Promo codes
A code discounts by a percentage or a fixed amount, applied at checkout before payment so the buyer sees what it did. Codes can be limited by number of uses, by expiry date, and to particular ticket types.
- Give each channel its own code. Two codes for the same discount tell you which post actually sold tickets.
- Cap the uses. An uncapped code that escapes onto a deals site sells your event at a discount you did not choose.
- Set an expiry even when you do not need one. A code with no end date is a code you will forget.
Guest lists
Guest list entries are for people who were never going to pay — artists' families, press, the venue's own staff. They get a real ticket and a real code, so they scan through the same door as everyone else and appear in the same headcount.
Do not do the guest list with a 100% promo code. It works, but it books the tickets as sales worth nothing and quietly ruins your revenue figures.
The waitlist as a promotion
A sold-out event with a waitlist is a warmer list than any advertising you can buy: everyone on it has already decided to come. Releasing a small block of returns to the waitlist sells out again in minutes.
Messaging ticket holders
You can message everyone holding a ticket — a reminder the day before, a change of stage times, a thank-you afterwards. Consent and unsubscribes are handled by the platform, so a message you can send is one you were allowed to send.
Attendee details are for running the event. Exporting them into an unrelated mailing list is not allowed, and unsubscribes hold across the whole platform.