# Lapsed Fan Win-Back Email Sequence (3 Emails)

*One-line purpose: a three-email sequence to bring back fans who attended last season but have not bought a ticket this season.*

## How to use

Build the audience first: anyone with a ticket purchase or scan last season and none this season, excluding current season ticket holders. Send the three emails over roughly three weeks, anchored to an attractive upcoming home fixture, and remove anyone who buys from the remaining sends. Tone is warm and human — a club that noticed someone missing, never a guilt trip.

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**Audience:** attended in [LAST SEASON], no purchase in [THIS SEASON] · size: [NUMBER]
**Anchor fixture:** [OPPONENT], [DATE], [TIME]
**Offer:** [OFFER, e.g. 2-for-1 tickets / €X ticket + drink] · Code: [CODE] · Link: [URL]
**Sender:** [NAME], [ROLE]

## Email 1 — "We noticed" (send [DATE])

**Subject:** We've missed you at [STADIUM NAME], [FIRST NAME]
**Preview text:** A lot has changed — come and see for yourself.

[FIRST NAME],

You were at [STADIUM NAME] last season, and we have not seen you yet this one. No lecture — life gets busy. But we wanted you to know a few things have changed since you were last here:

- [CHANGE 1, e.g. New coach, and the team is playing front-foot football]
- [CHANGE 2, e.g. Kiosk queues cut in half with cashless payment]
- [CHANGE 3, e.g. A new family zone behind the south goal]

Our next home match is **[OPPONENT] on [DATE] at [TIME]**. As a thank-you for being part of last season, use code **[CODE]** for [OFFER DESCRIPTION].

Get your ticket: [URL]

Whatever kept you away — if it was something we did or did not do, reply and tell me. I read every answer.

[NAME]
[ROLE], [CLUB NAME]

## Email 2 — The occasion (send ~7 days later)

**Subject:** [OPPONENT] at home, [DATE] — your ticket is [AMOUNT €]
**Preview text:** Code [CODE] is still live for returning fans.

[FIRST NAME],

Quick reminder while seats last: **[CLUB NAME] v [OPPONENT], [DATE], [TIME]**.

Why this one is worth your Saturday:

- [REASON 1, e.g. Third v fifth — a promotion race match]
- [REASON 2, e.g. Kids under 12 free with a paying adult]
- [REASON 3, e.g. Local food trucks and live music from H-2]

Your returning-fan code **[CODE]** still works: [OFFER DESCRIPTION]. That is [AMOUNT €] for an afternoon that beats anything on television.

Tickets: [URL]

Bring someone who has never been. First-timers decide in one visit whether this becomes their thing — and this is a good match to decide on.

[NAME]

## Email 3 — Last touch (send ~5 days before the fixture)

**Subject:** Last one from us, [FIRST NAME]
**Preview text:** One seat at [STADIUM NAME] on [DATE] — then we'll stop asking.

[FIRST NAME],

This is the last email in this series — we are not going to fill your inbox.

[OPPONENT] at home, [DATE], [TIME]. Code **[CODE]** gives you [OFFER DESCRIPTION] until [EXPIRY DATE]: [URL]

If Saturdays at the stadium are not part of your life right now, that is okay. Two small asks before we go:

1. **Tell us why** — one reply, one sentence. Price, kick-off times, the football itself, anything. It shapes what we fix.
2. **Stay close** — follow us on [PLATFORM, HANDLE] so the club stays in your week even when you cannot be here.

The gates at [STADIUM NAME] will always be open for you.

[NAME]
[ROLE], [CLUB NAME]

## Measurement

| Metric | Target | Actual |
|---|---|---|
| Audience size | [NUMBER] | |
| Open rate (sequence avg) | [X]% | |
| Code redemptions | [NUMBER] | |
| Win-back rate (bought any ticket) | [X]% | |
| Replies with feedback | [NUMBER] | |

Log every reply reason in the CRM — the pattern (price, kick-off time, matchday experience) is a board-level insight. Re-run the sequence each half-season with a fresh anchor fixture.

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Template from the Club Intelligence knowledge library · NSV Sports