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May 26, 2021

Maximizing Your Ticket On Sale

Events are back, and it’s time to put your tickets on sale. Whether it’s season tickets, mini-plans, single-game tickets, performing arts pre-sales, or general public sales, the community has been busy selling tickets. Check out these ideas below to maximize your on-sale marketing efforts.

A strong announcement email helps kick off your campaign and generate excitement about the upcoming event or season. The common theme you will see with these great on-sale email examples shown below is a clear call to action, concise information, and cross-selling opportunities.

View enlarged examples for Boston College, K-State, Iowa, & Tyson Events Center/Sioux City Live.




When preparing for on sales, a few simple processes set up in marketing automation can position your sales team for success post-launch.

Tracking Key Pages with Web Tracking Tags

Leading up to an on sale, it’s essential to have web tracking tags placed on related pages such as ticket information or schedules. Doing this helps build a segment to target first with the on-sale notification, plus gives your sales team insight into which fans are interested in an event. Likewise, before an item is live on eVenue, it’s important to have shopping cart tags placed. Work with your marketing automation account representative to help audit and place web tracking tags.

Waitlist Forms


Easily capture interest from visitors by placing a ticket interest or waitlist form if you don’t currently have items on sale within eVenue. The form is a great way to gauge interest from fans looking to purchase but aren’t finding what they want. An example would be Football season tickets on sale but no single game or mini-plan options. If they submit the mini-plan waitlist form, that’s a warm lead for your team.

Tagging Links with ACCL

When doing final checks of your on-sale email before sending, make sure to add the ACCL prefix tag to the call-to-action links, so clicks are sent to Salesforce as marketing activities. Doing this helps paint a complete picture for the sales team. For example, did your patron click on the “Buy Now” link but not make a purchase? That could bump that patron up on their list of calls for the day. You can also use the tracking information for a follow-up email to those who clicked but did not purchase.


Viewing Marketing Activities in Salesforce

onsale-SF-marketingActivites.pngAs customers engage with your marketing efforts, those interactions are sent to Salesforce as marketing activities allowing your team to see if an account has clicked on a recent email, visited a page on the website, or filled out one of your marketing automation forms.

Marketing Activity Dashboards

This marketing data can be instrumental when it comes to qualifying prospective purchasers, but having to sift through that data one account at a time can be time-consuming. Dashboards are a great tool when it comes to organizing all that data on one page in Salesforce. In the example below, dashboards create a central hub for the entire team to see all activity over a set period.


The dashboard provides a quick overview of what has happened through the various channels while giving you the option to dive deeper into each category and see what the numbers on the dashboard represent.


Align Your Digital Ads Strategy with On-Sale Dates

To maximize ticket sales from the start, make sure you have scheduled your digital ads to align with the on-sale plans. Set up your retargeting audiences ahead of time with any announcements or articles related to the start of the season and tickets going on sale.

Start with an awareness or lead generation campaign ahead of the on-sale if you can. blog_OnSale-MA_body2-email.jpgUtilizing content marketing with video on social, YouTube, and OTT placements is a great way to get fans interested and start the consideration phase for when tickets go on sale. Get them excited ahead of time! Having Google Search ads running in line with your awareness and lead gen will ensure that your fans get the correct information on your website when searching for ticket information. You can then retarget those landing pages with your on-sale ads!

Once tickets are on sale, make sure you have performance marketing set up across multiple media channels to get that message out to your fans and prospects. Get the right message to the right people at the right time and drive them to that ticket page. With ads running on multiple channels (search, social, display/discovery, YouTube), you’ll get the best possible reach and create numerous touchpoints to help drive sales.


Post by:

authorCayln Comford, Digital Marketing Specialist, Paciolan

authorJoseph Regalado, CRM Strategist, Paciolan

authorZaundra Butler, Digital Marketing Manager, Paciolan