Email Marketing Overview

May 16

Most of your email marketing will be tailored around upcoming performances. Below I’ve listed an outline of a few examples of how several different emails can go out to promote an upcoming performance, without feeling repetitive.

Upcoming Performance Emails

For every upcoming performance, I would send at least 3 emails out to remind people to tune in. The emails should contain information ONLY related to the performance - nothing else. When you’re trying to push ticket sales/viewers to your performances, you need to keep emails super focused. Here’s an idea of how to breakdown these emails so they don’t feel redundant:

Email 1 - Save The Date for our Upcoming Performance!

This email should just simply go over the basics - the performance, details, day, time, viewing options - and 2 buttons to either watch on Facebook (send them to the event so they’ll get a reminder) or on YouTube (send them to your homepage and remind them to subscribe, again, for reminders)

Email 2 - Meet The Musicians for (performance name)

Rather than including bios (which you can totally do if you can’t get ahold of anyone), maybe do a quick Q&A with the musicians to see what they’re most excited about for this performance or these pieces. Share their responses and pictures, and then again, encourage people to sign up for the livestream

Email 3 - Tomorrow Is The Big Day!

This will be another reminder email similar to the first one, but also include some ‘things they can look forward to’ during the livestream. Since these livestream performances have 2 purposes (to live on YouTube for rewatchability, but also to showcase your work to your current audience), make them interactive a little bit. Have someone say hello to the viewing audience, maybe ask them a question and encourage them to leave comments, etc. This will really allow people to feel like they’re truly interacting and experiencing this performance as if it was in-person. And if you can tease some of these ideas out ahead of time, it’ll give them more incentive to watch.

(Optional) Email 4 - send an hour before the performance as a reminder again, with just the links to watch.

Additional email content

However, CityMusic isn’t just all about pushing performances, it’s also about educating your audience! In between promoting upcoming performances, consider sending a weekly email that features one of the following:

YouTube Podcast recording
Replays of past performances
Composer Feature
General “what’s new” with CityMusic

The general idea is to focus on ONE idea or ONE call to action per email. This will help eliminate decision fatigue when it comes to diving into an email. Ideally, you want your emails themselves to be consumed in a minute or less, with a direct call-to-action button that takes them somewhere else to digest more (purchase tickets, watch a performance, read more about something, etc.). If there are too many call-to-action buttons sending them to different areas, you will see your open and click-through rates on emails start to dwindle. When we have too many options, we choose nothing!