Hello. I am with a performing arts center, we're shutdown - no opening date on the horizon. In the meantime, I would like to hear from anyone who is communicating with their eClub, donors, or patrons on a weekly or bi-weekly basis. Are you seeing email sign-ups increase at this time, perhaps as your state reopens sections of the economy? What engagement rates are you seeing for the eCampaigns you're sending? What types of content seem to be the most engaging for your constituents? Christine
Hi, Christine. We are communicating with different segments of our audience weekly and sometimes multiple times a week if they crossover into multiple segments. We are not tracking increased signups but our existing audience is much more engaged than usual. We are seeing a consistent 50-60% open rate on all campaigns and click rates around the 10%-15% mark depending on the email. We are sending of few marketing campaigns but mostly we are sending things like: to our Broadway subscribers we are sending them a digest of everything that's happening industry-specific like the Youtube video of the 90th Birthday Quarantine concert for Sondheim's birthday. We also send a weekly email that is a roundup of all of the content we are creating for our social channels called The Show Must Go On. For our Nat Geo audience we are sharing an invite to the Nat Geo live streams that they are doing on Facebook. I am happy to share examples of any of these if you're interested.
Hi! We've pivoted The Cleveland Orchestra's weekly concert-driven newsletter (which goes to our all-inclusive big list) to focus on musician profiles, our new On a Personal Note podcast, Orchestra broadcasts on the local classical music radio station, content from the archives and at home recordings from orchestra members. We have seen consistently higher open, click through and engagement numbers - besting the concert-driven newsletter in all categories. I think the challenge is going to be gradually transitioning back while taking advantage of the lessons we have learned with this process.
LeeAnn, great to hear from you - and congratulations on the great engagement rates. Sounds like your team has done a great job identifying what your audience segments want during this time. If you have time to send examples to clong@kentuckyperformingarts.org, that's super. Chris
Ann, thank you for this response. I can understand why your audience is responding positively to this relevant mix of information. Best of luck. I wish you and The Cleveland Orchestra continued success. Chris