High-Intent Growth Through Smarter Email Acquisition
Summary
Door County’s email program was strong, but growth started to level off as older contacts disengaged. The focus shifted to finding people already thinking about a trip—Midwest travelers who value time spent in the outdoors, good food, and easy getaways. A simple guide offer paired with thoughtful targeting brought in high-intent signups. Every contact was vetted, welcomed quickly, and folded into the full program giving Door County a healthier list and a clearer view of what drives real interest.
Client
Destination Door County
Scope
Email Marketing
Campaign Title
Email Marketing Lead Generation
Results
2,000+
Leads Generated
40%
Open Rate
5%
Click Through Rate
13%
Click to Open Rate
Finding the Next Wave of Travelers
This was about finding people already wired for this kind of trip. Frequent travelers in core nearby markets like Chicago, Milwaukee, and Minneapolis led the charge, with growth areas like St. Louis and Des Moines close behind. The goal was simple: meet people already halfway to planning a trip to Door County.
A Simple Offer That Works
When someone is thinking about a trip, they’re not looking for a chance to win something random. They’re looking for something useful, something that helps them picture the experience, map it out, and move one step closer to going. A free, mailed Destination Guide incentivized users to opt-in. The start of a trip before the bags are even packed. Because growing an email list is about pulling in people who are already leaning in.
From Screen to Shoreline Plans
Meta Lead Ads did the heavy lifting, but with intent behind every detail. Creative and targeting leaned into how this audience already travels—biking trails, shoreline views, good meals after a long day outside. It felt familiar, not forced. When the guide showed up as the next step, it made sense. Curiosity turned into action without friction.
A Clean List from Day One
Each contact was validated before entering the system, filtering out bad data and protecting performance. From there, a welcome email kicked things off while interest was still high. It reinforced the kind of experience Door County offers and why it fits. First impressions mattered here, and they landed.
One Program, Sharper Insight
New subscribers joined the same monthly emails as everyone else because there was no need to split the story, but behind the scenes, this group was tracked on its own. That gave a clear view into how these new leads behaved over time. What grabbed attention, what drove clicks, what led to deeper interest. Same content, smarter understanding, and a program that keeps improving with every send.
