns with their interest. Think of this as their ‘why’. Why should they give you their contact information? What’s in it for them? If they are in-market, focus on upcoming events content that is shared in the e-newsletter. If they are out-of-market, focus on the long-term reasons to stay in touch with your destination.

What performance should you expect from your own e-newsletter sign up? If we look across our customers’ sites for visitors who do not receive personalized messages (non-targeted visitors), we see an average of .12% conversion rate on e-newsletter sign up. Conversion rate is calculated by dividing the total number of non-targeted visitors on site who sign up for an e-newsletter by the total number of non-targeted site visitors.

If we look across our customers’ visitors who see a personalized call to action related to their  interests, we see an average of .42% conversion rate on e-newsletter sign up. Conversion rate is calculated by dividing the total number of targeted visitors on site who sign up for an e-newsletter by the total number targeted of site visitors.

How do we see e-newsletter sign up done really well?

Excerpt from State of Personalization 2018 Report:

Visit Sarasota uses simple, but powerful, personalization to drive engagement with this key goal.  Sarasota County, Florida — an award winning Gulf Coast beach destination with a thriving arts and cultural scene — encourages website visitors to sign up for their e-newsletter during their initial visit to the destination’s website. If they don’t sign up today, Sarasota’s personalization waits two weeks and asks again when the visitor returns to the site.

With support from their agency, Miles Partnership, Visit Sarasota introduced their e-newsletter pop up in January of this year. Within six months, this personalization campaign drove over 8,000 new subscribers — increasing the size of their email list by more than 250% as compared to the previous year.

With increased subscribers, Visit Sarasota shares upcoming events, sponsored places to stay, and unique local attractions on a monthly basis.

In our next post, we’ll take a look at how e-newsletter sign up compares with visitors guide download. We’ll discuss as a call to action and where each is used most effectively.

Download the Free Guide: State of Personalization 2018 Report — in this report you will learn how destination marketers like you are leveraging: