How do you maintain high email engagement rates while scaling from 120,000 to 294,000+ subscribers?
Creating and optimizing email campaigns for a travel partnership platform that consistently exceeded industry engagement benchmarks.
Key Findings
Subject Line Testing Works
Testing three distinct subject lines for each email helped identify patterns that consistently drove higher open rates.
Volume vs. Engagement
Despite increasing email volume by 145%, engagement rates remained well above industry average.
Content Mix Matters
Balancing promotional content with educational insights led to sustained subscriber interest.
The Challenge
Travelpayouts, a digital partnership platform serving over 50,000 travel content creators, needed to:
- Maintain high engagement across a massive subscriber base
- Create 20+ engaging emails monthly
- Promote products and webinars effectively
- Address technical updates and issues
- Keep content fresh and relevant
- Exceed industry benchmark metrics
Our Approach
We developed a systematic approach to email marketing optimization:
Results and Impact
The email marketing strategy delivered exceptional results:
Key Learnings for Tourism Organizations
Test Everything
Regular testing of subject lines, content formats, and send times reveals valuable patterns.
Scale Gradually
Increasing email volume while maintaining quality requires systematic content planning.
Monitor Metrics
Tracking engagement metrics helps identify what resonates with different subscriber segments.