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Email Marketing Onboarding Guide

  • Updated

Welcome to the See Tickets x Hive Onboarding Guide!

This guide will cover everything you need to know to set up your Hive account and the See Tickets integration. Each topic will include helpful resources to ensure you are successful with your Hive account. For any additional questions: please email seetickets@hive.co.

Start Sending Emails on Hive in 5 Easy Steps

Please see detailed instructions below that will walk you through each step:

  1. How to Log into My Hive Account
  2. How to Import My Data
  3. How to Setup My Subdomain & Reply-to Address
  4. How to Set My Reply-to Address
  5. How to Build & Design My Templates

How to Log into My Hive Account

Receiving Hive’s Login Email

You should receive your Hive login email within 24-hours after your See Tickets rep has given Hive your account details. When you log into your Hive account, the See Tickets integration will already be turned on, new See Tickets ticket purchasers will automatically sync into your account, and your See Tickets Cart Abandonment email automation will be running.

Inviting Team Members to Hive

Any additional team members can be invited to your Hive account under Manage Brand Admins

Go to my Manage Brand Admins page

Managing Multiple Hive Accounts

If you have multiple Hive accounts, click “All Brands” in the top left-hand corner to view all accounts.

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How to Import My Data

Your See Tickets account will already be connected and importing data once you login. Hive integrates directly with multiple platforms to make your data transition easier. These integrations will automatically sync your data over as a copy.

Go to my Import Contacts page

Connecting My Mailchimp account

Our Mailchimp integration is designed as an onboarding tool to import your data into your Hive account. The Mailchimp integration will sync in your tags, audiences, groups, lists, and categories. Hive does not have the concept of specific list subscription status. If anyone is unsubscribed from a list in Mailchimp, they will be marked as unsubscribed in Hive. If you have a large number of unique Mailchimp lists, please export and import your Mailchimp lists manually.

Connecting My Eventbrite account

If you are moving over from Eventbrite, you can connect multiple Eventbrite orgs to your Hive account on the Import Contacts page with a click of a button. All Eventbrite purchase data will sync in.

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How to Manually Import CSVs

If you have past ticket purchase or subscriber data (email, phone number, first name, demographic information, etc) you want to import into Hive, you can upload your CSV’s on the Import Contact page > Upload Contact CSV File page.

If you upload ticket purchase data, the events from your CSV can be found on your Events page. You can use the contact list event filters to build segments based on purchase data in the CSV.
To import past ticket purchase data, the following columns in your CSV are required (in no particular order):

  1. Event Title
  2. Ticket Order Date
  3. Ticket Price or Total Price
  4. Ticket Tier Name - If you do not have this information, create a new empty column in your CSV. When you import your CSV, select “Ticket Tier Name” as the column type. The blank cells will not be imported

Hive will automatically detect the type of data in each column (First Name, Email, etc.) - it’s best practice to check if the auto-selected types accurately reflect the data in the columns. Click the drop down arrow to select the column type. If there are columns in your CSV that you do not want to be imported, select the “-” as the column type.

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What happens while my file is being imported?

There are a few things happening in the backend:

  1. Email addresses are validated - If your email list import fails validation, it means your list contains greater than 4% invalid email addresses
  2. Invalid or outdated email addresses are flagged
  3. Any duplicate subscriber profiles are synced
  4. Publicly available data like full name, gender, location and age is added to individual subscriber profiles

How to Setup My Subdomain & Reply-to Address

What is a Subdomain?

Your new subdomain will be the email address you'll send marketing emails from. You can find subdomains as a prefix in front of a primary domain. For example, the “mail” in hello@mail.hive.co is the subdomain, and the "hive.co" is the primary domain.

Why is Using a Subdomain Important?

Using subdomains is a necessary part of achieving good long term email deliverability. Using a subdomain allows you to have complete control over the sending reputation of your emails. Your sending reputation is the arbitrary score that ISPs (Gmail, Outlook, etc) give you to determine if your emails are going to inboxes, or to spam. Without a subdomain, your emails will be sent with one of Hive’s shared domains until your subdomain is set up.

