Become A Master Of Transactional Email

Pop Quiz! Transactional Email is which of the following:

  1. Purpose driven messages sent to a single recipient following an online action.
  2. The B-Side* to Conjunction Junction.
  3. One-to-one emails that contain information that confirms and/or completes a process.
  4. All of the above.

Adaptistration People 054If you said “all of the above” then you’re on the right track (although my sources on the Conjunction Junction thing are a little sketchy) and for all the time and effort arts orgs put into mainstream email marketing, it is amazing how often transactional emails are overlooked.

No more!

I published the first of a series of articles at ArtsHacker that dives into everything you wanted to know about transactional email but were afraid to ask. It’s a must-know extravaganza starting off with the basics then forging right into the good stuff: what it is, why it’s important, why most arts groups aren’t taking advantage of it, and what you can do to reverse that trend and enjoy this sweet, sweet low hanging conversion fruit.

Read ArtsHacker’s Super Simple Guide To Mastering Transactional Emails Part 1

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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