Organisation Mail: Email Members and Past Attendees

Email your Seaty audience at organisation level: reach members, past attendees, and admins with mailshots, surveys, image galleries, and campaigns.

Overview

Organisation email communication allows you to reach your entire member base, past attendees from any event, and administrative staff with a single message. Whether announcing a new season, sending marketing campaigns, gathering survey feedback, or simply keeping members up to date, organisation mail connects you with everyone who has engaged with your organisation.

At its simplest, organisation mail answers one question: How do I email people across my entire organisation, not just a single event?

Looking for trackable links and QR codes? Marketing campaigns are a separate tool — see Campaigns for trackable URLs and QR codes that attribute ticket sales back to specific posters, posts, or banners. The Marketing hub brings together every marketing tool Seaty offers.

Who uses this: Organisation administrators with the OrganisationMail permission.

Key capabilities:

Send emails to all members across your organisation
Target specific membership tiers or types
Reach past attendees who opted into marketing or surveys
Communicate with all organisation administrators
Filter by event participation or membership status
AI-powered content validation for compliance
Draft saving for later editing (including gallery images, layout, and focal points)
Test email functionality
Email preference management and unsubscribe handling
Rich HTML formatting in the body
Attach up to 5 photos as a gallery, rendered in the email and linked to a fullscreen browsing page

Think of it this way:

Organisation mail reaches recipients across ALL events in your organisation

Event mail reaches only attendees of a specific event

Both share the same composer, compliance checks, and AI validation - organisation mail simply provides access to organisation-wide recipient groups

How It Works

At a glance: Choose your audience, compose your message, validate content compliance, and send to your entire organisation in one go.

1. Select Recipients

Choose who should receive your email - all members, specific membership tiers, past marketing attendees, survey subscribers, or administrators.

2. Compose Your Message

Write your email using the rich text editor with AI assistance for content generation. Save drafts to continue later.

3. Validate and Preview

The system checks your content against compliance rules based on your recipient type. Marketing content is only permitted for marketing lists.

4. Test and Send

Send a test email to yourself first, then send to your full recipient list when ready.

Accessing Organisation Email

The Mail section is available from your organisation's admin dashboard:

Navigate to your organisation's page
Select "Admin" to open the admin menu
Select "Mail" from the Tools menu group
Requires OrganisationMail permission

Recipient Selection for Organisation

Organisation-level emails provide different recipient groups than event-level emails:

Organisation Members

All Organisation Members - Every member of your organisation

Sends to all active members regardless of membership type
Ideal for organisation-wide announcements
Examples: "AGM Notice", "Membership Renewal Reminder"

Selected Organisation Member Types - Filter by membership categories

Choose one or multiple member types
Target specific membership tiers or groups
Examples: "Gold Members", "Student Members", "Staff Members", "Patron Members"
Select from your organisation's configured member types
Useful for tier-specific communications or benefits

Past Attendees (Cross-Event)

All Organisation Marketing Attendees - All past attendees who opted into marketing

Includes attendees from any event in your organisation
Only sends to those who agreed to marketing communications
Maintains organisation-wide customer relationships
Promotional content is permitted for this list
Examples: "New Season Announcement", "Special Member Offers"

All Organisation Survey Attendees - All past attendees who opted into surveys

Includes attendees from any event in your organisation
Only sends to those who agreed to receive surveys
Collect feedback across your event portfolio
Examples: "Annual Satisfaction Survey", "Programming Feedback Request"

Administrators

All Organisation Admins - All administrators within your organisation

Sends to everyone with any admin permission
Useful for internal communications
Examples: "System Update Notice", "Admin Meeting Reminder", "Policy Changes"

Composing Emails

The email composition process is identical to event-level emails.

For complete details, see: Event Email Communication

What's covered:

Starting a new email
AI-assisted composition
Message formatting and rich text editor
Character limits and image guidelines
Subject line requirements
Attaching an image gallery (up to 5 photos with layout, position, and focal point controls)
What recipients see when they click gallery images (fullscreen browsing page)

All composition features work the same at organisation level. The gallery page that opens when recipients click an image shows your organisation's name and branding, with a link back to your organisation page rather than a specific event.

