Attack Pro Wrestling are an entertainment business who run shows across the UK. Towards the end of 2016 they found that whilst their shows remained profitable, there was a problem with customer retention. Many of the customers that were purchasing tickets from Attack were only making it to one or two shows then disappearing.
With Attack selling tickets to their events primarily online 156Digital were asked to come up with a strategy to reengage with Attack’s lapsed customers and convert them back into paying customers.
First, 156Digital carried out a consultation with Attack Pro Wrestling to see where the companies strengths and weaknesses lay. This showed that Attack had a great Social Media presence which was bringing in a lot of customers. The company had a solid grip on it’s own brand identity and this was being presented well through these channels.
Moving further into the consultation it became apparent that Attack had no e-mail marketing campaign set up. At 156Digital we saw this as a massive missed opportunity. As Attack sell the majority of tickets through it’s website they have access to a huge customer database of e-mail addresses. We checked that the company had the right to use the e-mail addresses for marketing purposes and then moved on to curating lists.
The customer database that we acquired from Attack needed to be made into a serviceable e-mail list. We spent a while working through the database to create an overall marketing list, but also segmenting the list based on where the customer had purchased tickets for. This segmentation allowed for much more targeted e-mails to be sent. For example, only customers purchasing Bristol tickets would get news about Bristol shows.
From there we worked with Attack to develop their campaign. Attack provided us with the copy and any images that they would like to appear in the e-mails. Many of this was already produced for Social Media so a reuse of assets made sense on this occasion. For our part we put the campaign together and inserted calls to action to really make the e-mails work towards the goal of selling more tickets.
Much of the work we described would be applicable to any business. The amount of companies that will have a list of customer e-mails already that just isn’t used is staggering. E-Mail Marketing is a very cheap way to reconnect with customers and keeps your brand awareness high among the customer base. In fact, E-mail is very often overlooked. As Monetate state 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media. Could you be sitting on a gold mine in terms of your customer e-mail database?
Attack were definitely sat on a gold mine. After the first round of e-mails were sent there was an upsurge in visitors to their site with an increase traffic rate of 20%. Due to changes in how Social Media companies distribute content many of these customers had missed upcoming events. With these customers reconnected with the number of tickets sold rose to new levels. The company reported that revenue from sales of tickets had risen by 15% for it’s firs tranche of shows after the e-mails had been sent.
Overall, the case study shows how well e-mail marketing works. It’s a resource that many companies have the potential to tap into but are not unable to. Let 156Digital help you do just that. Use our contact form to get in touch and let’s talk about how we can make E-mail work for you.