Email automation templates come readymade and connected to your Spektrix CRM - so it’s easier than ever to run digital marketing campaigns.Spektrix provides a powerful solution for arts and entertainment organisations to build closer relationships with audiences, combining digital marketing, fundraising, and box office tools. Email and marketing automation functionality is provided by Dotdigital, and supported by the Spektrix team as part of their core solution. That gives Spektrix users access to all the digital marketing tools they need, at no additional cost: it’s quick and easy to design and build emails using intuitive, drag-and-drop editors; then target, send, and track email performance. Survey tools, digital advertising integrations, personalisation and dynamic content add even more capacity.
In 2024, Spektrix and Dotdigital worked together to create an even easier solution to email automation. Automated email programs, or workflows, are now pre-built in Dotdigital and synchronised to Spektrix data - reducing efforts and simplifying processes, so arts marketing teams can launch automated campaigns and start generating revenue within hours.
Automation programs allow you to create tailor-made journeys that automatically trigger emails, based on customers’ interactions with you. Drawing on data integrated with your CRM, you can build programs around any aspect of customer behaviour - from ticket buying or donation history, through to average spend, credit balance, or personal information like date of birth.“Communication is vital to build relationships. It puts bums on seats, builds relationships, and brings in revenue and donations. Email automation, closely integrated with your CRM, is one of the easiest ways to increase the impact of your communications - reaching audiences with highly personalised, timely, and relevant campaigns without any ongoing effort from your team.” Ben Snell, Marketing Automation Solution Lead, Spektrix
Click rates on segmented emails outperform unsegmented emails by over 100%
Through conversations with Spektrix clients globally, and based on success stories from organisations already using email automation, we’ve identified the six email automation programs which we believe will bring most value to the theatres, arts centres, and visitor attractions we work with.
Let’s look at a few of these in more detail.
Automated emails are a great way to draw down CRM data and use it to nurture relationships with your audience. Send personalised incentives like discounted tickets or complimentary drinks to mark customers’ special day.
This super-simple, 3-step program is a great starting point to email automation.
The Royal Liverpool Philharmonic Orchestra ran a birthday program. In 2024, this simple automated discount offer has been redeemed over 450 times, including a number of lapsed bookers and first-time ticket buyers. Because almost every customer who redeemed the offer brought at least one other person with them, the campaign’s raised over £4,000 - impressive ROI for an hour or two of setup time!
Quickly identify new contacts in your CRM, and use automated welcome emails to introduce your organisation and programme - setting a warm, personal tone for your future customer relationship. Welcome email campaigns typically see high engagement, making them a great way to promote your events and activity.
This program template is just slightly more detailed than the Birthday automation, with a simple Yes/No decision differentiating between new contacts who have, and have not, purchased their first event tickets.
Jackson Hole Center for the Arts in Wyoming has built out this base template into a slightly longer welcome sequence, sending a series of emails to new contacts. Each communication focuses on a different strand of their events, community, and charity work, and includes a simple survey inviting people to choose the type of email they’d like to receive. The click rate for emails in this sequence is 5 x higher than their average, suggesting that new contacts are keen to discover more about the organisation they’ve just engaged with.
There may be many customers in your CRM who have unused credit on their account. Reminding them about this forgotten money is a great way to attract them back to your venue.
This is another simple one - just three steps, although you could take the standard template as a starting point and build it out into a more custom email automation program - the Spektrix Client Success team are always here to help you make things happen! What we do see here is a more complex set of enrolment filters, considering real-life customer behaviour alongside simple data fields.
Here’s what an automated credit balance reminder could look like in practice!
The final example in this blog may seem a little more complex. But again, if you’re using Spektrix, it’s all set up and ready to run in your system - you only need to build an enticing email to start tempting your first-time audiences back!
Leeds Playhouse in West Yorkshire uses an email automation program like this one to offer first-time visitors a 25% discount on their second ticket purchase. They’re given two weeks to redeem the offer. The email had a great click through rate of 15% - and more importantly, achieved over 3000% ROI.
If you’re already using Spektrix, these templates are readymade in your Dotdigital account, and you’ll find more detailed guidance on Dotdigital Program Templates in the Support Centre. If you’re using a different CRM and email automation platform, contact your own Support team to see how they can support you to achieve similar outcomes - or drop us a line to learn more about Spektrix.
Email automation, integrated with your CRM, makes it quick and easy to create personalised experiences at scale. As your audience database changes over time, it keeps messaging relevant and timely - helping you maintain a strong and lasting connection with every member of your audience.