Most Culture Segments TagTool users ask their databases to answer the Golden Questions on a fairly regular basis. With proven ROI power, the more records tagged, the more people you can make relevant connections with.
Have you also thought of using this a route to increase engagement in itself? For example, targeting people you’ve not seen for a while with one message, regulars with a different one and new people with another?
You’ll want your invitations to the Golden Questions to fit in with your organisation’s brand and tone of voice but here’s some draft text we’ve written for a New York theatre to show you what we mean.
It looks like you made your first direct booking with The Theater recently and we’re happy to be able to welcome you. We’re keen that we keep in touch with you in the most relevant ways possible. To help us understand a little more about your preferences we’d be grateful if you could take a moment to answer some very quick questions (it only takes a minute or so at the most).
We’ve enjoyed welcoming you to The Theater in the past and hope you are still interested in coming along in future. To make sure we always keep our communications most relevant to you, we’d be grateful if you could answer some very quick questions (it only takes a minute or so at the most).
We always enjoy welcoming you to The Theater. We’re working hard to make sure our email communications with our valued patrons are as relevant and appropriate as possible. To help us do this we’d be really grateful if you answer some very quick questions (it only takes a minute or so at the most). This helps us understand more about your tastes and keep you up to date about the things you are most likely to enjoy.
Once you’ve drafted your own versions, why not set up automatic second mail outs to follow up on those who don’t respond the first time around? You could alter the text giving you the chance to A/B test what works best for your audiences and continuously increasing your response rates.