Subscription list
Where and how to collect – best is directly from the customer
- Customers and prospects
- Multiple opportunites
- Multiple incentives
- EMP – email marketing provider
- Keep track of unsubscribers manually – they could still be customers and prospects
COLLECT WHERE YOU CONNECT – any human contact
the more personal the more valuable
(1) Online a signup link (text box, button, text link) to website
(2) In Person ANYONE WITHIN 10 FEET
- swap business cards
- guest book
- basket for business cards
- any telephone conversation
(3) Direct Mail/Print advertising
- ask readers to click on website
- fill out a form
- contact by email
(4) Mobile devices
Incentives
Now
- discounts/reward points
- Priority access – best seats
- members only information
- free gifts
Future – private events and random rewards
Add permission and privacy
What information
- an email address
- permission to send
- over time with good permission based mail move to surveys and preferences
- a professional email is what customers and prospects want to know about us
- a personal email includes first name and opinions/preferences
Reinforcing permission
- say thanks
- remind them how they joined
- choir brand on all forms
- memorable and familiar mail
- ask for a reminder of permission intermittently
Knowing the list better
- ask specific questions, not open-ended ones – e.g.
- why do you support New Mill?
- traditional rep?
- popular pieces?
- guests?
- culture of male voice singing
ask what communications they prefer
- newsletter
- special offers
- new songs
- event invitations
- PR
- last minute updates
behaviour
- repeat buyers/interest in website and newsletter
- VIP customers – frequency and seat prices
- choir advocates
demographics
- age and gender
- ask which ticket price bracket they are in
- ask if they prefer younger music
preferred customer
- if they perceive they are preferred they may release information readily
- priority tickets
- first to know things
- discounts
