Best Practices Archives • Page 2 of 3 • Tickets.com

Email Marketing: Who Clicks Matters

Who clicks matters.

Your email subscriber data can help you understand your patrons, their interest in your events, the content that they care about and more.

Planning to market your next event?

Consider looking back at your previous emails with an Event Report.

An Event Report can help you identify which of your contacts have taken specific actions such as opening your email, clicking on individual links, and even unsubscribing. Plus, an Event Report can be run for specific email campaigns or for a given date range.

Once you know who is engaging, you can improve targeting for future marketing efforts.

Who matters?

The ones who clicked and the ones who did not.

If you promoted multiple concerts in the same email campaign, then you can use reports to identify which contacts clicked on each variation. You can then decide who to follow up with on one concert, both concerts, or none based on that information.

For those who did not click, perhaps a new marketing message will be your plan.

The email readers and nonreaders.

Open rate can also tell you a lot about your marketing message. For instance, if you are testing your subject lines with multiple email campaigns to sample audiences, email opens can provide you with insights on the strength & success of your subject line.

Read more about the value of the A/B test to improve your open rates.

With CrowdConnect you can quickly run Event Reports that will help you better understand your subscribers as well as your patron marketing strategies.

Interested in CrowdConnect? Learn More

Already a CrowdConnect user? Check out how to run an Event Report now.

Email Marketing: What Did I Send?

Email marketing is one of the most measurable marketing tactics you can use to track your ticket sales. You can look at everything from who opened your emails to what they clicked on as well as learn about their behavior. It all starts with knowing your reports. Are you ready to dive into your data?

What kind of reports are most often used?

The most commonly used email reports are deployment reports. These reports provide a detailed, in-depth overview of who receives, opens, and clicks on your emails. This information is essential in understanding the reach and impact of your sent emails, so you can go back and see what is effective and improve your email marketing and overall ticket sales.

Common metrics in Deployment Reports:

Total emails sent
Total emails delivered
Volume of unique subscribers that opened the email
Volume of unique subscribers that clicked in the email

Analyzing your email reports:

Consider what it is you actually want people to do after they read your emails before looking at the data. Are you just looking to see who read the email?

Looking at who clicked on your event? Hone in on that click-through rate.

In CrowdConnect you can quickly see and access your reports in a dashboard view for easy-to-read insights.

If you are a current client, learn more about Deployment Reports on our Knowledge Base.

Interested in CrowdConnect? Learn More

Email Marketing: What Do You Prefer?

Do you want to deliver carefully personalized, deeply engaging content to your patrons and subscribers? All you have to do is ask them.

A preference site campaign is a great way to provide your subscribers options. That way they can decide exactly what type of content to receive from you.

The more you know about a subscriber, the more targeted content you can create to increase their engagement. Sell the right event to the right patron.

What is a preference site?

An email preference site (or center) allows your subscribers to choose from a variety of settings to help improve your communication with them. Preference centers build trust and relevance into your marketing campaigns by giving your subscribers greater control over the communication flow. The more control you give recipients, the more likely they are to engage positively with your brand.

Consider what to ask.

Frequency of messages
Kinds of messages (newsletters vs. special offers)
Their personal interests: events / genres of events you offer (concerts, sports, etc.)

Did you know?

Personalization increases subscriber and patron loyalty. And as a result, subscribers are willing to share more information with you.

In CrowdConnect you can quickly build a preference site campaign that will help you reach your communication goals.

Interested in CrowdConnect? Learn More

Email Marketing: Sign Me Up!

Big event coming up? Without potential patrons to get the message, you are losing sales.

Establishing a direct, personal communication with your patrons is vital to increasing your ticket sales.

One of the easiest ways to increase patron acquisition is to create a sign-up form to capture email addresses, mobile numbers, and more.

What is an Email Sign-Up Form?

It’s a web-based form that helps you to collect email addresses of potential patrons.

Did You Know?

Even if you have a subscriber base – Marketing databases naturally degrade about 25-30% every year? Sign-up forms can help you with an acquisition strategy and ultimately improve your ticket sales.

