Email Marketing Converts Like Gangbusters, So Why Are Most Messages Boring AF?

Argue all you want; email marketing still provides one of the best returns on investment for your marketing dollars. I get thousands per year and I have no idea why most of them are painfully dull.

Adaptistration People 054Most of the arts marketers I know and work with are all kinds of creative, but I have yet to figure out the disconnect. Granted, time is almost certainly a culprit, but I also wonder if it has something to do with a lack of recognition.

Wouldn’t it be wonderful if we had a competition and/or some sort of annual award?

I’m going to give this some serious thought; in the meantime, I wonder if I’m overlooking anything that may already exist. Is anyone aware of an annual recognition programs expressly for performing arts marketers? If so, let me know.

Speaking of email marketing skills, could yours use some sharpening? Be sure to check out the email marketing article archive at

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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