Shubert Ticketing’s first line of defense before and after the pandemic.
Shubert Ticketing is an arm of the Shubert Organization—America’s oldest professional theatre company and the largest theatre owner on Broadway. The Shubert Organization as a whole focuses on operating Broadway theatres and producing shows; Shubert Ticketing specializes in having a seamless ticketing experience for Broadway fans at each of those theatres.
Part of that experience is thoroughly communicating with each and every person attending a show. Broadway goers need up-to-date information on the show they’re attending at their fingertips—email does the lion’s share of the heavy lifting in this area. With email, Shubert Ticketing can easily send personalized show promotions, give attendees all the need-to-know information before the show, and even communicate if the show needs to be rescheduled or cancelled. In particular, this channel provides much needed information to patrons regarding health and safety protocols as Broadway relaunches during the pandemic.
A segmented line of communication
With Delivra’s segmentation features, Shubert Ticketing was able to prepare for new public health safety measures. The team built a segment to notify all ticket holders 17 days in advance of their event that a vaccine is required to enter the theatre, and to inform them that the Johnson and Johnson vaccination was a great option to ensure they met the required 14 day holding period. This segmented communication helped ensure patrons were able to meet the requirements to attend a Broadway show in a Shubert theatre.
Automation keeps the show on the road
With a smaller team, Shubert Ticketing is always looking for ways to streamline processes so they can save time without cutting corners on customer experience. With email automation, the Shubert Ticketing team can spend a little more time in the front end setting up customer email journeys with triggers, which then saves them time in the long term as each of the emails are automatically sent.
The largest automation Shubert Ticketing has is the customer journey leading up to each of their shows. Fans who purchased tickets to a show receive on average 3 emails leading up to the performance date, staggered at certain time periods before the show. Shubert Ticketing uses these emails to build excitement and share pertinent information for the day of the show. With all of these emails automated, Shubert Ticketing provides a high level of customer service to over 6.5 million attendees per year without a huge team.
Controlled permissions gives everyone a role
While Shubert Ticketing has a team, including Wright, who is focused on promoting all of the theatres and shows, each of the theatres have separate individuals who are hyper-focused on their specific shows. And one of the ways these individuals do extra promotions for things like show merchandise or ticket upgrades, is through email marketing.
But with 17 theatres and data on millions of fans, Shubert Ticketing wanted to ensure that each individual only had access to send to the appropriate people without having to share the data manually. With Delivra’s admin role permissions, Shubert Ticketing has been able to create individual logins with unique permissions so each person only has access to the specific functionality within Delivra that they need. Not only does this keep their data safe in one place, it also eliminates the need for those working at the individual theatres to get assistance from Wright and his team to send emails.
“Anyone from our team who works with Delivra is always really impressed with the platform and the level of service from the team,” said Wright.
Request a demo and see how Delivra’s marketing automation platform can help reach your business goals.
