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Email marketing report

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Overall marketing goal

Our goal is to increase summer season ticket sales by 10% over last year’s numbers through a combination of targeted paid, social, and email marketing campaigns.

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Email marketing goal

To support the overall goal of selling more tickets, we want to raise open rates and click-to-open rates for campaign emails.
We want to know:

What types of emails have performed the best with different subscriber segments in the past?
What types of email content should we prioritize for each segment in our new campaign?

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Email subscriber segments

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Open rates by email category

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Open rates by promotion type

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Click-to-open rates by promotion type

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Conclusion and recommendations

Recent attendees: Prioritize promotions and new show announcements. Lead with pre-order and early-access offers, highlighting exclusivity and loyalty perks.

Past attendees: Focus on last-minute discounts and BOGO deals. Use urgency-driven subject lines like “limited time” and “don’t miss out” to encourage them to return.
Never attended: De-prioritize newsletters and instead emphasize BOGO and first-time offers. Use simple CTAs and value-based messaging that lowers barriers to attendance.