visit idaho
Email Marketing Campaign
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Situation
Fall may be fleeting, but Visit Idaho knew it could be more than a moment—it could be a movement. Their goal? Build something that lived beyond the inbox. They wanted a way to keep Idaho top of mind and literally at users’ fingertips throughout the entire season.
Approach
With a fall passport designed for planning and play, Visit Idaho and Maddencurated a digital tool that gave subscribers more than pretty photos. It gave them a reason to stay engaged all season long.
- Segmentation strategy: returning passport users vs. new audience
- Curated content: foliage maps, scenic drives, foodie finds, and leaf ID guides
- On-the-go access: optimized for mobile so users could actually use it in the wild
- Strategic send date: August 29 to catch people right as autumn fever hit
Results
- 40,843 emails delivered
- 33–35% open rates across audiences
- 1,940 total clicks to the Fall Passport
- 70% lift in engagement compared to last year’s campaign
- Returning users showed higher CTR (8%) than new ones (5%)—proof that good content brings people back
Segmented Strategy
Instead of spamming everyone with the same message, we treated past passport lovers and new subscribers like the different people they are. More relevance = more clicks.
Content People Keep Coming Back To
The Fall Passport wasn’t a one-and-done download—it was a mobile-first, take-it-with-you, plan-as-you-go kind of tool. It lived on phones, in gloveboxes, and in the minds of our readers.
Performance That Blew Past Averages
Visit Idaho’s regular emails perform well. This one? Blew the doors off. Higher open rates, stronger clicks, and long-term value as a repeatable fall content anchor.
