Replacing tools with real solutions
“QPAC needed a simple way to manage campaigns across email, display, social and mobile,” says Harper. “Adobe Campaign enables the creation of more sophisticated customer journeys, improving audience segmentation and pushing campaigns out across multiple channels—all without the need for a developer.”
For QPAC, email is one of the primary drivers for website traffic and ticket sales and therefore constitutes a large proportion of the organisation’s marketing efforts. QPAC runs a range of complex campaigns across pre-sale, on-sale and re-marketing phases. Depending on the QPAC venue and number of performances, each event requires a different approach, which can include dozens of emails going out to anywhere between 20,000 and 100,000 patrons.
Future requirements were also an important consideration as QPAC grows to be one of the busiest and largest performing arts centres in Australia. In 2018, the Queensland Government announced a new 1,500 seat theatre to be built at QPAC to meet existing audience and sector demand and support continued growth of performing arts in Queensland.
To keep audiences engaged, QPAC uses Adobe Campaign to send out a “What’s On” newsletter every two weeks, giving subscribers a digest of upcoming performances. Automated communications include show information and reminders for ticket holders, membership renewals, donation receipts and thank you emails. QPAC also utilises SMS for high priority service information and plans to engage and excite ticket buyers through this highly personal channel ahead of their attendance at a chosen performance or event.
Relevant communications through automated campaigns are an important part of the patron experience at QPAC. Automated programs designed with Adobe Campaign assist in delivering tailored communications that manage patron expectations before a performance, keep them informed and elevate their overall experience, complementing the live performance they attend.
QPAC sent 24 million targeted emails within the first 18 months of implementing Adobe Campaign. During that time, active subscribers—those clicking and engaging with content—increased from 43% to 51% of all email subscribers. QPAC had higher email open and click-through rates and saw a decrease in unsubscribes as a result of more targeted campaigns.
Audience segmentation capabilities are particularly useful for social media campaigns, optimising list builds to improve targeting. For example, targeting people who are likely to buy a ticket and excluding those who have already purchased makes it possible to manage such campaigns efficiently.
Adobe Campaign also optimises social media campaigns every day rather than requiring the weekly download of batches of data and uploading of new lists. “At QPAC, it’s important to ensure patrons receive information that might interest them through various channels, without feeling overwhelmed,” says Harper.
Protecting subscriber data
QPAC is committed to protecting customer privacy and understands and appreciates that the privacy, confidentiality and security of any information provided is important to visitors and patrons. Adobe Campaign and Microsoft Dynamics 365 deliver a solution for multichannel targeting and personalised communications while protecting patron and subscriber data.