Arenatip #9 - How to manage your season ticket campaigns?

The season ticket campaign is a crucial moment in a club’s season.
It reflects fans’ emotional connection, secures a significant portion of ticketing revenue, and marks the starting point of the club subscriber relationship for the entire season. Yet, it's often managed in a uniform way, without segmentation or automation, greatly limiting its effectiveness.

With a 5-step structure, we offer a simple yet powerful method to reach each target at the right time with the right tools.

Objectives

• Maximize the renewal rate by engaging current subscribers from the outset
• Identify priority targets among loyal, non-subscribed fans
• Attract new subscribers through tailored segments and messaging
• Automate key moments to save time and enrich the fan experience
  
  
  

Step 1 - Announce and follow up on renewals

On Arenametrix:

• Create a “Season ticket holders 20XX/20XX” list in Arenametrix
• Filters:
  • Include:
    • Product: Subscription 20XX/20XX (Current season)
    • Ticket status: Sold
  • List status: Dynamic

On Brevo :

• Create an “20XX/20XX Season Renewal” email campaign in Brevo
  • Sender: Select your sender address and name it
    
    
  • Recipients: Select your "Subscribers 20XX/20XX" list
    
    
  • Campaign subject line: Choose a message (e.g, "Renewals now open for next season!")
    
    
  • Design: Edit your email templates using Brevo’s drag-and-drop editor. Incorporate your brand voice, logo, photos, and call-to-action buttons linking to your ticketing platform and store. Feel free to briefly recap the past season, then highlight the benefits of the upcoming one: new features at the stadium, matchday experiences, new signings, etc.
    
    
• Schedule and send your campaign as soon as the ticketing opens.

Following up with contacts who opened your campaigns but didn’t purchase is a great way to turn interest into conversion. By using a direct and high-impact channel like SMS, you create urgency and a sense of closeness: “Tickets are still available—don’t miss your chance to book yours!”


On Brevo :

• Access your contacts 
  • Go to the Contacts page in Brevo
    
    
• Filter contact who opened the campaign
  • Click on Add a filter.
  • Select Email, then Email opened.
  • A blue line will appear with the option Choose which emails.
  • Select the specific campaign email you want to analyze by choosing: is exactly > [Season Ticket Renewal 20XX/20XX]
    
• Create the openers segment
  • You now have all contacts who opened your campaign.
  • Click Save as a segment.
    
    
• Send a follow-up SMS
  • Create an SMS campaign titled"Season Ticket Renewals Follow-Up 20XX/20XX"  in Brevo
    • Sender: Choose your SMS sender name
      
      
    • Recipients: 
      •  Select your segment “Email Openers – Season Ticket Renewal 20XX/20XX”.
      • Exclude contacts from the “Subscribers 20XX/20XX” list (next season's subscribers).
        
        
    • Customize your SMS:
      • Write your message (e.g., “Still thinking about it? A few spots remain—don’t miss out! [Ticketing link]”)
      • Don’t forget to include the STOP option to comply with regulations.
  • Schedule and send your follow-up SMS campaign.

Note: You can also send this follow-up by email.

 

 

Step 2 - Capture season ticket intent from general public

Creating an interest form before subscriptions open helps you collect qualified data and build anticipation, playing on exclusivity: "Be the first to reserve the best seats before everyone else."

On Arenametrix:

We will now create the list in Arenametrix that will allow you to collect and store the contacts who submit your Brevo form.

• This list allows you to gather and store contacts who complete your Brevo form.
• Important: You cannot create an empty list in Arenametrix. You must add at least one filter. We recommend the following:

 

• Filters:
  • Include:
    • Email contains your own email address (this way, you’ll be the only contact in the list at first)

 

• Status: Static (not dynamic)
  • A static list lets you manually add new contacts without them being removed automatically.
  • A dynamic list, linked directly to a Brevo form, would remain empty, as contacts would be automatically removed after submission.

