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Create Unmissable, Ticket-Selling Emails

Email is a top ticket sales driver, yet many marketers send it without giving it much thought and hope for the best. During this discussion, we explored how you can send better emails that build lasting relationships and sell more tickets.

Executive Roundtable Discussion

October 22, 2024

Here's What Was Discussed

Discussion Notes

Highlights

  • Unsubscribe rates are key indicators of over-emailing, with some organizations seeing increased unsubscribes after 5 dedicated emails per show. Attendees discussed monitoring for increased unsubscribe rates for each email to determine if email frequency is too high.

  • Many arts marketers believe most ticket sales happen at the last minute. However, a recent survey of 100 clients that Activity Stream conducted showed ticket sales are actually more evenly split between short and long lead times.

  • Segmentation, personalization, and clear communication types improve engagement and allow for more frequent contact; organizations are using factors like past purchases, interests, and donor status to tailor messaging.

  • Pre-show communications via multiple channels (email, SMS) can significantly enhance audience experience, addressing issues like traffic, parking, and last-minute venue changes.

  • Welcome flows and preference centers are crucial for setting expectations and building trust with new email subscribers; leading with organizational mission rather than immediate sales.

Email Frequency and Content Strategy

Measuring Email Effectiveness and Attribution

Pre-Show Communication Strategies

Welcome Flows and Preference Centers

Ticket Buying Lead Times

3 Easy Ways to Apply This Info


Related Resources to Level Up

Check Out ReallyGoodEmails.com For Inspiration

Advice on List Hygiene from Activity Stream

Experiment with Building Parasocial Relationships in Your Content

Cometly & Hyros Attribution Tools

 Hey, want to pack your house?

When you're ready, here are a few ways we can help


 🆕 Tessitura & Marketing Office Hours (valued at $100)

We're here to answer quick Tessitura questions or help you brainstorm your latest marketing or audience development idea.


Only four times are available monthly. Grab a time before they're gone.


Marketing Office Hours | November 14 & 22

Tessitura Office Hours | November 15


📣 25/26 Prep Pack

First 13 packs are $250 (valued at $300)

Your season announcement should be the most exciting announcement of the year. Not a stressful, last-minute scramble that leaves subscription sales flat. Learn more.


Our Prep Pack sets you up for success by starting or re-energizing your planning process:

Season Set Up & Announcement Checklist

Strategic Plan Review & 90-Minute Workshop


WHAT PEOPLE SAY

These are "fascinating" and the "knowledge-sharing opportunities are very valuable."

— Ticketing Manager at a Symphony

Let's Get to Know Each Other Better

Network with your industry peers and get to know us better at a casual and pitch-free Executive Roundtable Discussion.

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