It’s November, which means that fall is almost over and Siena basketball games at the Times Union Center are about to begin. The Times Union Center in downtown Albany is a great place to have fun not only for Siena students but also for the entire Capital Region. The TU is home to a variety of events including concerts by popular artists (Kanye is December 11th!), Albany Devils hockey games, and a variety of shows ranging from Freestyle Motocross to Disney on Ice. For the full Times Union Center event schedule through May 2017, click here.
For Professor Pepe’s Digital Marketing class, we are analyzing the email marketing strategies of companies whose emails we subscribe to. Like many Siena students, I am on the Times Union Center email list, and receive their emails frequently, once or twice per week. My first email from the Times Union Center to my Siena email address was October 31, 2014, which coincides with signing up for the Dog Pound for Siena Basketball as a sophomore. I suppose I joined the email list for more information about future events such as basketball games and concerts. However, given the fact that I have only opened 15 emails out of 128, or 11.7% of the emails the TU has sent me, it has not been a particularly useful subscription for me.
On July 5th, I opened an email with the subject line “Blake Shelton/ Carrie Underwood at the TUCenter!” This subject line enticed me because I have been a fan of Carrie Underwood ever since she won American Idol, and I wanted to know when the concert was so I could plan on going. The content definitely matched the subject line, because the main events advertised were Blake Shelton and Carrie Underwood, but other upcoming events were advertised as well. The email was the following:
The call to action for this email is “buy tickets”. Clearly this was effective, because I clicked on the “Buy Tickets” link for Carrie Underwood in order to see the ticket prices. I did not buy the tickets at that time, so I did not generate conversion for the Times Union Center, but I did click through their ad to find out more information.
In terms of content, I think the Times Union Center could have focused on the two offers described in the subject line, rather than advertising other shows as well as Absolut Vodka. The inclusion of these other offers made the content appear visually overwhelming. They could have included tickets to more country concerts, because the audience that would open an email about Blake Shelton and Carrie Underwood is interested in country music. Therefore, these offers would have been more relevant than the offers shown.
Given the variety of content advertised, I believe this email was not segment dependent and was sent to the entire database. Furthermore, I get emails about every event from the Times Union Center, including events such as the Albany Car show that I have no interest in whatsoever.
This email was effective in generating clicks and conversion as well as building the brand by advertising the TU center itself. However, it could have been more effective by targeting its content to a specific segment, such as country music fans. The next email should have been a reminder about these events to encourage more ticket purchases.
I ended up going to the Carrie Underwood concert, it was amazing! After the concert, I received the following email with the subject line “Thank you for attending Carrie Underwood at the TUCenter!” This subject line enticed me because I had just attended the concert, and thought there might be a special offer involved. The content did not really match the subject line because it focused on obtaining customer feedback through a short survey or a review on Yelp.
There are two calls to action in this email: “Take a short survey by clicking HERE” and “Review us on Yelp and let us know” Although I did not click on either link, I believe the call to action “Take a short survey by clicking HERE“is more effective because of the inclusion of the chance to win a $100 Amazon gift card as an incentive. There is no incentive to review on Yelp, so I assume there would be fewer clicks on that option and fewer conversions through reviews than survey completions.
The quantity of the content was appropriate and there were not too many offers included. However, there was a picture of Carrie Underwood so large that I did not include the whole image in this post. I had to scroll down in order to see the rest of the content. Many consumers wouldn’t bother to scroll, and would simply think there was no additional content.
This email was definitely segment dependent, because it specifically thanked people who attended the concert. I believe I was in this segment and on this email list because I purchased tickets online through the Times Union Center’s website.
The email accomplished its objective in some ways. It promoted the Times Union Center through the ad at the top of the email about the TU’s upcoming renovation, and consumers can click on this ad to learn more. I believe that a smaller image should have been used in order for consumers to see the calls to action without scrolling. The next email should tell this segment about concerts by artists similar to Carrie Underwood, because they are likely to enjoy those concerts as well.
Overall, the Times Union Center effectively reaches their audience while advertising events through email, but they could benefit from more segmentation in order for relevant emails to reach the correct users. For more information about email marketing for events: check out this article.