Most marketing emails are transactional, asking audiences to buy tickets, make a donation, or attend an event. I wanted to create something patrons would genuinely look forward to reading. Artist on Artist is an ongoing editorial series that pairs two Silicon Valley Shakespeare artists in candid conversations about their creative process, SVS productions, and the people behind the work. By weaving programming, and upcoming events naturally into each installment, the series transforms a traditional marketing email into a publication that builds lasting connections with SVS' community.