Organisation-Wide Campaign Strategy

When to Use Organisation Mail

Best suited for:

Membership communications (renewals, benefits, AGM notices)
Organisation-wide announcements (new season, major changes)
Cross-event marketing (attracting past attendees to new events)
Feedback and surveys across your event portfolio
Internal admin communications
Patron and supporter updates

Not ideal for:

Event-specific updates (use event mail instead)
Time-sensitive performance information (use event date mail instead)
Single-event ticket holder communications

Reaching Your Entire Customer Base

Organisation mail is uniquely powerful for reaching everyone who has ever attended your events:

Example: New Season Announcement

Select "All Organisation Marketing Attendees"
This includes everyone who has bought tickets to any of your events
Promotional content is allowed for marketing lists
Announce your new season to your entire historical customer base

Example: Member-Exclusive Preview

Select "Selected Organisation Member Types"
Choose your premium tiers: "Gold Members", "Patron Members"
Offer early booking access or special discounts
Maintain member value and loyalty

Cross-Event Communication Patterns

Historical Customer Engagement:

Marketing lists include attendees from all past events
Build long-term relationships beyond single event attendance
Convert one-time attendees into regular patrons
Create organisation loyalty rather than event-specific following

Segmentation Strategies:

Member types for tiered communications
Marketing vs survey lists for different purposes
Admin-only for internal operational updates
Event-specific selections when needed (though event mail may be better)

Email Preview & Validation

The preview and validation process is identical to event-level emails:

Active Recipients:

Number of emails that will be sent
Option to view the full list of email addresses
These recipients have not unsubscribed

Inactive Recipients:

Number of emails that have unsubscribed
Option to view the list of unsubscribed addresses
These recipients will NOT receive the email

Validation Checks:

Subject must be at least 4 characters
Message must be at least 10 characters
At least one active recipient must be selected
For selection-based recipients, at least one member type must be chosen

Compliance & Best Practices

The compliance requirements are identical to event-level emails. You must confirm:

Legal Requirements

Purpose: Email must be used appropriately based on recipient list selection

Legal Compliance: You agree to comply with all applicable laws and regulations relating to email communications, including:

UK GDPR requirements
Privacy and Electronic Communications Regulations (PECR)
Data Protection Act 2018

Terms of Service: All messages are subject to Seaty's Terms of Service, including the Messaging and Notifications section

Anti-Spam: You agree to send no more than one email every 15 minutes per organisation. Why 15 minutes? This prevents accidental spam and protects your organisation's email deliverability reputation.

Reply-To Address: Your user email address will be used as the reply-to address for attendee responses

AI Content Validation

Seaty uses AI to automatically review email content before sending. The validation differs based on recipient type:

Marketing Lists (AllOrganisationMarketingAttendees):

Promotional content is allowed
Can include ticket sales, prices, booking links
Can use persuasive language
Examples: "Book now for our new season", "Early bird discount available"

Event Update Lists (Members, Admins):

Marketing content is blocked
Focus on essential information and updates
No ticket sales or promotional language
Examples: "AGM scheduled for March", "Membership renewal process"

Survey Lists (AllOrganisationSurveyAttendees):

Survey and feedback requests are allowed
Other promotional content is blocked
Examples: "Please complete our annual survey", "We value your feedback"

What Happens if Content is Blocked:

You'll receive a clear error message explaining why
Edit your content to match the recipient list type
Consider using a different recipient list if your content is promotional
Resubmit for validation

Sending Options

Test Email

Before sending to your entire organisation:

Click "Send test mail to self"
The email will be sent only to your user account
Review formatting, links, and content
Make any necessary adjustments
Return to send the actual campaign

Especially important for organisation mail:

Large recipient counts make mistakes more costly
Cross-event communications affect your entire reputation
Member communications require extra accuracy

Send Email

When ready to send:

Review recipient count and message content
Check the compliance checkbox
Click "Send mail"
Confirmation will appear when sending completes
The email is immediately queued for delivery

Sending Process:

Emails are sent through Seaty's email service
Delivery typically completes within minutes
Large recipient lists (organisation-wide) may take longer
You'll receive a confirmation once sending begins

Draft Management

Draft management works identically to event-level emails:

Saving Drafts

Compose your email (subject and body)
Click "Save as draft"
Draft appears in your mail history with "Draft:" prefix
Drafts are saved to your organisation

Requirements to save:

Subject must be at least 4 characters
Message must be at least 10 characters

Why these minimums? They prevent accidentally saving incomplete drafts that would be unusable later.

