"How to Use Etix to Improve Your Marketing Strategy & Drive ROI" presented by Rockhouse Partners' Suzanna Best. In this Etix Live presentation we walk through Etix tools and products built to help venues and live events improve their marketing strategies.

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How to Use Etix to Improve Your
Marketing Strategy & Drive ROI

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Follow Along!
bit.ly/BlastMrktg15

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The Agenda:
• Website
➢ The Basics
➢ Recommendations
• Email Marketing
➢ The Basics
➢ Automation
➢ Etix Community
• Tracking & Analytics
➢ The Basics
➢ Etix Partner IDs
➢ Etix Analytics
➢ Cross Domain Tracking

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Website

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SEOThe Basics:
Click Here to View 6 Ways Etix and Google Help You Sell More Tickets
85%
of all tickets are
purchased
online

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Reducing the
number of clicks to
purchase increases
website visitor
retention by at least
30%
Optimizing the Purchase ProcessThe Basics:
Click Here to View 5 Steps to Building a Website that Sells Tickets

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Recommendation: Include Clear Calls-to-Action

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Recommendation: Apply Custom Cobrand
http://www.etix.com/ticket/p/3556506/?partner_id=240&cobrand=altria

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Cobrand: How To
Click Here to View the Knowledge Base Article
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Email Marketing

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The Basics: ROI
Email
marketing yields an
average ROI of
$44
Click Here to View 10 Steps to Incredible Email Marketing

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Email
marketing yields an
average ROI of
$44
1-click forms
gather
2.5x
more organic
sign-ups than
text links.
List GrowthThe Basics:

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Try A/B Subject Line Testing:
Two versions of your campaign are created.
Version A is sent to group A, and version B is sent
to group B, so no subscriber receives both
campaigns. The version that does best, as
determined by open or click rate, is then sent to
the remainder of your list.
Email
marketing yields an
average ROI of
$44
A/B Subject Line TestingThe Basics:
Click Here to Learn More About MailChimp A/B Testing

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Email
marketing yields an
average ROI of
$44
Personalized emails
improve click-through rates
by
14%
The Basics: Personalized Emails
Merge Tag
Before Sending = *|FNAME|*
After Sending = Suzanna
Click Here to Learn More About MailChimp Merge Tags
…and conversion
rates by
10%

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Email
marketing yields an
average ROI of
$44
The click rate for
welcome emails is
4x
greater than regular
promotional
emails
The Basics: Welcome Emails
Click Here to Learn More About MailChimp Merge Tags

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How ToThe Basics:
Click Here to View the Knowledge Base Article

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The Basics: Surveys
Click Here to Learn More About SurveyMonkey
Key Questions:
1. Basic Demographic Info
2. How did you hear about us?
3. Do you follow us on social media/or subscribe to the
email list?
4. What was your favorite part moment or experience?
5. How many people did you attend with? (Easy way to
target groups and/or families)
6. What can we do to improve the experience for future
attendees?

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Email Automation: The Benefit
The average revenue
per automated
transactional email is
2-6x greater
than a bulk campaign
Automated emails
have conversion
rates as high as
50%

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Email Automation: Transactional
Click Here to View 8 Ways to Drive ROI With Email Marketing Automation
The average revenue
per automated
transactional email is
2-6x greater
than a bulk campaign

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Email Automation: Thank You
The average revenue
per automated
transactional email is
2-6x greater
than a bulk campaign
Thank you
emails achieve a
13x increase
in revenue compared
to promotional emails

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Email Automation: Referral
The average revenue
per automated
transactional email is
2-6x greater
than a bulk campaign
One client saw their
list grow by
25%
through the use of
automated referral contest
emails

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Email Automation: What’s Next From Etix
The average revenue
per automated
transactional email is
2-6x greater
than a bulk campaign
• Wait list emails
➢ Give customers a second chance at sold out shows
with an alert for just-released passes.
• Cart abandonment emails
➢ Remind potential buyers that tickets are still available
and recover incomplete transactions.
• Retargeting emails
➢ Reach out to site visitors who check out specific
events or pages with email prompts to buy.

