What if your ticketing platform didn't just process payments, but actually helped you sell out your next event while you slept?
At Passage, our goal has always been to make your life easier. For years, we’ve watched event organizers grow their brands by downloading CSV files of their ticket purchasers and uploading them into platforms like Mailchimp, or by setting up Zapier connections to bridge the gap.
Now, we’re bringing the power of professional email marketing directly into your Passage dashboard. We’re thrilled to introduce Passage Email Marketing & Automation: a powerful new way to turn one-time ticket buyers into lifelong fans.
Everything You Need, All in One Place
You no longer need to jump between different tabs or export spreadsheets to reach your audience. Now, you can manage your event and your marketing from a single login.
Whether you’re looking to send a one-off announcement or set up a series of automatic follow-ups, everything you need is now under the "Promote" tab in your admin area.
See how it all works in the video below!
Why This Matters for Your Event
You might be used to thinking of email as just a way to send newsletters. But with this new integration, it becomes a powerful, automated member of your team. Here’s why this is a game-changer:
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Massive Time Savings: Forget the CSV shuffle. By integrating email directly into Passage, you no longer have to manually export lists, clean up spreadsheets, or upload data to a third-party site.
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You Own Your Audience: Unlike social media algorithms that can change overnight, your email list belongs to you. It is a direct line of communication to the people who have already shown interest in your events.
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Higher Conversion Rates: Statistics consistently show that email marketing has a significantly higher ROI than social media. People are more likely to click a "Buy Tickets" button when it’s delivered directly to their inbox.
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Personalization at Scale: Email allows you to talk to your fans as individuals. By sending the right message at the right time (like a special discount for past attendees) you build a community of loyal fans rather than just one-time ticket buyers.
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Cost-Effective Growth: Especially with integrated tools, email marketing is one of the most affordable ways to keep your event top-of-mind and ensure a sell-out crowd.
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Seamless Data Integration: Because the marketing engine talks to your ticketing data, you can send highly relevant emails based on real-time behavior. For example, you can automatically send a specialized discount only to people who bought a VIP ticket last year, all without lifting a finger.
What’s New?
Our new engine isn’t just a simple email sender; it’s a robust tool designed specifically for event organizers. Here is what you can do right now:
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Beautiful Templates: Start from scratch or choose from over a dozen pre-built templates designed to make your events look professional in seconds.
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Precision Targeting: Send emails to your entire subscriber list, or get specific. You can filter recipients by specific events, ticket types, or even certain time slots.
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Set-and-Forget Automation: This is where the magic happens. You can now set up continuous campaigns that trigger automatically based on real actions. For example:
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Post-Purchase: Automatically send a know-before-you-go guide or a special add-on offer immediately after someone buys a ticket.
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Post-Check-In: Send a welcome email with a digital program or a coupon for the merch stand the moment a fan's ticket is scanned at the door.
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Post-Event: Automatically trigger a thank you note or a feedback survey 24 hours after the event ends while the experience is still fresh in their minds.
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Track Your Success: Our built-in analytics allow you to see exactly how your campaigns are performing, so you can see which emails are driving the most ticket sales.
Simple, Transparent Pricing
We want every organizer, no matter your size, to be able to use these tools. That’s why we’ve built a pricing structure that grows with you:
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Starter Plan ($0/mo): Get 1,000 free emails every month. If you need more, it’s just $0.02 per email beyond the limit.
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Growth Plan ($49/mo): Includes 5,000 free emails per month at a lower overage rate ($0.015/email). The best part? Automation emails are unlimited and do not count against your totals on this plan!
How to Get Started
Ready to send your first campaign? Go from start to send in three simple steps:
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Log in to your Passage admin area.
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Select "Promote" from the top navigation bar.
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Click "Email Marketing" and follow the prompts to create your first template or campaign.
Put Your Email Automation to Work
Not sure where to start? Here are three "Set-and-Forget" ideas to boost your event's success:
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Know-Before-You-Go Guide: Set an automated email to trigger 24 hours after a ticket purchase. Include parking info, a map of the venue, and a link to buy merch, drink tokens, or upgrade your ticket in advance!
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Welcome to the Show Perks: Trigger an email the moment a ticket is scanned at the gate. Give your fans a digital program or a 10% discount code for the concession stand to use while they are on-site.
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See You Next Year Survey: Automatically send a thank you 48 hours after your event ends. Include a quick feedback survey and a loyalty discount for your next event to turn one-time attendees into lifelong fans.
If you want a step-by-step walkthrough, check out our comprehensive help docs or watch our tutorial videos to see the engine in action.
We can’t wait to see what you’ll do with the power of integrated marketing at your fingertips!
Curious how email marketing can help your event go from stressed out to sold out? Schedule a 15-minute call with an event expert who can answer all your big questions.
