Case Study: Denver Center for the Performing Arts achieves a 738% email ROI and major engagement gains with TowerData

Boosting ROI with Fewer Email Addresses

The Denver Center for the Performing Arts (DCPA), the nation’s second-largest performing arts center with a 550,000‑name email database, faced low engagement from a bloated, largely inactive list and a one-size-fits-all email approach. To improve relevance and response rates, the Denver Center for the Performing Arts partnered with TowerData and used TowerData’s Email Intelligence service.

TowerData cleaned and pruned the database—removing more than 220,000 duplicate/inactive addresses (about a 30% reduction), appended demographic and purchase data to build lifestyle segments, and targeted 40,000 high‑potential lapsed patrons with a three‑part discount campaign. The TowerData-powered program produced a 738% ROI from email, a 210% increase in clickthrough rates, a 95% decrease in opt-outs, and a 90% decrease in spam complaints.

Denver Center for the Performing Arts

Jennifer Nealson

Chief Marketing Officer