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Etix Presale Notification Feature: Prospect Capture
The average
conversion rate from
emails captured pre-
sale through Etix is
28%
Click Here to View the Etix Presale Notification Product Spotlight

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A Step Beyond
Send a targeted email to
everyone who signed up to be
notified, but did not purchase.
30,000
email addresses
were collected in the
first month of
implementation
Etix Presale Notification Feature:

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Etix Presale Notification Feature: How To
Click Here to View the Knowledge Base Article

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Etix Community: Segmentation
Segmented
emails achieve a
15% higher
click rate than
overall list click
rates
Click Here to View the Etix Community Product Spotlight

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Etix Community: Leveraging Key Data
Relevant emails
drive
18x
more revenue than
broadcast emails

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Identifying “Superfans”
Targeting
“Superfans”
helped one client
see a 221%
increase in ticket
revenue through
email
Etix Community:
Click Here to View Headliners Music Hall Case Study

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How To
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Etix Community:
Click Here to View the Knowledge Base Article

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Tracking & Analytics

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Etix works with Google so that now
upcoming events display directly
on search engine results and fans
can see event details and direct
links to tickets.
Google Knowledge GraphThe Basics:

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RHP websites see
a 25%lift in
organic Google
search traffic from
proper Schema.org
implementation
Organic SearchThe Basics:
Click Here to Read More About Schema.org

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Google My BusinessThe Basics:
Click Here to View How to Rock Google My Business
Tip:
Utilize Google My Business’s Virtual Tour feature to provide
potential visitors with an inside of view of USHMM.

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How They WorkEtix Partner IDs:
Etix Partner IDs are used to track ticket
sales across specific channels.
Most Popular:
Email: partner_id=224
Website: partner_id=240
Social Posts: partner_id=241
Click Here to View the Knowledge Base Article
http://www.etix.com/ticket/e/1002464?partner_id=224
&cobrand=Soaringeaglecasino

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MeasurementEtix Partner IDs:
WEEK BEGINNING 1/5/2015 1/12/2015 1/19/2015 1/26/2015
EMAIL
Tickets 68 0 114 191
Sales $5,009 $0 $10,228 $9,916
WEBSITE
Tickets 632 2,180 2,961 2,718
Sales $28,958 $97,290 $164,281 $113,778.50
SOCIAL POSTS
Tickets 0 4 2 14
Sales $0 $126 $192 $270
TOTAL PER
CHANNEL SALES $33,967 $97,416 $174,701 $123,965
TOTAL TICKET
SALES $430,048
Tip:
Create a Google
spreadsheet that
allows you to track
sales across each
channel on a weekly
or monthly basis.
Consider breaking it
out by performance
for more in-depth
analytics.

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How ToEtix Partner IDs:
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Click Here to View the Knowledge Base Article

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How It WorksEtix Analytics:
Click Here to View the Etix Analytics Product Spotlight
Key Features:
• Compare Performances: Compare ticket orders and sales revenue (from on-sale through
attendance) for multiple performances in an easy-to-view graph.
• Sales Matrix: View customers’ purchase habits in a detailed heat map that breaks down the days
and times when you sell the most tickets.
• Sales by Channel & Geo: Review in detail where your ticket sales are coming from by outlet and
by zip code.

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Sales MatrixEtix Analytics:
Click Here to View the Etix Analytics Product Spotlight
Importance:
The Sales Matrix allows you to develop more-informed sales and marketing
strategies based on specific buyer behavior.

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Sales by GeoEtix Analytics:
Click Here to View the Etix Analytics Product Spotlight
Importance:
Sales By Geo data empowers you to accurately assign ad spend per market in
order to better reach valuable customers.

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How It WorksCross Domain Tracking:
Cross Domain Tracking provides Etix users with in-depth
consumer analytics from referral through checkout.
Click Here to View the Knowledge Base Article

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Goal Flow
The Goal Flow report shows the path traffic traveled through a
funnel towards goal conversion. Use this data to better understand
where your customers are dropping off in the checkout process.
Cross Domain Tracking:

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Multi-Channel Funnel
50%
of website
traffic comes
from organic
searches
Cross Domain Tracking:

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Conversion Data
Email:
Total Conversions - 200
Total Revenue - $3,481
Cross Domain Tracking:

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Say hello.
hello@rockhousepartners.com | rockhousepartners.com
Questions?
Suzanna Best
Senior Account Manager
Suzanna@rockhousepartners.com