January 18, 2013

ticketscript’s guide to promoting your event through email

Email marketing is a great way of ensuring your customers are informed of your upcoming events. Event promotion through email allows for a more personal approach with direct access to your ticketshop through a link. Here’s our guide to making the most of your email campaigns

Create A Customer Database

You can build customer contact lists in MailChimp, which you can integrate into your ticketscript account. You can do this by hovering over the ‘Settings’ button in the black menu at the top of your ticketscript dashboard screen. Click on ‘Connect’ and follow the steps in the MailChimp window to link your lists to your ticketscript account. See our Mailchimp blog for more info.

You can also export data from your ticketscript account and add all new customer emails to your email list. You can do this by going to your Dashboard > Reports > Export Data, ensuring the ‘Type’ is set to ‘e-mail addresses’ and clicking the ‘Export’ button. This will produce a file containing all of the email addresses of ticket buyers for your selected event. The number of contacts depends on how many customers chose to opt-in to accept future emails from you. See our Opt-In Blog for more info.


1) Include a link to the ticket page of your website or Facebook fan page.

2) Make your ticketshop link as bold as possible. Also, include all the essential details of your event, such as time, date, address and other important information such as any age restrictions or dress code.

3) Make the content quick, concise and clear. Customers should be presented with all the information they need with as little text as possible. Imagine you are the ticket buyer, what information do you need to know? Make your text as short as possible. Customers will most like scan over your email for key information before reading it in depth later (if they decide it’s worth a second look). The simpler the layout and clearer the information, the more likely the recipient is to take another look.

4) Make your email title interesting and relevant. Put yourself in the position of the ticket buyer, would you open an email with that title?

5) Avoid the spam folder. If you repeat too many keywords your email may automatically go straight to your customers’ spam folder. Also make it easy to unsubscribe from your emails. If you do not provide this option, your customers are more likely to flag your emails as spam. Keep the title factual, trying to sell your event in the title also makes it more susceptible to becoming recognised as spam email.

6) Borrow ideas from other email marketing campaigns. See what makes their examples attractive and successful. Take inspiration and mirror the best ideas in your emails.

7) Spell check! It sounds simple but errors in spelling and grammar will put off customers immediately, making them assume it is a spam email or a fraudulent company.

8) Personalise emails. Replace the generic “Dear customer”, “Dear [customer name]” will immediately make your email more personal and you customer more likely to take the time to read it.

9) Timing is key, send out your emails at times relevant to your target audience.

10) Add a signature to your email. This might include a contact number, email, or name. Providing your customers with a direct contact will instill faith that they can gain assistance if needed. You can also include a website or Facebook page link. Connect your ticketshop to all of these outlets, increasing the number of ways your customers can purchase tickets.

11) Test your email before sending it out on a mass scale. Sending out large mistakes (from an incorrect time or address to a misspelling) will mean you are creating more work for yourself fixing the problem later on. Proofread your content and send a test email to yourself and a few other people to check over before sending it to your entire customer database.

By Helen Whitcher