Overview
Pride holds significant customer email data across two systems: TryBooking (8 years of ticket buyer records) and PinTuna (loyalty member database). This represents a material marketing asset that remains largely untapped. A unified customer view and strategic segmentation approach could drive meaningful reengagement and revenue growth.
Data Assets
TryBooking Email Lists
- Coverage: 8 years of ticket buyer data
- Status: Emily Rose has exported email lists separately from the PinTuna system
- Volume: Significant historical base spanning drag bingo, comedy, cabaret, and sapphic events
- Deliverability: Audit needed; some addresses may be stale or inactive
PinTuna Loyalty Database
- Coverage: Current and historical loyalty members
- Status: Not yet integrated with email marketing platform
- Audit needed:
- Last active dates (recency analysis)
- Email deliverability rates
- Engagement history
- Active vs inactive member status
Current State
No single customer view exists. Ticketing and loyalty data remain siloed:
- TryBooking holds one-off ticket buyers
- PinTuna holds repeat/loyalty members
- No unified database or segmentation strategy
This fragmentation limits targeting and personalisation capabilities.
Segmentation Opportunities
By Event Type
- Drag bingo fans (recurring, high loyalty potential)
- Comedy regulars (distinct demographic)
- Cabaret audience (premium positioning)
- Sapphic night attendees (community-focused segment)
By Engagement Pattern
- Frequency: First-time buyers vs occasional vs regular attendees
- Recency: Active (last 6 months) vs lapsed (6–12 months) vs dormant (12+ months)
- Spend: High-value vs mid-value vs low-value customers
By Channel
- Email engagement (opens, clicks, conversions)
- Event attendance rate (ticket purchasers who actually attend)
- Loyalty program participation (PinTuna members)
Email Marketing Platform
Recommendation: Mailchimp for initial deployment. Reasons:
- Low cost for up-to-500-contact tier
- Familiar to small venue operators
- Supports segmentation and automations
- Can integrate with TryBooking via Zapier
See Email Marketing Strategy for detailed tech stack and implementation plan.
Stakeholder Position
- Emily Rose: Strong advocate for email marketing. Views customer reengagement as lever for revenue stabilisation and growth.
- Mat: Historically sceptical of email marketing; needs to see ROI projections before commitment.
Key Facts
- Email marketing can support customer reactivation at minimal cost (vs acquisition)
- 8-year TryBooking data represents competitive advantage — most small venues don’t retain this depth of history
- Recency + frequency + monetary (RFM) segmentation is proven approach for event venues
- Integration complexity is low; execution can start within 2–4 weeks