Arenatip #2 - How to retain first-time buyers?

A first purchase is a key opportunity to establish a lasting relationship with your fans. These first-time buyers are often at a crossroads: either they become regular and engaged supporters, or they fade away. By offering them a memorable experience and tailored incentives, you can turn this initial interaction into long-term loyalty, thereby maximizing their value for the club.

Objectives

• Welcome first-time buyers with personalized and engaging communications.
• Encourage them to come back by offering exclusive benefits.
• Implement automated actions to track their journey and strengthen their attachment to the club.
  
  
  

One-Shot Campaign - Identify and communicate with first-time buyers

On Arenametrix :

• Create a "First-Time Buyers GP Ticketing" list on Arenametrix
• Filters :
  • Include :
    • Number of purchases: equal to 1
      • Ticket status: Sold
    • Sales channels: all those related to Ticketing
    • Purchase period: define the desired period
      
      
• Status : Dynamic
  
  
  

On Brevo :

Create an Email Campaign "First-Time Ticket Buyers Follow-Up" on Brevo

• Sender :
  • Select your sender address and name it
    
    

• Recipients :
  • Select your list “First-Time Buyers General Public Ticketing”
    
    

• Campaign Subject :
  • Choose a message (e.g., "Your next experience awaits!")
    
    

• Design :
  • Edit your email templates using Brevo’s Drag and Drop feature, adding your wording, logo, photos, and calls to action to redirect your fans to your ticketing and store.
    
    

• Schedule and send your follow-up campaign to first-time buyers.

 

Marketing Automation
Step 1 - First purchase thank you message

On Arenametrix :

• Create a list "First-Time Buyers J+1 Purchase GP Ticketing" on Arenametrix
  
  
• Filters :
  • Include :
    • Number of purchases: equal to 1
      • Ticket status: Sold
    • Sales channels: all those related to Ticketing
  • Include :
    • Sales period: since 1 days
      • Ticket status: Sold
  • Exclude :
    • Product type: Subscription
      • Ticket status: Sold
  • Exclude :
    • Performances period in 0 days
      • Ticket status: Sold
  • Exclude :
    • Performances period in 1 day
      • Ticket status: Sold
        
        

• Status : Dynamic

On Brevo :

• Create an automation with the editor
  
  
• Drag the trigger block Added to a list
  • Select your list "First-Time Buyers J+1 Purchase GP Ticketing"
    
    

• Drag the action block Send an email
  • Select your pre-created email template
    
    

• Activate the automation

Step 2 - Thank you after a first event

On Arenametrix :

• Create a list "First-Time Buyers J+1 Event GP Ticketing" on Arenametrix
  
  
• Filters :
  • Include :
    • Number of performances: equal to 1
      • Ticket status: Sold
    • Sales channels: all those related to Ticketing
      
      
  • Include :
    • Performances period: since 1 day
      • Ticket status: Sold
        
        
  • Exclude :
    • Performances period: since 0 days
      • • Ticket status: Sold
          
          
• Status : Dynamic

 

On Brevo :

• Create an automation with the editor
  
  
• Drag the trigger block Added to a list
  • Select your list "First-Time Buyers J+1 Event GP Ticketing"
    
    

• Drag the action block Send an email
  • Select your pre-created email template
    
    

• Activate the automation

Step 3 - Follow-up one month after a first event

On Brevo :

• Resume the thank-you automation after a first event
  
  
• Drag the Delay rule block after the Send an email action block
  • Set the delay to 1 month before the next step
    
    

• Drag another Send an email action block
  • Select your pre-created email template
    
    

• Activate the automation