About Headliners Music Hall

Headliners Music Hall is a premiere live entertainment venue bringing the best local and national acts to the stage in Louisville, Kentucky. The locally-owned and operated venue has hosted amazing rock, metal, acoustic, hip-hop and alternative bands such as My Morning Jacket, Neko Case, Sharon Jones & The Dap Kings, Kings of Leon and more.

The Challenge and Plan

In collaboration with Lizi Hagan and her Headliners team, Ben Wingrove (Etix) and Amanda Severs (Rockhouse Partners) outlined a plan to drive website visits and ticket purchases by optimizing ticketing and email marketing efforts. The plan featured two parts:

1. Design. Build. Measure.

  • Customized a new email template.
  • Confirmed its increased effectiveness by testing the new design against the old template.

2. Finalized & Fine-Tuned.

  • Segmented the community database with Etix ticket-buyer data to identify the venue’s “Superfans” based on purchase amount, frequency and recency.
  • Changed email frequency to target these ticket buyers and to avoid overloading the rest of the email list.
  • Applied these tactics consistently to ongoing weekly emails.

The Wins

Lizi and Headliners saw positive–and measurable–results:

60
Growth in Email List
30
Better Email Open Rates
79
Increase in click-through rates
221
Increase in Revenue from Email

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