2023 Email Strategy Meeting #1

re: 2023 Email Strategy Meeting #1 by Mimi Plato

Mimi Plato — Fri, 24 Feb 2023 16:25:06 GMT

Will this event be recorded? Thanks!

re: 2023 Email Strategy Meeting #1 by Amy Karlin

Amy Karlin — Wed, 01 Mar 2023 21:13:36 GMT

Hi folks! I've been trying to join the meeting in MS Teams for the past 15 minutes, but I seem to be stuck in a waiting room. If someone can let me in, I'd appreciate it!

re: 2023 Email Strategy Meeting #1 by Anne M Robichaux

Anne M Robichaux — Wed, 01 Mar 2023 21:17:51 GMT

Amy Karlin -- the meeting is tomorrow at 11 eastern.

re: 2023 Email Strategy Meeting #1 by Amy Karlin

Amy Karlin — Wed, 01 Mar 2023 21:20:52 GMT

Oh my word, that would do it, wouldn't it! So sorry about that Anne, I've corrected the time in my calendar and will promptly go have another coffee.

re: 2023 Email Strategy Meeting #1 by Tracy Schneider

Tracy Schneider — Thu, 02 Mar 2023 17:36:42 GMT

Thanks to everyone who joined the meeting today. It was quite a robust group. As Miki and I mentioned, please feel free to reach out to either of us if you have ideas for future sessions or would like to share any of the work your organization is doing within the email space.

re: 2023 Email Strategy Meeting #1 by Tracy Schneider

Tracy Schneider — Thu, 02 Mar 2023 17:54:48 GMT

The meeting was not recorded, but here is a short summary of the topics covered.

Meeting Notes:

Our next Email Strategy meeting will be June 7 11am EST - an event will be posted soon.

The Royal Academy presented on their work using automated and triggered email campaigns

Welcome email - moved from one email with alot of content to 3 emails with smapper smippets of content. During the Welcome journey, no other emails are sent. They are also testing some incentives (free drinks) to see if that increases engagement and loyalty. With split of information into mulitple emails, they have seen an increase in open rate and click thruough rate and have seen greater engagement with their "Get Started Login" button in the 2nd and 3rd emails
25 and under campaign- collect age when user signs up to be part of the under 25 segment. offer 1/2 price tickets to those registered ages 16-25 (this is a new offer different from their prior offer of free tickets for students) Age is a required input to be part of this group and the RA did some customization to get this data into Tessitura.

Takeways from the discussion:

Triggered campaigns can be run "out of the box" but many require some customization. For more complicated set up and testing, it is helpful to have a databse administrator and/or Sequel technologist on staff.
There was conversation around pre-show and post-show emails and where to house performance specific infomation so that emails coudl be more automated (many venues set up an individual email for each performance because there is not consistency in terms of what show logistics look like) Content needs to be popluated in Tessitura for each performance in order to create an automated email campaign.
In many cases customizations are required to solve for specific use cases.
Organizations with fewer techinical resources would benefit from more information outlining exactly "HOW TO" set up these solutions vs. just an overview of what organizations are doing. (This group is a great place to share specifics if you are able. We will also work to bring in resources from Tesstura and the email platforms to help on this front in the future)

re: 2023 Email Strategy Meeting #1 by Melanie Ryan

Melanie Ryan — Fri, 03 Mar 2023 10:03:16 GMT

Hi Tracy, thanks for organising this group. It was very useful to hear others' experiences. I think a lot of people had come along to learn and may be at the start of thinking about customer journeys. Getting Tessitura/ email companies to provide some business case examples which others could follow with guides of the steps required as I don't think that's currently documented in one place - a 'How to set up customer journeys in Tessitura/Wordfly/ things to consider' would be great. Thanks again!