Sending timely, personalized follow-up messages is the holy grail of any marketing strategy. You want to catch your audience members when they still feel the warm glow of having just watched an amazing performance. And you also want to avoid generic messages that ring hollow. If you could combine automated outreach with personalized messaging, you’d have an unstoppable marketing approach. Now, digital program data makes this approach a reality.
In the performing arts world, the value of sending marketing follow-ups is twofold. First, those follow-ups help you convert one-time visitors into returning patrons. Second, follow-up event reminders create a sense of excitement as audience members purchase tickets and look forward to a memorable experience. However, the challenge lies in finding ways to personalize those follow-up messages at scale. How can you ensure every recipient feels a unique connection? The solution is to integrate digital program data into an automated marketing strategy.
Collecting Data from Digital Programs
Digital program books offer a unique and powerful set of data points because the content is being clicked by real audience members during a performance. This gives context to every data point collected, from mobile numbers and email addresses to opens, clicks, and form fills. Since the digital program contains tagged links, you can further capture comprehensive details about page views, link clicks, ticket purchases and info sign-ups. Combined with a CRM integration, the data collected through digital program books is a game changer when it comes to crafting an automated marketing strategy.
Setting Up Automated Triggers
Once you have the digital program data in hand, it’s time to think about automated follow-up. The automated aspect of marketing follow-up comes from trigger activities. A basic trigger would be when an audience member clicks a link or opens an email. A more advanced trigger would be based on content interactions like submitting a survey or completing a purchase. And a time-based follow-up would be triggered based on a schedule or on a period of time elapsing. Any of these triggers can form the building blocks of your automated marketing strategy.
Personalizing Follow-Up Messages
Once the follow-up schedule is in place and the automated messaging strategy is created, the messages themselves can be personalized with digital program data. For example, inserting personal fields into an email or text message gives your communications a friendly, customized feel. Further tailoring the message content based on their interests, feedback or questions make the communication feel like a true conversation. And segmenting the audience provides instant value as you tailor your message to each group based on past purchases, performance attendance, and program book interaction.
Measuring Results & Striving for Continued Optimization
Creating an automated, personalized marketing approach lays the groundwork for tracking conversions and engagement. This lets you measure the true effectiveness of any campaign and may help you determine new directions for business and marketing growth. For example, you might review top-performing segments and offers and direct your marketing spend to support that. Over time, you can continually refine the triggers and messaging to develop a truly customized solution.
Reaping the Benefits of Automated Follow-ups
The combination of personalized digital program data and automated follow-up will not only reveal what works well but will also give you ideas for improvement. Personalization can be used to improve reach and conversion, while timely follow-up messages can enhance audience engagement. With these tools in hand, you can then look ahead to future capabilities and integrations that benefit your organization.
The importance of digital program books becomes obvious when we see the tremendous marketing opportunities provided by personalized data. Contact us today to learn more about the marketing possibilities of digital program books.