Setting Up My Subdomain

Before starting setup on your Email Settings page, make sure you or someone on your team (likely the person who manages your website) has access to your DNS registrar/provider and your Hive account.

Getting Started

Go to my Email Settings page

Scroll to the Custom Domain Settings section to select your subdomain

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Deciding on a Subdomain

On your Email Settings page, type in the address you'd like to use in the Custom "From" Email Address section then click Save.

Your subdomain should be in the format of:

  • [something] @ [subdomain].yourdomain.com

"Subdomain" is not an example, but simply a placeholder for the subdomain you choose

Below are some common examples of subdomains you can use:

  • hello@mail.yourdomain.com
  • hi@newsletter.yourdomain.com
  • [anything you choose]@[anything you choose].yourdomain.com

Example: If your company is Hightown Media, and your website/email domain is "HightownMedia.com" then the format of your subdomain could be hello@mail.hightownmedia.com

Verify Your Subdomain in Your DNS Provider

Once you've clicked Save, the page will refresh and your custom domain settings will populate in Hive. In order to let Hive send emails from your custom subdomain, you need to add the records that populate in Hive to your DNS provider.

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Choose from the dropdown to see the records formatted for your specific provider. Then copy and paste the records to your DNS provider to verify your domain. Once you’ve added the values from Hive to your DNS provider and they’ve propagated, your domain will be verified!

Still not sure where to add the TXT/CNAME records? Click here for further instructions based on your DNS provider.

  • It can take 24 to 48 hours for DNS changes to propagate
  • Until your domain is verified, emails will be sent from a mail@hive.co subdomain
  • If your domain still isn't verified after 48 hours, please email hello@hive.co

How to Set My Reply-to Address

Before sending emails, set your reply-to address on your Email Settings page. You can use any email address that has an inbox to monitor incoming replies or use your Hive Custom "From" Email Address (aka your subdomain address) by registering it with an email client first (Gmail, Outlook, etc.).

Go to my Email Settings page

How to Build & Design My Templates

The template editor in Hive is a simple drag and drop format, ensuring you can design great looking templates in a short period of time.

To create a new template from scratch, click Templates in the left sidebar on your dashboard > +New Template. 

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Go to my Templates page

Below are some of the key concepts of the template editor:

Content Blocks

Content blocks contain the content you want to include in an email. There are a number of different blocks to choose from, including text boxes, images, buttons, etc.

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To use a content block, simply click Content in the right sidebar of the template editor, and then drag and drop the block you want to use into the template.

Padding

You can change how much padding you want around your content block or row by clicking directly on the block/row.

On the right hand sidebar that appears, scroll down to "general" and adjust how much padding you'd like there to be around the content block or row.

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You can also adjust the padding on only 1 side of the block or row. To do this, toggle the "more options" button. In this section, you can adjust the padding on the top, bottom and sides of the block or row.

Rows and Columns

By default, new rows in the template editor will only have one column. You can drag and drop a column content block into the row to add more columns.

From there, you can drag and drop the specific content blocks of your choosing into the individual columns.

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Editing Images in the Template Editor

Drag and drop the "image" content block into the desired location on your template, and upload your image into the template from your computer or by using the image url.

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Click the image, and in the same right hand sidebar, click Apply Effects & More.

Here, you can crop, resize, or add filters/text to the image.

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Buttons

Buttons are a great call-to-action within templates, and can be linked out to any webpage.

To hyperlink a button, click the button on your template. In the right hand sidebar under "link", you can input the URL you'd like the button linked to.

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In the same right hand sidebar, you can adjust the color and padding of the button.

To adjust the font and font size, click the button on your template and usethe text editor that populates.

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Template Colors

You can change the background color of rows, as well as specific content blocks.

