# Season Ticket Renewal Email Sequence (4 Emails)

*One-line purpose: a ready-to-send four-email sequence that moves season ticket holders from "I'll do it later" to renewed, with early-bird pricing as the engine.*

## How to use

Send from a named person ([NAME], not "noreply"), personalised with first name and seat number — the mail-merge fields matter more than the copy. Schedule the four sends before the campaign starts: launch, mid-window, one week before deadline, final 48 hours. Suppress anyone who has already renewed from every subsequent send.

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**Campaign window:** [START DATE] – [DEADLINE DATE]
**Early-bird price:** [AMOUNT €] (regular: [AMOUNT €]) · **Payment plan:** [X] instalments of [AMOUNT €]
**Renewal link:** [URL] · **Sender:** [NAME], [ROLE] · [EMAIL]

## Email 1 — Early bird launch (send [DATE])

**Subject:** Your seat is waiting, [FIRST NAME] — renew at last season's price
**Preview text:** Early-bird renewal is open until [DATE].

[FIRST NAME],

Seat [SEAT REF] was yours for every home match last season — through [MEMORABLE MOMENT, e.g. the win against [RIVAL] in April]. It is yours again for [SEASON], and until [EARLY-BIRD DEADLINE] you can renew at [AMOUNT €], the same price as last season.

What your renewal includes:

- Your same seat, all [X] home league matches
- [BENEFIT, e.g. priority access to cup tickets]
- [BENEFIT, e.g. 10% off in the club shop]
- [BENEFIT, e.g. member price for a guest ticket, X per season]

Renew in two minutes: [URL]

Prefer to pay in instalments? Choose [X] payments of [AMOUNT €] at checkout. Or renew in person at [LOCATION, HOURS].

Thank you for being one of the [NUMBER] people this club is built on.

[NAME]
[ROLE], [CLUB NAME]

## Email 2 — Benefits story (send [DATE], roughly two weeks in)

**Subject:** What [SEASON] looks like from seat [SEAT REF]
**Preview text:** New this season for season ticket holders.

[FIRST NAME],

A quick look at what is coming in [SEASON]:

- **The football:** [ONE SENTENCE ON SPORTING AMBITION / KEY SIGNINGS / KEY FIXTURES].
- **New this season:** [NEW BENEFIT OR IMPROVEMENT, e.g. faster kiosk service, new family zone].
- **Your numbers:** a season ticket works out at [AMOUNT €] per match — versus [AMOUNT €] on the gate. Over [X] matches, that is [AMOUNT €] saved.

Early-bird pricing ([AMOUNT €]) ends [DATE]. After that, renewal is [AMOUNT €].

Renew now: [URL]

Any question about your seat, payment plans, or moving seats — reply to this email and I will sort it personally.

[NAME]

## Email 3 — Deadline reminder (send 7 days before deadline)

**Subject:** 7 days left at [AMOUNT €], [FIRST NAME]
**Preview text:** Early-bird renewal closes [DATE].

[FIRST NAME],

A short one: early-bird renewal at [AMOUNT €] closes on [DATE]. From [DATE+1], the price is [AMOUNT €], and from [RELEASE DATE] unrenewed seats are released for general sale.

We would rather keep seat [SEAT REF] as yours.

Renew here: [URL] — it takes two minutes, and instalments are available at checkout.

If you are not renewing this season, reply and tell us why. It genuinely helps us fix what needs fixing.

[NAME]

## Email 4 — Last call (send 48 hours before deadline)

**Subject:** Final 48 hours — then seat [SEAT REF] goes on general sale
**Preview text:** This is the last reminder we will send.

[FIRST NAME],

This is the last reminder — early-bird renewal ends [DATE] at [TIME].

- Renew now at [AMOUNT €]: [URL]
- After the deadline: [AMOUNT €], and your seat is no longer reserved
- Need help? Call [PHONE] ([HOURS]) or visit [LOCATION]

[X] matches. Your seat. The people around you who make it yours.

See you at [FIRST HOME FIXTURE, DATE].

[NAME]
[ROLE], [CLUB NAME]

## Tracking

| Email | Send date | Sent | Opens | Clicks | Renewals attributed |
|---|---|---|---|---|---|
| 1 Early bird | [DATE] | | | | |
| 2 Benefits | [DATE] | | | | |
| 3 Deadline | [DATE] | | | | |
| 4 Last call | [DATE] | | | | |

Target: [X]% renewal rate by deadline. Follow up non-renewers by phone in week after the deadline — a ten-call afternoon typically recovers several lapsed holders.

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Template from the Club Intelligence knowledge library · NSV Sports