Another great case study from the folks at MarketingSherpa, this one shows how consolidating your database, and segmenting and tailoring emails works much more effectively than blasting everyone with the same message. OK it’s not about an arts organisation, but since when did that stop the smart arts marketer learning from a case study? Here it is:
Great case study from the Marketing Sherpa team here, on the Canadian Opera’s real-time email campaigns. Sending the right message to the right person at the right time is the key to success for many email programs. The Canadian Opera Company, the largest opera company in Canada, sought to implement real-time email messaging to subscribers and send promotional emails during performance intermissions to encourage additional ticket purchases.
See how the team created and implemented perfectly timed sends and coordinating phone follow-ups to achieve a 50% sales conversion rate from follow-up calls stemming from emails. Full article and a sample of one of their email texts here: canadian-opera-real-time-email-case-study and the sample email: canadian-opera-email-example