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Over the past few years, a lot has happened in email marketing. Not only did COVID-19 throw everyone for a loop, but click bots were rampant and then, last fall, Apple decided to throw in their new Mail Privacy Protection setting. Open rate numbers have gone crazy and click rates are wonky as well. Some have said this might be a nail in email marketing’s coffin—but I think email marketing is still here to stay. It just needs a fresh look.
When Apple came out with their new privacy setting, it allowed people to choose if they wanted marketers to track their email opens. This meant that if somebody was knowledgeable enough to turn on this setting (and it is very easy to do), they could essentially hide when and if they opened your email. To achieve this, Apple now automatically downloads all images in your email, which unfortunately also automatically downloads the tracking pixel that marketers use to track when and if the email gets opened. Doing this has caused open rates to skyrocket and not truly reflect how engaged your subscriber list actually is.
Apple Privacy and Open Rates
Open rates are no longer the be-all and
The latest research from The State of the American Traveler, Destinations Edition, showed that Americans want to travel and are ready to travel again. People are more motivated to travel and are reprioritizing travel and different experiences.
Having content that highlights these in a destination can help appeal to audiences looking for something they might not have before, and below are a few examples of destinations and organizations doing that already.
Traveling to Visit Families and Friends
One of the top priorities right now for people traveling is to spend time with families and loved ones. Destin Fort Walton Beach curated a hub on their site called “Little Adventures,” where they offer, as they say, bite-sized adventures for the whole family. The page offers the ability to filter by ages or trip length so families can personalize the content to their specific family needs. Little Adventures highlights everything from dolphin excursions to
"Picture it, Sicily 1912…" so begins the opening to almost every unforgettable story told by the incomparable Sophia Petrillo, TV's original Golden Girl. Though a fictional character from a 1980s sitcom, when Sophia tells you to "picture it," you know you're in for a story you're not likely to forget. The same holds true for brands: inviting an audience to "picture it," allows destinations to draw their audiences into stories about everything that is memorable, sensational and intriguing about their destination—whether it be a thrilling new rollercoaster, a hot new restaurant or the best place to go snorkeling. The stories behind the places in a destination are the building blocks to an impactful content strategy.
Before diving deeper, let’s go back to basics: what is storytelling and what exactly could a storytelling content strategy look like? In its simplest form, storytelling is the how and where you present your message (your content). That said, storytelling is distinct from advertising—and audiences can recognize the difference. The concept of storytelling is much more meaningful than traditional advertising in that it appeals