Teatro Caser Calderón

Placing their account on an outbound route according to the quality of their subscriber base (a high-reputation IP certified by the leading ISPs) allowed them to leave behind any delivery problems and improve their email marketing results.

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Key Points

• Subscriber management
• Detailed statistics
• Not being flagged as spam

About Teatro Caser Calderón

Located in the heart of Madrid, where Atocha Street meets Plaza de Jacinto Benavente, the Teatro Caser Calderón is one of the most iconic and beautiful buildings in the city center, both for its exterior architecture and its interior décor.

It originally opened its doors on June 18, 1917, under the name Teatro Odeón. A year later it became known as Teatro del Centro, and it wasn’t until 1927 that it was renamed Teatro Calderón.

In 2007, the theater was renamed Häagen-Dazs Calderón, and from 2012 onward it changed its name again to Teatro Caser Calderón.

It has hosted, and continues to host, successful national and international musicals, from Carmen, Carmen (1988), Hello Dolly (2001), and We Will Rock You (Queen) (2003), to The Hole (2011-2012)…

Today, it has become a club where you can enjoy a drink or dinner while watching a show, in a modern and unique venue in the center of Madrid.

Objectives

For its email marketing campaigns, the Teatro Caser Calderón team knew exactly what they needed: a way to create and send newsletters in less time than before, since composing them, sending them out, and analyzing the results was taking up a great deal of their time.

With the change of email marketing provider, they needed a secure and effective newsletter platform that would let them track the activity of each newsletter once it had been delivered to recipients’ inboxes.

Having several databases built through different channels — direct subscription, press promotions, etc. — meant some contacts risked appearing in more than one database, leading to duplicate sends and extra costs. This is resolved by using Mailrelay and its duplicate control feature.

Actions Taken

To ensure their emails were properly delivered, they were provided with all the technical configurations needed on their mail and domain servers, achieving an optimal sender reputation.

That, combined with placing their account on an outbound route according to the quality of their subscriber base (a high-reputation IP certified by the leading ISPs), allowed them to leave behind any delivery problems.

Mailrelay’s team reviewed their newsletter designs to ensure they ran no risk of being flagged as spam, since Hotmail and Gmail’s strict rules can mistakenly mark legitimate emails as spam due to poor design.

Results

Using Mailrelay has allowed the Teatro Caser Calderón to clean up duplicate and outdated email addresses without having to take any action on the different subscriber lists they manage. Simply by using the automatic cleanup system for invalid/duplicate emails (available in every Mailrelay account) and by making it easy for users who lose interest in the newsletters to remove themselves from the subscriber base, without any intervention required from the Teatro Caser Calderón staff.

Now they can measure, beyond any doubt, the effectiveness of each of their email marketing sends (Who opens it? Which shows are of most interest to each subscriber? What computer, mobile, or tablet was used to read the newsletter? What geographic location is the subscriber in when they open the newsletter? etc.)

With Mailrelay, every email marketing campaign we run is correctly delivered to each of our subscribers’ inboxes, quickly and easily. At the same time, all the information the system provides allows us to improve our future newsletters, as well as keep our database up to date and free of outdated emails. Right now, it’s an essential tool for communicating effectively with the subscribers on our lists.

Jesús Cañadilla,

Email Marketing Manager.