Considerations.

The Look & Feel of the Form

Think about the patron experience you want to create. While pop-ups are very noticeable as they take over your webpage, some patrons may find them to be a nuisance.

Based on what you know about your patrons, you should choose the creative that works, for example: creating a lightbox or an iframe.

What is a Lightbox?

A lightbox is another word for pop-up. It is a module that takes over a webpage browsing window and prompts a patron or prospective subscriber to take an action.

When you use a lightbox or a pop-up, consider limiting its presence to the homepage and/or using a promotion offer.

For Example: You can get X% off your first ticket purchase if you sign up for our email newsletter.

Depending on the sign-up form, you may want to limit this to new site potential patrons rather than everyone who lands on the page.

Another option is to embed your form onto your website as an iframe.

What is an IFrame?

An iframe also known as Inline Frame is code that allows you to embed content into your website. With an iframe you can add your sign-up form onto your homepage or on a contact us page while keeping your full website branding(?).

Other options.

You can also create full page forms that you can customize and host in CrowdConnect.

CrowdConnect has an easy-to-use options so you can quickly build pop-ups, full pages, and iframe forms that can be hosted either in the CrowdConnect cloud or installed directly on your web page.

If you are a current client learn more about setting up the form that works best for you.

Pop-up Forms

IFrame & Full-Page Forms

Interested in CrowdConnect? Learn More

Email Marketing: HAPPY BIRTHDAY!

Get the candles ready, it’s time to make your patrons happier on their special day and improve your email performance.

Birthday emails are an extremely simple way to get great opens, clicks, and conversions.

Everyone wants to feel special on their birthday, so make sure your brand is waiting in their inbox to help them celebrate the occasion.

There are many ways to reward your patrons in a Birthday email, such as special promo codes, VIP gifts, and access to exclusive events.

Timing:

The best time to collect a customer’s birthday is when they first sign up for your newsletter.

You can then set up an automated birthday campaign and a personalized message to boost your email performance and patron engagement.

With CrowdConnect, the Tickets.com official email marketing platform powered by WhatCounts, you can easily create personalized birthday messages for your patrons.

If you are a current client, learn more about setting up your first Happy Birthday email in CrowdConnect here

Interested in CrowdConnect? Learn more here

Email Marketing: Tracking Conversions & Marketing Source Code

So, you’ve got your communication plan ready to go on email. But how will you know if your emails are driving up ticket sales? Conversion tracking!

What is Conversion Tracking in emails?

A “conversion” is typically when a subscriber performs an action like “Open” or “Click” within a message during a certain time frame.

But what happens after someone clicks “Buy Tickets”? To truly see conversions, you have to get to the purchase data.

CrowdConnect, the Tickets.com official email marketing platform powered by WhatCounts, works seamlessly with ProVenue® to take your clicks further. Marketing Source Codes, created in the ProVenue ticketing platform, help you easily track performance beyond the click and right into sales. Marketing Source Codes can be embedded in purchase links in CrowdConnect templates to determine the success of specific email campaigns.

If you are a current client, learn how to set up Marketing Source Codes with CrowdConnect and start tracking your conversions better.

Knowledge Base Portal

Interested in CrowdConnect? Learn more here.

Email Marketing: Personalization & Dynamic Content

Personalizing content can get tricky when you are trying to message all of your subscribers.

Fortunately, dynamic fields make it easy to customize messaging without creating each individual email.

What is dynamic content in emails?

Dynamic content in emails are pieces of information from your subscriber contact within your email marketing database that be used to quickly pull information into your messages.

What are some examples of dynamic content?

Subscriber name
An image attributed to that subscriber

Why does personalization matter?

Adding personalization to messaging is the number one tactic used by email marketers to improve performance.

With CrowdConnect, the Tickets.com official email marketing platform powered by WhatCounts, we will help you get personal.

If you are a current client, learn how to set up dynamic content in your messages and start increasing your email engagement today.

Knowledge Base

Interested in CrowdConnect? Learn more here

Email Marketing: Always Welcome

An automated welcome email series can be a great way to start your email subscriber relationship off right.

