Fandango’s call to action, time sensitivity and add-on value content elements of its email marketing campaign have all been highlighted as an example of good practice.
Fandango gets tone of email alerts ‘just right’
Analysis of US online movie magazine Fandango’s email marketing campaign has revealed why this means of communication has proved so effective for the publisher.
The magazine’s FanMail email alerts is the main way to keep in touch with subscribers, so is key to converting readers into ticket sales.
Analysis by StrongMail highlights a number of effective design elements incorporated into alerts, which it believes have made the format such a success.
The timing of particular alerts to coincide with the launch of new, potentially popular films is just one element. StrongMail notes that Fandango alerts subscribers to any impending release they may find interesting, encouraging them to “skip the box office lines”.
In particular, the company praised the movie website for its dedicated messages sent prior to upcoming releases, and how it carried these themes through subsequent alerts to keep them at the forefront of readers’ minds.
StrongMail also praises Fandango for its no nonsense strapline, which is very clearly focused on driving conversion to a particular behaviour. Although this method will only work for particular kinds of behaviour, Fandango clearly has it right.
The Email Breakthrough Report noted: “Keeping your call-to-action clear and concise leaves no room for interpretation or distraction from the message purpose.
“Focusing the content on a singular behaviour can drive higher engagement and conversion.”
However, the report also draws attention to an aspect of email marketing that many internet consultants may find more difficult to achieve. In the case of Fandango, the website’s ability to serve as a useful source of film and movie star news as well as a way to drive ticket sales has also proved key.
For StrongMail, this means going beyond “convenience and sales” by providing recipients with easy access to data about a range of valuable information, which no doubt prompts many readers to remain subscribed to the service.
Living Streams “Improving clients’ profitability through better use of the internet”.