The Clicks Email Marketing Awards took place last week at the Baltic in Newcastle and celebrated the best of the best in email marketing.
Organisations using the Communicator email marketing software were invited to come together to recognise the brilliant accomplishments from the previous twelve months. There were six award categories to choose from and our amazing Digital and Business Intelligence and Analytics teams were recognised in four out of six categories!
The business and analytics team achieved:
1st place - Best ROI Award - for the 2019 Take That Tour on-sale campaign
1st place - Best Use of Communicator Award – for the TTF personalised Newsletter
2nd place - Email Advocate Achievement Award - for Gina Hubbard, Campaign Analyst
3rd place - Most Clicked Email Award – for the 2019 Take That Tour Onsale campaign
These wins are a fantastic achievement for our dedicated and hardworking team Digital and Business Intelligence and Analytics teams. Congratulations especially to Gina Hubbard for all her work on the Take That email marketing campaign working in collaboration with the digital team.
About the award winning Take That campaign…
The email marketing campaign was based on the key understanding of the emotional state around a 'fear of missing out' that consumers experience when large events go on sale. Using this insight, the Business Intelligence and Analytics team developed a creative programme that took customers on an email journey from pre-event awareness, to expectation of the on-sale and then purchase at the earliest date as they knew tickets would sell fast and be scarce.
This was followed up with 'in the know' messaging showing tickets were still available, alongside reassurance and information messages as the event approached.
Email is the most effective way of communicating new event launches but the team took this to a new level, creating a co-ordinated journey of 15 emails from The Ticket Factory and Arena Birmingham brands sent out through the Communicator platform, maximising exposure and establishing record breaking levels of engagement. The results showed an unprecedented total open rate of 51% and click-through rate of 35.4%! A record 26,064 tickets were sold on the first day and 56,173 tickets in total!