etix blast: smaller sends, bigger returns - the art of targeted emails
TRANSCRIPT
Smaller Sends, Bigger Returns
The Art of Targeted EmailsPalmer Houchins - MailChimpSamantha Sawyer - SMG RichmondZack Wright - Rockhouse PartnersMegan Feltes - Etix
#EtixBlast
Follow Along!bit.ly/BlastEmail15
#EtixBlast
Source: MailChimp
Metrics that matter.
Entertainment and Events
Average Open Rate:
21.48%
Average Click Rate:
2.42%
#EtixBlast
Source: MailChimp
Metrics that matter.
Effect of segmentation
Open Rate Increase:
+13.07%
Click Rate Increase:
+51.92%
#EtixBlast
What makes it work?
Best Practices
Ask your audience.Use your data.
Send relevant content.Be curious.
#EtixBlast
Ellie McKinneyDirector of Events and
Performance Programs
1
ASK YOUR AUDIENCE.
#EtixBlast
Give the power to your audience.
GenreSubscription type
FrequencyVenues
Special interests
#EtixBlast
Ellie McKinneyDirector of Events and
Performance Programs
2
USE YOUR DATA.
#EtixBlast
MailChimp segmentation tools.
Member ratings.
Source: MailChimp
#EtixBlast
MailChimp segmentation tools.
Discover Similar Segments.
Source: MailChimp
#EtixBlast
Etix Community Segmentation Tools.
Performance Category and Subcategory.
Performance CategoryPerformance Subcategory
#EtixBlast
Etix Community Segmentation Tools.
Lifetime Spend.
Lifetime Spend
#EtixBlast
Etix Community Segmentation Tools.
Partner IDs.
Partner ID
#EtixBlast
Etix Community Segmentation Tools.
Zip code.
Zip Code
#EtixBlast
Ellie McKinneyDirector of Events and
Performance Programs
3
SEND RELEVANT CONTENT.
#EtixBlast
Target by past attendance.
Average Open Rate:
23%Average Click Rate:
.08%
#EtixBlast
Thank your event attendees.
Average Open Rate:
46.88%Average Click Rate:
13.43%
#EtixBlast
Reach out to inactive subscribers.
Campaign Open Rate:
1.09%Campaign Click Rate:
0.22%
#EtixBlast
Ellie McKinneyDirector of Events and
Performance Programs
4
Be curious.
Questions?
#EtixBlast
Say [email protected] | rockhousepartners.com
Questions?
Megan FeltesEmail Marketing [email protected]