Case Study: Traverse City Tourism achieves advanced marketing automation and targeted engagement with Act-On Software

Traverse City Perfects Their Marketing Automation Strategy with the Help of Act-On Partner, Simpleview

Traverse City Tourism, the nonprofit destination marketing organization for Traverse City, MI with a 200,000+ subscriber list, faced low email open and click-through rates and needed a way to better engage its audience. Working with Simpleview and marketing automation specialist Adam Nutting, Digital Marketing Manager Coryn Briggs evaluated Act-On to build a strategy that would make their email program more relevant and measurable.

Using Simpleview’s Act-On managed services they implemented lead scoring—assigning point values to email content blocks and website pages—A/B tested message variations, and personalized the order of content based on user scores and interests. The campaign revealed new audience insights (lodging packages were the highest-converting block and blog posts drove clicks), created the foundation for segmented audiences and targeted messaging, and positioned the team to expand campaigns and apply scoring across the sales funnel.

Traverse City Tourism

Coryn Briggs

Digital Marketing Manager