The invention of email was a gift to arts marketers. Zero cost and instant up-to-the-minute communication with plain text. Nice. Then came email marketing with graphic newsletters. Even better! Your copy and your brand’s “look and feel.” When used correctly, graphic email marketing is one of the most effective ways to keep up a conversation with your patrons. Make sure they are saying more than “unsubscribe”!
Write each message as if you were writing a sweet note to Mom (Hi, Mom). Create engaging and intelligent content that people at least have the potential to enjoy reading. Some background on the performers or the show. A backstage interview of the director. A short note on something that make this arts experience especially relevant. In the way you would talk to Mom. You wouldn’t send Mom an ad, would you?
People don’t like getting what they’ve already read. Make sure that each email you send is unique — something must be different, and it must be right at the top. You’re not only trying to sell