Wisconsin Engages Anglers with First-Time Email Marketing Campaign

The Wisconsin Department of Natural Resources recently completed an Email Marketing Analysis for First-time and Lapsed Anglers.  


Emails were distributed to first-time fishing license buyers and lapsed anglers in April and May, 2018. Audience specific messages were sent that resonated with boomers and millennials. The control group was not sent any emails. Half of each treatment group was also sent a newsletter that included value-added information within the email.


License purchasing analysis showed that the email marketing campaign provided a lift of 3.5-4.7% in fishing license sales when compared to the control group!


For further information on this email campaign please review the case study. For other state success stories, please visit the R3 webpage. If you have any questions, please contact Joanne Martonik at