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Watch Daniel Burstein, Director of Editorial Content, MECLABS, interview Paul Ramirez, VP of Operations, and Ryan Blomberg, Director of Engineering, both of Eventful, on Eventful’s Email Award 2014 winning campaign for email personalization and relevance.
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Email Marketing E-commerce site increases online ticket purchases by 66% with relevant content
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Speakers
Daniel Burstein Director of Editorial Content
MECLABS
@DanielBurstein
Paul Ramirez Vice President of Operations
Eventful
Ryan Blomberg Director of Engineering
Eventful
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
1
2
3
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 Burstein Director of Editorial Content
MECLABS
@DanielBurstein
Paul Ramirez Vice President of Operations
Eventful
Ryan Blomberg Director of Engineering
Eventful