In a world increasingly dominated by social media algorithms, email marketing remains a powerful and personal way to connect with audiences—and it is far from dead. Recent data from Statista Research Department shows that for every $1 spent on email marketing, businesses can expect an average return of $36. Despite the rise of short-form content on platforms like TikTok and Instagram, email offers something no other channel can: direct access to a user's inbox without algorithm interference or guesswork.
At AXS, I have seen firsthand just how effective email can be. Each week, we develop and send newsletters tailored to 12 different U.S. markets, promoting live events relevant to each region. We utilize audience segmentation within Salesforce to ensure users receive emails only about shows near them, which increases both open rates and conversions. Crafting engaging subject lines and compelling calls to action (CTAs) is essential, especially in a crowded inbox. A subject line that features the artist's name, along with a call to action like "Just Announced" or "On Sale Now," grabs attention and sparks curiosity.
As noted in HubSpot’s Email Marketing Guide, personalization and relevance are key to email success. It's not just about pushing information, it's about creating value. Whether you're highlighting selling a piece of clothing, giving customers a discount code, or promoting festivals, every piece of email content is designed to drive clicks, engagement, and ultimately, ticket sales.
What makes email truly stand out in 2025 is its flexibility. It works well for brand storytelling, direct responses, product launches, and event promotions. When powered by the right CRM tools and data strategy, newsletters become more than just emails—they become relationship builders. As marketers, we need to stop asking if email is still relevant and start asking how we can make the most of it.
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