Case Study: English National Opera achieves 30% student ticket growth and higher audience engagement with Campaign Monitor

With email marketing, English National Opera puts “opera for everyone” at center stage

English National Opera (ENO) wanted to make "opera for everyone" by breaking down barriers, growing audiences and increasing ticket sales and membership engagement. Faced with the challenge of converting casual interest into repeat attendance and reaching diverse segments—from students to long-term supporters—ENO needed a scalable way to personalize communications and drive bookings for new seasons.

Working with Campaign Monitor, ENO used segmented, personalized email campaigns, an easy drag-and-drop builder, A/B testing and targeted offers (like multi-buy discounts and a rebranded student scheme) to better match messaging to audience behavior. The result: higher open rates from optimized subject-line testing, stronger repeat-booking and conversion rates, and a 30% increase in tickets sold and revenue from student members.

English National Opera

Flo Carr

Marketing and CRM Manager