To change the color of a row, click a row on your template and a sidebar will appear. Under "row properties" click on Background Color and adjust the color using the color editor.

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To change the background color of content blocks in that row, click on content background color and select your desired color.

Saving Rows

If you frequently use the same images/logos/buttons, you can save the content blocks to use them in the future across multiple templates!

Click on the row settings, and click Save on the bottom right of the row.

Name the row, and click Save.

Now that the row is saved as a block, you can easily drag and drop it into any template.

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How to Use The Drag & Drop Event Block

The Event block in Hive’s template editor lets you drag-and-drop information (such as event name, venue, date, etc) directly from your events on See Tickets. This Event block updates in real time as new future events are created.

To use the events block, simply drag and drop the Events block into the template editor. From there, you can choose which events you'd like to include, and customize the fonts or colors to represent your brand!

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Use the Same Formatting for Multiple Event Blocks

Save time by duplicating event blocks, which copies over your formatting from previous blocks so all you'll need to do is click the "Change Event" button to select a new event!

To duplicate an event block, hover over the events content block you've formatted in your template, and select the "duplicate" icon in the bottom right corner.

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Change the Layout of the Event

To change the layout of an event, click on the event block on your template.

In the right sidebar that appears under Layout, you can choose how the event block will look on your template from the dropdown.

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Make the layout of the event vertical, horizontal, or simply only text.

Create a Line List of Events

To quickly & easily create a list of events, drag & drop the event block in and select your event. Click into the event, in the sidebar, click the drop-down under Layout, select horizontal minimal.

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Format the event block to your liking. Click back into the event block and click the blue duplicate button. This will keep the formatting for each block, so all you'd need to do is click the "Change Event" button to swap in a new event!

Adding Custom Event Descriptions

In the "Event Description" section of the event block right hand sidebar, you can change and update the description.

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Alternatively, you can drag and drop a text box underneath the event block if you want to bold/underline specific parts of the description.

How to Use the Contact List

The contact list automatically syncs ticket purchase data from See Tickets in real-time. Your contact list includes hundreds of filters that will help you build targeted segments to send specific marketing campaigns to. To search through your contact list and build event segments, click Contact List in the left sidebar > View all filters > under Categories select Event Data.

Go to my Contact List page

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How to Build Segments

You can create segments on the following pages:

Creating Segments from the Segments Page

On the Segments page in the left sidebar and click + New Segment

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Select whether you want to create a Live Segment or a Static Segment.

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A live segment captures all of the subscribers that match your filters right now, and in the future. A static segment captures subscribers that match filters right now. Subscribers can only be manually added or removed from this type of segment.

Name the segment, select the filter(s) you want to apply, then click Save Segment.

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Creating Segments from the Contact List

Click the Contact List page in the left sidebar, then View all filters...

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Select the filter(s) and click Apply Filters to filter the contact list. 

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When applying multiple filters, you can only select either the logic AND/OR for the entire query.
  • Choosing AND means that the subscriber must apply to all filters.
  • Choosing OR means any subscriber who applies to any of the filters.

Click Segment at the top of the page to create a segment based on the filters you applied to your contact list.

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Creating Segments from Import Contacts

From the Import Contacts page, you can import contacts into a static segment by manually uploading a CSV file.

Click Choose File and type in the Segment Name. You can import into an existing segment by matching the segment name exactly in the text box!

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Must-have Segments for Events

Demographic

Name, location, and birthday are all important information you’ll need when creating your next campaigns. You wouldn’t want to send an email about an event in Toronto to a fan in Texas, or about tickets to a 21+ show to a fan that’s 16. Without this data, you’re not getting a full picture of who your fans are, and missing out on the opportunity to build stronger fan relationships.

Genre

Once a fan signs up for your list, you already have some insight into what type of music they like, and you can use that information to expose them to similar artists in the same genre. With new shows on the horizon, you can tailor the emails and SMS you send them based on the genres they listen to.

