Email Timing

We send two days before if it’s just a reminder.  If we’re trying to upsell them something for that night (like a pre-show meal) we send it one week before.

 

 

Susan M. Crockett

Chief Information Officer
Ruth Eckerd Hall, Inc.

1111 McMullen Booth Road | Clearwater, FL 33759

p 727.712.2757 | f 727.791.6020

 

 

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We are looking at doing a "Know before you go" email that will remind patrons that their show is approaching and provide them with some information that they might need before coming to the performance like parking, dining, etc...  We were wondering when we should send the email out?  2 days before their performance or 1 week?  Is anyone else doing this and how early do you send this to patrons?  Any other tips are appreciated as well.

Thanks,

Janna

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For single ticket buyers, our pre-trip emails are intended to provide information on getting to the show, planning their experience (food, parking, etc.), and learning more about the production (interviews, q&a’s, etc.). We send these 2 days before.

 

For subscribers and donors, it is more like a letter from our artistic director, with the show/content leading the way. The other components are there, but are less prominent since these are more likely to be loyalists who “know the drill”. Also sent 2 days before.

 

Our next step is crafting a specific pre- and post-show campaign for new-to-file customers, and that would likely vary in terms of timing.

 

That’s all for now.

T

 

 

Some of this timing depends on the strategy behind the communications.  And, if you’re in a destination location?  Or, centrally located?

 

Are these to further engage your audience with your specific event?  Or, is it to ensure the journey to/from is an easier one with restaurant/parking information?  And, do you offer food/beverage onsite and what is the availability of reservations in-house or in the surrounding neighborhood?   Not sure there is one answer.  There are many variables to the decision.

 

We have just started these notifications and think between week prior and four days is about right.  Keep you posted as we learn.

 

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