I know its been a little while since I posted last and I apologize but I am very happy to be back. Since my last post I have really been on a kick listening to The Killers “Direct Hits” album. They may be the best 2000’s band ever!!!!
Anyway, let me introduce you to one subtle thing that clogs up our inboxes every day, email marketing. I don’t think you realize it but you receive 10’s if not 100’s of promotional emails every day from website that you subscribed to. As helpful as it is to see an email alerting me that John Mayer tickets go on sale in 10 days, the lot of them are just plain junk! To help apply the things that I have learned in my Digital Marketing class, I want to take a look at my favorite email subscription, Live Nation, which in fact did alert me that John Mayer was going on tour just a few months ago.
Live Nation is a company that works to promote and sell tickets to concerts all across the United States. Basically if any band goes on tour in the U.S., it goes through Live Nation. I have seen over 30 live shows and all of these shows were tickets purchased through Live Nation. I have subscribed to their emails for about 4 years and they are one of my favorite email subscriptions. I click on about 25% of their emails depending on the headline of the email. Usually they do a great job at putting the artist touring and the location in the headline so you know if you are interested right away. Below are two different email advertisements that I would like to evaluate and critique:
This email is an example of a well executed email marketing campaign for me as a consumer. The first thing that struck me as a positive aspect of this email is the relevance and the call to action. Some email marketing campaigns are cookie cut for every single consumer. Live Nations does a great job at understanding that live concert viewers are, for the most part, geographically bias. I live in Schenectady, so showing me the promotion for Third Eye Blind at SPAC in Saratoga is perfect. The Call to action comes at the end of the email when the company writes “Get Tickets”. This gives me the option to click and link directly to the site where I can purchase ticket. They also say “limited time only” to further entice you into purchasing and to create more value in the product. This is a perfectly executed campaign that was specific, relevant, affordable, and a music group I happen to like.
This email campaign is an example of where Live Nation has missed the bullseye for me personally as a consumer. Although the quantity of the content is rich, offering two great live acts, they miss out with relevance by promoting for shows hours away from my house. They also fail to show ticket prices for the shows on the email which doesn’t really tell me much about the shows. The One aspect of this advertisement that was very helpful was the title of the email which said “Connecticut Concert Update”. It let me know right away that I was not interested but I’m sure it would definitely help with the campaigns clickthrough rate because I did not waste my time clicking through only later to realize the show was not in New York. I think the reason this email, targeted toward Connecticut, ended up in my mailbox is because I attend a DMB show in Connecticut two years ago. Understandable, but not really relevant to where I mostly attend my live shows.
Overall email marketing is a great tool to generate ROI and Live Nation does a great job at Headlining their emails properly, giving a call to action, and most importantly, segmenting their shows to the areas in which customers have seen shows or live near.
Until next time, Rock on!