3 Email Flows To Bring Back Your Axe Throwing Guests
Axe throwing venues aren’t just a trend, they’re a thrill-filled night out that keeps guests talking. But even the most fun-first businesses need smart follow-up to stay top of mind. With most guests only showing up once unless nudged, your business needs a repeat visit strategy that doesn’t rely solely on word-of-mouth or Instagram tags.
That’s where email automation powered by digital waivers comes in. If you’re collecting waivers digitally (and you should be), you’re already building a goldmine of guest data, names, emails, visit times, even birthday info. With a platform like DirectIQ, you can turn all that data into automated, well-timed emails that gently guide guests back through your doors. Let’s walk through three simple but powerful email flows every axe throwing venue should set up, and why they work.
1. The “Thanks for Throwing With Us” Flow (AKA The Loyalty Builder)
When it triggers: Immediately after a guest completes their waiver and finishes their session Why it works: The best time to get someone thinking about their next visit is right after their first one. They’re still buzzing from the experience, and your brand is top of mind.
What to send:
Email 1 (Same Day): A friendly thank you with a photo from the venue, links to leave a Google review, and a short recap of what to expect next.
Email 2 (3 Days Later): A special bounce-back offer like “10% off your next visit this month” or “Bring a friend, they throw free!”
Email 3 (10 Days Later): A recap of upcoming leagues, themed nights, or referral program info.
Pro tip: Use your waiver data to personalize these emails. “Hey John, thanks for throwing with us Saturday night!” feels much warmer than a generic blast.
DirectIQ makes it easy to schedule and personalize these flows. You can use contact fields (like name or visit date) pulled right from your waiver tool.
2. The “Bring the Team” Flow (Corporate & Group Promotion)
When it triggers: 5-7 days after a guest visit Why it works: People talk about axe throwing at work the next day. This is your chance to plant the seed for company parties, team-building events, or birthday buyouts.
What to send:
Email 1 (5 Days Later): “Did you know we host corporate events?” Include photos, group discounts, catering options, and a booking button.
Email 2 (1 Week Later): Social proof, testimonials from HR reps or companies who booked you recently. Bonus: offer a free branded koozie or drink coupon for the group leader.
Email 3 (2 Weeks Later): Reminder + time-limited offer like “Book your group by [end of month] and get a free pizza tray.”
Pro tip: Segment these flows by number of guests. Waiver data often shows how many people were in each group. If someone visited with 5 people or more, they’re a strong candidate for group upsell.
3. The Birthday Flow (Your Secret Retention Weapon)
When it triggers: Automatically, 3-5 weeks before someone’s birthday (if captured during waiver) Why it works: Birthdays = built-in reasons to throw axes. With enough notice, your venue becomes the party destination.
What to send:
Email 1 (30 Days Before): “Hey [Name], your birthday’s coming up! Have you ever celebrated with flying steel?” Include fun GIFs, links to party packages, and an easy RSVP.
Email 2 (14 Days Before): Social proof, show off a recent birthday group having fun (bonus points for themed nights).
Email 3 (3 Days Before): “Still planning?” urgency email. Include a last-minute booking incentive like free add-ons or a discount for groups over 6.
Pro tip: Offer a birthday “VIP bundle” that includes a drink, t-shirt, and extra throwing time. You’re not just selling another night out, you’re helping people celebrate better.
4. Don’t Forget: Combine Waivers + Email = Results
If you’re using digital waivers through platforms like OtterWaiver, eWaiverPro, or WaiverFile, you already have the data to trigger these emails. All you need is a smart email platform to catch and automate the follow-up.
DirectIQ lets you:
- Connect with waiver systems (via Zapier or API)
- Segment your contacts automatically (first-timers, groups, birthdays, etc.)
- Personalize every message based on guest activity
- Track open rates, clicks, and bookings from each flow
Conclusion: Retention Is a Flow, Not a Guess
Too many activity-based businesses spend all their time chasing new bookings, when the real power lies in bringing back the people who already know and love you. With the right email flows, you don’t just send messages, you stay relevant, build habits, and earn repeat business. Start simple. Pick one of the flows above, connect your waiver system, and launch your first campaign. Then layer in the next.
Not sure where to start? DirectIQ can help you build these email sequences with templates, automation rules, and real support from our team.
Because the only thing better than a first-time thrower, is one who can’t wait to come back.