Email Communications

Spam? Never heard of it.

As Milwaukee Ballet’s Marketing and Communications Manager, I write, build, and send emails to targeted audiences for an assortment of promotional and informational purposes.

My platform experience encompasses Zaius/Optimizely, Mailchimp, and Wordfly, and I am adept at learning new platforms; one of my proudest accomplishments is a smooth transition of Milwaukee Ballet’s account from Mailchimp to Wordfly, including a full IP warmup and training of fellow staff.

Segmenting lists and tailoring copy for different audiences and purposes is a particular passion of mine. I am also attentive to mobile optimization, knowing that visual appeal across platforms is key to consistently high performance metrics.

Please see below for a representative selection of my email marketing acumen, with more samples available upon request.

Promotional Emails

  • Production

    Open Rate 56.19% | Click Rate 1.42%

    Audience: Past Nutcracker attendees w/o tickets for current year
    Cadence: Biweekly for 6 weeks leading up to production
    Goal: Create scarcity; provide regular touches to likely patrons alongside other targeted social and digital ads

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  • Sale

    Open Rate 54.6% | Click Rate 2.9%

    Audience: Past attendees of family-friendly shows
    Cadence: One-time, week of production
    Goal: Push tickets for a low-selling performance date compared to other showtimes

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  • Subscription Packages

    Open Rate 54.5% | Click Rate 2.1%

    Audience: Multi-ticket buyers from previous seasons
    Cadence: Monthly
    Goal: Convert single-ticket buyers who have attended several shows to season subscribers, increasing investment in company

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  • Adult Classes

    Metrics TBD

    Audience: School families; recent patrons
    Cadence: Campaign-based
    Goal: Increase awareness of new adult classes and convert likely attendees

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  • Event

    Open Rate 59.6% | Click Rate 7.1%

    Audience: Attendees of previous mature shows
    Cadence: Event-based
    Goal: Sell add-on event tickets to a popular production to increase show attendance and revenue.

    Expand to read

Informational Emails

  • Newsletter

    Open Rate 61.6% | Click Rate 2.8%

    Audience: Opt-in; highly engaged patrons
    Cadence: Biweekly
    Goal: Provide a mixture of interest pieces and actionable items updating readers on all areas of the company.

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  • Pre-Show Information

    Open Rate 85.7% | Click Rate 38.5%

    Audience: Ticketholders of a given performance
    Cadence: Day before a given performance
    Goal: Preemptively answer FAQs for a more streamlined and comfortable attendance experience.

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  • Post-Show Survey

    Open Rate 70.69% | Click Rate 32.3%

    Audience: Attendees of a given performance
    Cadence: The Monday following a given performance
    Goal: Gather feedback to optimize future patron experiences; recapture recently activated patrons for the next performance

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  • Subscriber Engagement

    Open Rate 91.49% | Click Rate 23.4%

    Audience: Season Subscribers
    Cadence: Quarterly
    Goal: Improve feelings of connectivity with the Company beyond performance attendance.

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  • Donor Update

    Open Rate 68.6% | Click Rate 9.8%

    Audience: Donors to a captial campaign
    Cadence: One-time
    Goal: Ensure donors feel appreciated for their gifts and engage those who gave early in the campaign

    Expand to Read