Marketing & Communications
October 1, 2025 · Last updated on November 4, 2025
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.
- Access to segmentation and Autotags in Spektrix
- Ability to sync with Dotdigital (optional)
- Understanding of contact preferences and customer metrics
5 minutes
- 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
- “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
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
- 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
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.
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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