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tmMessenger Update
Ticketmaster is at an exciting juncture in its tmMessenger migration. With both Ticketmaster Australia and New Zealand (and their respective Customer Service departments) completely migrated, Ticketmaster has moved onto transitioning clients; recently migrating Capitol Theatre, Melbourne International Comedy Festival, Festival Hall, VenuesWest and The Palais Theatre.
tmMessenger is an email marketing tool, provided by Ticketmaster and Exact Target, that sends out mass emails and tracks real-time response data. It’s integrated with the Ticketmaster database and will replace Mail Manager. ExactTarget are an industry leader when it comes to highly targeted, mission critical, fully integrated email solutions.
The purpose of tmMessenger is to make it even easier for Ticketmaster and all clients to communicate with our respective customer bases. With the eMarketing goal posts constantly changing, tmMessenger gives its users the tools to stay at the front of the curve.
Hotmail, Gmail and the like are constantly refining their Graymail filters and algorithms; learning the emails that we interact with and providing quick and automated methods to sweep, move or ‘clean-up’ the ones we don’t.
In this era of Graymail, maintaining IP health has never been more important. Each unopened email equates to poorer IP health. The poorer the health, the less likely the Email Client will trust your emails. The less your IP is trusted, the more Ticketmaster’s database shrinks.
To cut through the 75% of email ‘clutter’ and maintain a healthy IP, tmMessenger provides granular levels of data filtering and segmenting; to get the right message in front of the right people. Gone are the days where you can send an email of specific interest to a broad group.
For those interested in taking advantage of granular socio and geo-demographic segmentation and targeting, it will give them a chance to learn insights into their audience that users didn’t realise were there. It will also help users learn which segments respond to which messages and rhetoric.
As always, Ticketmaster is working hard to provide all clients with the best products and technology to ensure they remain at the forefront of the ticketing industry.
