Across the live entertainment industry, email marketing remains a top ROI channel. But there’s growing division on how to wield it effectively:
- Segmented content targets only the right fans for each show.
- Email blasts advertise everything to everyone.
Both approaches have champions—but which one truly delivers results for venues and sellers?
Let’s break it down.
The Segmented Campaign
When you know who you’re talking to – make it count.
Segmented campaigns are designed for specific groups, based on what people have done in the past, what they’ve bought, or who they are. These emails feel more relevant – and people respond accordingly.
Real-world examples you can try:
- Comedy lovers: Send a “Just for Laughs” email to anyone who’s booked comedy in the last 2 years.
Include clips or quotes, and feature 3–5 upcoming comedy shows.
- Presale invitations: Target your top 10% spenders and those who attended the same artist or genre last time.
Make it feel exclusive: “You’ve seen [artist] before – here’s your early access code.”
- Student night: Send a limited-time student offer to everyone who bought a student ticket in the last 12 months.
Keep it short, show the discount, and include a “Share with friends” button.
- Local last-minute push: Send a “Still Time to Join Us Tonight” campaign at 2pm to people within 30km who haven’t booked.
Include key info (parking, timing, food options) and make it easy to book on mobile.
To Recap:
✅ Higher relevance = higher action
✅ Great for offers, presales, and time-sensitive messages
⚠️ Requires a bit of data setup – but pays off fast
The Full-List Newsletter
When you want to reach everyone, keep it broad – but clear.
A full-list newsletter is perfect when:
- You want to highlight a variety of upcoming events
- You’re launching a new season or announcing a big program drop
- You want to remind audiences you’re still here, even if they haven’t bought lately
Example: A monthly “What’s On” email with a mix of comedy, theatre, music, and family shows. Each section includes a clear image, short description, and a “Book Now” button.
To Recap:
✅ Works well when your audience has wide interests
✅ Helps keep awareness high
⚠️ Risk: low engagement if content feels irrelevant
Let’s look at the Data: Segmented vs. Blast Campaigns
Hybrid Strategy: The High-ROI Middle Ground
The real magic? Combining both.
Recommended Hybrid Framework:
- Segment 70% of your campaigns for relevance (e.g. genre-based, geography, past attendance)
- Blast 30% of your campaigns for exposure (e.g. monthly roundups or season announcements)
Add These Power Moves:
- Behavioral Triggers: Send auto-campaigns when a user views a show page but doesn’t buy
- Genre Tags: Ask users their preferences when they sign up (link to profile management)
- “What’s New” Digest: Send a roundup with clear filters (e.g. “Classical | Rock | Comedy”)
Getting Started with Segmentation
If you’re not segmenting yet, don’t worry – you don’t need to overhaul your whole strategy overnight.
Start with one campaign based on a behavior you already track:
- Attended a genre or artist
- Used a specific ticket type (student, member, VIP)
- Bought multiple times
- Live in a particular region
With Activity Stream’s platform, segmentation takes seconds—not spreadsheets. And with crowdEngage, you can tailor ticket delivery messages too (for VIPs, accessibility guests, or first-timers).
Bottom Line: Segmentation Wins Over Time
While blasting your entire list may feel efficient, it’s almost always a short-term play that hurts long-term performance.
Segmentation:
- Drives more revenue
- Keeps audiences happy
- Future-proofs your deliverability
Yes, it’s more work. But if you’re in the business of selling experiences, why not deliver an email experience that feels tailored?
👉 Fans don’t want more emails—they want better ones.
