E-mail newsletters are about more than making customers aware of events. You need to personalize them and send them out on a regular basis in order to make them feel genuine and to keep them from making it to the SPAM folder. Use intriguing headlines, but short headlines, and put the most important information "above the fold." Provide features and stories, how-to's, anything that isn't just boring events. Give readers a reason to open the email, and give them an even better reason to read the email and click on its links.
"If you're really committed to building a relationship with your patrons, you've got to send them engaging, relevant, and timely information that will grab their attention and bring them closer to your organization. You're going to need to think beyond the common practice of sending "e-mail blasts" that go out at the last minute to drive ticket sales"