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Email Marketing Case Study

Visit Galveston Consumer Newsletter – March to July 2025

Objective
Increase engagement and drive traffic to seasonal events, campaigns, and destination content through monthly consumer newsletters.

Approach
• Crafted compelling subject lines and preview text to lift open rates.
• Wrote and optimized email copy to highlight timely events such as Juneteenth celebrations.
• Balanced strong visuals with clear calls to action for improved click-through.

Results
Industry standard for travel & tourism email open rates: ~20% (Source: Campaign Monitor).
Visit Galveston results consistently outperformed this benchmark:

Send Date	Total Open Rate	Click-to-Open Rate
Jul 1, 2025	28.1%	4.7%
May 20, 2025	29.7%	3.1%
May 6, 2025	29.2%	4.3%
Apr 9, 2025	31.6%	4.5%
Mar 6, 2025 (evening)	28.6%	3.0%
Mar 6, 2025 (morning)	25.9%	2.7%

Highlights
• Average open rate across these sends: ~29% — roughly 9 percentage points above the industry benchmark.
• Juneteenth campaigns drew notable engagement, including 64 clicks on a single call-to-action and multiple individual links exceeding typical click counts.
• Consistently maintained click-to-open rates between 2.7% and 4.7%, reflecting strong content relevance and audience alignment.

Takeaway
Through strategic subject lines, compelling storytelling, and clear calls to action, these newsletters consistently outperformed industry standards, driving traffic to key destination events and strengthening brand loyalty.

Links to the emails and their associated stats:

July 1, 2025, Consumer Newsletter