As a theatre maker, there are a million different marketing strategies you can try, but emails are often the most effective tool in your arsenal. Unlike social media posts that can get lost in the algorithm or printed posters that may be passed by, emails land directly in the inboxes of those you want to target most. This, of course, gives you a direct line to patrons who actually care about your work.
For theatres of all sizes – whether you’re a school program, community theatre, or professional non-equity company – well-crafted emails can help boost ticket sales, increase audience engagement, and build long-term loyalty. But here’s the catch: the emails have to be opened and read to really have an impact.
That’s why a strong subject line is crucial to your email marketing strategies. They’re the very first impression you’re making, and they often determine whether or not your message gets read. If you’re looking for a few open-worthy subject lines for your next email blast, On The Stage has you covered.
Why it works: Curating urgency – whether real or manufactured – is one of the best ways to drive quick action. By highlighting exclusivity, you’re inciting a bit of FOMO (fear of missing out) in your patrons who have yet to buy tickets.
Why it works: Audience members want to feel like participants in something special – and this subject line helps them feel included in the event, even if they’re just spectators. It’s at once aspirational and personal, helping them get excited about their part in a live performance.
Why it works: This clear, actionable subject line helps your patrons actually picture themselves at your showcase. This is about as inviting as you can possibly be in an email subject line – and words like “waiting” create a personal tone.
Why it works: One thing folks love? Feeling like they are VIPs or are getting an exclusive look at something. If you add in key words like “exclusive” or “sneak peek,” you’re piquing interest and intriguing while building buzz and engagement.
Why it works: This is another example where a condensed time frame and that sense of urgency combine for powerful results. It encourages, and often drives, immediate action, which is important if you’re looking to clinch last-minute ticket sales.
Why it works: Putting a face – or in this case, faces – to your show is a great way to connect your audiences to your theatre. This will also foster personal investment in the show, which will increase attendance and general excitement.
At the end of the day, most people don’t want to read large blocks of text, in an email or otherwise. It diminishes a patron’s interest almost immediately and will lead your email straight to the metaphorical trash bin. Stick to short, succinct paragraphs, utilizing easily scannable headers or bullet points to highlight key details (like the link to your digital box office)!
Different audience members will react in different ways to your emails and their subject lines. That’s why audience segmentation is so important – tailoring your messaging to each demographic will help increase open rates and engagement for everyone, not just a select few.
People should finish your emails and feel inspired to act, and that’s why including a strong CTA in your email is paramount to your ticket sales’ success. Your CTA can be as simple as “buy tickets,” or “donate today,” just make sure it’s easy to spot within the message and compelling to boot.
Pacing out your email communications is important when you’re aiming to keep interest high consistently. Steady communication, via newsletters, cast highlights, or season updates, keeps your theatre at the top of your audience’s mind year-round, not just the day before the show opens.
Email marketing data can be used to help fine-tune your strategies – so use it! Don’t be afraid to test different subject lines to see what works, then monitor open rates and adjust your strategy accordingly.
Writing open-worthy emails doesn’t have to be overwhelming or complicated – especially if you’ve got a great partner to help. With On The Stage’s Automated Marketing Emails and full Marketing Suite, your theatre can gain access to professional tools that make it easy to craft, schedule, and send campaigns that sell tickets and keep your audience engaged all year-round.
If you’re ready to truly master theatre email marketing and fill more seats at your next showcase, you can also download a bevy of eBook options in our Resource Library. Remember – the sky’s the limit with the right marketing techniques!