Survey of Arts Management

Course blog for American University PERF-570, Fall 2014

Email Marketing: 67% open rate for Canadian Opera Company’s real-time sends

This article discusses how “sending the right message to the right person at the right time is the key to success for many email programs. The Canadian Opera Company, the largest opera company in Canada, sought to implement real-time email messaging to subscribers and send promotional emails during performance intermissions to encourage additional ticket purchases”.

In this week’s reading for marketing there was a bit that discussed how to contend with single ticket buyers what measures to take to turn them into a subscriber. One of the ideas was to email new patrons days after their first time attending a show. This idea takes it to a whole other level!


2 comments on “Email Marketing: 67% open rate for Canadian Opera Company’s real-time sends

  1. lcrowley2014
    October 17, 2014

    Ohhh Canada 🙂

    (just kidding)

  2. alexgilbertschrag
    October 17, 2014

    When I was interning at Strathmore, the marketing team there began to debate on implementing a system like this. Whenever a consumer left the concert, they were planning to send an email thanking the audience for viewing the concert, and invite them to respond with any feedback and commentary. The main issue that they were running up against was not having enough man power to handle the amount of emails that would be coming back. They wanted to be able to say that the emails were being received by a person in a higher position, but the time it would take for that person to write back would be too much.
    I think the Canadian Opera Company’s follow up email idea, without asking for feedback, is a better idea since it doens’t require the manpower to respond to them. Providing an offer to a future performance immediately after viewing a different performance can trigger the emotions they just had while watching, and urges them to purchase another ticket. Maybe Canada is onto something!

Comments are closed.


This entry was posted on October 15, 2014 by .
%d bloggers like this: