At Good Show, we’re all about supporting grassroots event organisers and helping them thrive. Whether you’re a promoter just starting out or a venue operator with a packed calendar, email marketing can be a game-changer for selling tickets.
Here’s our guide on how to craft emails that connect with your audience, build trust, and sell more tickets.
1. Don’t Be Spammy
Nobody likes being bombarded with emails. Sending too many emails can annoy your audience and lead to unsubscribes. Instead, focus on quality over quantity.
Ask yourself: Does this email offer value? Would I want to read it? Keep the tone friendly and conversational and avoid overwhelming your readers with hard-sell tactics.
2. Make It Personal
People engage most with emails that feel tailored to them. Try using phrases that relate to them such as 'Calling all Bon Jovi fans!' Keep it personal by using a real sender name—ditch the boring “noreply” emails.
Go deeper by referencing their location or past activity. For example, if you’re promoting a gig in Bristol, highlight it to people in the area. The more specific you get, the more likely they’ll click.
3. Keep It Visually Simple and Clear
Clean, eye-catching designs grab attention, so your email should look as good as your event poster.
Use bold images or video clips to bring your event to life.
Put key details (date, venue, ticket link) at the top.
Include some interesting text to engage readers and get them excited. Put the key points in bold for people who prefer to skim read!
Add clear, clickable buttons—“Get Tickets Now” or “Reserve Your Spot”—to make it easy for readers to act.
Optimise for mobile. If your email looks clunky on a phone, people won't bother.
4. Target the Right Audience
Not everyone on your list will care about every event, which is where segmentation comes in.
Group your subscribers by location, interests, or past purchases. For instance, promote your Manchester gig to people in nearby areas or offer exclusive discounts to loyal fans. Sending targeted emails makes your campaigns more effective and helps build trust.
5. Keep Your List Fresh
A bloated email list full of inactive subscribers hurts your engagement rates and eats into your marketing budget. Luckily, Good Show’s integration with Brevo allows you to quickly clean your list by removing people who haven’t interacted in a while.
The Bottom Line
Email marketing doesn’t have to be complicated. Using thoughtful content, a clean design, and a targeted approach, you can start to boost ticket sales and create stronger connections with your audience.
At Good Show, we’re here to make ticketing fairer and easier for grassroots organisers. Want to learn more tips or need help with your events? Get in touch. Together, let’s keep the live music scene thriving.