Case Study: Nashville Ballet achieves higher open and click rates with Emma, Inc.'s Dynamic Content

Nashville Ballet - Customer Case Study

Nashville Ballet, the largest professional ballet company in Tennessee, faced a complex communications challenge coordinating more than 200 youth cast members and their families for productions like Nashville’s Nutcracker. Previously the company relied on paper folders and 200 individualized letters to notify families of roles, schedules and logistics. To modernize and personalize outreach, Nashville Ballet turned to Emma, Inc. and its Dynamic Content/email marketing features.

Using Emma, Inc.’s Dynamic Content, Nashville Ballet replaced paper mailings with a single email that produced 12 role-specific versions and age-based messaging (16+ vs. under 16), including tailored copy and images for each recipient. The change eliminated manual letter-sending, boosted engagement dramatically—open rates averaged 44% and click rates rose “exponentially”—and enabled more effective audience segmentation for future performance marketing.

Nashville Ballet

Jan Morrison

Director of Sales and Marketing