Here are some ready-made ideas to get you started.
How to use these ideas
These are customer segments. They look at everyone who has ever entered your events, across all your events and years, which makes them perfect for marketing.
Each example shows what the segment is for, why it helps and the filters to use. Text in square brackets, such as [Select events], is where you add your own details.
New to segments? Start with our introduction to segments, which explains what they are and how to create one.
Bring people back
It's usually easier to win back someone who already knows your event than to find someone new. These segments help you reconnect.
Customers who haven't entered recently
Use it to: reconnect with past participants who haven't been back for a while, and introduce them to your upcoming events.
Why it helps: these people have already had a great experience with you. A personal "we miss you" email, perhaps with a returning runner offer, is often all it takes to bring them back.
Filters:
Has not entered event:
[Select events]In the last:
[Select number of months], for example 12
Tip: use a rolling time period such as "in the last 12 months" rather than a fixed date. That way your segment keeps updating as time passes, and never goes out of date.
One-time participants
Use it to: invite people who have only entered one of your events to come back, or to try a different event.
Why it helps: getting someone back for a second time is a big step towards them becoming a regular. A friendly invitation to a similar event, or the same one next year, can make all the difference.
Filters:
Entry Count: Equals
1
Promote the right event to the right people
Customers who have done a similar event
Use it to: promote an event to people who have already shown an interest in that kind of challenge. For example, if you're launching a new 50k race, reach everyone who has previously taken part in a 50k.
Why it helps: people who've done a similar event are far more likely to be interested than your whole mailing list. You'll get better results and avoid annoying people with events that aren't for them.
Filters:
Has entered distance:
[Select distances]
Customers ready for their next challenge
Use it to: encourage people to step up to a longer distance, such as 5k runners trying their first 10k.
Why it helps: many participants are looking for their next goal. A nudge at the right moment, with reassurance that they can do it, helps them progress and keeps them coming back to your events.
Filters:
Has entered distance:
5kHas not entered distance:
10k
Look after your best customers
What is an RFM score?
Eventrac gives every customer an RFM score, a quick way to see how valuable and engaged they are. It's based on three things:
Recency: how recently they entered
Frequency: how often they enter
Monetary value: how much they've spent with you
The higher the score, the more engaged the customer. You don't need to work anything out yourself. Eventrac calculates it for you.
Your most loyal customers
Use it to: thank and reward the people who enter most often and spend the most. For example, give them early access to entries, an exclusive discount or a loyalty reward.
Why it helps: your most loyal customers are the backbone of your events. Making them feel valued keeps them coming back, and they're often your best word-of-mouth promoters.
Filters:
RFM Score: Is greater than
[Enter score]
Customers who are drifting away
Use it to: spot customers whose engagement is dropping, and reach out before you lose them altogether.
Why it helps: a timely, personal message can bring someone back before they forget about your event. A low score can also mean someone is fairly new and has only entered once, so keep the tone warm and welcoming.
Filters:
RFM Score: Is less than
[Enter score]
Tips for getting the most from these segments
Check the size of your audience. Once you've saved a segment, the filter summary shows how many people are in it. If it's very small, loosen a filter. If it's huge, add one to make it more specific.
Use rolling time periods. Filters such as "in the last 12 months" keep your segment up to date automatically.
Mix and match. Combine filters for sharper targeting. For example, one-time participants who did a 10k in the last 12 months.
Name them clearly. "Lapsed – no entry in 12 months" is much easier to find later than "Segment 1".
Match the message to the audience. A lapsed participant needs a "we miss you", while a loyal regular deserves a "thank you".