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.