PatronManager

This weekend is the annual NAMP Conference, where hundreds arts marketers of all stripes will converge. This year we'll all be in Rhode Island, and I'll be moderating a session on e-mail marketing. I've invited two colleagues to present, Brad Louryk from Playwrights Horizons and Carol Fitzgerald from The Book Report Network, two of the smartest e-mail marketers I know.

I asked them both to prepare a presentation sharing specific case histories and learnings from their work, and having just reviewed their PowerPoints, I'll reveal an overall theme now: targeting & relevance is the key to their success.

Neither of these folks are blasting their patrons by clicking the "send to all" button. They are segmenting their lists, creating engaging and targeted content, and carefully sending messages that are timed and tuned to a particular audience. It's hard work, but their results are stunning.

If you're already signed up for NAMP, our session starts at 10:45 AM. If not, we'll be at the Westin Providence, and day-passes are still on sale. If you're there, please drop by our booth and say hello sometime during the weekend.