Email Newsletter Audit

Developed to assist DMOs in making correct and effective use of the electronic newsletter, an important online marketing tool.

Quality criteria and critical success factors reflect:

• Data protection and privacy regulations in the main tourism generating markets
• Regulations governing the sending of unsolicited emails in the USA and Europe
• Results of user-friendliness and readability research
• Proven editorial techniques
• Principles of technical performance
• Case histories demonstrating success factors
• Concrete measurements such as open and click through rates

The criteria include evaluation of:

• Subscription page and process
• Settings and preference management
• The newsletter itself
  
• Unsubscription process
• Open and click through percentages compared to Internet norms

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Report

In addition to a report that includes an action plan for improving effectiveness of the newsletter, the DMO will have online access to the Destination Web Watch Database in order to view its individual criteria scores.

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Price

€ 550 (excluding VAT)

UNWTO and IFITT members will qualify for a 10% reduction on the price noted above.

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Service providers

• 2020 Strategies Ltd
• IZT- Institute for Futures Studies and Technology Assessment
• Interimair Internet Consultancy