Email MarketingE-commerce site increases online ticket purchases by 66% with relevant content

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Speakers

Daniel BursteinDirector of Editorial Content

MECLABS

@DanielBurstein

Paul Ramirez Vice President of Operations

Eventful

Ryan Blomberg Director of Engineering

Eventful

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.

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Related Resources • Email Marketing: How a triggered alert program maintains 40% open rate, 60% click-to-

open 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 Unsubscribes Site visits

25%44% 12%

Online sales

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

Opportunity to select more artists

More emails mean more opportunities to engage

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

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Turn a challenge into a strength by evaluating your resources

Keep customer preferences at the focus of your strategy

Innovate to keep ahead of changes

Thank you!

Daniel BursteinDirector of Editorial Content

MECLABS

@DanielBurstein

Paul Ramirez Vice President of Operations

Eventful

Ryan Blomberg Director of Engineering

Eventful