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In this episode of the Sports Marketing Machine podcast, host Jeremy Neisser tackles a critical issue facing sports marketers: how to bring back fans who came once — but never returned.
With 85% of single-game buyers not returning the following season, teams are leaving massive revenue on the table. Jeremy breaks down a proven, cost-effective solution: the “We Miss You” email strategy — a personalized outreach approach that leverages existing data to re-engage past buyers.
Forget the generic newsletter blast. This strategy is all about 1:1 connection: short, simple, text-based emails that feel like they’re written just for them. Jeremy shares tips, templates, and timing advice to help you set up a campaign that feels authentic and drives results.
Whether you're in-season or planning ahead, this episode gives you a repeatable, high-ROI tactic you can launch fast.
Top Takeaways
- 85% of single-game buyers don’t come back — but they’re still your warmest leads.
- Personal > Polished: A personal email that looks like it came from a rep gets opened. A newsletter? Often ignored.
- No fancy graphics required: Keep it plain text, use their name, and mention the game they attended.
- Timing is key: Don’t wait until they forget — follow up when the memory is still fresh.
- Set up audience segments: Group buyers by game, seat type, or date for stronger messaging.
Episode Chapters
- 00:00 – Why Single Game Buyers Don’t Return
- 03:40 – Personalization Beats Automation
- 06:15 – What to Include in a ‘We Miss You’ Email
- 09:10 – Segmenting Your List for Better Results
- 11:55 – How to Set This Up Quickly (Even Without a CRM)
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