The audience of award collecting, online ticket marketplace, Seatwave want to know about the latest events and ticket availability, the moment they hit the website.
So the Seatwave marketers not only need to deliver this information quickly and efficiently, but they need to ensure that their email marketing arrives in each subscriber’s inbox at the time they are most likely to open, and act on it.
On top of their time-critical challenge, the marketers at Seatwave also require an email marketing campaign that brings to life the core principles of simplicity, clarity and passion whilst allowing audiences to easily understand the product proposition.
This would have a major impact on the final design of their email campaign and the key messaging that they communicated within it.
And the ultimate objective of the campaign?
To drive traffic to the Seatwave website and increase ticket sales, cost effectively of course.
Email marketing expert Lucy recommended a flexible and cost-effective solution designed to maximise impact and responses to Seatwave’s email campaigns. The platform, PureResponse, would give Seatwave the capability to quickly assess the effectiveness of their campaigns and build relationships with customers by gathering data and tracking responses to enable more personalised campaigns.
Seatwave’s ongoing email marketing campaign uses ‘Intelligent Time Sending’ to analyse when each recipient is most likely to open their emails, and click-through to the website. This information is used to ensure emails arrive in recipients’ inboxes at the time he or she is most receptive – an essential tool as Seatwave’s success is dependent on the audience responding quickly and purchasing tickets.
Another essential and time-saving feature they use is ‘Automatic Message Import’ that makes it possible for Seatwave to send out the latest offers by uploading web content automatically into their email marketing campaign, meaning they use minimal resources.
For local or niche events Seatwave can construct lists based on recipient interests and location. New events can be announced at any time and the ability to rapidly build segmented lists from its database, to target the right subscribers with new and relevant information, is key to capturing traffic and sales.
‘Automatic Subject Line Selector’ is used to send out campaigns with multiple subject lines and analyses open rates in real time to ensure that further messages automatically adopt the most successful subject line. ‘Subject-line optimisation’ has also been central to the success of this campaign - getting the subject line right is the difference between Seatwave’s emails being opened or deleted.
Meanwhile using PureResponse’s design toolkit, Seatwave can create visually engaging emails that reflect the core brand values. Their emails include dynamic content to convey the emotion and passion of the live experience, as this is the ultimate purchasing trigger.
Ticket purchasing is frequently a group decision as the majority of events are attended in couples or groups so Seatwave use the ‘Social Share’ functionality to share information with friends in a click via email or social networking sites such as Twitter and Facebook. The technology also extends their reach to many more people than those that are listed on its database.
By using the sophisticated reporting capability, Seatwave monitors not just open and click through rates, but also vital post-click information such as how many and what type of tickets were bought. In addition to helping measure campaign effectiveness, this has proved invaluable in increasing the effectiveness of targeting within future campaigns.
The email marketing campaign has been so successful that it is now an intrinsic part of Seatwave’s marketing. Its average open rates are 31%, and click through rates are 11%. The campaign has driven phenomenal growth in an extremely cost-effective way, delivering an ROI of 1600%.
The clever team at Seatwave have now won numerous awards and they say that their email marketing campaign has been central to this success. Marvellous.