A theatre company’s single most important asset: an email list

When it comes to communicating with an audience (which is what a group of customers is), email still leads the way. Email is 40 times more effective at acquiring new customers than Facebook or Twitter.

It’s better than TV, radio, billboards. It’s better than anything you can imagine.

And yet incredibly, many smaller theatres and performance groups still do not have email lists.

The email channel is how you whisper in the ear of your audience. It’s how you channel the essence of your brand experience and explain why you’re special. It’s the show before the show. The email show is always on – year round. Whereas a company’s actual shows run for much shorter duration.

Given the all important power of email to any brand, the very first thing you should see upon arrival on any web site is an easy way to sign up.

If you don’t have an email list and know how to use it, don’t be surprised if no one comes to the show.

If you have no email channel, get ready for the sound of one hand clapping.