Previously attended event history

If this is a fan that’s been to one of your shows before, you’ve hit the jackpot! There’s so much information there about the events they’re interested in, the music they like listening to, the amount of money they’re willing to spend on shows etc. Use this information to send future artist updates, highlight artists in a similar genre, and announce early presales to those fans that have attended the same or similar events in the past.

Venue

Send venue updates to fans who’ve been to shows at the venue previously! Ask them if they have any feedback, and what their experience was like. If they enjoyed their previous experience at the venue, they’re more likely to want to go to another show at the same venue again.

Online behavior

You know what they say, the internet is forever and luckily houses a goldmine of information about your fans. Fans’ online engagement is a direct expression of their interests, which you can use to send hyper-targeted campaigns! Say your fan likes a post on your instagram about an upcoming show, or enters a giveaway for new tour merch, you can infer that they’re probably interested in your next tour. Use that knowledge to send targeted campaigns that will convert, and get them to your next show

Hive’s Engagement Level Segments

Your See Tickets ticket purchasers and any subscribers imported via CSV or through the other connected integrations, are automatically sorted into engagement levels that provide you with more insight on how your list engages with your emails. Engagement levels automatically update as subscribers engage with the emails you send. 

How Each Engagement Level is Defined in Hive

  • Active Subscribers: Subscribers who engaged with (i.e. opened or clicked) any of the last 5 emails they received
  • New Subscribers: Subscribers who haven't yet engaged, but received less than 5 emails
  • At-Risk Subscribers Subscribers who haven't engaged recently and received at least 5 emails
  • Inactive Subscribers: Subscribers who haven't engaged with any of the last 10+ emails they've received

Where to Find Engagement Levels

You can find them right on your Hive dashboard.

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Or check them out in the Segments page in the Subscriber Engagement folder.

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You can also find them in the Contact List page filters: Email Engagement Level.

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How to Use Hive’s Events page

The Event page will show all events hosted on your See Tickets website as well as any historical data imported manually with CSVs or through one of Hive’s connected integrations. This page will sync in new events every 15 minutes. Each event will sync in it’s ticket purchasers, making it easy to send know-before-you-go emails and campaigns with related shows.

You can use this page to:

  1. Search your events by name, artist, genre venue, and date
  2. Sort by date by hovering and clicking “DATE”
  3. Send emails to ticket purchasers by selecting multiple events then clicking the drop down box “X Events Selected”

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How to Build My First Email Campaign

To send an email, click Email Campaigns in the left sidebar, then click the button + New Email Campaign in the top right corner.

Go to my Email Campaigns page

From here, choose Email Campaign (One-Time).

Recipients

Next, you can choose the recipients who will receive your email based on event data from See Tickets, demographics, location, or segments in Hive.

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Engagement Levels

The next step is to choose who to send to based on the level of engagement with your campaigns. This lets you send well-targeted campaigns to your highly engaged subscribers and re-engagement campaigns to subscribers who haven't engaged in a while.

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Campaign Details

Now's the time to choose your subject line, preview text, and whether you want to send your email immediately or schedule it to send in the future. 

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Choose a Template

Then choose your template. You can choose from templates already created, default templates in Hive, or start from scratch with different column layouts, plain text or HTML.

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Customize Template

If you're already happy with your template, use this step to send a test email by clicking Send Test Email or preview the email in your browser by clicking Preview Email. If you're starting from scratch or tweaking some details, use the drag-and-drop editor to change formatting.

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Campaign Deliverability

Here you'll see Deliverability Recommendations based on the subject line, preview text, and template for best practices to land in your recipient's inbox.

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Confirm & Send

Here you'll see a summary with all the details of your email.

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That's it! Click Confirm & Send Campaign to send it off. 

How to Sync My Website Signups into Hive

How to Setup My Signup Form

To start syncing website signups into Hive, follow these step-by-step instructions to easily embed a Hive signup form on your website:

Creating a Signup Form

On your Signup Forms page, click the Choose button under Signup Form

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Customize Your Signup Form

Under Signup Form Details - name your form, edit the layout, title text, and select which form fields you'd like to include. The right side of the page will automatically update with a preview of your form.

