driving love and visitors to the Outer Banks.

The Outer Banks Visitors Bureau (OBVB) is the lead marketing and promotional agency for The Outer Banks of North Carolina. But, despite having a large subscriber list, its CRM system and email marketing strategy were experiencing low engagement rates, minimal tracking and limited workflow automation. So, in 2019, HY partnered with OBVB and took over the management of the CRM and revamped it.

HY organized their email database according to how the emails were collected, opt-in recency, engagement health, and interests. Then, HY revamped the OBX email program with better site tracking, interest-based retargeting workflows and email re-engagement strategies, including a sunset program.

• Consistently generating 20K+ new leads each year, we optimize our email marketing strategies to improve messaging effectiveness and audience engagement.
• Through a series of automated workflows and drip email strategies, we segment the audiences based on their interests and activate relevant messaging to all new leads.
• Messages are timely and crafted to the specific interests of our first-party audiences.
• We continue to expand our efforts on this front to maintain audience advocacy and interest, and we have seen improving results over the past three years. Audience segments include: Families, Foodies, Active Vacationer, Fishing and more.