Case Study: Outer Banks Visitors Bureau boosts email engagement with Hoffman York

Outer Banks Visitors Bureau boosts email CTR 4x with Hoffman York

Hoffman York partnered with the Outer Banks Visitors Bureau (OBVB), the lead marketing and promotional agency for The Outer Banks of North Carolina, to manage and improve its CRM and email marketing program. OBVB had a large subscriber list, but engagement was low, tracking was limited, and workflow automation was underdeveloped.

Hoffman York reorganized the email database by collection source, opt-in recency, engagement health, and interests, then added better site tracking, interest-based retargeting workflows, re-engagement campaigns, and a sunset program. The revamped program made OuterBanks.org the #1 engaged traffic source, boosted workflow email performance to 57% higher open rates and 4x higher CTR than general monthly emails, and improved the overall email program by 46% in open rates and 2x in CTR.

Outer Banks Visitors Bureau (obvb)