Customer E-mail Program Frequently Asked Questions
Who can participate in this program? Wisconsin travel industry-related businesses and destinations are eligible.
Where do the names and e-mail addresses on the list come from? A majority of these e-mail addresses come from the Department of Tourism's own opted-in database of subscribers; individuals who have signed up to receive e-mail newsletters, or have provided their e-mail address when completing a trip planner or ordering a publication. Some of the e-mail addresses also come from other Department programs-direct mail, call center, consumer shows or promotions. Every person on this list has agreed that their e-mail address can be shared with other tourism organizations, still, it is in the best interest of all our partners to use this list responsibly. As the program has become more and more popular, the potential for our customers to become "fatigued" by the number of messages they receive is very real. The best way to keep our subscribers is to send them only important, relevant, and well-packaged information.
How can I segment this list and target my recipients? These names and addresses are available by zip code, by publication ordered, and by the month of the contact. Names are available from the following primary markets: Wisconsin, the Chicago area, Minneapolis/St. Paul and Iowa. Lists may include names from other markets as well.
What is the cost? The current cost of this list rental is $50 per thousand names, with a minimum charge of $50.
Are there any technical requirements for sending out these e-mail campaigns? Sending out e-mail campaigns may appear easy to implement, however, they require more advanced technical systems to handle the large quantities. The Department of Tourism recommends against using e-mail software such as Microsoft Outlook and Outlook Express to send e-mail to the names and addresses on the list you rent. These software applications are not designed to send e-mail to large quantities of names (hundreds or thousands), and serious performance issues may occur if you attempt to import this list into or launch a campaign from these programs. We recommend that you contract with an experienced e-mail service provider to assist you in launching these campaigns, or contract with your current technology partner (Web design firm, internet service provider, etc.) if they have the capabilities to assist you. Additional costs for these services may vary, depending on quantity of e-mail addresses and frequency of campaigns.
When researching e-mail service providers, you may find that they offer a variety of services. These service providers can be categorized as follows:
- Application Service Providers/Service Bureaus
- Do-It-Yourself Solutions
- Licensed Software Solutions
- Full Service Providers
You can find a list of companies that fall within these categories and offer these services by downloading The Netpreneur AdMarketing List's "Email Marketing Products Guide"
How can I start building my own organization's e-mail list? Provided you have the technology in place, renting the e-mail list from the Department of Tourism is a great way to give your own e-mail marketing program a jump-start. When you send out your initial e-mail, include a highly-visible opt-in statement that allows the recipient to respond to you and sign up specifically for your e-mail list. ("If you would like to continue receiving e-news from the X Convention and Visitors Bureau, please click here.")
What are the contractual limitations of this program? Users must sign an E-Mail Program Agreement, which outlines the specific terms and conditions of the use of the list and e-mail content. After the Department has received a signed copy of the E-Mail Program Agreement, the names and e-mail addresses will be given to the user. These names will be provided in a confidential manner in an electronic file format for a one-time use only. The E-Mail Program Agreement will acknowledge that the use of the list will be monitored by various means, including the use of decoy names to ensure compliance with the one-time use rule. Note, however, that the list can be rented multiple times.
Who do I contact for more information? Please contact John Kuehl at jkuehl@travelwisconsin.com or 608/261-8767.