 

On Brevo :

1. Go to Contacts > Forms

• Click “Create a sign-up form”
• Choose the “Full page” format
• Name your form (e.g., Subscription Prospecting 20XX/XX)

 

2. Customize the form

• Add a background image
• Apply your brand colors
• Write a clear description of the form’s purpose

 

Add the necessary fields

• In the sidebar, click on “Attributes”
• Drag and drop the desired fields into your form

 

Recommended fields:

• Last Name
• First Name
• Email
• Date of Birth (AX_Birthdate)
• Phone Number (SMS)
• Zip Code (AX_Zipcode)

 

3. Configure the fields

• Required field: Make as many fields mandatory as possible
• Label name: Choose whether to show or hide the field title
• Help text: Add a hint to guide the user
• Placeholder: Show an example response inside the field
  
  

Also, add the GDPR consent field to collect participants' permission.

Reorder fields logically by dragging them into place.

 

4. Save the form

• Double-check all the information
• Click “Next” to save and move to the next step

We’ve reached the final step. It’s now time to link your form to a list and share it effectively.

1. Link your form to a list

Why?

Linking your form to a list allows you to store participant data in your CRM and associate them with a specific segment.

• Select the list “Season ticket Prospects 20XX/20XX”
• Click “Next”

 

2. Customize the confirmation message

You have two options to confirm a participant’s registration:

• Send an automatic email:
  • Schedule a thank-you and registration confirmation email
• Or display a customized confirmation message (recommended):
  • Click “No confirmation email”
  • Edit the success message directly on the page
• Then click “Next”

 

3. Share your form effectively

Maximize visibility to collect as much data as possible:

• Direct link:
  • Share it on your social media (posts, stories, etc.)
• QR Code:
  • Download and display it on:
    • Stadium big screens
    • Queuing areas
    • Matchday program
    • Posters and other communication materials
• Website Integration:
  • Scroll down the page to copy the embed link
  • Send it to your webmaster to add it to your website

 

4. Finalize your form

• Click “Finish”
• Your form is now ready to start collecting new contacts.

 

5. Send your email campaign one day before public sales open

• Create an Email Campaign “D-1 Season Ticket 20XX/20XX” in Brevo
  
  
• Sender:
  • Select your sender address and name it.
    
    

• Recipients:
  • Select your list “Subscription Prospects 20XX/20XX”
    
    

• Email subject line:
  • Choose a message (e.g., “Season tickets go on sale tomorrow, don’t miss out!”)
    
    
• Design:
  • Edit your email templates using Brevo’s drag-and-drop editor. Use your own wording, logo, and images, and include clear calls-to-action to redirect fans to your ticketing platform and online store.
    
    
• Schedule and send your campaign

 

Step 3 - Target potential season ticket holders with precise segments

Before sending your subscription campaigns to your entire database, it’s crucial to first convert your warmest leads through highly personalized campaigns.
We recommend creating two priority segments to target early on:

• Fans who attended 3, 4, or 5+ matches this season without having a season ticket
• Former season ticket holders from previous seasons who did not renew this season
  
  

On Arenametrix:

• Create a “3+ Buyers 20XX/XX” list in Arenametrix
  
  
• Filters:
  
  • Include:
    • Number of performances: Greater than or equal to 3/4/5
    • Ticket status: Sold
    • Season: Among Season 20XX/XX
  • Exclude:
    • Product: Season Ticket 20XX/XX
    • Ticket status: Sold
      
      

• List status: Dynamic

 

On Brevo :

• Create an Email Campaign “3+ Buyers Target – Season Ticket Campaign 20XX/XX” in Brevo
  
  
• Sender:
  • Select your sender address and name it.
    
    

• Recipients:
  • Select your list “3+ Buyers 20XX/XX”
    
    

• Subject line:
  • Choose a message (e.g., “We saw you at the stadium several times this year — have you considered a season ticket?”)
    
