Email Campaigns Help Brighton Festival Achieve Record Online Bookings in 2009
The 43rd Annual Brighton Festival saw record levels of online bookings and attendance in 2009, following an ongoing campaign with email marketing solutions provider Pure360.
The festival, which offers more than 160 events over three weeks, is one of the country’s most important arts festivals, using the city’s landscape to present a wide range of exclusive performances and featuring a collection of premieres. An initial email campaign, using PureResponse, was sent to over 65,000 subscribers introducing this year’s festival, followed by five specific bulletins focused on music, theatre, dance, books and outdoor events.
Promotional codes were trialled this year within the email bulletins; offering consumers discounted tickets online for the first time. Online bookings subsequently increased to 34% and accounted for over a third of all festival bookings.
A targeted email campaign sent to recipients interested in classical music, informing them of exclusive festival dates and offering discounted tickets, received a 34% open rate. The other four campaigns achieved an average of a 25% open rate and a 29% click through rate.
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