If you’ve hosted an event in the past, you’ve already done the hardest part. You’ve gathered an audience that showed up, engaged, and had a great time. But are you tapping into that goldmine of opportunity now?
Retargeting past attendees is one of the easiest and most cost-effective ways to grow your event audience and increase repeat ticket sales without starting from scratch each time.
Here’s why it works and how to start doing it today:
Why Retargeting Works
- They Already Know You
People who attended your previous event are warm leads. You’ve earned their trust. They’re far more likely to open your emails, follow your updates, or book tickets again. - You Can Build Loyalty
Turning one-time guests into loyal attendees builds buzz and credibility for your brand. Word-of-mouth spreads faster when you keep your audience engaged between events. - It’s Cost-Efficient
Re-engaging past attendees is far cheaper than finding new ones. With the right strategy, your ROI increases with every event.
How to Retarget Past Attendees
1. Email Campaigns
Send a segmented email to past attendees with an early-access offer, discount code, or VIP upgrade. Bonus: use language like “We’d love to see you again!” to add a personal touch.
2. Upload Your List to Social Media
Platforms like Facebook and Instagram allow you to upload email lists and target those users directly with ads for your next event. This keeps your event top-of-mind even outside the inbox.
3. Create a Post-Event Survey with a Purpose
Send a short follow-up survey after your event and ask one key question: Would you attend a future event? Use their answers to guide who you reach out to next time.
4. Launch a “Next Event” Teaser
If you’re planning another event soon, send a teaser campaign to your previous list before announcing to the public. Let them feel like VIPs.
5. Use Lookalike Audiences
Once you have a strong list of past attendees, you can use that data to build lookalike audiences online, people with similar interests and behaviors who are more likely to buy.
Bonus Tip: Stay in Touch All Year
Keep your event brand alive between events by sending occasional updates, behind-the-scenes content, or early access announcements. This builds momentum for the next big thing.
Start small, stay consistent, and watch your attendance grow with each event.
Already have an event coming up? Now is the perfect time to re-engage your past attendees.