October 2, 2009
Sign-Up for Culture: The Arts Marketer’s Guide to Building an Effective E-mail List
Product Description
Sign-Up for Culture answers the question: “Now that I see my e-mail marketing is really working, how can I grow my e-mail list quickly?” Today, arts marketers are caught in a transition. Arts patrons are living in a digital world where e-mail communication has become ingrained into the fabric of their daily lives. However, arts marketers don’t yet have an e-mail relationship with most of them. Here is what you need to know to build those relationships quickly and effectively. You’ll learn * How arts patrons behave online and how to market to them
* What goes into an e-mail acquisition plan and how to create one
* 20 Top Ideas to build your list quickly You’ll understand the n… More >>
Sign-Up for Culture: The Arts Marketer’s Guide to Building an Effective E-mail List
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Comments on Sign-Up for Culture: The Arts Marketer’s Guide to Building an Effective E-mail List »
This book draws from experience with performing arts venues with large audiences. But the lessons are applicable to any size of arts venue that wants to save publication and postage costs and increase its ticket sales.
By “patrons” he refers to the audience of individual consumers rather than corporate sponsors.
It’s a slim volume at 85 pages, with no padding or hype, just usable tips.
Chapter 2 reports on a survey on 50,000 venue-goers in the USA. It sets the tone for the book – a focus on practical facts and no hype. It reassures arts organisers that they have a very receptive audience, compared to any other commercial organisation.
Chapter 3 on the CAN-SPAM law in the USA is equally applicable to European readers and contains much good sense.
Chapter 4 is a good introduction to the management and internal marketing needed to start the email campaign.
But it does show you that America is a continent. The fictitious example is a 100-seater theatre putting on 4 shows a year – with a huge mail list of 10,000!
Chapter 5 is the core – 20 ideas you can use. Really. If you set up a suggestion box and offered people $1 for each good idea, you’d be delighted if you ended up with this list – except that buying the book gets you $5 change! It stresses the fun aspect and personal touch, which is the only way to gain the trust essential to get people to disclose their addresses. He provides stimulating ideas for working with the community and other businesses, even those thought of as “competitive”.
This book is worth it. If you’re wondering why you can’t divert more people to email, to save on ever-increasing postage charges, or reach a wider audience, read it.
Patrick O’Beirne, http://www.ArtKube.com
Rating: 5 / 5