Bullseyehub Case Study: The Lexi Cinema

In this new feature for the Bullseyehub blog we take a look at some of the people already using Bullseyehub and the different ways they’re taking advantage of the tools to optimise their online marketing in our Bullseyehub Case Studies. In this edition we’re taking a look at how Bullseyehub’s email tools can make the difference in growing a strong loyal client base for a local business that might traditionally rely on passing trade.

One of the main features of Bullseyehub is our versatile Email interface, allowing for visibility of open rates and click-through rates that’s easily manageable – with different campaigns for different customer lists. This allows our partners to segment their subscribers into targeted lists so their customers always get the most relevant content.

Who? Adam at The Lexi Cinema, North West London

The Lexi Cinema is one of London’s best independent cinemas, showing an eclectic mix of mainstream and independent film as well as myriad special events. It’s fair to say there’s always all sorts going on at The Lexi.

“I already had an email campaign; I was recommended to try Bullseyehub for their social media tools, when I found out they did email as well and went for a demo, I made the decision to leave my email campaign provider and do both with Bullseyehub.”

– Adam, The Lexi

How were The Lexi using their email campaigns? The Lexi used their emails to let their customers know about upcoming releases and events at the cinema when they might have forgotten – every cinema relies on a large passing trade, as well as a smaller core of film buffs.

What was the key to the campaign?

It’s an email with personality. The Lexi Cinema Email goes out every week and isn’t just a list of releases – it lets customers know about the films they’re showing, with a strong editorial style written by Adam himself, that sends customers to the website to find out more; as well as a side-bar with the details of special events to come. This quality continues on their website where the subscribers can book tickets online.

What was the result?

With Bullseyehub they could log in anywhere, with their own templates ready to go – tweaking designs until they were ready to send it out and checking out the analytic data at their own leisure, which makes for great reading.

The open-rates are well above average for the industry, reflecting the close relationship with the community that subscribe, but what’s really illuminating is the click-through links the subscribers and their friends were opening; referring them to interesting content on the website about the different things happening at the cinema and where they could book tickets.

“Viewing the results of my emails in Bullseyehub and the link clicks mean I have a really good idea of how films are going to do. The email can work as a testing ground for what the community are interested in or not.”

– Adam, The Lexi

When subscribers like content, they share it

Via the Bullseyehub UI we can see that a lot of subscribers have an inordinately high number of opens – this suggests that they are sharing the content with their friends who were also opening the email and clicking links.

In Bullseyehub we can see what links are proving most popular and which are being ignored – a crucial part of testing for the next campaign!

The next step

Bullseyehub allowed The Lexi Cinema to see just how their emails were being engaged with, and what changes to make the next time. However it doesn’t end there – the data collected by Bullseyehub is prime market research; the popularity, or lack of, for different links was reflected at the turnstiles.

Part of the charm of a great independent cinema like The Lexi is catering to the niche of course – but these regular updates on what content their subscribers enjoyed allows them to best cater to the community that uses the cinema.

“The most important thing for an independent cinema like The Lexi is the local community that come to see the films. The email allows us to keep in touch, making sure we’re giving them what they want, letting them know about upcoming Q & As and other unusual events and of course continuing to generate money for the charity.”

– Adam, The Lexi

What we would suggest next for The Lexi

When talking to Adam we agreed that he was approaching critical mass with his current subscribers and needed to find ways to spread the reach of the newsletter. Firstly, he’s working on a revamp of the design of the newsletter to demonstrate to his loyal subscribers that he’s keen to keep improving what The Lexi puts out.

It was clear from the high click-through rates, visible in Bullseyehub as the links people were actually clicking, that many people were forwarding the newsletter on to their friends. These people were enjoying the email and clicking links but weren’t subscribers and weren’t being prompted to subscribe at any point. These people make up part of the large passing trade The Lexi attracts that would come to the cinema more often if they had a better idea of what’s going on.

Along with the design overhall he’s giving the newletter, he’s working on an online version with a sign-up form to attract new subscribers. We’ll check back in the next few months to see how The Lexi and its newsletter are getting on.