Editing Drafts

Find the draft in your mail history
Click the edit (pencil) icon
Make your changes
Either save as draft again or send the email

Note: Sending a draft will update the existing record rather than creating a duplicate.

Email History

Your organisation mail history shows all emails sent at the organisation level:

History Display

Table Columns:

By: Name and email address of sender
To: Recipient type and number of emails sent
Subject: Email subject line (drafts show "Draft:" prefix)
Date Sent: Date and time of sending (drafts show "Not sent")

Organisation vs Event History:

Organisation mail history shows only organisation-level emails
Event mail history shows only that event's emails
Same email interface displays different histories based on context

Actions

View Sent Emails:

Click the view (document) icon
Opens read-only preview of subject and body
Useful for reference or copying content

Edit Drafts:

Click the edit (pencil) icon
Opens draft in composer for editing
Continue where you left off

Use the search box to filter history by:

Subject line text
Sender email address
Recipient type (e.g., "All Organisation Members", "Selected Member Types")
Date sent (searches formatted dates like "Monday 5th January 2025")

Email Activity Tracking

Track delivery and engagement metrics for sent mailshots across your entire organisation to understand how recipients interact with your emails.

Accessing Email Activity

For any sent email (not drafts):

Find the email in your mail history
Click the activity (chart) icon next to the view button
Opens the Email Activity report filtered to that specific mailshot

The activity tracking system works identically to event-level mailshots, with one key difference: organisation-level activity reports include an Event column showing which event each recipient is associated with (if applicable).

What's Tracked

The activity report shows individual email events for each recipient:

Bounce - Email was rejected by the recipient's email server (invalid address, full inbox, etc.)
Open - Recipient opened the email
Click - Recipient clicked a link in the email. Each click on a Seaty link is also recorded first-party (deduplicated, bot-filtered) so the count survives if your email provider's tracking is unavailable

Note: Delivery events are not tracked for mailshots to keep the database focused on actionable engagement metrics.

Direct Results (Attributed Orders & Revenue)

Each mailshot's detail page shows a "Direct results" card with the orders and revenue it drove:

Orders placed within 30 days of clicking a link in this mailshot are attributed back to it
Attribution uses last-touch semantics: if the same recipient clicks a different campaign link afterwards, that newer click takes the credit
The card shows attributed tickets, attributed orders, and £ revenue
Anonymous purchases (the buyer is not logged in) are still attributed via the click that landed them on the site
Attribution is per-mailshot — there is no organisation-wide roll-up of mailshot revenue

Most Clicked Links

The mailshot detail page also lists the URLs that received the most clicks in this email:

Counts combine first-party click tracking with the email provider's webhook data
URLs are normalised (tracking parameters stripped) so the same destination is grouped into one row
Useful for seeing which calls to action drove the strongest response and which ones were ignored

Cross-Event Analysis

Organisation-level email activity provides unique insights:

Event Distribution:

See which events your recipients are associated with
Understand engagement patterns across different event types
Identify which events have the most engaged audiences

Member Engagement:

Track how different member types engage with emails
Compare engagement between members and general attendees
Identify your most responsive member segments

Marketing List Quality:

Monitor bounce rates for marketing lists across all events
Track open rates for promotional content
Identify engaged subscribers for targeted campaigns

Using the Activity Report

Report Features:

Filter by specific events to focus analysis
Search for specific recipients
Sort by any column (date, recipient, activity type, event)
Export to Excel for detailed analysis

Understanding the Event Column:

Shows the event name associated with each recipient
Blank for organisation members not associated with a specific event
Helps identify which events drive the most email engagement
Useful for targeting future communications

For detailed information on interpreting metrics, export options, and best practices, see the Mail documentation section on Email Activity Tracking.

