How To Convince Your Boss You Need An Event’s CRM

Using the right tools and actioning your data are game changers for taking your future events to the next level. Data’s the foundation of every email strategy. It tells you who your fans are, what events they’d be interested in, how you can and should be engaging with them. But being able to action that data is what sets good email strategies apart, and gets you the results that you want with email (like higher ticket sales!).

Without the right CRM, you don’t have enough insight into your customer journey and are basically shooting your emails with both eyes closed. Not only is it difficult to use your data effectively to build stronger customer relationships, but you’re wasting money by sending event campaigns that aren’t optimized to be effective. With a powerful CRM (like Hive), you gain a holistic view of your customers and can collect, organize, and analyze your data all in one place.

Let’s dive in!

Why is a CRM important for event email marketers?

Data is everywhere and everytime a customer interacts with your brand, website, or email, you gain valuable information about that customer. But without a CRM, how are you going to store it? Gaining data is just one piece of the puzzle, but without a tool to store it, manage, and analyze it you won’t have a holistic view or be able to pull meaningful insights. You need to use a CRM or you’re essentially letting that valuable data go to waste. Customer data is a treasure chest of information and the key to maximize your ROI with your email strategy.

Using Hive as a CRM

Once you start growing your email list, you’ll notice it’s hard to manage your customers’ entire journey. Without a powerful CRM like Hive, it’s likely you’ll end up sending irrelevant emails and see drop off. Imagine sending an email for a Toronto event to customers in New York City or emails for 21+ events to a 19 year old. Sending irrelevant emails like this feels impersonal to your fans, and tells them you don’t care enough about building a seamless customer experience.

The process of using an ESP to manage your customer data can be time consuming and fragmented at best. Atleast, that was the case before Hive and it’s magical CRM capabilities!

Organized subscriber segments and events filters

With Hive you have a holistic view of your subscribers, and filtering capabilities that you can use to find the segments that matter. With segments, create groups of subscribers based on social actions, demographic data like age, location etc., previous purchase behavior and more. With Hive’s easy filtering system, you can use 100 different parameters to find your most engaged fans, and send the right campaigns to the right people. For example, if a customer’s been opening a band’s newsletters, you can probably infer that they’d be interested in a tour announcement. Or if they’ve been engaging with a lot of bands in one genre, and a new band in the same genre is about to drop their first album, you can infer that this fan might be interested in the album drop. You can filter based on who’s opened one of your last 10 emails, or what links they’ve clicked to find out what your subscribers’ are interested in. After that, send them a dedicated hyper-targeted campaign to get them to purchase.

You can create static segments, equivalent to tags in Mailchimp and only change when manually updated, or live segments, which automatically update over time as subscribers match (or no longer match) the filters you set. The best part? You can create unlimited segments for all of your events and use that data to send hyper-targeted emails with no additional cost. A dedicated segments page where you can auto-fill search for particular segments, add them to folders, and analyze individual segment data, like growth over time, makes it easier for you to manage the segments you create.

Understand who your most engaged fans are

Understanding how your fans are interacting with your emails is a must when figuring out what works and what doesn’t for your next event email campaigns. In Hive, you can see a breakdown of your contact list by engagement level directly on your Hive dashboard, and it automatically updates as emails are sent out. If a fan that’s previously been super engaged, hasn’t opened the last 10 emails, you know it’s probably time to send a winback campaign their way. Or if fans are opening emails but not clicking on your CTA, you know it’s time to re-think your email design or your email copy. You have an insight into overall list health so you can analyze your engagement at a high level and drive conversions.  

Hive’s flexible list management

In Hive, you don’t have to spend hours uploading multiple CSVs to see a full view of your contact list. A fragmented audience isn’t  useful, and that’s why Hive has over 100+ parameters so you can filter directly on your contact list.  Use these filters to add contacts to a segment, unsubscribe them in bulk, or email them directly.

Wrap up

There’s no doubt about it, a CRM is a must have for event email marketers. Data’s the backbone of your email strategy and with a CRM like Hive you can manage everything in one place, so you can collect, organize, and analyze your data to send better-targeted campaigns that convert.