Create Unmissable, Ticket-Selling Emails
Email is a top ticket sales driver, yet many marketers send it without giving it much thought and hope for the best. During this discussion, we explored how you can send better emails that build lasting relationships and sell more tickets.
Executive Roundtable Discussion
October 22, 2024
Here's What Was Discussed
Discussion Notes
Highlights
Unsubscribe rates are key indicators of over-emailing, with some organizations seeing increased unsubscribes after 5 dedicated emails per show. Attendees discussed monitoring for increased unsubscribe rates for each email to determine if email frequency is too high.
Many arts marketers believe most ticket sales happen at the last minute. However, a recent survey of 100 clients that Activity Stream conducted showed ticket sales are actually more evenly split between short and long lead times.
Segmentation, personalization, and clear communication types improve engagement and allow for more frequent contact; organizations are using factors like past purchases, interests, and donor status to tailor messaging.
Pre-show communications via multiple channels (email, SMS) can significantly enhance audience experience, addressing issues like traffic, parking, and last-minute venue changes.
Welcome flows and preference centers are crucial for setting expectations and building trust with new email subscribers; leading with organizational mission rather than immediate sales.
Email Frequency and Content Strategy
Measuring Email Effectiveness and Attribution
Pre-Show Communication Strategies
Welcome Flows and Preference Centers
Ticket Buying Lead Times
3 Easy Ways to Apply This Info
Related Resources to Level Up
Check Out ReallyGoodEmails.com For Inspiration
Advice on List Hygiene from Activity Stream
Experiment with Building Parasocial Relationships in Your Content
Cometly & Hyros Attribution Tools
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