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Email Marketing: Key takeaways from an award-winning campaign that increased online sales 66%

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Information about Email Marketing: Key takeaways from an award-winning campaign that...
Business & Mgmt

Published on January 14, 2014

Author: marketingsherpa

Source: slideshare.net

Description

It’s a new year. Start it off right with an email marketing strategy that achieves results.

In this MarketingSherpa webinar, you’ll learn how an e-commerce company implemented a creative and audience-centric approach to increase online ticket sales by 66%.

Join Daniel Burstein, Director of Editorial Content, MECLABS, and Paul Ramirez, Vice President of Operations, Eventful, as they share an inspiring look back at what made a data-driven campaign into something great. This campaign earned Eventful an E-commerce Best in Show award in MarketingSherpa Email Awards 2014, presented by ExactTarget.
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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

“Demand it!”

Total demands

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%

Weekly newsletter

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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