Razorgator Boosts Sales With Real-Time Email Personalization

Razorgator, a secondary ticket marketplace for live events such as sports games and concerts, formed a partnership with business-to-consumer marketing platform Zaius, using its technology to engage customers in real-time and improving the process for new customer acquisition and growing target audiences.

Razorgator sends more than six million emails a month on average and has sold over 3.5 million tickets to over 1 million customers, but it suffered from a four-hour delay in response time. Timing was particularly important for a company with a large proportion of visitors doing comparison shopping, says Michael Hudoba, director of online marketing at Razorgator.

Razorgator switched from its legacy ESP to Zaius, a B2C marketing platform, to more effectively act on its customers' actions. Boston-based Zaius offers a cross-channel marketing automation platform that can personalize email messages based on behavioral triggers. Razorgator, which formerly used a system based solely upon past purchases, has increased average order values by 28% and its newsletter revenue by nearly 30% year-over-year since the partnership with Zaius.

Razorgator also uses Zaius’ A/B testing feature to optimize marketing content and has increased unique email open rates by 32%. For example, Razorgator sends welcome emails and abandoned cart emails when people are actively engaging with its website.

Zaius enables the company to layer on customer activity to emails -- such as the events they have been looking at online -- so the emails are tailored to them specifically. 

“We can see what events people are looking for,” says Hudoba. “Are they looking for football tickets and Broadway shows? You wouldn’t normally associate those things together, but we can introduce people to new events that we might not have been able to send before.”

Geotargeting is also particularly important for Razorgator, says Hudoba. “If I’m showing you New York events and you live in the San Francisco Bay Area, you’re not going to buy.”

 

 

 

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