Using emailing lists
'At the moment we email our ebulletins to two very different target groups with different aims. We currently have over 2,500 people registered with us to receive information via email from an opt-in mailing list. Our main aim with this group is to encourage first-time/last-minute bookings and we use the incentive of a special offer.
Our second target group are our ebookers. These are customers who have booked for shows using our online booking on the website. We currently have around 1,800 (a 12% increase in the last three months) and our main aim with this group is to remind them to book for shows, as the shows featured generally open that week.
Ebulletins have been sent fortnightly since the end of March 2003.
We emailed our production of A Small Family Business the day it opened and the results were these:
Special offer - we had a take up of 3.2% overall. 125 people took up the offer of 2 tickets for [gpb]10 but in addition 92 people booked full price after the offer had expired and the show had opened.
Ebooker - the overall take up was 6.9%, 138 people booked and spent on average [gpb]35.81 each.
'I was really pleased when I received your first bulletin email, a week or two ago. I love coming to the theatre and am always on your website, but I fear missing the dates. Your email is perfect for making sure I don't forget anything'.
Sarah Kennedy, Senior Marketing Officer, West Yorkshire Playhouse