etix blast: smaller sends, bigger returns - the art of targeted emails

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 hello.hello@rockhousepartners.com | rockhousepartners.com

Questions?

Megan FeltesEmail Marketing Specialistmegan@rockhousepartners.com