Rebuilding Trust One Inbox At A Time
Summary
After a year of slowing down, Visit Southern Idaho’s email program needed a fresh start. Together, we rebuilt the strategy from the ground up, reconnecting with travelers interested in everything from the towering beauty of Shoshone Falls to road trips through the Snake River Canyon. By focusing on engaged subscribers rather than list size alone, we transformed a cold database into a stronger, healthier audience built to support long-term growth.
Client
Visit Southern Idaho
Scope
Email Marketing
Campaign Title
Email Marketing Optimization
Results
199%
Increase in Open Rate
185%
Increase in Click-Through Rate
3K+
Increase in Unique Opens
100%
Increase in Unique Clicks
Reconnecting With Travelers
After more than a year without regular email communication, Visit Southern Idaho faced a common challenge: understanding which subscribers were still interested in planning their next trip to the region. Before promoting adventures along the Snake River, weekends in Twin Falls, or visits to Shoshone Falls, the first priority was rebuilding trust with the audience and identifying who was ready to engage.
We took a measured approach, reintroducing the program gradually while evaluating subscriber engagement across the database.
Growing With Intent
With a stronger foundation in place, the focus shifted toward sustainable growth. We supported Visit Southern Idaho through ongoing audience development and lead generation efforts designed to attract travelers actively seeking information about the region’s outdoor recreation, scenic landscapes, and small-town experiences.
By replacing inactive contacts, the program transformed from a dormant database into an engaged audience positioned to support future marketing efforts and drive long-term results.
