Users often lack the time to regularly check websites or feel overwhelmed by extensive offerings, sometimes because they are unsure of what exactly they are looking for. As a result, they struggle to access current and relevant information. To address this challenge, we developed an email marketing strategy for Bled Castle, enabling newsletter recipients to easily access the latest information and allowing the client to establish long-term communication with (potential) visitors. Our solution is based on Mari Hartemo's study, which highlights the importance of personalized campaigns crafted using voluntarily provided data. With regular, tailored updates, we enhance the engagement and satisfaction of Bled Castle newsletter recipients.

Email marketing can be an effective tool or merely another form of communication leading users to "email fatigue." The key issue recipients of newsletters face is oversaturation. A study on modern email marketing practices and strategies for boosting conversions also addresses this, stating that personalization and content adaptation based on voluntarily provided data are the critical elements that can enhance campaign success. In the tourism industry, where personalization and interest-based adaptation play an important role, these findings have helped us better target and engage recipients of the Rogaška Slatina tourism destination newsletter, thereby increasing conversions.