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That’s the Ticket: This Theater Has Found a Great Way to Grow Its Email List

Regular Advisor

As any email marketer knows, one secret to successful email marketing is having a solid mailing list. That’s why, when he took over as president and CEO of the Palace Theatre in Manchester, N.H., more than 10 years ago, Peter Ramsey decided to collect patrons’ email addresses every time they bought a ticket to one of the theater’s events. Today, with 180 events a year, the Palace Theatre has grown its list to more than 28,000 addresses.


In this video, Peter explains how he has segmented his list by interest group, sending one email to comedy lovers, another to opera lovers, another to Broadway lovers, and so on. This strategic way of reaching customers has attracted additional attention from the community, Peter explains: “I never thought I’d say this but what’s happened is our sponsors and our advertisers want to be associated with us because we have a valid list. That is simply critical, and it provides us with added revenue. So it’s a win, win, win.”


Check out Peter’s story and learn more about how your organization can grow its own mailing list:



Martin Lieberman is Constant Contact's managing editor. He develops blog posts, articles, guides, and more about email marketing, social media marketing, event marketing, and online survey best practices, as well as small business and engagement marketing trends. Martin has more than 15 years of experience writing and editing content for a variety of audiences. Martin's tips, ideas, and solutions help small businesses and organizations build successful customer and member relationships. Follow Martin on Twitter at @martinlieberman.