Acquire and Retain Season Subscribers

Measure

By comparing your database at the beginning of your campaign to the end results, you’ll be able to identify how many patrons in your targeted list made the jump to season subscribers, and any associated revenues.

Continually monitor the results of your campaign and make necessary refinements to offers and tactics by analyzing:

Increases in season subscribers
Increases in online season subscriptions
Campaign costs to convert patrons into season subscribers and retaining them
Response and conversion rates of your communications

USPS handles 293 million pieces daily --- your direct mailings need to be well thought out and distinctive to get attention
Direct mail typically generates a 0.5% to 5% response rate (source: Message Media)
Email (targeting existing customers) normally generates a 10% to 17% response rate. The more compelling your offer, the higher the response rates will be.
PACMail allows you to easily track open, click and transaction rates so that you can monitor your campaigns in real-time.

Overall Campaign costs

Consider the following costs when analyzing your campaign to ensure a good ROI:

Online communications

Email – usage fees and development time
Electronic newsletter – no costs other than development time
Search engine optimization (SEO) and marketing
- SEO – no costs other than time to write and code
- Search engine marketing - keyword purchase
Your website – hosting fees and time to develop

Offline communications

Direct mail – printing, fulfillment and postage
Telesales – call costs and staff costs (if outsourcing

Offline Communications Costs

For emails and electronic newsletters, analyze:

Open rates – how many people actually opened the email
Click rates – how many people clicked-thru to the embedded URL(s)
Transaction rates - did your communication convert into a new season renewal, online season renewal, ticket purchase, etc.
Bounced emails - check email addresses to ensure that they’re valid. If you have a high bounce rate, you will want to scrub the list and update it accordingly. People often change their email addresses every 1-2 years.

For your website’s effectiveness, analyze:

Visits – how many individuals visit your site
Click rates – how many different pages they view, and for how long they stay
Transaction rates (if measurable)

For direct mail campaigns, analyze:

Response and transaction rates
- if a special website or phone number was offered in the mailer, you can track these
- if your mailer contained promotion codes, you can measure its effectiveness in generating purchases
Return mail - get the current address or pull from your database to reduce costs on future mailings