Great email is how the audience knows the show is great

Let’s be brutally honest.  Most theatre email marketing sucks.  It looks like it was designed by your 65 year old Uncle Charlie, who’s not big into – you know – design.  It’s boring and dull.  And it’s ineffective.  It simply assumes that the audience cares – vs. telling them WHY they should care.  It doesn’t display on mobile.  It’s one of the reasons your seats are empty and tickets are going for half off fire sales at the online equivalent of Rocco’s 24 Hour Pawn.

Here are a few examples of theatre email that go straight in the trash.


Continue reading “Great email is how the audience knows the show is great”

Is your email messaging optimized for mobile?

This is a web page squeezed onto a mobile screen.  Too much to process for the recipient - and too small.
This is a web page squeezed onto a mobile screen. Too much to process for the recipient – and too small.

Here’s an issue that most theatres need to take a look at ASAP. And that is whether or not your email messaging is optimized for mobile.

As you know, mobile adoption is hockey sticking up to the right steeper than a real time graph of bon mots at the #GOPDebate.

Your audience is on mobile. Mobile is the only screen now for many users. Which means they will get your emails on mobile. And attempt to read them there. The entire world needs to come through that little portal.

Writing for mobile entails more than just responsive design (which if you don’t have, the user will simply delete your email). It also calls for a style of brevity and focus. When you have less space to work with, what do you with it? More – or less? Less.

Simple, readable, attractive.
Simple, readable, attractive.

Emails are not the place for WAR AND PEACE length discourses on your new season or outreach program. Emails are about a succint and compelling CTA (call to action). Emails are a notification, a bell that goes off. You want the recipient to do something when they get your email – usually click on a button that says “Buy Tickets” or “Read the full post”. You want your email to ignite an emotion in the recipient – to give them a feeling or desire. You want your emails to be a work of art – not a long piece of text like something on the wall at the DMV.

Many, many emails from theatres are still overloaded with text and frames and boxes – all at a scale designed to be read on a desktop monitor the size of a Broadway billboard.

But that’s not what your recipient is using. She’s on mobile.

If it works for Airbnb...
If it works for Airbnb…

Put yourself in the shoes of the recipient and step through each moment of the interaction when you send them an email. First, a bell goes off or a buzz vibrates. They glance at the screen and see a badge notification (which is where your brilliant subject line does its magic). If you’re lucky they will swipe open. And then they will take a look for a few seconds.

What you want to do in that microinteraction is create interest and excitement. Show, don’t tell. Give the user enough info so they’re hooked. But don’t let them off the hook. When they’re done reading they should have an active desire to take the next step.

Your email should drive the recipient on – usually to your web site to complete the message, or maybe onto social media where a conversation is going.

Email is the single most important channel to your audience, and theatres spend lots of time and money on messaging.

Make sure all that investment isn’t wasted. Learn how to write and design for mobile.

You’ll stand out from the crowd when you do.

Completely readable on mobile.
Completely readable on mobile.

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.

Put the drama of your entire message in the subject line

As you know, one of our favorite ongoing rant subjects is digital excellence (or lack thereof).

In theatre, the show starts long before an audience member settles into a seat (assuming they ever do).

It starts the very first time someone reads one of your Tweets. Or receives one of your emails. Or looks at your web site. All on their mobile, of course.

The real production is the digital show – because it determines whether anyone will ever come to see the actual live show.

The show is always on. There is never a moment when you are interacting with a potential audience member that the show is not on.

And yet when it comes to possibly the most important channel there is – email – theatres big and small all over the world still do not get how important a good subject line is.

You spent all that time crafting an amazing message. But the truth is a recipient is going to decide whether or not to open the email based on the subject line alone.

In a longer post we went into this and suggested what to do.

So here’s a simple quick refresher, focused on what NOT to do.

Following is a list of words, phrases, and other items that should never, ever appear in one of your subject lines. If you see any of these in your subject lines? It’s probably a good indicator that you need to go back and take a look.

the letter “e” stuck on the front of anything (unless meant as parody)
a note from
a message from
today’s date
the name of your theatre (which should be clearly visible in the FROM)

You with me?

To get people to the real show, you must start with a dazzling digital show. So start the drama of the experience you are offering right there in the subject line. You have 4-7 words to convey the entire experience on offer.

You might be preparing to put on the greatest play in the world. but if your subject line reads, “We hope you will join us at our play”, you may have just killed your potential audience dead from boredom.

Get creative. Your mission with a good subject line is to stop the recipient in their tracks, penetrate the digital haze like a bunker buster bomb, and make them want to read your message right then and there – because they can’t bear to not know what happens next.

And remember – the subject line is a proxy for the quality of the show. To the audience, what does a horrendously dull subject line infer?