Better targeting for greater returns

The reviews are in and the desired improvement in targeting and automation has delivered the hoped-for results. NT can now automatically trigger marketing messages and actions based on behavior, logic, and AI recommendations. The social advertising program has never been more efficient. According to Wallis, “Of the amount we spend on social advertising through Facebook, 17% of that spend is using data from the Social Audiences module, but that makes up 30% of the revenue from Facebook accounts. Using the Social Audiences module for email has increased ROI by +113% against standard social advertising — using our CRM’s targeting rather than Facebook’s.” This translates into greater efficiency all around: the cost per action for acquisition is down 45%.

Audiences and patrons are noticing the difference: the open rate for webtracking emails has increased by 53% higher than ‘standard’ campaign emails and the click-through rate (CTR) has increased by 23% against standard emails. The conversion rate on webtracking emails is up an impressive 75% over standard emails. The increasingly targeted content gets noticed and gets action.

The tools available through Campaign are being continually updated. A new change that Wallis finds to be particularly valuable: “The Automated Programs tool gives us the flexibility and ease-of-use that allows us to create more bespoke customer journeys for individual shows or activations. That’s been really invaluable, creating a specific customer journey for each activation.”

Summing up where NT is today, Wallis reports that: “Campaign is a really efficient platform. I’ve used a range of CRM tools and Campaign does all the things I would expect a marketing automation platform to do. This tool is rapidly evolving and improving, and that’s very encouraging.”

Looking ahead at NT’s plans for Campaign, Wallis shares the vision for the future: “We’re moving towards a concise, single customer view. The reason behind that is to improve the customer experience, serving the most relevant information to the right person at the right time. We’re working on improved personalisation. And this especially around National Theatre Live, so we can serve you up what broadcasts are coming to your local cinema — on a national and international level — personalised to our subscribers, so we can help reduce the amount of searching they need to do.”

“Surviving the impact of Coronavirus has been one the biggest challenges in the National Theatre’s history, and Campaign has been at the forefront of our efforts to maintain audience engagement, maximise revenue and support an evolving range of product across live performance, cinema broadcast and digital streaming.”

Sam Zdzieblo, Head of Marketing Campaigns, National Theatre

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