Email Overview

Strategic Targeting & Best Practices

• Our email system is integrated with our Paciolan ticketing system and able to funnel in donor information. For emails of solicitation, it is a priority to ensure the targeting is hitting a strategic target (past purchasers of specific sport, located within 50 miles of West Point, previous donor but not in current year, etc.).

Revenue & nON-dIRECT rEVENUE coMMUNICATIONS

• Our email system has become one of our most effective methods of revenue generation. While revenue generation has been key for this tool, using it to ensure proper communications to our fanbase has been essential. West Point is not an easily accessible collegiate athletics location and recent security changes has continued to add challenges. All purchasers of a ticketed event receive multiple layers of email communications leading up to an event through our system to ensure the best possible user experience. This includes entry procedures, mobile ticketing information, parking maps, game specific events, and more.

Scalability of Workflow

• At the end of the 2018 year, I was able to work with another institution on replicating their email building process which allowed us to build our email HTML entirely in Adobe Dreamweaver more efficiently. This also made it possible to train additional staff on the process and ensure a consistent high-quality look. The process allowed us to build more targeted communications, fine-tune our copy, standardize our tracking process, and be on the forefront to ensure we continually look for ways to improve our processes. The change in process made an immediate impact on revenue generation and overall customer experience communication growth.

Internal Communications

• Keeping our external facing staff on track with upcoming outbound communications has continually been a priority in an industry with so many constantly changing variables. Currently on a weekly basis, our external facing staff receives a rundown email each Monday of outbound communications for the days ahead. This also includes upcoming or ongoing digital campaigns, KPI’s, any other valuable information for those areas.
  On a longer duration basis for emails, I currently keep an ongoing schedule calendar of future outbound email communications available for our staff.