How can the ticketing data and communication triggers made available by the Tixly integration at the start of the season be used systematically? And how can that be turned into continuous, targeted communication with audiences?
Over the course of the season, ticketing data was put to increasingly comprehensive use – not least thanks to campaign automations. Today, nearly every relevant occasion is translated automatically, relevantly, and precisely into specific communication with audiences. This has brought the Münchner Kammerspiele's digital communication to a new level of maturity.
The Tixly integration connects ticketing and communication data, so that transactions and event visits can be used directly as triggers for targeted communication measures.
Before the season break, it's worth pausing for a moment to look back at how digital communication developed over the past season. The Münchner Kammerspiele has real reason to be proud: at the start of the season, the Tixly integration was implemented, and over the course of the season ticketing data was then used specifically for communication with both the audience and the team itself – major steps toward automated, precisely tailored audience engagement.
Pre- and after-visit emails
A total of 35 automated campaigns ease communication with the audience before and after a performance or concert visit. Triggered based on transaction data, the content is individually assembled from filtered components – including helpful introductory notes that are automatically inserted depending on the programme schedule.
Subscription communication
New subscribers receive an automated welcome email with all the key information about their subscription. At the same time, an ongoing dialogue with long-standing subscribers ensures regular, personal engagement with this important audience segment.
Internal communication
Since the 2024/2025 season, the internal newsletter has reliably delivered news to every department, rehearsal stage, and office. It also distributes information from the box office about submitted tickets – a real game changer for internal communication.
Before the season break, it's important for me to pause for a moment and look back on the past season. In my view, the Münchner Kammerspiele has real reason to be proud of how its digital communication has developed: at the start of the season, we implemented the Tixly integration. Over the course of the season, ticketing data was then used specifically for communication with the audience. Together, we took big steps toward automated, precisely tailored audience engagement. A total of 35 automated campaigns ease communication with the audience before and after a performance or concert visit. A welcome email is just the opening move of the new dialogue with subscribers. Internal communication also got an upgrade, with information about submitted tickets coming straight from the box office.
All of this also shows how the E-Marketing Suite is used - and can work - as a central CRM across departments in the work of the Münchner Kammerspiele. This development and fruitful collaboration is something I'm personally very pleased about.
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