Ideas

Simple Segmentation Strategies that Work

July 17, 2019

The word “segmentation” can bring to mind images of infinitesimal details and complex analysis. In other words, plans that digital marketers of the artistic world might be salivating to try but blocked to implement by time, resources and reality. Luckily, new research suggests that relatively straightforward strategies are still valuable for arts organizations trying to boost their return on investment (ROI) on email.

Exploring trends in organizational health at the intersection of arts administration and technology, the 2019 Spektrix Insights Report analyzed a cohort of about 350 performing arts organizations from the software provider’s client base. The report shows segmented emails outperform open rates on unsegmented emails by 56%. In this case, “segmented” means sent to 10% or less of an organization’s opted-in audience base.

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Taking the Lead to Find New Audiences

July 11, 2019

As arts marketers, we’re always looking for new and exciting ways to grow our audiences. We want to invite them into our inner circle, and make them feel like they’re part of a growing cultural community.

One of the most valuable assets we can gain from a new patron is their email address. They’ve given us permission to talk to them on a regular basis, and we shouldn’t take that for granted.

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Ask the Industry: Marketing and Development Collaboration

June 21, 2019

Ask the Industry features advice from arts marketers in their own words. We hope it will spark new ideas for your organization.

This month, we’re asking, “How can marketing and development departments successfully collaborate?” Gabriella Napoli and Rio Vander Stahl (Carnegie Hall), Christopher Hoodlet and Colette Randall (ICA/Boston) Belinda Bale and John Hart (The National Ballet of Canada) answer everything from what elements make their interdepartmental relationships successful to how they segment messaging and create compelling content for both ticket buyers and donors/members.

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Your CI to Eye Podcast Episode Guide

March 21, 2019

CI to Eye is a podcast for arts leaders who want to reach their full potential. Each episode is created to help you become better at your job so you can help the arts move forward.

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Meet the New and Improved Benchmark Study

November 19, 2018

The Arts Industry Digital Marketing Benchmark Study is available for download and this sixth edition holds a ton of new data to help you market smarter. We rethought our approach to make sure we’re giving you the metrics and key performance indicators that can fuel conversation about growth and help you make informed decisions. It’s double the length of previous versions, since the data’s cut in a couple new ways. Here’s a guide to help you get the most out of it.

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Taking a Different Approach to #GivingTuesday

November 16, 2018

Let’s hop into our digital marketing time machines. The year is 2012, and the 92nd Street Y, in partnership with the United Nations Foundation, established #GivingTuesday. The power of social media was used to launch a movement of philanthropy in communities worldwide.

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Leveraging Email’s Unrivaled Marketing Strengths

October 10, 2018

It’s quite a trick. How did email, the original digital marketing channel born in 1970, become not just reliable, but effective, trusted and dare I say, cool?  No doubt you’ve seen the data on email’s conversion rates. It’s still your best marketing spend by a mile. But there’s a bigger story to email than just conversion stats. Why has email been so resilient, why is it so effective and more importantly, is there still a tangible opportunity for the modern marketers with email?

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Email Campaign Strategies that will Multiply Your Resources

October 4, 2018

Digital marketers of the world, if we all had the budget, time, and staffing resources that we wished we had, then we’d be unstoppable. But, working in a non-profit often means having to market on a shoestring. That’s why it’s important to be strategic and prioritize high-impact, low-effort campaigns.

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Planning for High Volume On-Sales (The Donut Problem)

September 26, 2018


Let’s say you have twelve delicious donuts in a box. You bring them into a classroom of first-grade kids, frothing with glee after recess. You put the donuts on a table. Cake donuts. Glazed donuts. Different flavors. They smell good. They’re even still a bit warm.

You say, “Who wants a donut?”

What happens? All thirty kids come rushing to the table and start grabbing donuts in a fierce dustup of flying sugar, elbow jabs and colorful uses of the word booger

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Market Smarter
Arts Industry Digital Marketing Benchmark Study 

Want to see how your organization stacks up with data from 180 arts and culture organizations? Download this free study and market smarter. 

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Digital Marketing Boot Camp for the Arts

Flex your digital marketing muscles at our two-day conference 100% focused on digital marketing for arts organizations. October 24-25, 2019 in NYC.  

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Podcast Series 
CI to Eye 

Erik Gensler, the President of Capacity Interactive, speaks with thinkers and leaders inside and outside of the arts about leadership, marketing, organizational culture, and innovation.

 

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