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How to Use Email Automation to Power Sales

We’ve moved past the point in the arts industry where one-size-fits-all email campaigns can successfully drive revenue and customer engagement.

Patrons now expect a level of personalization. For example, we notice when a clothing store emails us about children’s clothing when we’ve never bought children’s clothes from them, or if we’re vegetarians and a supermarket sends us the latest meat deals.

Technology is helping you to engage with your patrons in new ways, with highly personalized content based on behaviors and relationship while still being easy and efficient. Although it would be nice to email every patron individually, realistically we don’t have the time or resources to do this. But we can still make communication relevant to that patron, based on what we know about them and how they’ve engaged with us in the past.

How Spektrix’s email automation tool works

We recently released the email automation tool to the Spektrix system. This is built on our powerful integration between Spektrix and Dotmailer. The new feature allows you to send highly customized communication to your patrons, all of which can be automated.

You can now send tags to Dotmailer which in turn can power dynamic content and Dotmailer ‘programs’. Programs are basically tailored journeys of multiple email campaigns which you can automatically enroll patrons based on when they match any criteria you specify. You can decide how each patron makes their way through the program and how their campaigns are personalized, based on the rules set in the program and their interaction with the email campaigns.

This opens lots of opportunities to create personalized content for your patrons based on their relationship with your organization. By combining the information and powerful segmentation tools in Spektrix with campaign management tools in Dotmailer, you can send patrons highly personalized communication at the most relevant time for them.

Best of all, once set up, these campaigns can be left to do their own thing. Making these campaigns part of your marketing and audience development strategy is a great way to make these tools work for you.

Below are three examples where Spektrix venues are using Spektrix and Dotmailer to engage audiences at various levels. These campaigns are already seeing great results with impressive ROI.

Town Hall Symphony Hall

Birmingham’s Town Hall & Symphony Hall in the UK offer discounts to patrons booking three or more concerts in their Classical Birmingham Season. This works as a cumulative discount, so patrons don’t need to book everything at once to get a discount, they can purchase tickets throughout the season, saving more the more they purchase.

The team at THSH wanted to encourage patrons who had already purchased 2 concerts to purchase more. This, of course, means increased revenue, but more importantly increased attendance and moves people from attending twice to becoming a regular booker, deepening the relationship with audiences. To do this they took patrons on a journey with a Dotmailer program. This journey consists of two emails, sent with a waiting time between them. If patrons don’t choose to purchase more tickets after the second email, they simply leave the program. As soon as a new patron matches the criteria for the journey, they are automatically enrolled - there’s no need for the THSH team to be pulling lists daily or weekly as all of this is constantly happening in the background.

In around one month, 141 patrons have been sent at least one email - by being highly targeted the total spent on this campaign was only 76p. 17% of the patrons who entered the programme went on to purchase more tickets, and have already brought in over £2k in extra revenue when compared to the same patrons’ spend at this point in the season last year - an impressive return on investment.

Cadogan Hall

Being a member of Cadogan Hall in London, UK gives you access to discounts for some events and no booking fees. As well as an important revenue stream for Cadogan Hall, the membership program helps the venue foster long-term relationships with their patrons. The team were keen to promote the scheme to regular bookers who could have saved money last year had they been members. To do this they use the segmentation tools in Spektrix to build rules identifying potential members and a Dotmailer campaign to take those patrons through a journey that promotes the membership program. As soon as a patrons matches these rules they are sent the email below:

Following on from this email, based on the patrons’ behavior they either leave the program (if they purchase a membership) or are sent one more reminder before exiting the program.

The result? January enjoyed a 56% uplift in new memberships (compared to same number of new memberships in January 2017) at various levels generating a 130% return on investment on campaign expenditure. It will continue to run and enroll new patrons as soon they match the pre-defined rules, doing the job of selling memberships to those patrons who could be saving money

The MAC

When the MAC Belfast in Northern Ireland turned 5 years old in 2017, they began a campaign to re-engage with lapsed bookers as part of an ongoing CRM strategic project.

Defining those patrons who are ‘lapsed’

The MAC realized that there were a significant number of past bookers on the database that had not booked a ticket for an event for more than three years. It was planned to engage on an ongoing basis with these ‘lapsed bookers’, with an overall objective of increasing re-engagement rate and encouraging those patrons who had not booked a ticket in three years to return to the MAC.

Re-engaging with those patrons

The MAC began reaching out to those patrons who had not booked a ticket in three years, by sending a bespoke and engaging email to them saying ‘We miss you’ – they then offer the patrons a free ticket to a show of their choice by sending through an offer code. This offer will remove the cost of the ticket and allows the patrons the freedom to book a ticket online/over the phone or in the building by quoting this unique code.

Using Dotmailer programs to automate the process

The MAC use auto tags in Spektrix to tag lapsed bookers. These bookers are then removed from any regular mailings and only receive emails as part of the Dotmailer program. This involves the initial email, sent to patrons who have not booked a ticket in three years. 10 days later, the program then evaluates those patrons who have not opened the initial offer email and sends a slightly different version of the original email reminding the patrons that they still have a free ticket to use.

Results so far

Since setting up the automated program in August 2017, The MAC have seen a 7% re-engagement rate - meaning patrons who were not engaged at one point have since returned to the MAC and have specified to the MAC that they still wish to remain on their database and receive email marketing communications from the organization.

What next

All the tools we've mentioned are ready and available to everyone who uses Spektrix. If you want to know more about using segmentation and Dotmailer programs to power your campaigns, get in touch with the Support team.