Season tickets are now available in Promote

by Frida Ekelund

Want to reach your most loyal visitors – or avoid sending unnecessary emails to them? You can now use season tickets as a filter in Promote and control exactly who receives your communication. Perfect for both targeting exclusive sends and avoiding “nagging” the same audience before every match.


What does season ticket filtering mean?

With the new filter, you can select recipients based on whether they have purchased a season ticket.

This means you can:

  • Send to all your season ticket holders
  • Select specific types of season tickets
  • Exclude season ticket holders from sends
  • Combine with other filters for more precise targeting

In short: you move from broad sends to targeted communication.


Works together with other filters

Season tickets are not just a standalone filter – they are also part of purchase behavior in Promote.

When using filters such as:

  • Purchased items
  • Purchase amount
  • Number of items

…you can choose whether it should apply to:

  • Tickets, products and season tickets
  • Tickets only
  • Products only
  • Season tickets only

This allows you to build more precise audiences based on overall purchase behavior.


Important to know

When selecting Tickets only, tickets that are part of a season ticket are also included.

This means:

  • Visitors with season tickets will still match based on their events
  • You need to actively exclude season ticket holders if you don’t want to reach them

How it works

You can find season tickets as a separate filter in Promote under Purchase behavior → Season tickets.

When using the filter:

  • You can choose between different types of season tickets (e.g. numbered, unnumbered and renewals)
  • You can select specific season tickets from your list
  • The filter can be used for both inclusion and exclusion

When is it useful?

Season ticket filtering opens up several smart ways to work with your audience.

For example, you can:

  • Send exclusive emails to your most loyal visitors
  • Offer early access to new events
  • Communicate ahead of a new season

But also:

  • Avoid sending emails to people who already have access
  • Avoid “nagging” about tickets before every match
  • Focus your sends where they actually make an impact

Less noise – better results

When the right people receive the right message, something happens:
fewer irrelevant emails, a better experience – and more effective communication.

Contact us…