Marketing Through Email Strategies

Email marketing is an often untapped advertising space for small businesses. While some consider email marketing outdated in the age of social media, research consistently proves otherwise. While email marketing may not bring in new customers, it helps to reward and maintain existing ones. Email newsletters provide important updates, company information, and deals to your customers in a personalized way. For theaters specifically, these emails can contain concession deals, movie showtimes, event promotion, and much more. If you don’t have an email newsletter already, here’s why you should consider one.

  1. Email advertising creates profitable ROIs. According to Intuit Mailchimp, email marketing generates $42 for every $1 spent. 

  2. Email newsletters can help you send tailored content to your target audience. Social media algorithms can effectively block theater and film advertisements from reaching your consumer, depending on their interests. Email marketing can cut through the algorithm to provide loyal customers with relevant information about your theater. 

  3. Email newsletters can help create brand recognition. If consumers receive regular advertisements about your theater, they are more likely to consider your theater when planning an evening out.

  4. Email marketing can help you find what engages your audience. Through trackable data points, email marketing software can track open rates and click-through rates to find what catches your target audience’s eye. 

Once you’ve begun your email newsletter journey, here are some best practices to keep in mind.

  1. Offer incentives to sign up for your newsletter. Some theaters only offer their discount days to consumers who are on their email list, which drives your marketing visibility. 

  2. Consider a tiered loyalty program. This can reward returning customers by offering free passes or concessions if a small monthly subscription is paid. 

  3. Maintain a consistent color scheme and font that reflects your theater’s branding. This can help reduce confusion and establish a strong brand identity. 

  4. Keep your content engaging. Reference pop culture, movie tag lines, and use assets from upcoming films to keep your content relevant and entice customers.

  5. Send out your newsletter consistently. Find a date and time where your open rate is the highest and send your newsletter then. Oversending email advertisements can cause brand fatigue, but undersending can negate the purpose of an email newsletter to begin with.  

  6. Outline a clear Call-to-Action in each newsletter. Give a clear guide to what the consumer should do next, whether it is visiting your website to buy tickets, taking advantage of a concession deal, or engaging with your social media page.