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Add to Segment(s)

Choose what segment(s) you want to add new signups to in the Add to Segment(s) section by clicking add. This will not appear on your form, but will show up as a new segment.

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Opt-in Segments (Optional)

You can customize the interest/preference segments your customers are added to by clicking Add to add new segments or X to delete the default segments. These appear on your form as checkboxes. When new signups check the boxes, they’ll be added to the corresponding Segments in your Hive account.

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If you type in a segment name that already exists in your Hive account, it will automatically sync subscribers into that pre-existing segment. Otherwise, a new static segment will be created.

Success Message Details

Lastly, you can edit the Success Message that appears when customers successfully enter their email. 

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To preview this screen, toggle the button at the top of the form preview to Success Message. 

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Embedding the Signup Form

Once you’ve customized your form, click Save & Get Embed Code in the top right corner. The black box is generated HTML code to be copied and pasted into your site.

Then click Edit Welcome Email/SMS to start customizing the email automation that will send a

Welcome email to all website signups. Follow the instructions below to customize your Welcome email automation

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How to Customize a Pre-built Welcome Email Automation

Once your signup form is embedded into your website and you have clicked the Edit Welcome Email/SMS button, a Welcome automation will already have your signup form segment selected and will look similar to the image below.

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Save Global Rules

Click Global Rules to decide how subscribers will stay in the automation if there are multiple steps. Typically, additional global rules are not needed for Welcome automations, as the only requirement is that they've entered and have not been removed from the selected segment.

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Customize Your Welcome Email

Click the "Welcome to the list!" icon to view the pre-configured email details or swap in your own template. Scroll down to Template where you can edit the featured template or swap in your own. Click Save Email to save any updates

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Include a button in your template that says "Confirm Your Subscription" and link the button below to your homepage. A click on the first email a subscriber receives from you is one of the top signals to ISPs (Gmail, Outlook, etc.) that they want to receive future emails, ensuring better placement in the future (think: less hitting the spam folder, more hitting the inbox!)

Turn Welcome Automation On

Click the toggle in the top right beside Paused to set your automation live!

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You're finished! Your new subscribers will receive a Welcome email from you when they sign up for your list on your website.

How to Set Up an Email Engagement Winback Automation

Go to my Email Engagement Winback Automation page

What is an Email Engagement Winback?

An Email Engagement Winback automation sends an email with a catchy subject line designed to re-engage inactive subscribers. For subject line or template inspiration, check out Hive’s Ultimate Guide to Building an Effective Winback Series.

Who are Inactive Subscribers?

Hive automatically syncs subscribers into engagement level segments. If a subscriber is in the Inactive engagement level segment, this means they have not opened or clicked any of the past 10 email campaigns they've received.

Setting up an Email Engagement Winback Automation

On your Automations page, click the Email Engagement Winback block.

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Click Enters Segment - Type in Inactive Subscribers, then click Save Trigger

 

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Save Global Rules

Click Global Rules to decide how subscribers will stay in the automation if there are multiple steps. Typically, additional global rules are not needed for Winback automations, as the only requirement is that they've entered and have not exited the Inactive segment

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Set Time Delay

The default time delay is 1 hour but can be changed depending on your strategy.

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Customize Your Winback Email

Click the "Welcome to the list!" icon to view the pre-configured email details or swap in your own. Scroll down to Template where you can edit the featured template or swap in your own. Click Save Email to save any updates

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Include a button in your template that says "Keep me on the list" and link it to your homepage. A click in the email an inactive subscriber has opened is one of the top signals to ISPs (Gmail, Outlook, etc.) that they want to receive future emails, ensuring better placement in the future (think: less hitting the spam folder, more hitting the inbox!)

Turn Winback Automation On

Click the toggle in the top right beside Paused to set your automation live!

