Grow Faster With Direct Mailing - Part 1: Which Tools Are Useful?
Useful Tools with Direct Mailing
Grow Faster with Direct Mailing is a nine-part series about how an event organiser can use Direct Mailing to get more out of their ticket sales. In this part you'll read about useful tools.
Setting up a successful Direct Mailing campaign is tough, especially if you consider that there are people who claim that it has become obsolete due to the rise of the advertising platforms offered by Facebook and Google.
We do not agree with this group; in fact, we are convinced that well-conducted Direct Mailing campaigns can ensure that you create a stronger bond with your visitors, which can, in turn, help you to build the (active) fanbase you need to grow as an event. Besides that, Direct Mailing has been shown to provide the highest Return On Investment.
Luckily, you don’t need to set up your Direct Mailing campaign on your own, and there are plenty of tools to help you along. In this blog, we line up the most relevant tools for you.
Which tools are useful when using Direct Mailing?
The mother of all tools. Without MailChimp, it would be nearly impossible to set up a successful Direct Mailing campaign. MailChimp gives you all the tools you need: It gives you insights into your target groups and allows you to create separate mailing lists and set up focussed campaigns. MailChimp also allows you to create mailing lists from a customer base. It is easy to export your customer base through the Eventix Dashboard; you can find an explanation of how to do so here.
How does MailChimp work?
First, you need to create an account, after which you can import the customer base, which we mentioned above. Next, you will be able to connect the names, email addresses, and visitor information which you added. Once this is done, you will be able to shape your marketing campaign by creating a template yourself, importing one of your templates or choosing for one of MailChimp’s preset templates. In the steps that follow, you will be able to decide how your campaign will appear. In the next blog, we’ll explore the workings of MailChimp more extensively.
ActiveCampaign is practically identical to MailChimp, except that it has more options for automation. It depends on which one takes your preference. The biggest difference is how the lists and users can be managed.
Hugo is the Dutch response to MailChimp, except that it puts more focus on the rating of your visitors. Just like in MailChimp, you can easily import a customer base, gain insights into the results and improve your next campaign with the conclusions you draw.
How does Hugo work?
Create an account with Hugo. After you’ve done this, you can set up the various aspects of Hugo’s service. Once you would like to start your Direct Mailing campaign, click on ‘Campaign Management’ on the left. A dropdown menu will appear with the following options:
- Campaigns: The overview of your campaign(s).
- Email templates: How will the visitor see your email?
- Campaign reports: Here, you will see the reports of your campaigns.
- Campaign settings: Here, you can determine from which address the email will be sent and what address a reply will be sent to.
- Fanbase groups: The groups that emails are sent to. You will be able to import a customer base or individual email addresses here - just like in MailChimp.
Zapier isn’t exactly a Direct Mailing tool, but we’d still like to highlight some of the benefits of using Zapier. Zapier is a tool that automates manual processes, such as adding a visitor who purchased a ticket to your mailing list. In the final blog in this series, we’ll delve into the link between Zapier and Eventix.
Good luck in finding the right tool for you! We recommend you use MailChimp, partly due to the integration with Zapier. If you need any help setting up the tools or would like to receive some tips and tricks, feel free to contact us through the chat in bottom-right of your screen or via firstname.lastname@example.org.