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Reader Response to the Inaugural Issue of MTB
When Lori Martin struck the send key on April 17 distributing the first issue of Michigan Tourism Business to the list of 3,364 potential readers, none of us knew exactly what to expect. Would the software we invested in work as well as our supplier said it would? How many copies would be delivered? Would it be as readable as it was on our computer screens? How many recipients would open their e-mail? What would they choose to read? And, of course there was the ultimate question, would readers find MTB useful enough to remain subscribers?
One advantage of the software we are using is that it comes with analyses tools built in, which allows us to answer the majority of these questions and many more, that only a dedicated statistical fanatic could appreciate!
Here are a few of the more interesting statistics from a progress check made on May 15, twenty-eight days following the MTB launch data:
3,364 copies were sent
2,720 copies were delivered (81%)
1,581 copies were opened in html format (56%)
1,262 recipients clicked through to view attached pages (46%), [5 – 40% is an acceptable range!]
644 addresses bounced and were removed from our distribution list
17 recipients unsubscribed themselves
31 individuals found out about MTB and subscribed themselves to future issues
The most frequently viewed articles (excluding the home page) were:
Michigan Conferences
New eNewsletter for the Michigan Tourism Industry
Hotel Sales and Use Taxes – (indicators charts)
Gasoline Prices – (indicator chart)
Great Lakes Water Levels – (two separate sources)
Introduction to the Michigan Tourism Virtual Training Academy
Mackinac Bridge – (indicator chart)
Michigan Travel Indicators Annual 2001 Report
BeeFreeway Catalog
Organizational Partners
These are mere statistics, but what do readers really think about MTB? Here are a few of the comments that we have received from readers and reviewers.
"EXCELLENT NEWSLETTER!!! My compliments to all involved." Steve Yencich, President/CEO, Michigan Hotel, Motel & Resort Association
"I think the layout and color looks great. I really like the wealth of information that is presented in a very concise manner with the ability to link to the information that is of greatest interest to the use. I am very impressed. Great start!" Mike Maisner, Executive Director, MRPA (Michigan Recreation & Park Association)
"WOW! Very impressive, except for the scary picture on the front page...who are those two guys anyway? I assume this has gone to the members of the committee from our Travel Commission? Good job." Dave Morris, Director of Marketing Support & Technology, Travel Michigan
"Great job on the new newsletter. I think the newsletter is fantastic...I like the charts, and especially the fact that you explain what they say/mean; please don't assume most can read and make sense of such. I also like the trade show listings/both Michigan and national—very helpful and informative. Keep it up! My best to the staff and again, congratulations! Jan Poppe, JRP Communications, Midland
"Liked the layout...easy to read and find information of interest. Content is good. Liked the links to timely information." Brad VanDommelen, Senior Vice President Strategic Business Development, Detroit Metro Convention & Visitors Bureau
"VERY PROFESSIONAL AND EASY TO FOLLOW. EXCELLENT." Linda Singer, President, West Michigan Tourist Association
"Thank you for sending this eNews source to me. I love it!!!! This will be very helpful to me and to Downtown Petoskey to keep up on tourism trends and other information that our town depends on!" Tammy L. Alvaro, Downtown Coordinator, Petoskey Regional Chamber of Commerce
"Congratulations! This will be a great new tool. Please keep sending me a copy of this." Robert Kemper, Managing Partner/President, Harbor Grand Hotel/Harbor Country Lodging Association
"Nice job on the e-newsletter." Peter Fitzsimons, Executive Director, Petoskey-Harbor Springs Boyne Country Visitors Bureau
"Please give everyone my best...the Michigan Tourism Business sheet is awesome and long overdue." Greg George, Great Lakes Shipwreck Historical Society
"Got a chance to review the MTB eNewsletter. It looks great. I spent some time reviewing content and I like the tourism indicators--gasoline prices and consumer confidence index graphs. The layout is very user-friendly. Main thing is to keep it changing and updated with strong content. Overall--I give it a #10. Good job." Van Snider, President, MBIA (Michigan Boating Industries Association)
"I am impressed! The layout looks great and I think the info will be very useful. Thanks for a great piece. I am forever looking for information for media, people doing feasibility studies and others. Your info will help me...Thanks." Phyllis Dowsett, Southwestern Michigan Tourist Council
"Just wanted to say what a good idea. Great format and good base information. Keep up the good work." Deborah Knudsen, President/CEO, Traverse City CVB (Convention & Visitors Bureau)
We are pleased by what we see in the above statistics and by the many positive comments received from readers. But, we believe that we can build on this initial success and will strive for improvement in every MTB issue produced. Your feedback is important, so pass along any suggestions and comments.
Don Holecek, co-editor (dholecek@msu.edu)
Joe Fridgen, co-editor (jfridgen@msu.edu)
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