Solution

Retain and engage your audience

They trust Nevent

Sound familiar?

Only 20% of your attendees return next year

You spend acquiring audience that comes once and disappears. Retaining is 7x cheaper.

Panel de métricas de retención mostrando tasa de asistentes recurrentes y valor de por vida

80% of your attendees don't return

You spent €50 on ads to get them. They came, had good experience... and never returned. You didn't even try to retain them. Acquiring a new attendee costs 5-7x more than retaining an existing one. You're throwing away 80% of your investment.

Interfaz de segmentación mostrando niveles de fidelidad y programas de recompensas para asistentes

You communicate the same with first-timers and superfans

The person who came 5 years in a row gets the same generic email as the one-timer. No recognition, no benefits, no early access. Why should they feel special? Why would they return? Your superfan deserves VIP treatment, not generic newsletter.

Dashboard CRM con seguimiento de lealtad y análisis de comportamiento de asistentes recurrentes

Zero post-event follow-up = zero retention

Event ends and... silence until next edition. No thanks, no feedback, no keeping the conversation going. Attendee forgets you in 2 weeks. When you announce next edition 11 months later, they don't even remember they went. Without post-event follow-up, there's no lasting connection.

Sistema automatizado de seguimiento post-evento y campañas de reactivación para inactivos

You don't recover inactive attendees (who already spent getting to know you)

They came in 2022 and 2023. Didn't buy in 2024. Did you contact them? Offer win-back discount? Ask why they didn't return? No. You just let them go. Recovering an inactive costs 3x less than acquiring a new one. You're ignoring 30-40% of potential revenue.

The solution

How to retain with Nevent CRM

Automatic loyalty tracking per attendee

CRM automatically tracks: how many editions attended, total spent, engagement level. Creates tier system: Bronze, Silver, Gold, Platinum. Each tier receives scaled benefits. Real-time dashboard: "350 Gold (3+ attendances), 120 Platinum (VIP high-spenders)".

Automatic early access for loyal fans

Recurring attendees get early access 48-72h before public announcement. Personalized email: "As loyal fan, you have exclusive access before anyone". Incentivizes loyalty, creates VIP feeling, secures base sales before announcement. Early access conversion: 40-50% vs 15-20% general public.

Automated post-event follow-up sequence

Email day +1: "Thanks for coming". Day +7: Feedback survey (with incentive: discount next edition). Day +30: Exclusive content (photos, aftermovie). Day +90: Keep conversation active (upcoming events, news). Automated, personalized, maintains 365-day connection.

Win-back campaigns for inactive attendees

Automatically identifies attendees from previous editions who haven't bought this year. Win-back sequence: nostalgic email + special offer → exclusive early-bird → last chance SMS. Typical recovery: 20-30% of inactive. Additional revenue without acquisition cost.

Rewards program and exclusive benefits

Scaled benefits by tier: progressive discounts (5% Bronze, 10% Silver, 15% Gold), exclusive experiences (meet & greet for Platinum), limited merchandise, backstage access. CRM automatically applies benefits by tier. Gamifies loyalty.

Real-time retention and churn dashboard

Key metrics: repeat attendance rate (60% vs 40% industry), churn rate (% who don't return), average lifetime value by tier, NPS of recurring. Identifies trends: "Churn increased 5% in Q2, investigate causes". Optimize strategy based on real data.

Why retention is key in 2025

Cost of acquisition (CAC) rises every year. Paid ads are increasingly expensive, competition for attention is brutal. Sustainable events are built on loyal audience that returns year after year. Retention > Acquisition.

Quantifiable and real results

Average data from events that retain with Nevent CRM.

Entre 20% y 60%

Repeat attendance rate

Increase repeat attendance with retention strategies

Hasta 7x

Cheaper to retain than acquire

Retention costs 7x less than acquiring new ones

Hasta 3x

Recurring LTV vs new

Recurring attendees spend 3x more than first-timers

FAQ

Frequently asked questions

Why is it more profitable to retain than acquire new attendees?

Acquiring a new attendee costs 5-7x more than retaining an existing one (paid ads, commissions, discounts). A recurring attendee already knows your brand, trusts you, and is 3x more likely to buy. Plus, recurring attendees spend more: new attendee average €45, recurring €75-100. Retention is the path to sustainable profitability.

How do I identify my superfans to give them VIP treatment?

CRM automatically identifies superfans with criteria: attended 3+ editions, +40% open rate, spent top 20%, high social engagement. You can create tier system: Bronze (1 attendance), Silver (2-3), Gold (4+), Platinum (VIP high-spenders). Each tier receives scaled benefits: early access, discounts, exclusive experiences.

What do I do with attendees who came 1-2 times and disappeared?

Automated win-back campaign: identifies attendees from previous editions who haven't bought this year. Sends personalized sequence: email 1 (nostalgic + special offer), wait 1 week, email 2 (exclusive early-bird), wait 1 week, final SMS (last chance discount). CRM executes automatically. Typical recovery: 20-30% of inactive.

Do point programs work for events?

Depends on event type. Annual festivals: points less effective (1 purchase/year, hard to accumulate). Better: early access, direct discounts, exclusive experiences. Recurring clubs/venues (weekly events): points very effective. '10 attendances = free ticket'. CRM tracks automatically and sends notifications: 'You need 2 more attendances for your free ticket'.

How do I measure the success of my retention strategy?

Key metrics: Repeat attendance rate (% who return), Average lifetime value (total spent), Churn rate (% who don't return), NPS of recurring attendees. CRM dashboard shows: '60% repeat rate (vs 40% industry)', 'Recurring LTV: €180 vs €45 new'. Goal: increase repeat rate 5-10% annually, increase LTV 20-30%.

How much early access should I give to loyal fans?

Depends on your demand. High demand (fast sell-out): 24-48h early access is enough and creates urgency. Moderate demand: 7 days early access + 10-15% discount. Low demand: early access less relevant, better focus on discounts or benefits. Test: if early access sells out in 2h, extend to 48h. If tickets remain after 7 days, shorten to 48h.

Retain your audience today

Discover how Nevent CRM can help you increase repeat attendance and lifetime value.

See CRM for events