Best Practices for Organisation Mail

Building Long-Term Relationships

Consistency:

Establish regular communication patterns (monthly newsletter, seasonal updates)
Maintain consistent sender identity across organisation emails
Use organisation branding and voice
Build recognition and trust over time

Value-Driven Content:

Only email when you have something valuable to share
Respect subscriber preferences and frequency expectations
Monitor unsubscribe rates across different recipient types
Provide clear value in every communication

Segmentation Strategy:

Use member types to provide tier-specific value
Separate marketing from operational communications
Survey lists for feedback, marketing lists for promotions
Don't over-email any single segment

Cross-Event Marketing

New Event Promotion:

Use marketing attendee lists to reach past customers
Reference their previous attendance or interests
Offer returning customer benefits
Create organisation loyalty beyond single events

Season Planning:

Announce full season to entire customer base
Use member types for early access or special pricing
Build anticipation across your event portfolio
Convert single-event attendees into season subscribers

Feedback Loops:

Use survey lists to gather programming insights
Ask what events they'd like to see
Measure satisfaction across your offerings
Demonstrate you value their input

Member Communications

Membership Value:

Regular updates on member benefits
Exclusive previews and early access
Recognition of member support
Clear tier differentiation

Administrative Efficiency:

Use admin lists for internal communications
Coordinate across your admin team
Share operational updates
Streamline organisation management

Timing Considerations

Organisation Calendar:

Plan organisation-wide campaigns around your season
Avoid conflicting with event-specific communications
Space out organisation emails appropriately
Respect the 15-minute rate limit

Member Expectations:

Survey members about communication preferences
Establish expected frequency (monthly, quarterly)
Honour unsubscribe requests promptly
Balance organisation and event-level communications

Troubleshooting

Common Issues

"No active emails for this selection"

All recipients in your selected group have unsubscribed
Choose a different recipient group
Check if you've selected any member types (for Selected Member Types)
Verify your organisation has members/past attendees

"Your organisation has sent an email within the 15 minutes"

Wait the full 15 minutes before sending another email
Rate limit applies across ALL emails for your organisation (event and organisation level)
Use test emails for testing without triggering the limit

"Your email is too long"

Current body exceeds 10,000 characters
Embedded images dramatically increase size (use URL images instead)
Reduce formatting or split into multiple communications
Subject exceeds 100 characters

AI blocks email content:

Check which recipient list you selected
Marketing lists allow promotional content
Member/admin/survey lists block promotional content
Edit content to match the recipient list type
Consider switching to marketing list if appropriate

Large recipient counts seem wrong:

Marketing/survey lists include attendees from ALL organisation events
Verify this is intentional for your message
Consider event-level mail if targeting a single event
Check member counts in your Members section

Getting Help

If you encounter persistent issues:

Try sending a test email to yourself first
Review the compliance guidelines carefully
Check your organisation's email sending history
Verify recipient selection matches your intent
Contact Seaty support with specific error messages

Difference from Event Mail

Understanding when to use organisation mail vs event mail:

Use Organisation Mail When:

Member Communications:

Membership renewals, benefits, or tier changes
AGM notices or governance updates
Organisation-wide policy changes
Patron and supporter recognition

Cross-Event Marketing:

New season announcements across all events
Converting past attendees to new events
Building organisation brand and loyalty
Historical customer re-engagement

Organisation Operations:

Admin team coordination
Organisation-wide system updates
Multi-event feedback and surveys
Strategic communications

Use Event Mail When:

Event-Specific Updates:

Venue changes for a single event
Performance time changes
Event-specific announcements
Cast or programme updates

Single Event Operations:

Date-specific attendee communications
Ticket holder instructions
Event day logistics
Individual performance updates

Targeted Event Marketing:

Reminding ticket holders about their upcoming event
Event-specific promotions or add-ons
Single event feedback surveys

Key Differences Summary:

Aspect	Organisation Mail	Event Mail
Scope	All events in organisation	Single event only
Recipients	Members, cross-event attendees, admins	Event attendees, date attendees
Use Cases	Membership, cross-event marketing, surveys	Event updates, logistics, reminders
History	Organisation mail history	Event mail history
Permission	OrganisationMail	EventMail
Rate Limit	Shared across organisation (15 min)	Shared across organisation (15 min)

Important: The 15-minute rate limit applies to your entire organisation, not per event or per mail type. If you send an event-level email, you must wait 15 minutes before sending an organisation-level email (or another event email).

