Thursday, June 13, 2013

Data-Driven Mailings Create Arts Marketing Success

If you need an example of direct mail power in arts and entertainment marketing, look at the Everyman Theater Company, a nonprofit Baltimore-based theater group. Last year, it incorporated data-driven strategies to optimize its direct mail marketing with impressive results. The total ROI for one campaign was an astounding 552%, with an 80% increase in ticket sales and revenue, for example. Prior to its data-driven mailings, Everyman's traditional marketing had relied mostly broadcast messages: postcards, radio spots, and e-blasts. Everyman's prior direct mail efforts usually equated to mailing to its entire list. Enter Marketing Director Jonathan Waller. He hired a database services firm to clean up the database (mainly removing duplicate names), to identify segments most likely to purchase tickets, and to build predictive models. After direct-mail testing of segments and messaging, both response rates and cost efficiency improved. For more detail, see the Direct Marketing News story at

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