Published on January 14, 2014
Email Marketing E-commerce site increases online ticket purchases by 66% with relevant content
Ask questions and tell us what you learned on Twitter! #SherpaWebinar
Speakers Ryan Blomberg Paul Ramirez Director of Engineering Eventful Vice President of Operations Eventful Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein
Watch Daniel Burstein, Director of Editorial Content, MECLABS interview Paul Ramirez, VP of Operations and Ryan Blomberg, Director of Engineering, Eventful, on Eventful’s Email Award winning campaign for email personalization and relevance. Watch it now! Access other webinars
Related Resources • Email Marketing: How a triggered alert program maintains 40% open rate, 60% click-toopen rate for millions of subscribers • Email Marketing: Weekly newsletter sees 400% lift in reactivation of inactive subscribers with personalization • Email Marketing: E-commerce site increases online ticket purchases by 66% with relevant content • Content Marketing: How to serve customers when they shouldn’t buy from you • Email Deliverability: Only 39% of marketers maintain an opt-in only subscriber list
It all started with a struggle http://www.flickr.com/photos/gzlu
Results Open rate 44% Unsubscribes 25% Site visits Online sales 12% 66%
How did Eventful achieve this? • Eventful creates algorithms based on: • 7 years and 21 million subscribers to create recommendations • Now incorporates non-performer events (festivals, etc.) • 3 databases (Personal information, Events, Performer Info) – weekly newsletter • Increase sends with improved subscriber relevance • Track anonymous site visits
Eventful Site: Request a performer Pop-up style alert
Tell Pearl Jam where to come
List Building: “Demand it”
You’re not done yet…
Confirmation email Subject Line: Please confirm – Pearl Jam demand in Jacksonville metro area
A web of recommendations
Increase sends with Performer Alerts Subject line: “Toby Keith coming to Empire Polo Club”
Personalization Personalized alerts
Opportunity for further preference Opportunity to select more artists
Opportunity for further preference Opportunity to select more artists 400% reactivation of inactive users
Performer Alerts More emails mean more opportunities to engage Opportunity to select more artists
What do these have in common? Wiki Commons Wiki Commons
What do these have in common? Non-performer events that should be alerted Wiki Commons Wiki Commons
After adding non-performer event alerts Site visits 12%
Opens with preferences Personalized for performer preference
Opens with preferences I’m not interested
Incorporates non-performer events Non-performer event
Opportunity for further personalization “Tell us who you like”
Artist Tracker After sign up
Artist Tracker: After an artist is selected
Event requests Who’s in demand
Weekly newsletter Personalization increases CTR
Top takeaways 1 Turn a challenge into a strength by evaluating your resources 2 Keep customer preferences at the focus of your strategy 3 Innovate to keep ahead of changes
Thank you! Paul Ramirez Vice President of Operations Eventful Ryan Blomberg Director of Engineering Eventful Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein
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