Marketing directors in sports often struggle to convert past customers into returning customers. On average, only 33% of past ticket buyers return for a game the following year.To improve customer conversion, marketing directors can send a post-game email to single-game buyers, thanking them for attending and offering a discount or special opportunity for another game.This strategy works because it strikes when the fan is still excited about the game, it is specific to the game they attended, and it provides a personalized offer. By implementing this strategy, teams have seen success in converting single game buyers into multiple game attendees and potential season ticket holders.Takeaways
- Marketing directors in sports struggle to convert past customers into returning customers.
- Sending a post-game email to single game buyers can improve customer conversion.
- The post-game email should thank the fan for attending, be specific to the game they attended, and offer a discount or special opportunity for another game.
- This strategy can lead to converting single game buyers into multiple game attendees and potential season ticket holders.
Chapters00:00 – Introduction01:08 – Challenges in Converting Past Customers03:00 – The Power of Post-Game Emails04:54 – Crafting an Effective Post-Game Email06:15 – Converting Single Game Buyers into Season Ticket Holders07:40 – Conclusion
Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
