Email is a great marketing tool that allows you to deliver low cost, customized, timely information to your target audiences. What many in the arts have yet to fully realize is how much richer their email experiences can be. Many experiential marketers use email to communicate schedules of coming artists and performances, show or event schedules, and ticketing information, but they miss the opportunity to immerse the recipient in the culture and personality of what they’re offering. With so much competition for your clientele’s attention and entertainment dollars, differentiating your arts experience in a more engaging and multi-dimensional way can make all the difference.
If you’re ready to take your arts email marketing program to the next level, consider incorporating these three elements into your program.
Custom, Brand-specific Design – It Matters
Many arts marketing programs are strapped for cash, so they take advantage of simple email templates that are easily updated from one send to the next. It’s tempting to get your summer intern to do all the email setup, but you’re passing up a chance to make an impression on your potential patrons. By nature people have much higher expectations for the experiences they have when they interact with you. Every external (and internal) communication vehicle represents your brand identity. Emails are ideal tactics to extend the brand essence to target audiences and present the brand experience in yet another format. The colors you use, your font choice, your images, the composition—it all matters.
The Right Language and Tone
Arts marketing programs are often directed at a variety of audiences under a variety of conditions. Fundraising, special events, subscriber solicitation, and other topics and information need to be effectively communicated to elicit the desired response. These messages are also directed at different age groups, demographics, and varying levels of familiarity with your offering. You don’t want to make assumptions when speaking to a novice and you don’t want to insult or bore an experienced attendee with things they already know. Consider who you’re talking to each time and what you want them to do. Then, customize your language and tone to their needs for a more effective result and a more personalized experience for your patrons.
Show, Don’t Tell
Unless the experience you’re offering is literary (and even then this rule applies), it’s important to use all of the tools at your disposal to give your email recipients a sense of the artistic experience. Audio samples, video, photos, interactive elements, social media—these are all great ways to instantly engage your patrons, and combining them with strong design and the right words will give them an enticing preview of what’s in store and help you stand out.