As a result of The Growth Genies’ partnership with OzParty Events, analytics indicated that younger audiences were more responsive to fun, dynamic and personality-driven designs, with varied content and a relaxed and approachable tone of voice, relatable gifs/social and pop culture references and dynamic video content. We also observed from our split-testing that broadcasting the email at 4 pm was ultimately more effective, as we understood that during this time students would be leaving school and more likely to check their phones, therefore producing greater engagement with this demographic.
One element which underperformed in this campaign, however, was the volume of survey responses generated in the second email of the campaign sequence. As this data was notably insufficient, our future strategy was revised to outline the need to incorporate more effective motivation for this audience, for instance providing the incentive of a prize or voucher raffle for completing the survey. Equally, creating competitions whereby this target audience is more actively involved in generating new ideas for their events would be beneficial, more directly inviting interaction from the audience and strengthening OzParty Events’ relationship with these contacts and sense of community.
The Bucks/Hens audiences likewise engaged well with sophisticated designs intermixed with a more personable and familiar tone of voice. Future EDM content and designs will continue to build upon the established style, including a variety of creative resources and inspirational offerings to further nurture the relationship established with this target audience, reinforcing OzParty Events’ positioning as an industry leader and ‘go-to’ authority on amazing bucks and hens events.
Our campaigns have proven that timing is crucial to the success of each EDM and will be further tested, with a key focus on any cultural or social events which may impact its performance and strategy adjustments then made accordingly.