Anatomy of a Campaign

Maestro’s Big Bash analytics. Putting our money where our mouth is.

It takes confidence to run a campaign and commit, in public, to show results at a party — on a big board. That’s just what we did at Maestro’s Big Bash.

We allowed invitees to vote on the party theme, check the analytics live as the campaign ran, and displayed all of our results for party attendees to review. Here are the stats:

Email & pURL 1

Sent to current clients and opt-in contacts

Print & pURL 1

Current contacts and purchased lists

Email & pURL 2

Non-responders and new opt-in contacts

Print & pURL 2

Current contacts and purchased lists

  • 18 audience specific messages
  • 4 different email “senders”
  • 41% email open rate
  • 75% of recipients who opened the email visited their landing page
  • 23% of respondents converted as registrants after only one touchpoint
  • 1.5% of print-only recipients visited their landing page
  • 5% of email/print recipients visited their landing page after print arrived
  • 10% additional recipients added
  • Registrants do not receive repeat email invitations
  • 36% email open rate
  • 45% of recipients who opened the email visited their landing page
  • 16% of respondents converted
  • Larger format poster
  • 2.7% of print only recipients visited their landing page
  • 7% of email/print recipients visited their landing page after second print touchpoint

Email & pURL 3

Non-responders last chance to vote

Social Media

Launched the week prior to event

Personal Video

Segmented to registrants and non-responders

Text Messaging

Opt-in subscribers

  • Bounced emails removed (30%)
  • Registrants do not receive repeat email invitations
  • 27% email open rate
  • 22% of recipients who opened the email visited their landing page
  • 13% of respondents converted
  • 8 different target audiences
  • Tracked actual number of respondants through each channel
  • 50% of responders converted to registrants
  • 5.6% of attendees converted through social media
  • 63% of registrants saw their personalized video
  • 11% of non-responders opened their email
  • 100% of non-responders who opened the email clicked through to their personalized video
  • 9% of those converted to registrants
  • 28% of registrants opted-in for text messaging
  • One-time send of confirmation and directions