Forget Email Metrics.

How I Helped The Boxoffice Company Increase Deals With a New Email Marketing Strategy.

Background

Do you find the clinky sound of an email landing in your inbox thrilling? How about when you open that email only to discover a company sent the same email to you and 2,000 other people?

Unfortunately, that was Boxoffice’s approach to email marketing — an approach that was yielding the company only 4% of its deals a year.

Boxoffice had a lot of untapped potential. Not only did it have a strong brand, it also had a robust list of industry contacts. There just wasn’t a coherent strategy. As such, Boxoffice was inadvertently committing cardinal sins of email marketing.

The Cardinal Sins of Email Marketing:

  • “The Boxoffice Company wants to support the UK theatre industry during these uncertain times, so for the remainder of 2020 we’re offering a Boost Mobile App solution to all new customers..”

  • “We have created an ecosystem of digital products & services thoughtfully designed to boost online business for movie theatres. From search to purchase, facilitating ongoing connections with your customers and delivering valuable data driven insights, we believe we are the right partner for you.”

  • “At The Boxoffice Company we're looking forward to the return of big films and more content in 2021 and helping our clients prepare for an audience revival.”

  • “Do you want to learn about digital marketing strategies including SEO and PPC? How they can benefit your business? How to get the most out of your data in Google Analytics? And how to effectively communicate that you're open and safe to visit?”

Challenges

Lack of Strategy

The team operated without a structured plan, relying on the hope of eliciting responses with haphazardly sent emails to 3,256 contacts at times.

Poor Metrics

Boxoffice's average monthly open rate languished at 14%, significantly lower than the industry benchmark of ≈ 21%. Similarly, their click-through-rate averaged at 2%, slightly below the industry standard of 3.2% meaning the content wasn’t hitting the nail on the head for its audience.

Approach

Recognizing the need for a comprehensive strategy overhaul, I implemented a new approach to revamp Boxoffice's email marketing by connecting our target audience with the content they actually wanted to read.

Content Strategy

Introduced a systematic content plan to engage readers on a regular basis with cinema-related tips like optimizing their theater’s website for search engines so we were always top-of-mind in way that delivered value instead of spam.

Audience Segmentation

Segmented our audience and designed targeted messaging that reflected where each segment was in the buyer’s journey.

Messaging Overhaul

Rebranded the email content to prioritize reader-centric information and personalized messaging tailored to each recipient so they felt the email was written directly to them and not the entire industry.

Out

comes

Open Rates

Increased average monthly open rates to over 35%, surpassing the industry average by 14% and marking a 150% growth.

Click-through-rates

Significantly improved click-through-rates to 12%, exhibiting a remarkable 9% lead over the industry benchmark, representing a remarkable 500% increase.

Deals

Expanded the 4% of deals being driven by email marketing a year to 32% — a 700% increase.

Conclusion

By focusing on consistently relevant content, meaningful audience segmentation, and personalized messaging, the redefined strategy not only surpassed industry benchmarks but also dramatically increased audience engagement and response rates. Boxoffice's revamped email marketing approach successfully transformed passive recipients into actively engaged readers, significantly boosting their overall campaign effectiveness.