E-mail marketing can be one of the most effective ways for venues to attract new customers, nurture loyal guests, and build lasting relationships. Whether you operate a concert hall, conference center, theaters, or hospitality venue, a well-thought-out direct marketing strategy can help you reach the right people with the right message at the right time.
In this post, we’ll explore a couple of strategies venues can use to maximize their direct marketing impact. We know you probably already are having a weekly or monthly newsletter - all the strategies we talk about in this post can also be applied for that purpose.
The foundation of successful direct marketing lies in having a robust database of contacts. This should include:
Segmentation is crucial—tailor your outreach to groups such as buying behaviour, geography, or a combination of many different meta data. Personalized communication dramatically increases engagement. Doing this work on your own is quite time consuming. Having a system like Lily doing it for you could be a very good investment.
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Target based on past attendance or expressed interest. Running a presale campaign towards a segment of people you know have bought tickets in that specific genre in the past - will make a very high performing campaign in a very short amount of time.
Provide early-bird discounts or loyalty rewards. You always have a group of people in your overall audience who are your best customers. Maybe do something for them or give all of your audience access at the same time.
Send reminders about upcoming events, thank you for your purchase, pre-event info and upsale info, or post-event thank-yous. Like this one from VEGA in Copenhagen. The template is used for the post-event thank you.
Direct marketing is only as good as the data you collect. Track metrics such as:
Use this data to continuously refine your targeting, messaging, and timing.