Technical Details

Email Delivery System

Infrastructure:

Emails are sent through Seaty's professional email service
Proper SPF, DKIM, and DMARC authentication
Monitored delivery rates and bounce management
Unsubscribe links automatically included in all emails

Email Theming:

Emails use your organisation's theme colours
Includes your organisation name in the email template
Seaty branding included for trust and deliverability

Data Privacy

Email Storage:

Email content is stored securely for your reference
Recipient lists are generated dynamically at send time
User email preferences are respected in all mailings
All data handling complies with UK GDPR

Email Tracking:

Delivery, open, click, and bounce events recorded per recipient
First-party click tracking on Seaty links (deduplicated, bot-filtered) supports a 30-day attribution window for orders and revenue
Unsubscribe tracking for preference management
No third-party advertising or analytics pixels are placed in your emails

Preference Management:

Recipients can manage preferences per organisation
Unsubscribing affects all future emails from your organisation
Event-specific preferences are separate
Marketing, survey, and update preferences are independent

Common Questions

Recipient Selection

Can I email attendees from just one event? Use event-level mail instead. Organisation mail is designed for cross-event communications. If you only need to reach attendees of a single event, navigate to that event and use its mail feature.

What's the difference between marketing and survey attendees? Marketing attendees opted in to receive promotional content like new event announcements. Survey attendees opted in to receive feedback requests. Respect these preferences by only sending appropriate content to each list.

Why can't I see any members in my recipient list? Check your Members section to verify you have active members. If using "Selected Organisation Member Types", ensure you've selected at least one member type.

Content and Compliance

Why was my email blocked by AI validation? The AI checks that your content matches your recipient type. Promotional content (ticket sales, booking links, persuasive language) is only allowed for marketing lists. Edit your content to match the list type, or switch to a marketing list if your content is promotional.

Can I include images in my emails? Yes, but use image URLs rather than embedding images directly. Embedded images dramatically increase email size and may cause delivery issues.

Sending and Delivery

How long does delivery take? Most emails deliver within minutes. Large organisation-wide mailings may take longer but you'll receive confirmation when sending begins.

Why do I have to wait 15 minutes between emails? The rate limit prevents spam and ensures deliverability. It applies across your entire organisation - event mail and organisation mail share the same limit.

Can I cancel an email after sending? No. Once sent, emails are queued for immediate delivery. Always use the test email feature first to verify content and formatting.

History and Tracking

Can I see emails sent at event level? Organisation mail history only shows organisation-level emails. Each event has its own mail history accessible through that event's admin menu.

What engagement metrics are tracked? Opens, clicks, and bounces are tracked. Delivery events are not tracked to keep the database focused on actionable engagement metrics.

Image Gallery

Can I attach photos to organisation mailshots? Yes. Up to 5 photos per mailshot, with the same Grid/Stacked/Hero layouts, Top/Bottom positioning, and focal point controls described in the Event Mail gallery section.

Where does the "click an image" link go for organisation mailshots? When a recipient clicks a gallery image in an organisation-level email, they're taken to a gallery page on your organisation page rather than a specific event page. The page displays your organisation's branding and includes a link back to your public organisation profile.

Should I use gallery images for member communications or marketing? Both work. For member announcements (AGM notices, renewal reminders), a single hero image or small grid adds warmth without distracting from the message. For marketing mailshots to past attendees, richer galleries showing production shots, venue photos, or season highlights typically drive more engagement.

Do gallery images count towards the 10,000 character body limit? No. The gallery is a separate attachment from the body text.

Members Section - Manage organisation members who can receive member-type emails
Members Configuration - Configure membership tiers for targeted communications
Events Section - View all events whose attendees might receive organisation emails
Attendees Section - See organisation-wide attendee list across all events
Event Mail - Send emails to individual event attendees