MANAGEMENT FILE

Cracking email

Using emarketing cuts costs, but getting buy-in from your audience can be an uphill struggle. Heather Maitland tells all.

 Faced with budget cuts, most arts organisations are looking for savings that won’t impact on sales. The obvious solution is to slash print and postage costs by sending emails instead of paper (and save the planet at the same time). But marketers and box office staff alike tell me that, unless they book online, most people won’t divulge their email address. So how can you get more people to sign...

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