Email Marketing

Jungle Empire Toronto is a drum and bass event series in Toronto. I was brought on to build and execute an email marketing campaign for their Need For Mirrors show in December 2025.

The Strategy

The campaign was built around an education-through-listening concept. Rather than running standard promotional emails ("buy tickets, here's the lineup"), I designed a multi-touch sequence that introduced the audience to the artist's catalogue, built anticipation through curated playlists, and used timed content drops to create urgency without resorting to pressure tactics.

Mechanics

The campaign used segmented playlisting to meet the audience where they were. Listeners who already knew Need For Mirrors got deeper cuts and context. Listeners who were new to the artist got an accessible entry point. The sequencing was deliberate — each email built on the last, creating a narrative arc across the campaign rather than treating each send as a standalone blast.

I integrated Bandcamp Friday into the campaign timing, aligning discount mechanics with an existing community behaviour (Bandcamp waives fees on the first Friday of each month, driving a spike in direct-to-artist purchases). This gave the emails a reason to exist beyond "buy a ticket" — they became a prompt to support the artist directly.

Results

I built the mailing list from zero to 600 subscribers, with 180% list growth in the final quarter. The show sold out a week early at 300% of expected capacity.

These numbers matter because they came from content, not ad spend. The entire campaign was organic — no paid promotion, no sponsored posts, no boosted content. The emails did the work.