Contactology partnership helps Vivid Seats

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Online ticket seller Vivid Seats has reported a jump in several key e-mail metrics since it moved from an in-house system to a partnership with e-mail service provider Contactology to automate its e-mail newsletter distribution.

After Vivid Seats began using Contactology back in July, the firm increased deliverability from 40% to 85% and the click-through rate from 1.5% up to 4.5%.

“We used to run it all in-house but it was tying up our mail services and affecting deliverability of customer service messages,” said Jerry Bednyak, technology director at

Vivid Seats. “We weren't getting our mail delivered to Yahoo accounts. When we were trying to sell tickets to an event that night and the e-mails were getting stopped, it wasn't working.”

Yahoo accounts represent about 50% of the retailer's list of 50,000 people. The firm sends two e-mail newsletters a month with information upcoming events and the opportunity to purchase tickets. Newsletters are created based on geographic location, interests and popularity of events. Previously, Vivid Seats was sending to only 10 regions; this has since risen to 44 different locations.

Right now, the retailer is in the middle of its busy season and will be through October, but when things slow down, it plans to look more deeply at analytics to build the next busy season's strategy, Bednyak added.

Future upgrades will include reporting, surveys and ticket scout technology, which will automatically send e-mail alerts about price reductions.

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