Free templates
Ticket count email templates
Three ticket count emails to copy: promoter to booking agent, venue to artist team, and promoter to sponsor. Replace the [placeholders] with your numbers, or let the email generator fill them in for you.
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What should a ticket count email include?
The date and time of the count, tickets sold against capacity with the sell-through percentage, the change since the last count, comps and holds on their own lines, and tickets sold by type. Put the count in the subject line, and send at the same time every day or week.
Want the numbers laid out for you? The free ticket count email generator builds the subject, the HTML email and the plain text from your counts.
Promoter to booking agent
On the schedule the agent asks for, at the same time each day or week, so every count compares like for like.
- From
- Promoter
- To
- The artist’s booking agent
- Subject
- [Artist] · [City] [Show date] · [Sold] sold (+[Change])
Hi [Agent name], Counts for [Artist] at [Venue], [Show date], as of [Day] [Time]: Sold: [Sold] of [Cap] cap ([Sell-through]%) Since last count: +[Change] Comps: [Comps] · Holds: [Holds] By ticket type: - [Ticket type 1]: [Sold] of [Allocation] - [Ticket type 2]: [Sold] of [Allocation] Marketing this week: [What ran: ads, posters, radio, support announce]. Next count: [Day]. Thanks, [Your name] [Company]
What to include
- The date and time of the count, so the agent can line it up with other markets on the tour.
- Tickets sold against capacity, with the sell-through percentage.
- The change since the last count: this is the pace the agent is watching.
- Comps and holds on their own lines, never added into sold.
- Sold by ticket type or price level, when there is more than one.
- What marketing ran since the last count, and when the next count comes.
Tip: Put the count in the subject line. An agent scanning an inbox of counts reads the subject first.
Venue to artist team
Weekly from the announce, then on the schedule the artist team asks for in the final weeks.
- From
- Venue box office or talent buyer
- To
- The artist’s manager, tour manager or agent
- Subject
- [Artist] at [Venue] · [Show date] · [Sold] sold
Hi [Name], Here is where [Artist] at [Venue] on [Show date] stands, as of [Day] [Time]: Sold: [Sold] of [Cap] cap Since last count: +[Change] Comps issued: [Comps] of [Comp allowance] Holds: [Holds] ([Who they are held for], released on [Day]) Guest list closes [Day] at [Time]. Tell me if you want counts on a different day or sent to more of your team. [Your name] [Venue] box office
What to include
- Tickets sold against the capacity for this room layout (seated and standing caps differ).
- Comps issued against the allowance in the artist’s contract.
- Holds, who they are for and when unused holds go back on sale.
- The guest list deadline, since it turns into comps.
- Counts only: leave out revenue unless the deal calls for sharing it.
Tip: Send it from the same address every time so it never lands in the artist team’s spam folder.
Promoter to sponsor
At milestones the sponsor cares about: on-sale, a month out, show week and after the show.
- From
- Promoter or festival partnerships lead
- To
- A sponsor or brand partner
- Subject
- [Event] · [Sold] tickets sold · partner update
Hi [Name], An update on [Event] at [Venue] on [Show date], as of [Day]: Tickets sold: [Sold] of [Cap] cap Since our last update: +[Change] Tickets issued (sold plus comps): [Issued] Your activation: [What is confirmed: signage, sampling area, social posts, email mention]. Promo code [CODE]: [Redemptions] tickets. Next update: [Date]. After the show I will send the scanned attendance. Thanks, [Your name]
What to include
- Tickets issued (sold plus comps): it is the closest number to the audience the sponsor is paying to reach.
- Progress since the last update, so the sponsor sees momentum.
- The status of every deliverable in the agreement.
- Promo code redemptions, if the sponsor has a code.
- After the show, the scanned attendance: it can be lower than tickets issued.
Tip: Keep ticket revenue out of sponsor updates unless the agreement says otherwise.
Questions
How often should you send ticket counts?
As often as the people receiving them ask, at the same time each day or week, so every count compares like for like. Agree the schedule when the show goes on sale.
Should a ticket count email include revenue?
Only when the deal calls for it. Agents and artist teams mainly need tickets sold against capacity and the change since the last count; sponsors need tickets issued. Share gross or net only with partners who are entitled to it.
Can ticket count emails be sent automatically?
Yes. TicketCounts.io connects to Eventbrite and Universe and emails scheduled, branded ticket-count reports to promoters, venues, artists and booking agents. Every new account starts with 14 days of Pro, no card needed; after that the Free plan keeps 1 active event report running.
Automate this
TicketCounts.io reads tickets sold from Eventbrite or Universe and emails the count to your list on the days and time you choose, so nobody has to pull it by hand. Free for 1 active event report. New accounts get 14 days of Pro, no card needed.