Making a list and checking it Twice

Tips for Building & Managing Your E-Mail List

The economics of e-mail communications are largely driven by scale. Costs drop dramatically as scale increases. As such, it is impossible to achieve meaningful results absent a committed, sustained, proactive, creative effort to capture e-mail addresses.

• Ask for e-mail addresses at every patron contact point
  Box office, Telemarketing calls, Reception desks, Lobby tables, etc. Create a prominent place on your web site for visitors to register
• Refer patrons to an online registration site from all print communications
  Marketing and fundraising correspondence, Brochures, Flyers, Newspaper ads, etc.
• Promote online registration with low-cost direct mail
  Highlight why online registration is beneficial to both your organization and the patron
• Offer an incentive, reward or prize
  Online responders expect a benefit in return for giving you their e-mail address
• Indicate how you intend to use the e-mail address What you'll send and the frequency of your e-mails
• Create a special class of benefits for e-mail patrons
  E-mail newsletter, Information about last minute ticket discounts. Pre-event program information, Special sponsor related discounts, etc.
• Make a special effort while patrons are in your building
  Program book inserts, Ticket stubs, Banners, Reception desk cards, Lobby tables
• Involve the entire organization in the effort
  Objectives and incentives for all patron contact departments and direct mail campaigns
• Use your advantage Passionate, committed, enthusiastic patrons who already have an interest in your mission. You're challenged nonetheless to e-mail information relevant to their diverse interests.
• Focus on patron service and retention The highest and best value in e-mail marketing is not in reaching new patrons; it's in maintaining and strengthening relationships with current subscribers and members.

Article provided by Arts eVentures: Inform, educate, excite with solutions from Arts eVentures - the leading provider of affordable, state-of-the-art, turnkey e-mail marketing and fundraising communications for the arts.

Edited by Robyn Kelly, Web Publications Manager: rkelly@iac.in.gov.
The IAC, a public catalyst, partner, and investor in the arts, serves the citizens of Indiana by funding, promoting, and expanding the arts. Funding is provided by the State of Indiana and the National Endowment for the Arts.