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Email of the Month: Malthouse Theatre

Miguel Panayotty

WordFly Email of the Month | Malthouse Theatre
Welcome to the Email of the Month Club, where each month we select one amazing email that stands out from the pack.

We hope this monthly feature will inspire you, give you some ideas for your next campaign, and provide the opportunity to show off the great work you’re doing. Here’s our Email of the Month Club Winner for March 2016.

WINNER:  Malthouse Theatre
SUBJECT LINE:  Your upcoming visit | Meow Meow’s Little Mermaid

Malthouse Theatre

What we love

This pre-show triggered email deserves a lot of praise. It’s so appealing to the eye, with a palette that goes from darker and colder, to warmer and lighter. The top image is a fun gif with splashing water, I’m pretty sure I can hear the water when I think about it. I really like how the show’s lighting was used for decorating the email as well as bringing attention to a video and interview.

Notice there’s also the use of dynamic tags to show the performance information as well as a personalized greeting. This is something you should definitely try out, especially with triggered campaigns.

Let’s look at the results. This campaign ran for a month and did not disappoint in terms of metrics:

Sent to: 1316
Unique open rate: 70.25%
Unique click rate: 22.95%
Engagement rate: 32.67%
Unsubscribe rate: 0%

A perfect example of how you can keep subscribers engaged and informed. Behind great planning, design, strategy, and execution, lie great results such as the ones we see here.

Congratulations, Malthouse Theatre!


Try these techniques


Try adding a personalized greeting in your email. Any other information that’s stored in your CRM may also be added dynamically into your email.


Venture into creating your own triggered campaigns. Anything from welcome emails to event reminders can help you keep your audience informed and engaged.

Got an email you think can earn the top spot?

Let us know!