This campaign was a major success, drawing attention to a concert that could have easily been overlooked in a season packed with 140 other events. We knew the concert would appeal to a diverse audience so the first step was identifying and targeting the message directly to them. In this instance it was a very interesting combination of Broadway, Classical and Disney fans as well as families and young children.
Due to contractual restrictions, we couldn’t use Disney imagery in the concert graphics, but we capitalized on it in the email and subject line, resulting in an impressive open rate of over 50%. We kept the email text concise by leveraging existing media, and we used data from previous emails to emphasize the appeal of child-friendly classical performances and family discounts.
