Campaign structure for email blasts

There are two things to figure out.

1.       What do you want to see when you look at the Promotions screen in someone’s account?

2.       How do you want to report on sources?

I want to be able to tell at a glance what someone received, so I find a descriptive Media label useful (see below). The whole source name doesn’t display, so you’ll want to abbreviate, and to keep the important info at the beginning of the source name.

I use one appeal called “2011 T-Eblast” (tied to our largest, most generic ticketing campaign for the current fiscal year) for most marketing, special ticket offer, newsletter, and the like. However, subscription renewals are going to “2012 T-Subscription Renewals” (tied to our largest subscription campaign); certain other specific e-blasts reference the appeal appropriate. For instance, everything having to do with a certain large grant we received goes into an appeal tied to that grant. You’ll need to decide if you want to report on your e-marketing appeals separately from other marketing efforts for a season/event.

I use a category of Marketing Appeal for the ticket-related appeals and Development or Development Event for Devo appeals.

ALL decoys (a short list of staff members who need to get everything) go to their own appeal called TMS Decoy. I don’t need to have those segments counted as contacts for marketing or development purposes, so keep those segments out of regular appeals.

I have a bunch of media types that help me determine what email purposes to include/exclude:

·         TMS-Donor Benefit

·         TMS-Event Info

·         TMS-Event Info (ad)

·         TMS-Marketing

·         TMS-Newsletter

·         TMS-Newsletter (ad)

·         TMS-Offer

·         TMS-Solicitation

We have sent a few blasts containing outside advertising, and that’s why a few look redundant.

For Source Group, I use whatever is appropriate and descriptive of the segment. Decoys are labeled as such; staff members, ditto; Current subscribers, ditto. If a segment contains a diverse group, I use “FGO Donors and Patrons.”

Lucie

___________________________________

Lucie Spieler

IT Development and Training Manager

Editor, Season Program

Florida Grand Opera

8390 NW 25th Street

Miami, FL 33122

305.854.1643 x 1521

Box Office: 800.741.1010

To Give a Gift: 305.403.3315

www.FGO.org

2010-2011 | 70TH SEASON | THE MYSTERIES OF LOVE

Turandot | The Tales of Hoffmann | Don Giovanni | Cyrano

There are two things to figure out.

1.       What do you want to see when you look at the Promotions screen in someone’s account?

2.       How do you want to report on sources?

I want to be able to tell at a glance what someone received, so I find a descriptive Media label useful (see below). The whole source name doesn’t display, so you’ll want to abbreviate, and to keep the important info at the beginning of the source name.

I use one appeal called “2011 T-Eblast” (tied to our largest, most generic ticketing campaign for the current fiscal year) for most marketing, special ticket offer, newsletter, and the like. However, subscription renewals are going to “2012 T-Subscription Renewals” (tied to our largest subscription campaign); certain other specific e-blasts reference the appeal appropriate. For instance, everything having to do with a certain large grant we received goes into an appeal tied to that grant. You’ll need to decide if you want to report on your e-marketing appeals separately from other marketing efforts for a season/event.

I use a category of Marketing Appeal for the ticket-related appeals and Development or Development Event for Devo appeals.

ALL decoys (a short list of staff members who need to get everything) go to their own appeal called TMS Decoy. I don’t need to have those segments counted as contacts for marketing or development purposes, so keep those segments out of regular appeals.

I have a bunch of media types that help me determine what email purposes to include/exclude:

·         TMS-Donor Benefit

·         TMS-Event Info

·         TMS-Event Info (ad)

·         TMS-Marketing

·         TMS-Newsletter

·         TMS-Newsletter (ad)

·         TMS-Offer

·         TMS-Solicitation

We have sent a few blasts containing outside advertising, and that’s why a few look redundant.

For Source Group, I use whatever is appropriate and descriptive of the segment. Decoys are labeled as such; staff members, ditto; Current subscribers, ditto. If a segment contains a diverse group, I use “FGO Donors and Patrons.”

Lucie

___________________________________

Lucie Spieler

IT Development and Training Manager

Editor, Season Program

Florida Grand Opera

8390 NW 25th Street

Miami, FL 33122

305.854.1643 x 1521

Box Office: 800.741.1010

To Give a Gift: 305.403.3315

www.FGO.org

2010-2011 | 70TH SEASON | THE MYSTERIES OF LOVE

Turandot | The Tales of Hoffmann | Don Giovanni | Cyrano