How Carlos won back attendees who hadn't bought in 12 months

Who and when

Carlos manages a concert venue in Madrid with an average of five shows per month. He has a database of 12,000 contacts, but knows a good percentage haven’t bought or opened an email in the past year.

Before the autumn season, he wants to try to win back that dormant audience with a targeted campaign. He doesn’t want to send it to the full database, because that would drag open rate metrics down and could generate more suppressions.

Before vs. after

Process	Without Nevent AI	With Nevent AI
Identify inactive contacts	Export list, filter in Excel	Plain-language description
Verify segment size	Count rows in Excel	Instant preview
Check deliverability	Review panel manually	One question to the assistant
Prepare campaign draft	Navigate between panel sections	One instruction to the assistant

What you need

Nevent account with Email Marketing active
Nevent AI connected in Claude or ChatGPT
“Read and prepare” access level (minimum)
Estimated time: 15 minutes

Step by step

Define who the dormant audience is — Carlos wants contacts who haven’t bought a ticket or opened an email in the last 12 months.

“Preview a segment with contacts who haven’t bought any ticket in the last 12 months and haven’t opened any of my emails in that same period”

The assistant calculates: 4,200 people.
Refine to avoid overly cold contacts — Contacts who have been inactive for more than two years have very little chance of reactivating and can generate spam complaints.

“How many of those 4,200 registered more than 3 years ago and have never bought?”

The assistant filters: 1,800 contacts with those characteristics.

“Exclude those 1,800 from the segment. Save it as ‘Reactivatable dormant autumn 2026’”

Resulting segment: 2,400 people.
Check domain status before sending — A reactivation campaign to inactive contacts carries a higher risk of generating complaints. Better to review the domain status first.

“Is my sending domain validated and what is the spam suppression rate for the last month?”

The assistant confirms the domain is in good shape and the spam rate is at 0.05%, below the warning threshold.
Prepare the draft — Carlos has a specific template for reactivation campaigns.

“Create an email campaign draft for the ‘Reactivatable dormant autumn 2026’ segment using the ‘We miss you’ template. Subject: ‘It’s been a while… will you come back?’”

The assistant creates the draft.
Schedule the send — Reactivation campaigns work best on weekday mornings.

“Schedule that draft for next Thursday at 10:30”

The assistant requests confirmation and Carlos confirms.
Review results 48 hours later — Carlos wants to know if the campaign had the expected effect.

“How many people opened the ‘We miss you’ campaign? And how many clicked?”

The assistant returns the open and click metrics.

“How many of those who clicked bought a ticket in the following 48 hours?”

The assistant crosses click data with subsequent sales.

Why it works

This workflow combines Nevent’s audience segmentation — which allows building lists with very precise inactivity criteria — with the attendee retention module, designed to reconnect with audiences that haven’t interacted in a while.

The key is the preview step: Carlos doesn’t send to 12,000 people, but to 2,400 who have a real reactivation profile. That protects his sending reputation and improves the campaign’s chances of success.

Variants

For an annual festival, the dormant audience can be defined as “attendees from previous editions who haven’t bought for the current edition” rather than inactivity by time.
If you have different levels of inactivity (6 months, 12 months, 24 months), you can create separate segments and send different messages with tiered offers.
The same logic works for SMS or WhatsApp if you have those channels active in your account.