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From Good to Elite: The Email Marketing Edge

What transforms a competent email marketer into an exceptional one? What separates the majority who send decent campaigns from the elite few who consistently deliver results?

Rockhouse Partners, a Nashville-based marketing agency, offers a compelling example. Known for managing marketing for event-driven brands, Rockhouse leverages email as its most profitable channel—serving clients like NASCAR, Churchill Downs, The Music City Bowl, and over 100 concert and event venues.

The Origin of Rockhouse Partners

Founded in 2009 by Joe Kustelski and two others, Rockhouse quickly recognized the need for an effective email marketing tool. A visit to Mailchimp’s Atlanta office helped seal their choice.

Within two years, Rockhouse had built a successful model around strategic email marketing. Their rapid growth and proven performance led to an acquisition by ticketing provider Etix.

Today, Rockhouse’s core strengths lie in strategy, data analysis, and performance measurement. But according to Amanda Severs, Director of Client Services, Mailchimp remains the agency’s secret weapon.

Why Mailchimp Works for Rockhouse

“It’s easy to create mobile-optimized, concise, and compelling templates that are highly focused on conversions,” says Severs.

The real value comes from how they personalize messaging—not just by using names, but by analyzing past behaviors and preferences. This kind of customization drives higher engagement.

Competing in a High-Stakes Market

Event marketing is unforgiving. If a show doesn’t sell out, revenue is lost. That pressure makes email strategy critical.

Rockhouse sees success by mastering three fundamentals:

• Segmentation: Avoiding the trap of blasting generic emails to entire lists. Instead, targeting based on audience behavior.
• Personalization: Going beyond names to include purchase history and preferences using Mailchimp’s merge tags.
• Automation: Implementing systems like automated welcome emails that can lead to noticeable revenue gains.

Most new clients lack these essentials. According to Severs, Rockhouse steps in to craft content that speaks directly to the recipient, whether they’re longtime fans or first-time buyers.

Conclusion

With smart strategy, data-backed decisions, and effective tools, Rockhouse Partners proves how email marketing can become a brand’s most powerful channel. By focusing on segmentation, personalization, and automation, they’ve built a repeatable model for driving results in a competitive industry.