More clicks
Genre emails perform better than the old general one.
Nonprofits & culture · Theater · Heiloo
“We can see which shows our audience really wants.”
Cultuurkoepel Heiloo, a theater in a heritage-listed chapel
Program email per genre segmentA separate email for FriendsVenue hire leads followed up automatically
About the organization.
A foundation running a theater in a heritage-listed former chapel on the Willibrordus estate, with a program of music, theater, dance, film and literature, and venue hire for events alongside it.
- Listed monument
- Former chapel, Willibrordus estate
- A full program
- Music, theater, dance, film, literature
- Venue hire
- For events, alongside the program
The situation before.
One program email for everyone: the classical lover got the comedy night and the other way round. Friends of the Koepel got the same email as one-off visitors. And venue hire requests landed in a mailbox.
The setup
Segments on genre interest (based on click behavior) and on relationship: Friends, ticket buyers and business hirers. Automations: a welcome series with the story of the Koepel, genre-based program emails, an "almost sold out" nudge and a follow-up series for venue hire requests. Sign-ups and opt-outs handled properly under the GDPR.
The results.
Friends feel like Friends
Their own emails, their own priority, their own tone.
Venue hire answered the same day
Every request automatically gets a reply with information.
Worth knowing.
"As a foundation we run on committed people, not on marketers. So it had to be simple, and it is."
“We can see which shows our audience really wants.”
Want to build something like this?
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