Emails – Still a Great Marketing Channel

By Jan Yerzik

Email is still a great form of communication. Do not discount the ability to communicate to your target audience via email. In a recent marketing survey by Hubspot, 67% of marketers say Email is more important today than in the past. 67.3% said that email metrics became more important this year, up from 56.1% in the previous year’s survey.

For Entertainment and events emails, the average open rate is 17.09%; average click thru rate is 2.98%.

Use emails to connect and engage with your audience. There are a number of different types of emails you can send:

1. Announcements, Alerts, and Reminders

Every event, announcement or new venture should have an email associated with it. The marketing wisdom still applies, “Tell them its coming, tell them what it is, and then tell them again”. Think of it this way:
a. Give your audience a heads-up as to when your event will go on sale
b. Tell them when it is on sale
c. Remind them before it’s over or expires

2. Helpful, Educational Content

These are the most underused by marketers. You’ll develop greater customer loyalty and engagement when you weave content emails in between them. Is there big news about a show coming you can share prior to the shows arrival? Are there any game highlights or stats your audience would find insightful prior to their attendance? Think about what your audience might like to know and then provide them the information.

3. Triggered up-sell and down-sell offers

You know who is attending your events. Think about what offers you can email to enhance their experience. Are there any special promotions you can do with a sponsor? Can you up-sell anything to them or provide any special merchandise offers they can redeem at the event? Can they buy parking or a package deal prior to the event?

Measuring Your Success

The other very important side of email marketing is measurement.

This chart shows the metrics email marketers use to track the effectiveness of their campaigns.

Tickets.com email solution can report on all of these metrics. The new social media plug-ins makes the inclusion of social media a breeze.

Tickets.com has started the RAVE ‘Real Advice for Venue & Event’ marketing to share best practices and help you with your online marketing. If you’d like to join the program, email us at RAVE@tickets.com

Please feel free to comment or share ideas on what you’ve just read.