Case Study: Tourism Western Australia achieves streamlined personalised email campaigns with TractionNext

Tourism Western Australia streamlines personalised content

Tourism Western Australia, the State Government agency marketing WA as a holiday destination, faced a time-consuming email program that required six separate sends by region and manual URL adaptations, and did not leverage subscriber interest across four content buckets (Relaxation, Adventure, Family, City Culture). To address this, Tourism Western Australia engaged TractionNext to deliver a dynamic eDM template, database and content targeting, responsive landing pages, a preference centre and trigger emails.

TractionNext built a single dynamic eDM that personalises content and dynamically generates the correct regional URLs per subscriber, plus landing pages to capture and store preference data. The solution eliminated the need for six individual builds by enabling one targeted send to a single database, streamlined production, ensured subscribers receive region- and interest-appropriate content, and recorded preferences to improve ongoing personalisation.

Tourism Western Australia