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See Tickets Cart Abandonment Email Automation

As part of your Hive account set up, your Cart Abandonment email automation is already running and sending out emails to users who have abandoned their cart. You’ll find this on your Automations page.

What is Cart Abandonment? 

Cart Abandonment is when a potential customer starts the check out process of purchasing a ticket to one of your shows, but leaves the page before completing the purchase.

Where can I see the ticket buyers who abandoned the cart? 

On your Automations page, click the “View Reporting” button beside your Cart Abandonment automation.

Go to my Automations page

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How to Use Contests

Click Contests in the left sidebar of your Hive account. Then, click + New Contest in the top right corner.

Here you'll be able to set up your Contest Title, Description, Start and End Date, and Timezone

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To format your contest's description, check out Hive's markdown guide

After you click Save at the bottom of the page you'll be taken to the Steps page

With Steps, you can give your audience options to gain entries to your contest with different social actions (e.g. Facebook like and share, tweet, etc.)

With Facebook and Instagram's API update, we can see that the entrant clicked the button (e.g. 'Like Facebook Page') on the Hive contest and count that as an entry, but we can't tie it to whether or not they actually liked the page.

You can also adjust the number of entries that each action rewards to give stronger incentives for your most important actions.

Once you've entered all your steps, click Save at the bottom of the page

You'll then have the option to set the contest email automation to default or create your own with a custom template

Once you've saved the follow-up email, you'll see a link to the Spotlight page that you can share online and the embed code you can use on your website or store

How to Send an SMS campaign

Related Article: SMS Text Message Marketing

Go to my SMS Campaigns page

FAQs

How do I get contact info into Hive? 

You have options around how to get your contact info into Hive. You can: 

  • Import an excel list of your ticket buyer contact information 
  • Connect Hive to one of their integrated partners so all contact info will automatically flow into Hive. 

Hive integrates with the following providers:

  1. Eventbrite
  2. Mailchimp
  3. Shopify
  4. Campaign Monitor
  5. Zapier
    1.  

How long do I have to connect my old Mailchimp or Eventbrite account to Hive before I lose all of the customer data? 

It depends on your subscription with either platform. Make sure to connect your Mailchimp or Eventbrite account to Hive before you lose access to either platform

How long does it take to import my old Mailchimp or Eventbrite data into Hive? 

It depends on how much data is in your Mailchimp or Eventbrite account. Under 100k emails should take an hour or so. But it can vary depending on how many tags, lists, etc. you have in your Mailchimp or Eventbrite account. When you connect your Mailchimp or Eventbrite account, it makes a copy of the data. When you lose access to your Mailchimp or Eventbrite account, your data will still be in Hive.

Once you link your Mailchimp info with your Hive account, you will no longer need your Mailchimp account. 

Is there a cost to Hive for me? 

It depends. For clarification on this see your See Tickets service agreement or contact your business development representative. 

I want to get set-up with SMS, how do I get started? 

You can start sending SMS as soon as you have your Hive login. There is an additional cost for using this feature - outlined below:

  • $0.02/SMS Text message sent billed monthly and reconciled from your See Tickets settlement, or billed to a credit card on file. 
  • SMS Text sent is the sum of the SMS Text messages. Some individual marketing messages with links may constitute multiple messages due to their length or composition.

You can learn more about the SMS functionality here.

What do you import from Mailchimp? 

We import contacts, tags, groups, lists, categories, and audiences into Hive. We bring in demographic info, but not engagement info - that will remain in Mailchimp

Can I create standard email templates within Hive in addition to promoting events? 

Correct 

Can I send an email to multiple segments? If a subscriber is in multiple segments, will they be sent duplicate emails?

Yes, you can send emails to multiple segments. If you’re sending an email to multiple segments and if a subscriber is in each of those segments, they will only receive one email campaign.

Does Hive automatically merge duplicate emails?

Yes, Hive will automatically merge duplicate emails to one user profile in the Contact List.

 

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