February's Marketing Best Practices

Paciolan
7 hours ago
1 min read

Engagement Based Email Automation

Festival of Arts deployed a multi step email campaign that adjusted follow up messaging based on patron engagement, with contacts receiving different messages depending on whether they engaged or took no action. The campaign targeted past purchasers and lapsed buyers who had engaged previously but had not purchased for the current season. Within a 60 minute reporting window, the campaign influenced approximately $42,700 in ticket revenue without promotional offers, demonstrating the effectiveness of behavior driven targeting and messaging. A subsequent one off email that included a promo code influenced approximately $32,000 in additional ticket revenue within 60 minutes.

For more information, please reach out to your Marketing Automation Specialist.

Student Ticket Claim Using Eloqua

Bowling Green State University used Eloqua email and an Eloqua landing page and form as the foundation of their student ticket claim process for a sold out hockey game vs. Notre Dame. All promotion directed students to a single Eloqua form, which was shared through targeted Eloqua emails and reinforced with SMS messaging, QR codes placed in dining halls, and supporting Instagram posts and reels. By centralizing traffic to one mobile-friendly claim form and using multiple channels to reinforce the message, BGSU generated immediate student action, resulting in all 2,000 student tickets being claimed on the first day and more than 800 form submissions in the first 15 minutes.