The Web Marketing Association is proud to present this 2014 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

USDM


PIGEON FORGE: A MOUNTAIN QUILTFEST

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Best Events Email Message

Overview
There’s a festival for Quilting you say? Yes. Yes there is. Why? Because there are over 21.3 million active quilters in the US who spend almost $4 Billion a year on quilt supplies. They’re thirsty for more – more quilting tips, classes, patterns and techniques – and they love to meet and kibitz with other quilters. Pigeon Forge’s annual “A Mountain Quiltfest” in March draws over 1,000 of these quilters every year – and it’s only growing bigger.
Goals
Remind past attendees to sign up for this year’s Quiltfest. Encourage pass-along to friends and family.
Results
We run an annual campaign too, but this basic one-off email was really effective. We sent to all of 1,067 very qualified, targeted quilters who had already been to a Quiltfest event and given us their email. Pass along was huge, shown by a whopping 285.47% open rate. Click thru rate was 38.15%. Most importantly, 98% of Quiltfest classes filled up within 4 days of sending this email.

Contributors:

Exec. Director, Pigeon Forge Tourism: Leon Downey
Marketing Director, Pigeon Forge Tourism: Sue Carr
CCO, USDM: Clifford Ward
Dir. Web Dev, USDM: Jason Hays

USDM.NET

Location: USA