Community session recap: Using email automation

Big thank you to everyone who joined us last week! It was great to see so many organisations and I'm sure this is a topic we'll return to in future.

For anyone who was unable to make it or just wants a recap, the RA team have kindly shared their slides from the session. An extra big thank you to Amber and Rowan for kicking off our first session of 2023.

Tracy also shared some notes after the session. Here they are again in case you've missed them:

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

• Welcome email - moved from one email with a lot of content to 3 emails with smaller snippets 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 multiple emails, they have seen an increase in open rate and click through 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. 

Takeaways 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 database administrator and/or Sequel technologist on staff. 
• There was conversation around pre-show and post-show emails and where to house performance specific information so that emails could 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 populated 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 technical 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 Tessitura and the email platforms to help on this front in the future) 

Looking forward to seeing you for our next session on June 7 (further details coming soon)!