An underestimated yet easy process to implement, the welcome series email campaign can yield high performance.

What’s great about this tactic is that you can set it up when you have downtime between events, or really any time of the year.

What Is a Welcome Series?

This is the email introduction to your new email subscribers to your venue, performer, or event brand. Over a “series” of emails, the goal is to build awareness, and affinity that will not only help you to sell tickets but also to help you keep them as part of your subscriber circle.

Planning & Timing.

One of the fundamental elements to the series is the “Welcome” notion. Consider timing. You probably would scoff at a “Welcome” message if it came too late or if you’d already been receiving emails from this address for a while. So, start fresh with those new subscribers that just signed up and those new ticket purchasers with an immediate message.

Follow Up.

As a series, it’s important to follow up on your welcome. Consider this as the show and tell the message. This is the time to show your new subscribers the benefits you offer and how you will reward them with ticket discounts, new events schedules, and more.

Follow Up Again.

Engage with your subscribers and ask them to share with you what they like or any key information to help you build affinity.

For example, do you prefer these kinds of events? When is your birthday?

Note about asking information: You should always be transparent! Anytime you are collecting information it is very important to explain how that information will be used. If you are collecting a birthday, tell the patron why. For example, to provide a birthday discount on tickets.

With CrowdConnect the Tickets.com official email marketing platform powered by WhatCounts, you can easily create and automate a Welcome Series.

If you are a current client learn more about setting up your first welcome email in CrowdConnect, check out the

Knowledge Base

Interested in CrowdConnect?

Learn More

Email Marketing: Engagement Segmentation

Simple yet effective – segmenting your email lists to focus on your engaged subscribers can help you increase your open rates & clickthrough rates.

Who is an “Engaged” Subscriber?

An engaged email subscriber is someone that has last opened or clicked an email within the last 30-90 days depending on your email frequency.

Who is an “Unengaged” Subscriber?

An unengaged email subscriber is someone that has not opened or clicked in the last 30 / 90-180 days.

Emails can be set up in CrowdConnect or your email marketing platform with a variety of rules, if/and statements to help define what works best for your business model and target the subscribers ready to open and click.

How does this help?

Engagement segments help you to track your subscribers’ level of interaction with your emails.
They help you identify subscribers who have lost interest in your content.
Focusing on engaged audiences will increase the likelihood an email will be opened, read, and your ticket purchase links are clicked – and your overall ROI.

Why Not Send to My Whole List?

Emails do come at a cost, the more emails you send, the greater cost you incur. And while the cost increases, the effectiveness of your email overall decreases.

With CrowdConnect the Tickets.com official email marketing platform powered by WhatCounts we will help you easily segment your emails and fish where the fish are.

If you are a current client check out how to easily segment your engaged subscribers and start increasing your ROI today.

Knowledge Base

Interested in CrowdConnect

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Email Marketing: Emojis in Emails 🎟

Fun & Playful, Emojis: Can they help or hurt your emails?

It seems like a small thing, but the subject line in an email is a major factor in increasing your open rate.

But let’s not get ahead of ourselves – is the emoji in a subject line right for everything? Probably not.

And if we send too many emails with Emojis it can also have a negative effect on consumers which ultimately unsubscribe.

So, what’s the answer? Testing of course! Make sure you test your subject lines using A/B testing. This can help you determine if the Emoji is an attention grabber or an annoyance.

As you put your tests together, here are some best practices to consider.

It can be too much of a good thing: Just like WRITING IN ALL CAPS, too many Emojis may indicate spam to recipients.

Context is key: with thousands of Emojis you can customize your choice to be relevant.

Consider your target audience: A survey of 1,000 Americans showed that, millennials regard using emojis positively.

Email Tone: Emojis can change an email from formal to playful. If you are messaging something serious, maybe skip the Emoji.

With CrowdConnect, the Tickets.com official email marketing platform powered by WhatCounts, we will help you easily add and test Emojis to your ❤️’s content.

If you are a current client, learn more about setting up your new welcome series in CrowdConnect:

Knowledge Base

Interested in CrowdConnect:

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