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Visit McKinney reports strong digital engagement as spring season approaches
Summary
Marketing staff reported sustained social and email growth, high email open rates from segmented lists, and improving website engagement as Visit McKinney moves into a busy spring event season.
Visit McKinney’s marketing staff told the board that social media and email metrics show steady growth heading into the spring event season. The marketing lead reported December impressions around 267,000 with a mid‑month spike tied to the D2 football event, January impressions of roughly 234,000, and February through Feb. 23 at about 259,000 impressions; the team said email open rates for segmented lists were in the low‑to‑mid 50% range and click rates on segmented campaigns were as high as about 7–11%.
Website staff said user sessions and returning visitors have trended upward in recent months and average engagement time is nearing one minute, with specific high spikes tied to event content such as the turkey map in November that produced more than 11,000 visits. The team described recent app updates (historic tour, mural tour) and earned media placements for fall/winter events and said they will continue targeted segmentation to match content to audience interests.
