How we helped TicketCity to recover abandoned bookings

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One of the first online ticket marketplaces, TicketCity was founded in 1990 and provides access to tickets for over 100,000 events including top sports, concerts, and theater



Despite offering a great product and being trusted by more than a million customers, TicketCity found booking abandonment a challenge.

TicketCity previously worked with SaleCycle to combat their booking abandonments and returned on a trial basis when a brand new approach was suggested. This successful partnership throughout the trial led to a longer-term relationship and some fantastic results along the way.

With the help of SaleCycle, TicketCity implemented a 2-cycle Cart Abandonment campaign, segmented based on the type of event abandoned. The campaign includes dynamic imagery and header copy, in addition to information relevant to the customer.

Once the campaigns were optimized for the best customer experience, SaleCycle suggested testing different elements to increase performance even further. Firstly, the idle time between the abandonment and the dispatch of the campaign was reduced from 48 hours to 22 hours, and secondly, a greater level of personalization was introduced with the customer’s name added to the subject line.

Both tests saw an increase in open rate and therefore the changes in idle time and subject line personalization being tested were then made permanent.

Cart Abandonment emails averaging an open rate of 26%, click rate of 5% and conversion from click of 8%. These results have in turn increased TicketCity’s sales by almost 4%.

Learn more about our work with TicketCIty, and view results and creatives.