With arts marketing budgets dwindling, reaching patrons as efficiently as possible is more important than ever. For small and mid-sized arts organizations, using e-mail effectively can provide great results for a fraction of the cost of other marketing tactics. This session is designed to get organizations “up-to-speed” with e-mail marketing. First, participants will study how and why arts consumers use e-mail, drawing from recent marketing research studies of arts patrons. They will look at several case histories, focusing on campaigns from various organizations. Participants will then cover the basics of effective online e-mail marketing – what works and what doesn't.