    

• Design:
  • Edit your email templates using Brevo’s drag-and-drop editor. Use your own wording, club logo, photos, and calls-to-action to redirect fans to your ticketing platform and merchandise store.
    Add compelling reasons to get a season ticket: discounts at the concession stands, exclusive merchandise offers, access to priority booking, member-only events, or any other perks.
    Write with the mindset of someone who attended multiple matches but didn’t subscribe, speak to their potential interest and reward their loyalty.
    
    

• Schedule and send your campaign

 

Other Key Segments to Create Based on Your Club’s Season Ticket Offers

• Free Season Ticket – Under 16s
  • Create a list by filtering on child/family pricing plans to identify young fans who may be eligible for free season tickets.
    
    

• Discounted Season Ticket – Under 25s / Students
  • Use the “Age” filter to create a list of fans under 25, and target them with a dedicated student or youth offer.
    
    

• Senior Season Ticket
  • Again using the “Age” filter, create a specific segment for fans aged 60 and over, who are often eligible for discounted senior pricing.
    
    

• Family Season Ticket
  • Target contacts who previously purchased tickets via a “Family” pricing plan by filtering based on this pricing formula.

 

 

Step 4 - Expand the campaign to your full ticketing database

If the earlier steps haven’t yet achieved your season ticket sales goals, consider broadening your campaign by targeting your entire opt-in ticketing database.

Tips:

• Exclude contacts who are already subscribed, as well as the segments targeted in previous steps, to avoid duplicates, unless your communications are spaced out appropriately.
• Adapt the messaging to remain relevant for this broader audience. Focus on: cost savings, stadium atmosphere, exclusive benefits of being a season ticket holder
• Include a strong visual and a clear call-to-action to boost impact.

 

On Arenametrix:

• Create a “General Ticketing Target – Season Ticket Campaign 20XX/XX” list in Arenametrix
  
  
• Filters:
  
  

• Include:

• • • Number of attendances: Greater than or equal to 1
      • Ticket status: Sold
      • Season: Among Season 20XX/XX, Season 20XX/XX, Season 20XX/XX (last three seasons)
    • Ticketing consent (opt-in)

 

• Exclude:

• • • Product: Season Ticket 20XX/XX (current and upcoming season)
      • Ticket status: Sold
    • Add the specific segments created in earlier steps (if needed)

 

• List status: Dynamic

 

On Brevo :

• Create an Email Campaign “Global ticketing Launch – Season ticket campaign 20XX/XX” in Brevo
  
  
• Sender:
  • Select and name your sender address.
    
    

• Recipients:
  • Select your list “General Ticketing Target – Season Ticket Campaign 20XX/XX”
    
    

• Subject line:
  • Choose a message (e.g., “Season ticket sales now open!”)
    
    

• Design:
  • Use Brevo’s drag-and-drop editor to customize your email. Incorporate your own wording, club logo, photos, and strong calls-to-action to drive traffic to your ticketing platform and online store.

 

• Schedule and send your campaign at the ticketing launch

 

 

Step 5 - Personalisze and automate your welcome message

Customize your welcome message based on the fan’s history by creating two distinct templates:

• One for new subscribers, discovering the club or season ticket for the first time with an informative and welcoming tone.
• One for returning subscribers, with a more familiar and appreciative tone, recognizing their past loyalty.

 

On Arenametrix:

• Create a “Season Ticket Holders 20XX/20XX” List (Next Season) in Arenametrix
  
  
• Filters:
  • Include:
    • Product: Season Ticket 20XX/20XX (Next season)
    • Ticket status: Sold
      
      

• List status: Dynamic

 

On Brevo :

• Create an Automation Using the Editor
  
  
• Add the trigger block:
  • “Added to a list”
    
    

• Select the list “Season Ticket Holders 20XX/20XX” (Next season)
  • Add the conditional block: “Conditional Split”
  • Set the condition: “Is a member of the list ‘Season Ticket Holders 20XX/20XX’ (Current season)”
    
    

• Add the action block under “Yes”:
  • Send an email
  • Select the email template for returning subscribers (renewals)
    
    

• Add the action block under “No”:
  • Send an email
  • Select the email template for new subscribers
    
    

• Activate the automation