October's Marketing Best Practices

Event Specific Web Nurturing

Centre in the Square executed a web nurturing campaign that targets visitors who explored specific events on their website but did not make a purchase. Each email was tailored to the individual event the visitor had viewed, providing relevant information and reminders. This personalized approach helped to re-engage potential customers by showcasing event details and encouraging them to complete their purchase. The campaign achieved an overall 34% open rate, enhancing customer experience and increasing conversion opportunities.

For more information please reach out to your Marketing Automation Specialist.

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Website or Webpage Pop-Up Forms

Because their first-party tracking is not on their athletics site, Northwestern utilizes Eloqua pop-ups to identify fans who visit sport-specific pages. When a fan visits a sport's home page or schedule page, the pop-up sign up form appears. Northwestern can retarget fans who saw specific pop-ups with information on that sport, and fans who submit the form are marked as interested in that sport.

For more information please reach out to your Marketing Automation Specialist.

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Fanatics (Merchandise) New Purchaser Welcome Campaign

West Virginia launched a campaign to welcome new purchasers from their team store, encouraging them to update their preferences for a more tailored experience. The campaign leveraged a Salesforce integration that imports Fanatics data every two weeks, capturing key fields like total order spend. This setup enables Eloqua to send an automated welcome email to new contacts, thanking them for their purchase and inviting them to personalize their email preferences to receive content most relevant to them.  The campaign has achieved a strong 38% unique open rate, a 6% unique click-through rate, and a 3% form conversion rate and is ongoing. 

For more information please reach out to your Marketing Automation Specialist.