Let’s be honest - most email marketing is background noise. A decent open rate hovers around 20-30%. But First Avenue is hitting 90% open rates on their membership emails. That’s not just impressive, that’s elite.

How are they doing it?

It’s not some fancy subject line formula. It’s not sending at 10:17am on a Tuesday. It’s a deeper strategy rooted in trust, relevance, and relationship. If you’re running or thinking about launching a membership program, take notes!

They only email when it matters

Most newsletters are packed with filler: every show, every promo, every photo from the last month. First Ave takes a different approach. Their membership emails are specific, useful, and directly tied to what the member cares about. Not everyone gets the same email. And not every email is sent just to hit a cadence.

If there’s early access to a show, a reminder for a members-only hang, or a thank-you gift, that’s when they hit send. They’ve trained their members to want these emails, because when they arrive, there’s always something good inside.

The tone is human

There’s no hard sell, no fluff, no recycled PR copy. The language feels like it’s written by someone who knows the scene, works in the building, and actually gives a damn. It’s concise, personal, and gets to the point fast.

This builds trust. People open the email because it feels like it’s from someone they know, not a faceless marketing team.

They make it feel like a club, not a list

One of the biggest mistakes venues make is treating all their marketing like a megaphone. But members don’t want a blast. They want a whisper. Something just for them.

First Avenue’s membership program creates this feeling through intentional design. The subject lines, headers, and calls to action are all tailored for people in the know. Talk to members like insiders, not prospects.

They deliver value without over-promising

You won’t find “free everything forever” in their emails. What you will find is early access, special merch, shoutouts, and community moments that feel real. And because the emails aren’t overstuffed with generic events, the content actually lands.

Consistency builds trust. Relevance builds loyalty.

How to apply this to your own venue

• Write your membership emails like you’re texting a friend. Skip the fluff. Get to the point. Be real.
  
  
• Send emails only when there’s something worth opening. Quality beats frequency.
  
  
• Segment your list. Members should feel like they’re getting a different experience than the general public.
  
  
• Highlight the emotional benefit of membership, not just the transactional one.
  
  
• Use plain text or minimal design. Sometimes a simple format performs better than something glossy.
  
  

The secret to First Avenue’s success is not a hack. It’s a habit. Respect your audience’s attention, and they’ll reward you with loyalty. In the world of independent venues, that inbox is sacred space. Use it wisely.