Do you have leftover tickets for your event and are wondering whether it’s still worth writing to your target group? The answer is a resounding YES! We are monitoring campaigns, e.g. one of our concert organizers, which has more than tripled its daily ticket sales. How? With targeted pre-show messages. Even for a regional folk festival, such a message led to a 92% increase in sales. So as long as you still have remaining tickets, it’s definitely worth contacting your target group. But how can you ensure that your visitors don’t just buy once, but come back regularly?
In this article, you will learn how to increase your repurchase rate through targeted pre-show messages and thus turn your customers into loyal visitors – regardless of whether you are currently filling an event or want to increase your ticket sales in the long term.
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1. Personalized offers and targeted communication
Personalization is one of the most effective strategies to increase your repurchase rate. The key is to use your existing customer data to create targeted, relevant offers. This creates a stronger emotional connection and increases the likelihood that your visitors will buy from you again.
How to make the most of existing customer data:
- Analyze behavior and preferences: Find out which events your customers have attended in the past and offer them similar events.
- Exclusive content instead of discounts: Use targeted email campaigns to offer early information, exclusive program previews or special experiences that not everyone has.
- Early Access: Give loyal visitors preferential access to pre-sales or special seating.
Approach messaging with personalized offers:
Hello [first name], we have an event that you will love! You visited [artist/event] last year. On [date] he/she will be with us again! Be the first to find out more about the event here. Best regards, [Your name] [contact details]
VIP presale for you, [first name]! As a loyal visitor, we would like to offer you the opportunity to secure your ticket for [event] on [date] before anyone else. Click here for advance booking: [link to ticket store] Best regards, [Your name] [contact details]
Long time no see [first name]! It's been a while since you were our guest. Have you seen that [event/artist] will be back in your area soon? Find out more here [link]. Best regards, [Your name] [contact details]
2. Customer loyalty and reward programs
A well-thought-out customer loyalty program helps you to retain visitors in the long term. Similar to the successful Starbucks loyalty program, you can introduce a points system that rewards your customers for regular visits. This system not only ensures repeat purchases, but also increases customer loyalty.
Success factors for a strong loyalty program:
- Easy to understand points system: give your visitors points for every ticket purchase, which they can later redeem for rewards or upgrades.
- Tiers and exclusive benefits: Create VIP tiers where loyal customers can enjoy additional benefits such as meet & greets or priority entry.
- Easy participation: Make it easy for your customers to participate in the loyalty program and redeem their points.
Approach to messaging for loyalty programs:
Collect points and receive exclusive benefits! With every ticket purchase you collect points that you can redeem for discounts or exclusive experiences. Register now and receive [X] welcome points! Click here to register: [Link] Best regards, [Your name] [Contact details]
Step up and become a VIP! You have already attended [X] events! Become part of our VIP level and enjoy benefits such as priority entry and exclusive seating. Your next purchase will take you to the next level! Get your VIP upgrade now: [Link] Best regards, [Your name] [Contact details]
Thank you for recommending us! Get [X] extra points for every successful referral! Invite your friends to our next event and look forward to great rewards. And this is how it works: [Link to instructions] Best regards, [Your name] [Contact details]
Do you want to become a pro in visitor communication?
Then download our free guide for your event marketing. Packed with templates, studies and tips. So that you have less work with your communication in future. So download, read and sit back!
3. Excellent customer service and optimized customer experience
A satisfied customer will not only come back, but will also recommend you to others. Outstanding customer service and a pleasant booking experience are therefore crucial to increasing the repurchase rate.
How to optimize the customer experience:
- Smooth booking process: make sure your booking platform is user-friendly and the purchase process is as easy and quick as possible.
- Proactive feedback: Ask your visitors for their opinion after each event and implement improvements. Visitors appreciate it when they feel they have been heard.
- Surprise regular customers: Small tokens of appreciation such as a free drink, priority entry or a VIP upgrade make the experience special and memorable.
Approach to messaging for an optimized visitor experience:
Share your opinion with us! We hope you had a great time at [Event]. Your opinion is important to us! Fill out our short survey and help us make your next visits even better. [Embedded 1-click feedback] Best regards, [Your name] [Contact details]
Are you ready for a VIP experience? As a thank you for your loyalty, we would like to surprise you at your next event with priority entry and a welcome package. Use the following code for your next booking: [promotional code] Best regards, [Your name] [Contact details]
A present for you! We look forward to seeing you again. As a loyal visitor, we'll give you a voucher for [X]% discount on your next booking. Simply redeem and enjoy! Your voucher code is: [voucher code] Simply enter it when you make your next booking in the ticket store. Best regards, [Your name] [Contact details]
How to increase the repurchase rate of your visitors
It is always worth targeting your target group – regardless of whether you still have remaining tickets or want to increase your repurchase rate in the long term. The key is to personalize your communication, establish attractive customer loyalty programs and optimize the customer experience. By focusing on exclusive benefits instead of immediate discounts, you strengthen the emotional bond with your visitors and turn them into loyal customers who will buy from you again and again.
And at the same time, remember: the most important step is to seek contact with your fans. Only informed fans can buy – unfortunately, uninformed fans cannot. Use your existing customer data, offer special experiences and added value, and you will see your visitor numbers and sales grow in the long term.
Discover a system that combines ticketing, existing customer data and an e-mail tool – for seamless processes. Our event experts will show you around in a demo!
your questions.
- Which modern customer retention strategies are particularly effective?
Personalization and loyalty programs are currently the most effective strategies. Targeted, individualized approaches and tailored offers make customers feel more connected to your brand. Digital engagement strategies, such as social media and exclusive member clubs, also promote long-term customer loyalty.
- How can I use personalized emails effectively?
By using customer data to send personalized emails based on preferences, previous purchases and geographic proximity. These emails should offer relevant content such as exclusive pre-sales or special experiences that appeal to the customer and motivate them to book again.
- Which measures are particularly successful after the sale?
Successful after-sales measures include obtaining customer feedback, offering loyalty points or VIP upgrades for future purchases and targeted emails with exclusive events or content. These measures strengthen the relationship with the customer and increase the likelihood of repeat purchases.
- How can I offer my visitors added value that will keep them coming back to my ticket store as often as possible?
Through exclusive content such as informative newsletters, useful tips or access to a community. Personalized offers that are supported by an easy-to-use loyalty program are also particularly valuable. Such measures create continuous incentives that bring customers back to your store on a regular basis.
- What role does a fan club play in the repurchase rate?
A fan club offers exclusive benefits such as discounts, VIP access or special events for members only. This creates a sense of belonging and increases loyalty, which in turn increases the repurchase rate. Customers feel valued and are more likely to buy from you again.
