⏱︎ 2 minutes
Why Email Still Works
We’ve all been there, with our inboxes overflowing with emails from companies we don’t remember signing up for. Most of them get ignored or deleted. And yet, email remains one of the most powerful marketing tools available. Why?
Because when it’s targeted, timed, and crafted with empathy, email works.
You’re not just selling a ticket or asking for a donation, you’re building a relationship.
How To Use Your Lists
Step 1: Understand the Psychology of Your Audience
People open emails when they:
Avoid: Overloading your emails with too many asks, irrelevant content, or general, vague messages.
Step 2: Get the Timing Right
Timing is everything. Here’s a sample email timeline for a show:
When | Email Focus |
2–3 months before | Announcement – Save the date, teaser trailer, early access. |
3–4 weeks before | Reminder + Value Add – Offer a perk (early bird price, free concession). |
1 week before | Urgency – Highlight limited seating, special guests, etc. |
2–3 days before | Final Reminder – “Happening this weekend!” |
Night before | Immediate Action – “Starts tomorrow—get your tickets now!” |
Day after | Thank You – And promote the next thing. |
Ongoing | Segmented Follow-Ups – Ask for donations, invite to VIP, share behind-the-scenes content. |
Step 3: Segment Your List
Stop sending the same message to everyone. Instead:
Past Ticket Buyers : Invite back with exclusive offers.
Big Donors : Don't ask them to buy tickets—thank them, offer VIP access.
Never-Opened Emails : Re-engage with curiosity-based subject lines.
A generic email feels like spam. A segmented email feels like an invitation.
Step 4: Craft Clear, Compelling Messaging
Each email should have:
One clear focus
A strong subject line – Test different versions (A/B testing)
Compelling visuals – Use clean design and avoid clutter
Short, engaging copy – People skim!
A clear Call to Action – e.g., “Buy Tickets Now” or “Donate Today”
Avoid burying your Call to Action. Place it prominently near the top and again at the bottom.
Step 5: Use A/B Testing and Analytics
Track what’s working. Try A/B testing:
Subject lines
Send times
CTA wording
Layout styles
Metrics to monitor:
Step 6: Make Them Feel Special
Email should feel like:
A personal invite, not a broadcast
A message from a club they’re part of, not a company
Something they’d miss if they didn’t get it
Try:
Behind-the-scenes sneak peeks
Early access to events
Quotes from other attendees
Special thank-you emails
Personalized “We miss you” emails for lapsed patrons
Step 7: Offer Value and Urgency
People act when:
They get something in return (bonus, experience, discount)
They know time is limited
Examples:
“Buy by Friday for a free drink ticket”
“Only 12 seats left in the VIP section”
“This offer ends at midnight”
Step 8: Don’t Just Sell the Show — Tell the Story
People won’t buy based on the title alone.
Bad example:
Subject: “Tickets on sale for Under the Moonlight”
Better example:
Subject: “A love story unfolds in 'Under the Moonlight' — opening soon!”
Explain:
Email Checklist Before Sending
✔ Segmented to the right audience
✔ Strong subject line
✔ One clear message
✔ Call to action is easy to find
✔ Visuals are clean and on-brand
✔ Value is obvious
✔ Sent at the right time
✔ Tracking is in place
Build a Loyal Audience, Not Just One-Time Buyers
Email isn't just about pushing promotions. It's about building loyalty and connection.
You want your audience to think:
“I can’t wait to see what’s next from them.”
And that only happens when:
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