There’s Always Something New To Learn When It Comes To Email Marketing

I’m back from Knoxville where the pre-con workshop for the 2019 Southeastern Theatre Conference convention was a real hit thanks to such an engaged group of attendees. And even though I’ve been doing variations of this session with my co-presenter, Ceci Dadisman, she always manages to sneak some new content into the mix where I learn as much as the participants.

Adaptistration People 054I would normally post the Google slide deck for something like this but since it was a four-hour workshop, we ended up with 107 slides. That’s a bit much to toss out and expect anyone to really wade through. As such, I’ll focus on one of the new bits I learned about from Ceci’s portion.

Specifically, her section on email marketing examining how suppressions are just as important segmentation in order to increase your open rate. She also covered some new tools you can use for categorizing suppressions that go beyond only adding bounces to the list.

It was one part of how email marketing best practices fit into the larger data analysis process. I’m going to see if I can convince her to write something about that topic for ArtsHacker’s email marketing article archive. I’m also hoping she’ll include something on some of the intermediate/advanced skills like how to effectively use data appends.

One of the great (humbling?) aspects of this topic is the tools arts marketers use are constantly evolving so finding resources like Dadisman become a critical component to shaking off complacency and keeping your skills fresh.

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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