Whitepaper

Feb 2, 2026

Personalised Marketing: Simple Ways to Create Lasting Relationships

Personalisation isn’t just a nice-to-have, it’s a proven way to build meaningful relationships with your audiences. Whether you're a large venue with complex campaigns or a small team looking for quick wins, personalised marketing helps you cut through the noise. With a few simple strategies and the right tools, you can tailor your communications to the right people, at the right time, driving deeper engagement and smarter audience development. This guide offers actionable ways to bring personalisation into your marketing, from segmentation and automation to platform-wide consistency.

Why Personalisation Matters

In today’s landscape, personalisation isn’t optional, it’s expected.

According to Twilio’s 2024 State of Customer Service and CX Report: 81% of customers prefer brands that offer a personalised experience and 86% say personalisation increases their loyalty

Generic campaigns no longer cut it. Your audiences want to feel recognised, understood, and valued—and personalisation is the key to making that happen.

When done well, personalised marketing:

Builds stronger audience relationships
Drives higher engagement and conversion
Increases ROI on campaigns
Unlocks valuable insight into audience preferences
Boosts secondary revenue through smarter upsells

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The Building Blocks of Personalised Marketing

What It Is (and Isn’t)

Personalised marketing means sending the right message to the right person at the right time. But it’s more than adding a first name to an email, it’s about using insight to understand behaviour, predict preferences, and make every interaction feel relevant.

Think of it as a conversation, not a broadcast. If someone only books for classical concerts, sending them promo for stand-up comedy won’t land. Worse: it might lead to an unsubscribe.

What It Enables

Deeper insight: The more tailored your approach, the more useful the data you collect.
Increased loyalty: Relevance makes people feel seen and valued.
Improved efficiency: Better targeting means less wasted effort.
Higher engagement across channels: From email and SMS to on-site upsells.

Segmentation and Smarter Targeting

Start with Audience Segmentation

Segmentation is the foundation of personalisation. It allows you to group audiences based on shared behaviours, preferences, or demographics, and tailor messaging that truly resonates.

Identify meaningful segments: First-time bookers, lapsed customers, frequent attendees, genre-specific interests
Use real data: Let your email engagement, ticket history, and purchase behaviour guide how you segment
Keep it lean: You don’t need dozens of segments, just a few thoughtful ones can create huge value

Apply Targeted Messaging

Once you’ve defined your segments, shape your communications around what matters most to each group:

Send genre-specific updates
Offer incentives based on past attendance patterns
Personalise thank-you messages based on donation levels or loyalty

With Ticketsolve’s segmentation and Mailchimp integration, you can automate targeted campaigns with ease, without adding extra admin overhead.

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Personalisation Across Channels and Loyalty Touchpoints

Once your targeting is in place, the next step is to ensure those personalised experiences reach your audience across every platform they engage with.

Multi-Channel Personalisation with Event Hub

Multi-channel marketing doesn’t have to be overwhelming. With Event Hub, you can offer relevant, consistent experiences wherever your audience interacts with you.

Online Checkout: Suggest add-ons like drinks or merch during ticket purchase
Box Office: Include upsells at the point of in-person sales
Email Campaigns: Embed personalised links and offers based on past bookings
Pre-Event SMS (coming soon): Allow customers to order ahead via text

Event Hub runs quietly in the background, helping you deliver personalisation without additional overhead.

Loyalty-Building Tactics

Smart Discounts

Targeted offers can turn casual customers into loyal supporters:

First-time bookers: Encourage a second visit
Lapsed audiences: Tempt them back with tailored deals
Behaviour-based offers: Think 2-for-1 deals for booking pairs, or classical bundles for genre lovers

With Ticketsolve’s discount tools, you can deliver relevant incentives—without discounting for the sake of it.

Membership Programmes

Members are often your most engaged audiences. Make them feel seen and valued with:

Priority booking
Exclusive discounts or content
Tailored communications based on interests
Surveys to inform future engagement strategies

Ticketsolve’s membership management tools allow you to track activity, offer benefits, and strengthen long-term loyalty.

Loyalty & Credit Programmes

Add an extra layer of engagement by rewarding repeat attendance:

Points-based systems for each booking
Referral bonuses for recommending friends
Behaviour-based perks, like free coffee for matinee attendees

These programmes not only increase return visits, they also help collect accurate first-party data, a crucial asset in a privacy-first digital world.

Build Trust Through Transparency

Customers are increasingly aware of how their data is used. The key to successful personalisation is honesty and clarity.

Data Trust Checklist

Publish a clear, accessible data policy
Collect only what you need, no more
Be upfront about how data will be used
Invite preferences—: give people control

Trust is the foundation of personalisation. With the right communication, customers will gladly share what helps you serve them better.

You don’t need an advanced CRM team to create powerful personalised marketing. With the right mindset and tools, small steps can drive big results.

Focus on what’s possible today: segment smartly, tailor your messaging, and prioritise relevance over reach. When your audience feels seen, they’re far more likely to stick around.

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