Lapsed Customers Automation

We all know it is much more cost effective to try and entice a lapsed customer than it is to go after new customers. But, how do you go about it? You haven't got time to keep a track of all your lapsed attenders. Fear not that’s where Mailchimp Automation comes in! By just sending a reminder email to your customers who haven’t purchased a ticket in a while, you could get them re-engaged which may lead to them attending again.

Take a look below on how to get this set up and start getting those lapsed customers back:

Step 1: Integrate Mailchimp

If you’re reading this you probably have done this first step. If you haven't connected Ticketsolve to Mailchimp yet just get in touch with our support team and they will do this for you.

Step 2: Set up the Automation Workflow

You’ll build this automation by completing a series of tasks, just like you would with a regular campaign.

To create a customer re-engagement automation, follow these steps.

  • Navigate to the Campaigns page.
  • Click Create Campaign.


  • In the pop-up modal, click Create an Email.


  • Click Automated.


  • Click E-Commerce and choose Win back lapsed customers.


  • Enter a campaign name and click the drop-down menu to choose a list.


  • Click Begin.

Now we’ll take you to the Emails step where you’ll design each email in your automation.

Step 3: Edit the Automation Workflow

The lapsed customer automation includes three emails, but you can add or remove emails, or change the settings for each. We recommend only having one email in this workflow. But you can add more at a later date, or if you want to be creative add more emails depending on what actions your customers take such as click, and views.

Step 4: Setup the Trigger

You will see at the top of the workflow page a trigger option. You can ignore this one as we will be adding the trigger using the Segment option within the email itself. On the email, you will see Segment: None, just click on the Edit Segennt.


This is where you can set the trigger for this email automation. We recommend sending this to all customers who have not purchased within 300 days to a year. You can obviously extend this or even make that time frame shorter. Your segment should look something like this (you will also be able to see how many customers will be sent the email):


*Vitally important that you say that the contacts match ALL of the following criteria and the first one has to be Purchase Activity - has purchased. This is so that you don’t send this email to customers who are on your list but have never bought from you before.

Step 5: Design an Email

  • Click Design Email.


  • On the Setup step, input the field names for Name your email, Email subject,Preview Text, From name, and From email address for the specific email you’re working with.


*To display the numbered position of the email in the automation, use automation merge tags in your subject line.

  • Click Next.
  • On the Template step of the Email Designer, select your template or design one from scratch.
  • On the Design step of the Email Designer, design your email. Be sure to preview and test each of your emails.
  • Click Save and Return to Workflow, to return to your automation timeline.

We recommend adding in content that will get your lapsed customer excited. Some ideas are below:

  • Personalise the email using Merge Tags (first name etc.)
  • Add in a we miss you message
  • Add in some latest news, or your new brochure
  • Add a nice sign off and tell them that you can’t wait to see them again

Step 6: Start the Automation

Once you are happy with how everything looks, set the automation free. Just confirm the workflow and hit ‘Start Workflow’.

This will then send an email to all customers who have not purchased a ticket with you for 300 days (in this example). Hopefully with this email, you will get your customers to re-engaged with you and the goal is for them to buy a ticket again. You may see a lot of unsubscribes on this automation but don't worry about that too much. You may also get an email from that customer about why they haven't been to see you. This is a perfect opportunity for you to talk to them and get them re-engaged.  

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