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8.18.2008
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Volume Seven | Issue Eight
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Welcome to our August edition of Tips & Techniques! In this issue, we'll spotlight our September E-marketing E-mersion E-vent, feature a campaign from Monona Terrace, give tips on how to increase the effectiveness of your E-mail Sign-Up Form, and highlight our remaining August webinars.
Happy e-mailing!
The Patron Technology Team
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2009 E-marketing E-mersion E-vent, Sept. 10, NYC
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Join usThursday, September 10th, 2009, inNew York City, for a jam-packed day of e-marketing tools, techniques, and new products to help you make the most of your e-marketing.
- Results of 2009 Online Arts Patron Tracking Research
- Facebook & Twitter: Hows and Whys
- E-mail Marketing — Advanced & Beginner sessions
- What Arts Patrons Really Think of Your Web Site (& What to Do About It)
- New Technology — the coming world of CRM
- Plus all-day Lobby Roundtable sessions for beginners
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Get Your Organization Published!
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We're writing a new book on e-marketing for the arts, and we need awesome case studies about marketing online: e-mail success stories, amazing online ticket sales, Facebook or Twitter achievements, or other tactics that have changed your audience development and communications. Do you have a great story of successful e-marketing? Can you back it up with data(ticket sales, followers, open rates...)?
If you have a case study to share, send us a short summary(no more than a paragraph or two). We'll pick the best, and contact you for more details. If yours is included in the book, your reward (aside from general industry kudos!) is a $100 Amazon.com gift certificate.
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Click here to share a case study. The deadline is September 1st.
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Campaign of the Month: Monona Terrace
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Click on the image above
to view the full campaign.
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In previous issues, we've featured campaigns designed by clients who practice smart e-mail marketing.
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This month, we spotlight a campaign created by Monona Terrace Community & Convention Center in Madison, WI, using our Indexed- Modern newsletter template.
The use of color here is really eye-catching. In repeating the same four bright colors throughout the campaign and in their header artwork, they're able to use vibrant colors such as orange and hot pink without it being too much for the eye to handle, and without looking overdone. It's always important to keep in mind that while you want to use color, you certainly don't want to overuse color!
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By keeping their Intro Text section minimal, they're able to keep much more of their index above the fold, making the links to the articles available to patrons who may not have scrolled to get all of the content. They also play off the Intro Image well. In most campaigns with this template, the Intro Image is used for a signature to accompany a note included in the Intro Image section. We love seeing a link to them on Facebook instead; it's a great way to make your social media presence known right off the bat!
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To learn more about Monona Terrace, click here.
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Tip of the Month: Have a Prominent and Effective Sign-Up Form
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Clients often ask about their e-mail list sign-up form. Where should it go? What information should I include? We always recommend including your link to your sign-up form on the home page of your Web site. You don't want to make it something that your patrons have to search for! You'll see how on our Web site (and in the image above), it's displayed as prominently as our main "Contact Us" link. You also want to make the text for your link as clear as possible. Ours, for example, says, "Sign up for our free newsletters!" You don't want your patrons to be confused on whether or not that's the link to your form!
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In terms of what information's included, the only thing that's required on our end is the email address (for obvious reasons). If you plan on using your form to collect mailing address information as well, then you'd certainly want to include that. We can also include more than the basic contact information that may be on your form now, if you'd like to collect anything else such as cell phone number, company name, or so on. Please contact Customer Service with what fields you need (our system supports up to 4 custom fields per account).
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Sign Up for Our Free Webinars in August!
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Client Services Representative Emily Barrett, and Client Services Manager Chelsea Jones
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We have four more free webinars scheduled this month, with topics ranging from basic training to e-mail design. Registration details are listed below. We'd love
to have you join us!
* PatronMail Basic Training
This session is open to any PatronMail client who wants to learn more about how to use the PatronMail system.
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Wednesday, August 19, 2009
10:00 - 11:00am EDT
Click here to register
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Wednesday, August 26, 2009
2:00 - 3:00pm EDT
Click here to register**
* Eye-Opening E-Mail List Building Ideas
If you're doing any kind of e-mail marketing, building your e-mail list is probably your biggest challenge. Since you can't buy an opt-in list, you have to grow it yourself. Most organizations are growing their lists at about 25 percent per year—but some have quadrupled their lists in a few months. How did they do it? This session offers up proven techniques that will help you super-charge your e-mail list growth. Greg O'Neill will be hosting.
Thursday, August 20, 2009
2:00 - 3:00pm EDT
Click here to register
* Get to Know PatronMail's "Most Valuable Patron
(MVP) Targeter"
Are you segmenting and sending different messages to your most valuable patrons?
Our "Most Valuable Patron (MVP) Targeter" (formerly named Advanced Patron List Inquiry,
or APLI) enables you to target mailings to those patrons who are the most responsive to
your e-mails.
Examples of how you can use the MVP Targeter:
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Ticket sales generator: Send a special message to those who've clicked though on your last five special-offer campaigns.
Fundraising tool: Send a special message to those who've opened your last two campaigns AND clicked on links to purchase tickets.
Subscription builder: Send a campaign to those who've clicked links on the
last three single-ticket promotions, but are not subscribers.
These are just some of the ways you can work with your own data. We'll show you how to dig into your own patron database and find out who your own Most Valuable Patrons are. Statisticians refer to these queries as "boolean" searches—you can just call it the MVP Targeter.
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The MVP Targeter is now available free to all PatronMail customers on an as-requested basis. You must take this introductory/training webinar (offered once each month) to have
the MVP Targeter enabled in your account.
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Thursday, August 27, 2009
2:00 - 2:30pm EDT
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*Click here to register
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Look for more helpful ideas in the next issue of "Tips & Techniques," coming on September 15, 2009!
Our mailing address is 850 Seventh Avenue, Suite 1201, New York, NY 10019
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