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You’re Not Emailing Your Customers Enough

Use email to keep your customers engaged all year. Create more opportunities to sell entries, merchandise and more.

You’re Not Emailing Your Customers Enough

When did your participants last hear from you?

Was it only when entries opened, race information was due, or the event was near?

If so, you may be missing a chance to stay connected.

You already have their email addresses.

They entered your event.

They are interested in what you do.

Send them useful content. Then use those emails to promote other events and offers.

Automated system emails are only the start, not the end

Eventrac sends important emails automatically from your own domain.

These include:

  • Entry confirmations
  • Event updates
  • Important race information

Because these emails come from your email address, people are more likely to recognise and read them.

But system emails should not be your only contact with participants.

Our Customer Success Managers encourage organisers to send extra emails, stay in touch and build stronger relationships all year.

Give people a reason to open your emails

People open emails when the subject sounds interesting.

For example:

What Happens to Your Body During a Marathon?

5 Things Experienced Cyclists Do Differently

The Best Foods to Eat After Training

Meet the Runner Who Has Joined Our Events for Five Years

These headlines create interest.

They give people a reason to click.

Your emails should answer questions, share useful information or tell interesting stories.

You already have plenty to talk about

Your events give you lots of content:

  • Runners
  • Volunteers
  • Routes
  • Local places
  • Training tips
  • Nutrition advice
  • Race-day photos
  • Behind-the-scenes stories
  • Local clubs
  • Charities
  • Personal achievements
  • Records
  • New events
  • The people who make your events special

Start with a clear subject line.

Then share something useful, interesting or enjoyable.

This helps you build a relationship with your audience.

Then you can promote your events

Imagine your audience hears from you every week or so.

They recognise your name.

They know your events.

They enjoy your content.

Then you announce:

Entries are open for 2027

That works better than contacting someone after nine months of silence and asking them to buy something.

You can use regular emails to promote:

  • Your next event
  • Different race distances
  • New events
  • Merchandise
  • Loyalty points
  • Gift vouchers
  • Charity fundraising
  • Club offers
  • Referral schemes
  • Early-bird entries
  • Training events
  • Partner offers

You are not selling all the time.

You are staying relevant.

Eventrac makes your database way more than a list of email addresses

Many organisers only contact people when entries open.

That means they are not using their database fully.

Someone who entered your 10K this year may not be ready to enter next year’s race today.

That does not mean they have lost interest.

Keep in touch.

Give them useful information.

Share runner stories.

Celebrate their achievements.

Tell them about your events.

When they are ready to enter again, you will already be in their mind.

You do not need another marketing platform

This is built into Eventrac

Eventrac includes FREE email marketing as part of the platform.

You do not need to:

  • Export customer lists
  • Upload them to another service
  • Pay for another monthly subscription

Your participant data is already in Eventrac.

You can create emails, use templates and send messages to different groups of participants.

Use these emails to:

  • Share useful content
  • Promote future events
  • Stay connected with past participants

Our Customer Success Managers can also help you use email marketing more effectively.

The biggest challenge is usually not finding things to say.

It is finding the time and having the right tools.

Turn one entry into a long-term customer

A good subject line gets attention.

Useful content keeps people interested.

Regular emails help people remember you.

Familiarity builds trust.

Trust makes it easier to sell.

Over time, one entry can become a long-term relationship.

A participant may:

  • Enter again
  • Bring a friend
  • Buy a T-shirt
  • Join another event
  • Recommend you to their club

That is how a database becomes a community.

Do not wait until entries open

Your next customer may already be in your database.

They may not be ready to buy today.

Give them a reason to hear from you anyway.

Do not only email people when you want something from them.

Use system emails for essential information, then send useful content throughout the year.

When they are ready to enter their next event, make sure you are the organiser they remember.

That is what Eventrac helps you do.