In an era dominated by digital media, where social ads and influencer marketing are ubiquitous, the age-old strategy of direct mail might seem like a thing of the past. However, direct mail remains an effective marketing tool for Broadway shows to capture the attention of potential theatergoers and build advance ticket sales. Here, we delve into why direct mail — when done strategically — can complement your production’s robust marketing strategies.
The benefits of direct mail
Creating a tangible connection with audiences:
Unlike digital ads, which can easily be ignored or lost in a sea of online content, a direct mail campaign offers a concrete reminder of the show. Based on data from the United States Postal Service, the U.S. Census and our calculations: On average, an American household received between 15 and 16 pieces of physical mail per week in 2022. According to a 2022 Statista survey, the average American worker receives over 150 emails each week. Not only that, but for Broadway fans, a piece of direct mail can also become a memento long after it arrives in the mailbox, creating a lasting connection.
