Two thirds of consumers have bought something because of an email. But a recent study also found that marketers can improve conversion by 355% — and increase revenues by 781% — by sending more targeted emails.

Why? Because targeted emails specifically address your recipient’s needs and interests, while mass emails get deleted or marked as SPAM.

Targeted emails rely on segmentation to divide your audience by geography, interests, demographics, or other factors in order to hone in on what makes them tick — and click.

It means your team will have to invest some time and money sorting your target audience. But it also means you’ll be able to send less emails — that do a better job at selling tickets. Here’s why:

You’ll see better open and click-through rates

How do you quantify success in an email marketing campaign? Get people to open your emails and click. And there’s no better way to earn opens and clicks than with tailored, relevant email content.

A high open rate means recipients are impressed by what they see in their inbox: the name of the sender and the subject line. A poor open rate means you probably need to try sending from another name or test alternate subject lines.

Email marketing software like MailChimp can help you automatically personalise or localise your subject lines. You can also go a more manual route by crafting targeted copy that mentions the recipient’s specific pain points or interests. It’s worth the effort: personalising a subject line with the recipient’s name or city you will increase open rates by more than 20%.

As for click-through-to-open rates (CTOR), a low number means that the body of your email might need a second look. After opening your email, the recipient wasn’t impressed enough to take the requested action (which could be to learn more about your event or buy tickets).

If you’re seeing low CTORs for your emails, try testing different body or button copy.

Not sure if your CTOR is above or below industry standards? The average CTOR uncovered in the 2017 Email Benchmarking Report was 11%.

The more targeted and relevant content you send to your segmented email list, the better chance recipients will click — and buy tickets to your event.

If you’re seeing low CTORs for your emails, try testing different body or button copy. (Image via Twenty20)

Less people will unsubscribe

The surest sign that you’re sending the wrong emails is a rush of people unsubscribing.

The people who unsubscribed might actually be interested in your event — the email just didn’t feel relevant to them. That generic, mass email just cost you your direct line of contact with a potential attendee.

The solution? Segment that email list, and write content customised for your targets.

Ironically, an unsubscribe form asking why a recipient is opting out may help you do this, revealing that a certain segment dislikes something specific about your emails.

You customers won’t feel fatigued

There’s a fine line between creating buzz and being annoying.

And that line likely depends on whether the person seeing your emails cares about the message you’re sending. A targeted approach makes it more likely they will.

You can also strategically tap your smaller, segmented email lists at different times throughout the year. For example, you might want to send an advance “Save the Date” to people who live far away from your event.

Staggering smaller sends allows you to build a stronger email strategy that combat the natural lulls in your ticket sales.

You’ll save time, and produce better content

It’s nearly impossible to inspire a huge group of people to buy with a vague promise. When you have a segmented email list — and deeply understand the needs and desires of those segments — it becomes much easier to craft your messaging.

You know who you’re writing to, so it will be much easier to write an email that appeals to them.

That means you’re saving time and freeing up resources for other marketing efforts.


Email communication is just one part of the user experience when purchasing tickets. Find out how you can streamline your customer experience at Optimising the Ticket Registration Journey