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Etix Blast: Smaller Sends, Bigger Returns - The Art of Targeted Emails

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This Etix Live email marketing panel focuses on the power of segmentation, personalization and automation. Participants include:
Palmer Houchins - MailChimp
Samantha Sawyer - SMG Richmond
Zack Wright - Rockhouse Partners
Megan Feltes - Etix

Published in: Marketing
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Etix Blast: Smaller Sends, Bigger Returns - The Art of Targeted Emails

  1. 1. Smaller Sends, Bigger Returns The Art of Targeted Emails Palmer Houchins - MailChimp Samantha Sawyer - SMG Richmond Zack Wright - Rockhouse Partners Megan Feltes - Etix
  2. 2. #EtixBlast Follow Along! bit.ly/BlastEmail15
  3. 3. #EtixBlast Source: MailChimp Metrics that matter. Entertainment and Events Average Open Rate: 21.48% Average Click Rate: 2.42%
  4. 4. #EtixBlast Source: MailChimp Metrics that matter. Effect of segmentation Open Rate Increase: +13.07% Click Rate Increase: +51.92%
  5. 5. #EtixBlast What makes it work? Best Practices Ask your audience. Use your data. Send relevant content. Be curious.
  6. 6. #EtixBlast Ellie McKinney Director of Events and Performance Programs 1 ASK YOUR AUDIENCE.
  7. 7. #EtixBlast Give the power to your audience. Genre Subscription type Frequency Venues Special interests
  8. 8. #EtixBlast Ellie McKinney Director of Events and Performance Programs 2 USE YOUR DATA.
  9. 9. #EtixBlast MailChimp segmentation tools. Member ratings. Source: MailChimp
  10. 10. #EtixBlast MailChimp segmentation tools. Discover Similar Segments. Source: MailChimp
  11. 11. #EtixBlast Etix Community Segmentation Tools. Performance Category and Subcategory. Performance Category Performance Subcategory
  12. 12. #EtixBlast Etix Community Segmentation Tools. Lifetime Spend. Lifetime Spend
  13. 13. #EtixBlast Etix Community Segmentation Tools. Partner IDs. Partner ID
  14. 14. #EtixBlast Etix Community Segmentation Tools. Zip code. Zip Code
  15. 15. #EtixBlast Ellie McKinney Director of Events and Performance Programs 3 SEND RELEVANT CONTENT.
  16. 16. #EtixBlast Target by past attendance. Average Open Rate: 23% Average Click Rate: .08%
  17. 17. #EtixBlast Thank your event attendees. Average Open Rate: 46.88% Average Click Rate: 13.43%
  18. 18. #EtixBlast Reach out to inactive subscribers. Campaign Open Rate: 1.09% Campaign Click Rate: 0.22%
  19. 19. #EtixBlast Ellie McKinney Director of Events and Performance Programs 4 Be curious. Questions?
  20. 20. #EtixBlast Say hello. hello@rockhousepartners.com | rockhousepartners.com Questions? Megan Feltes Email Marketing Specialist megan@rockhousepartners.com

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