Guide
How to send daily ticket counts to a booking agent (5 email templates)
Send the agent one short email per show at the same time every day: tickets sold, the paid and free split, the capacity if you know it, and the change since the last count. Copy one of the 5 templates below, or automate the send from Eventbrite or Universe with a scheduled TicketCounts.io report.
By Blake Henderson
Last updated
Contents
What do booking agents want in a daily count?
The number, for the right show, at a steady time. Everything else helps the agent read it: how full the room is, how fast it is moving, and how many of the tickets are comps. The table lists each field and where its number comes from.
| Field | Why the agent wants it | Where it comes from |
|---|---|---|
| The show: artist, venue, date | To file the count against the right date on the run | The event name on your ticketing platform |
| Tickets sold | The count itself | Your ticketing platform, read at send time |
| Paid and free tickets | Comps take capacity but bring in no money | Your ticketing platform: $0 ticket types count as free, so comps show separately only when they have their own $0 ticket type |
| Capacity and sell-through | How full the room is | The room's cap; sell-through = sold ÷ cap × 100. A TicketCounts.io report shows the percent of cap when the platform reports capacity. |
| Change since the last count | Sales pace | The difference between two counts sent at the same time; a TicketCounts.io report shows it from the second send |
| Marketing notes | What ran, what is next, what the artist can help with | You |
Templates
5 email templates for sending counts to an agent
Replace the words in brackets. Keep the subject line in the same format every time, so the agent can search one show's counts in their inbox.
Subject: [Artist] at [Venue], [Show date]: [Sold] sold
Hi [Agent name], Today's count for [Artist] at [Venue], [City], [Show date]: Sold: [Sold] of [Capacity] cap ([Sell-through]%) Paid: [Paid] Comps/free: [Free] Since yesterday: +[Change] Next count tomorrow at [Time]. [Your name] [Company]
Send it at the same time every day so the agent can compare like with like.
Subject: On-sale day: [Artist] at [Venue], [Sold] sold
Hi [Agent name], First day on sale for [Artist] at [Venue] ([Show date]). Presale: [Presale sold] General on-sale: [On-sale sold] Total sold: [Sold] of [Capacity] cap Daily counts start tomorrow at [Time]. Tell me if another time works better for you. [Your name]
The first 24 hours of the general on-sale are the first pace signal agents look at.
Subject: Week of [Date]: [Artist] counts, [Number] shows
Hi [Agent name] and [Manager name], Counts as of [Day], [Time]: [Date 1] [City 1], [Venue 1]: [Sold] of [Cap] (+[Change] this week) [Date 2] [City 2], [Venue 2]: [Sold] of [Cap] (+[Change] this week) Marketing this week: [What ran] Next week: [What is planned] [Your name]
Useful when a show is months out, or when you promote several dates for the same artist.
Subject: Show day: [Artist] at [Venue], [Sold] sold
Hi [Agent name], Count as of [Time] on show day: Sold: [Sold] of [Capacity] cap Paid: [Paid] Comps/free: [Free] Holds released: [Number] Doors at [Doors time]. Walk-up sales will be in the settlement. [Your name]
Subject: [Artist] at [Venue]: [Sold] sold, [Days] days out
Hi [Agent name], [Artist] at [Venue] is at [Sold] of [Capacity] cap with [Days] days to go, +[Change] in the last 7 days. What we have run so far: [Channels] What would help from the artist's side: [Ask] Could we get [the ask] by [Date]? [Your name]
Lead with the count and the trend; make one specific ask with a date.
Want the numbers filled in for you? Try the ticket count email generator.
Cadence
How often should I send counts to the agent?
Agree it with the agent. A simple rhythm: weekly while the show is months out, daily from the on-sale and in the final weeks, and a last count on show day. Whatever you agree, keep the send time fixed so two counts in a row are comparable.
| When | How often | Template |
|---|---|---|
| On-sale day | Once, at the end of the day | On-sale day |
| Months out | Weekly | Weekly summary for agent and manager |
| The final weeks | Daily, same time | Daily count |
| Sales stall | When it happens | Slow seller: count plus a marketing ask |
| Show day | Once, before doors | Show day |
Automate
How do I automate the daily count?
Schedule a TicketCounts.io report for the show with the agent as a recipient. It reads the count from Eventbrite or Universe at the time you set and emails it, whether you are at your desk or at a show. The agent needs no account.
Step 1: Connect Eventbrite or Universe
Sign in with the platform's own login. We never see your password.Step 2: Pick the show
One report per show. Shows months out are fine.Step 3: Add the agent and choose Daily
Set the time and the agent's time zone. Add the manager to the same report if they want it too.Step 4: Send yourself a test
Check the email, then let the schedule run.
What the agent gets, and how to ask promoters for it if you are the agent: ticket counts for booking agents.
Compare
Should I send counts by hand or on a schedule?
By hand when every email needs notes; on a schedule when the count itself is the message. You can do both: the scheduled count every day, and a note when there is news. The table below compares the two, row by row.
| Compared | By hand | Scheduled TicketCounts.io report |
|---|---|---|
| Who pulls the number | You, every time | TicketCounts.io, at the send time |
| When you're traveling or at a show | It waits until you are back | It still goes out |
| Same time every day | If you remember | Yes |
| Marketing notes and asks | Yes, you write them | No; send a separate note when there is news |
| Recipients | Anyone you email | By plan: up to 2 recipients on Free and up to 100 on Venue |
Plans and limits: pricing. What a scheduled report looks like: sample report.
FAQ
Sending counts to agents: questions
What's the easiest way to send ticket counts to a booking agent?
Schedule them. Connect Eventbrite or Universe to TicketCounts.io, add the agent to a report for the show, and choose Daily and a time in the agent's time zone. Until then, copy the daily count template on this page.
Should a daily count include revenue?
Only if the deal and the agent need it. A TicketCounts.io report sends counts, not revenue; share money figures separately, for example at settlement.
Can the agent reply to a scheduled report?
Yes. Replies go to the account holder's email, so the agent's questions reach you.
Which time zone should the report use?
The agent's. Each report has its own time zone, so an agent in another city gets the count at the start of their day.
Can I send one show to the agent and the manager?
Yes. Add both to the same report. Each gets their own copy; a report can go to up to 2 recipients on Free and up to 100 on Venue.
Put the agent's count on a schedule.
Free for 1 active event report. New accounts get 14 days of Pro, no card needed. See a sample report.