The challenge

Tourism British Columbia (TBC) hosts the site www.HelloBC.com, the official travel planning site for tourists and prospective visitors to British Columbia. In order to engage its visitors in a dialogue, TBC has an annual email curricula program for users who have requested a BC Escapes Guide. The program has three main elements – Post-Inquiry, Post-Booking, and Post-Travel. The Post-Inquiry emails are sent immediately to thank visitors for requesting a Guide, advise when the Guide will arrive, and to provide them with information relevant to their preferences. The Post-Booking emails are for visitors that have booked travel to BC, and the Post-Travel emails are sent after visitors have returned from their trip to BC. TBC felt it important that each element have multiple touch-points. The Post-Inquiry component should have three emails - 1) immediate 2) 3 weeks after inquiry 3) 6 weeks after inquiry. The Post-Booking component needed to send two emails after someone has booked – one sent two weeks after booking , and a second one following up with those who did not open the first email. The Post-Travel component also sends out two emails – one immediately after their BC trip, and one two weeks later to follow-up for feedback .