Why Most Ticket Brokers Fail at Marketing to Past Customers — And How to Do It Right
Meta Description:
Most ticket brokers ignore their most valuable audience—past customers. Learn why this strategy fails and how to turn it into real, repeat revenue.
If you’re a ticket broker or affiliate, you’re likely focused on acquiring new customers. That’s important—but ignoring past buyers is one of the biggest mistakes in the industry.
The truth? Every major company markets to past customers. It’s not spam. It’s smart business—if you do it right.
Why This Strategy Fails for Most Brokers
Too often, brokers send a single bulk email to an old list and expect instant results. When that blast doesn’t lead to quick sales, they assume email marketing “doesn’t work.”
That’s not how real marketing works.
Here’s the problem:
- The message isn’t relevant
- The timing is off
- There’s no segmentation
- There’s no follow-up or testing
It’s not that marketing to past customers fails—it’s that most brokers fail at how they do it.
Why Past Buyers Are Gold
Your past customers already trusted you enough to buy. That makes them far more likely to buy again—if you stay in front of them.
Benefits of marketing to previous customers:
- Higher open and click-through rates
- Lower customer acquisition costs
- Increased lifetime value
- Faster decision-making (they know your brand)
How to Do It Right
Here’s how successful ticket companies market to past buyers:
1. Segment the List
Don’t treat everyone the same. Break your list into categories—sports buyers, concert buyers, VIP buyers, local buyers, etc.
2. Use Personalization
Use their first name. Reference their past purchase or interest. A simple “We thought you’d like this upcoming show in your area” goes a long way.
3. Send Regular, Relevant Updates
Don’t just send a sales email once a year. Stay consistent. Monthly is good. Weekly is better if you have inventory.
4. Offer Real Value
Give exclusive offers, early access, or insider news. Don’t just sell—build loyalty.
5. Track Performance
Use tools like Mailgun and Google Analytics to see what’s working. Improve based on open rates, clicks, and conversions.
Conclusion
If you’re not marketing to past customers, you’re leaving easy money on the table. And if you tried once and gave up, chances are you just did it wrong.
This isn’t spam. This is how real businesses grow—repeat business from people who already bought. It’s time to follow their lead and start doing it right.
