Not certain where to start with email marketing automation for your events? Team members from Capital Theatres share\u00a0practical advice for building confidence with automation.
For many arts, culture, & live experience organisations, digital marketing can feel like something you need specialist knowledge to do well.<\/p>\n\n\n\n
Automation, audience segmentation, Meta integrations, reporting dashboards \u2013 it can quickly become overwhelming, especially for smaller teams balancing limited time and resources.<\/p>\n\n\n\n
But at Capital Theatres in Edinburgh, Katie Daniel and Allan Ramsay have taken a more practical approach: start small, learn as you go, and focus on the communication that genuinely helps your audience feel more connected.<\/p>\n\n\n\n
Katie, Allan, and the team\u00a0manage audience engagement across three distinctive city centre venues, offering a busy annual programme of over 700 performances including drama, dance, musicals, family shows, live music, and pantomime. Using advanced automation and\u00a0audience segmentation, as well as targeted digital advertising through a partner agency, they create\u00a0personalised, ongoing communications with their audience members \u2013\u00a0fulfilling their promise to, “Share the extraordinary.”<\/p>\n\n\n\n
Katie is Marketing Account Manager at Capital Theatres, looking after show marketing campaigns as well as audience development initiatives. Allan is Digital Manager at Capital Theatres with responsibility for their digital platforms and customer experience. Both have a wealth of experience in different types of organisations including national companies, industry advocacy agencies, and smaller regional venues and producing companies.\u00a0<\/p>\n\n\n\n
We spoke to Katie and Allan in 2026, as part of a conversation around email marketing benchmarks and best practices<\/strong>.<\/a><\/p>\n\n\n\n Despite their years of experience, the team didn’t try to build highly complex programs immediately. Instead, they focused on manageable first steps that created real value early on.<\/p>\n\n\n\n Over time, those programs have helped them strengthen audience relationships, save time, and create more space for meaningful storytelling.<\/p>\n\n\n\n