Marketing & Communications

October 1, 2025 · Last updated on March 14, 2026

Recipe: Identify Contacts Who Have Never Booked

# marketing

# recipes for success

Makes: The ability to target prospective customers in your database who have never bought tickets

The Tomorrow’s Audience research by Indigo-Ltd and Spektrix showed that 54% of audiences in 2023 were first-time attendees.

That means your database is likely full of untapped potential. Contacts who have never made a booking are an opportunity waiting to be unlocked. Identifying these individuals is the first step in crafting targeted communications that turn passive contacts into first-time bookers.

What you need

Access to segmentation and Autotags in Spektrix

Ability to sync with Dotdigital (optional)

Understanding of contact preferences and customer metrics

Time required

5 minutes

What will this help me achieve?

Identify prospective customers in your database who have never booked

Use tags and segmentation to power targeted communications

Improve list targeting for first-time campaigns

Concepts we’ll be using

“Never Booked” metric: A built-in Spektrix customer metric that filters contacts who have never made a booking

Autotags: Automatically apply a tag to contacts based on criteria such as "never booked"

Contact Preferences: Data used to ensure communications comply with customer consent

Dotdigital Sync (optional): Enables dynamic email content and automation using custom fields

Prep

No detailed setup is required before using the “Never Booked” metric, but ensure the following:

Contact Preferences are up to date

Your marketing and data policies support outreach to non-bookers

If using Dotdigital, confirm your integration and data fields are ready

Activate

Go to Insights and Mailings > Autotags and create a new Autotag.

In the customer criteria section, select “Never Booked” and check the box.

If you plan to contact these customers, include Contact Preferences in your criteria.

Optional: Sync to Dotdigital for use in dynamic content or automation.

In Dotdigital:

Go to Settings > Contacts > Contact Data Fields

Add a new Yes/No field called NEVERBOOKED

Map this field to your synced data from Spektrix

Try this twist

Once you've identified your "never booked" segment, invite them to celebrate a special occasion. Combine this recipe with “Prompt First-Time Attendees to Return” to guide them along their audience journey.

More to explore

↗️Understanding Audience Loyalty

Learn how to measure first-time bookings, audience retention, and reattendance. Includes walkthroughs of Customer Lists, loyalty tracking, and follow-up strategies.

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