Social media algorithms change constantly. A post that reached 5,000 people last month might reach 500 this month. An email list is the one marketing channel you actually own. Nobody can throttle your reach, change the algorithm, or shut down your account. If you are serious about selling tickets consistently, building a mailing list is one of the best investments of your time.
Why email beats social media for ticket sales
The numbers tell the story. Average email open rates for events and entertainment sit around 20-25%. Click-through rates are typically 2-4%. Compare that to organic social media reach, which has dropped to 2-5% on most platforms, and the advantage is clear.
A mailing list of 1,000 subscribers will typically drive more ticket sales than a social media following of 5,000. And unlike followers, email subscribers have given you explicit permission to contact them, which means they are already interested in what you are doing.
How to start collecting emails
If you do not have a mailing list yet, start today. Even 50 email addresses is a foundation to build on. Here are the most effective collection points:
- At the point of sale -- When someone buys a ticket, you already have their email address. Ask for permission to send them updates about future events. Most ticketing platforms capture buyer emails automatically.
- A signup form on your website -- Place it prominently on your homepage, not buried in the footer. A simple "Get first access to tickets and exclusive offers" is enough.
- At your events -- Put a QR code on the bar, on posters, or on table cards that links to a signup page. People who are at your event and having a good time are the most likely to sign up.
- Social media bio link -- Add a signup link to your Instagram, Facebook, and X bios. You can use a simple landing page with just an email capture form.
- Lead magnets -- Offer something of value in exchange for an email. A venue might offer a free drink on their next visit. A festival might offer early access to the lineup announcement.
What to send (and how often)
The biggest mistake organisers make with email is either sending too much (and getting unsubscribes) or sending too little (and being forgotten). For most event organisers, the right cadence is:
Event announcements -- Send an email every time a new event goes on sale. This is the core purpose of your list. Keep it simple: what, when, where, how much, and a clear link to buy tickets.
Reminder emails -- Send a reminder about upcoming events, especially if sales are slower than expected. "Only X tickets remaining" is effective when it is genuinely true.
Post-event follow-up -- The day after an event, send a brief email thanking attendees and linking to your next event. People who just had a great experience are most likely to buy again.
Monthly roundup (optional) -- A summary of upcoming events for the month. Useful if you run frequent events and want to keep your list engaged without sending individual emails for every show.
Aim for one to four emails per month. More than that and you risk fatigue. Fewer than one per month and people forget who you are.
Writing emails that actually get opened
Your subject line determines whether someone opens or ignores your email. A few principles that work:
- Be specific -- "Friday 21 March: John Smith live at The Venue" beats "Exciting news from The Venue!"
- Create urgency when genuine -- "Last 30 tickets for Saturday" works. "YOU WONT WANT TO MISS THIS" does not.
- Keep it short -- 6-10 words is ideal. Most people read emails on their phone and long subject lines get cut off.
- Avoid spam triggers -- ALL CAPS, excessive exclamation marks, and words like "FREE!!!" will land you in spam folders.
In the email body, lead with the essential information. Who is performing, when, and a link to buy. Everything else is secondary. Most readers will decide within 5 seconds whether to click the ticket link or close the email.
Choosing an email platform
You do not need expensive software. Free tiers from platforms like Brevo (formerly Sendinblue), Mailchimp, and MailerLite are more than sufficient for most event organisers. Key features to look for:
- Simple drag-and-drop email builder
- Signup form creation
- Basic analytics (open rate, click rate)
- GDPR-compliant subscriber management
- Automation for welcome emails
Growing your list over time
A mailing list grows slowly at first, then accelerates as more people attend your events and sign up. The key is consistency: collect emails at every opportunity, send valuable content regularly, and make it easy to subscribe. After a year of consistent effort, most organisers have a list of 500-2,000 subscribers, which is enough to drive meaningful ticket sales for every event.
Start today, even if your first email goes to 20 people. Those 20 are worth more than 2,000 social media followers who never see your posts.
