These Three Follow-ups Will Improve Your Email Marketing Results

Today’s post is for all of you working with email marketing and spend a lot of time composing campaigns but you’re not entirely sure what to do afterward.

Adaptistration People 055Ceci Dadisman wrote an article for ArtsHacker just for you; it provides a solid approach focusing on three distinct user stories you should accommodate for follow-up campaigns:

  1. People who opened the first email but didn’t click on your call-to-action button.
  2. People who opened and clicked but didn’t purchase tickets.
  3. People who didn’t open the first email at all.

The article is flexible enough that you can easily replace “purchase tickets” with pretty much any conversion goal that suits your needs. In the how-to section, Dadisman tackles all three of those user stories via two of today’s primary email marketing providers : Mailchimp and Constant Contact.

What To Do After The Send

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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