Sadler's Wells drives ticket sales with email marketing specialist Lyris UK

Sadler's Wells,, the UK's leading theatre for dance, has selected email marketing specialist, Lyris UK,, to assist with a targeted and cost-effective digital marketing programme that will drive ticket sales. With a database of 87,000 opted-in email contacts, the organisation plans to increase this to around 250,000.

Sadler's Wells, which has provided entertainment for over 300 years, is committed to bringing a dynamic, varied and contemporary programme of the best international and UK dance to its audiences. Unlike many other UK arts institutions, it is tasked with generating over 80 percent of its own revenue, as a result of which 73 percent of its income comes from ticket sales.

Lyris' ListManager was chosen as a powerful and scalable tool to enable Sadler's Wells to reach the wide and diverse audience that its performance schedule attracts. Relevant, timely and targeted emails are enhanced with embedded video clips of productions to further interact with and engage potential customers. Sadler's Wells also uses Lyris' testing capabilities to evaluate the subject line in order to ascertain which version results in the biggest response from recipients.

Kingsley Jayasekera, marketing and communications director at Sadler's Wells explains: “With the plethora of leisure activities available, we constantly compete for people’s time. We meet this challenge by ensuring that our shows reflect our broad view of dance, covering anything from flamenco to hip hop. However, it is also essential that our promotion appeals to – and reaches – a wide audience, as well as encourages people to try new things. Lyris' ListManager is a fast and flexible email marketing tool that lets us try out different tactics to ensure we truly understand our current and potential customers.”

Andrew Robinson, managing director of Lyris UK, comments: “Sadler's Wells is committed to interacting with and engaging its audience at all levels – from the initial point of contact right through to the performance it produces on stage. This complete customer focus is reflected in its commitment to developing compelling and innovative email marketing campaigns.”

Jayasekera concludes: “Lyris' experience of working with a wide variety of organisations, both large and small, across a range of industry sectors is extremely important to us. As well as offering proof of its 'big picture' perspective, it also means that we can learn from them as we develop our own operations.”


About Lyris Technologies
Founded in1994, Lyris Technologies ( provides leading-edge email marketing software solutions to more than 5,000 customers worldwide. Our suite of products, led by our flagship product ListManager, offers powerful tools for opt-in email marketing, list management, database segmentation, and deliverability assurance. Lyris offers both hosted and software versions for publishing email campaigns, newsletters, and discussion groups. Our commitment to permission-based marketing, outstanding deliverability rates, and our extremely positive ISP relations make Lyris' solutions among the best-selling email marketing applications on the market today. Headquartered in Emeryville, California, Lyris is a subsidiary of the J.L. Halsey Corporation (OTCBB:JLHY), a leading provider of technology solutions to marketers at mid-size businesses. J.L. Halsey's other brands include ClickTracks, EmailLabs, Hot Banana, and Sparklist. For more information, please visit or

For more information, please contact:

Kate Alexander
Lyris PR (UK)
Tel: +44 (0)20 8946 3739

Published on: 12:00AM on 6th August 2007