Turn Past Guests into Your Next Sellout: How to Boost Ticket Sales with Communications Manager

If you’ve ever hosted a sold-out wine event or a successful winemaker dinner, you already know the power of word-of-mouth. But did you know that your past attendees are also your most valuable audience for your next event? With CellarPass’ Communications Manager, inviting your most engaged fans to purchase tickets again has never been easier—or more effective. And best of all, it's F-R-E-E!

Why Past Attendees Are Your Best Customers

According to event marketing research, over 60% of ticket sales for recurring events come from past attendees. These are guests who already know and love your brand, enjoyed your previous experience, and are far more likely to purchase again—especially when given a personalized invitation.

When you reach out directly to your past attendees through Communications Manager, you’re not starting from scratch—you’re simply reigniting that connection.

One Click to Re-Engage

CellarPass’ Communications Manager makes this process simple and seamless. Think of it as a down-and-dirty way to get the word out without the hassle of importing past customers.

Within minutes, you can:

• Select a past event (or multiple) and instantly pull a list of everyone who attended.
• Compose a personalized message inviting them to your upcoming event.
• Include a direct link to purchase tickets, reducing the steps between interest and conversion.
• Track engagement and results right inside your dashboard.

No importing lists, no exporting data—just a few clicks and you’re ready to reach your most loyal audience.

The Results Speak for Themselves

Event organizers who use Communications Manager to invite past attendees typically see:

• 30–45% higher open rates compared to general marketing emails
• 2–3x higher ticket conversion rates when invitations are targeted to past guests
• Faster sell-through rates, with many events selling out days earlier than the previous year

In other words, sending the right message to the right people pays off.

Keep It Personal, Keep It Simple

The key to success is authenticity. A short, friendly message—something like:

“We loved having you at last year’s Winemaker Dinner! We’re thrilled to announce this year’s event and wanted to offer our loyal guests early access before tickets go public.”

This type of personal outreach builds loyalty and excitement while giving guests a sense of exclusivity.

Ready to Try It?

Next time you launch an event, don’t start your marketing from zero. Use Communications Manager to reach out to your biggest fans—the guests who already said “yes” once. It’s the simplest, most effective way to boost ticket sales and deepen guest relationships.

Because when you make it easy for your past guests to come back, they’ll happily do it again.

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