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Spektrix for Marketing

The 2026 Spektrix Email Benchmarks Report


In partnership with Capacity

 

Drive deeper audience relationships with  benchmarks and best practices for arts email marketing

Email remains one of the most powerful tools for arts, culture, & live experience organizations to build lasting relationships.

Explore benchmarks for your region, organization type, and email purpose, and learn how you can grow engagement and ultimately revenue.
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Email marketing headlines

  • 43.9% average open rate increases to 69.8% for the best performing organizations.
  • 1.9% unique click rate rises to 10% for the most successful marketing teams.
  • Personalization and relevancy drives success, when messaging, timing, and calls to action fit with patrons' interests.
Front cover of the 2026 Spektrix Email Benchmarks Report, Drive Deeper Audience Relationships

Increase email engagement

Download our guide to enjoy top tips, best practice, step-by-step guides, and examples for arts, culture, & in-person experiences.

Email remains one of the most powerful tools for arts, culture, & live experience organizations to build lasting relationships. More marketing emails are being sent than ever before - proving that email is still a marketing tool that works, and making it more important than ever to stand out in a crowded inbox.

Spektrix
an illustration of an envelope denoting email marketing

Data from over one billion emails

Over one billion marketing emails, sent by over 800 arts, culture, & in-person experience organizations worldwide, give robust, relevant benchmarks to inspire your team.

  • Engagement averages and aspirational targets from the top 10% of organizations.
  • Compare by region, artform, and day of week.
  • Explore the impact of targeted, pre– and post–event emails.

 

Advice from peers and industry experts

Success stories, practical advice, and guidance to get you started with confidence. Hear from successful arts email marketing teams and industry leaders.

• Email marketing success: Arizona Theatre Company.
• Get started with digital marketing: advice from Capital Theatres Edinburgh.
• Engagement advice, tools, and quick wins from Spektrix and Capacity.
A Facebook and Instagram ad for Ain' Misbehavin, the Fats Waller musical show, at Arizona Theatre Company.
Screenshot of a Black Friday email sent by Arizona Theatre Company, encouraging patrons to save by booking for multiple events.

Understand impact, not just engagement

Successful emails aren't standalone communications – they're part of a coherent audience development strategy owned by your whole organization. 

Learn how connected CRM data, collaborative campaign design, and and confident segmentation can drive both engagement and revenue.

• Understand the benefits of targeted, personalized communications.
• Learn how connected CRM data drives arts email marketing success.
• Measure and increase revenue from every campaign.
Front cover of the 2026 Spektrix Email Benchmarks Report, Drive Deeper Audience Relationships

Best practices for arts email marketing

Benchmarks, success stories, and expert advice to grow email engagement.