Testing the new mailing journeys during the summer break, when no performances were running. An API simulation tool made it possible to generate realistic transaction data and feed it into the E-Marketing Suite, allowing the automated journeys to be tested end to end - independent of the ticketing system and the performance calendar.
Implementing automated pre-visit campaigns for every production in the Münchner Volkstheater's repertoire - without creating a recurring weekly workload.
The E-Marketing Suite makes it possible to fully automate and personalize these mailings. Based on segmentation and CRM data, individual mailings can be sent out in advance to make each visit more pleasant and more relevant. With the entire process automated through the E-Marketing Suite - from creation to delivery - it runs efficiently and without daily manual effort, while still ensuring a high level of relevance and personalization. In this way, the E-Marketing Suite not only optimizes customer communication but also increases customer satisfaction and long-term loyalty.
Pre-visit mailings play a decisive role in preparing and personalizing the visitor experience for theater and culture audiences. They are an excellent way to strengthen the bond with the audience, build anticipation, and communicate targeted information - from practical details like directions and parking to background information about the production.
Last but not least, they help manage audience expectations and prevent misunderstandings.
Communication is key!
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After setting a new audience record in the 2024/25 season - 138,000 visitors and an 86% occupancy rate - the Münchner Volkstheater has launched into the new 2025/26 season, accompanied by a new communication highlight: automated pre-visit mailings from the E-Marketing Suite.
Together with Clara Unger (former Digital Marketing Officer), we implemented an automated mailing journey that informs visitors and manages expectations even before they arrive at the theater. From directions and box office opening hours to program details, the E-Marketing Suite and this new service create a sense of closeness.
The result: a fully automated, personalized communication process that strengthens the connection with visitors, increases satisfaction, and significantly simplifies operational workflows.
The Tixly interface went live at the start of the season - by the end, transaction-based communication had grown noticeably. Since then, every suitable occasion is used for individual, targeted messaging: a major step toward automated, precisely tailored audience communication.
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ecoplus achieves a significant increase in campaign relevance and a rise in repeat bookings - through clean data management, strategic automation, and smart segmentation.
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How can subscription orders be handled digitally when the existing ticket shop wasn't built for it? The Wiener Konzerthaus shows how the right technical extensions in the right place simplify operational workflows.
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