Cross-Selling Through Email: From Axe Throwing to Team Events

From the lively axe throwing venues in Alexandria to the high-energy team events in Virginia Beach and the growing adventure parks of Roanoke, location-based entertainment (LBE) businesses across Virginia are discovering the power of cross-selling through email.

For companies whose entry point is digital waivers, the opportunity is even greater: every signed waiver is a gateway to ongoing engagement, deeper relationships, and increased revenue.

We will explore how to turn one-time guests into multi-experience customers, using email marketing to cross-sell from individual activities like axe throwing to lucrative group and corporate events. We’ll share actionable tactics for customer retention, highlight how DirectIQ empowers automation and personalization, and show how a local approach can make your campaigns resonate.

1. The Digital Waiver Advantage: Your Foundation for Cross-Selling

Turning Every Guest Into a Future Booking

Digital waivers are more than a legal formality, they’re a treasure trove of customer data. Every guest who signs a waiver at your axe throwing venue in Norfolk or ropes course in Fredericksburg provides valuable information: name, email, group size, occasion, and even interests. This data is the foundation for building segmented, personalized email campaigns that can cross-sell your full range of experiences.

Why Digital Waivers Are a Game Changer:

• Comprehensive Data Collection: Capture emails and preferences from nearly every visitor, not just the primary booker.
• Consent for Marketing: Secure explicit opt-in for future communications, ensuring compliance and high-quality lists.
• Segmentation Opportunities: Use waiver data to group guests by activity, group type (corporate, birthday, family), and location for targeted cross-sell offers.

Local Example: From Axe Throwing in Richmond to Team Events in Arlington

Imagine a guest visits your Richmond axe throwing venue for a birthday party. With a digital waiver, you collect not just the organizer’s details, but those of every participant. A week later, you send a personalized email: “Thanks for throwing with us, Sarah! Did you know we host corporate team-building events in Arlington and Alexandria?” This approach taps into the guest’s recent experience and plants the seed for a future, higher-value booking.

2. Crafting Cross-Sell Email Campaigns That Convert

The Anatomy of a High-Performing Cross-Sell Email

Effective cross-sell emails go beyond generic promotions. They use segmentation, personalization, and compelling calls-to-action to nudge guests toward new experiences. Here’s how to structure your campaigns for maximum impact:
Key Elements:

• Personalized Subject Lines: Reference the guest’s last visit or activity (“Loved axe throwing in Roanoke? Try our team events in Blacksburg!”).
• Relevant Offers: Suggest experiences that complement the guest’s interests or group type.
• Clear Visuals: Use photos of real events from local venues to build excitement and trust.
• Direct Booking Links: Make it easy to learn more or reserve a spot with a single click.
• Social Proof: Highlight testimonials from local companies or groups who booked team events.

Segmentation Strategies for Virginia Venues

• By Activity: Target axe throwers with offers for escape rooms or team-building challenges.
• By Occasion: Send birthday guests information about group packages or corporate events.
• By Geography: Reference nearby towns, “We’re now open for team events in Chesapeake and Newport News!”

Sample Cross-Sell Flow:

1. Thank You Email (Day 1): “Thanks for visiting our Charlottesville axe throwing range!”
2. Cross-Sell Email (Day 5): “Did you know we also host unforgettable team events in Lynchburg? Book your next group outing and get 10% off.”
3. Testimonial Email (Day 10): “See how local companies in Roanoke boosted team spirit with our events.”
4. Limited-Time Offer (Day 15): “Book a team event by Friday and enjoy a free catering upgrade!“

3. Retention Tactics: Turning One-Time Guests Into Loyal Advocates

Automated Retention Flows Powered by DirectIQ

Automation is the secret to consistent, effective retention and cross-selling. With DirectIQ, you can set up multi-step workflows that trigger based on guest actions, like completing a waiver or attending a specific event.

DirectIQ Features That Drive Retention:

• Automated Workflows: Build journeys that nurture guests from first visit to group booking.
• Smart Triggers: Send targeted emails based on waivers signed, events attended, or time since last visit.
• Advanced Segmentation: Group contacts by activity, location, or engagement level for hyper-relevant messaging.
• Analytics & Reporting: Track open rates, clicks, and conversions to optimize campaigns.

Localized Retention Examples

• Alexandria: “Thanks for joining us for axe throwing! Our Alexandria venue now offers private team-building packages, perfect for your next office outing.”
• Virginia Beach: “Bring your friends back for a group challenge! Book a team event and enjoy exclusive beachside perks.”
• Roanoke: “Loved your last visit? Join our loyalty program and earn rewards for every group event you book.”

Building Community Through Email

• Highlight Local Events: Feature upcoming tournaments, leagues, or special nights in towns like Williamsburg or Fairfax.
• Encourage Social Sharing: Invite guests to share photos and stories from their events, building word-of-mouth and community pride.
• Referral Programs: Reward guests who bring new groups or companies to your venue.

4. Best Practices for Cross-Selling and Deliverability

Personalization and Timing

• Use Names and Details: Personalize every email with the guest’s name, last activity, and relevant local details.
• Send at the Right Moment: Follow up soon after a visit, but also schedule reminders around holidays, company retreats, or local events.
• A/B Test Offers: Experiment with subject lines, visuals, and incentives to see what resonates with different segments.

Compliance and Trust

• Respect Preferences: Make it easy to opt out or adjust email preferences.
• Be Transparent: Clearly explain how you use waiver data and honor privacy.
• Highlight Local Roots: Reference your presence in Virginia towns to build trust and relevance.

Leveraging DirectIQ for Seamless Execution

• Drag-and-Drop Templates: Quickly create visually appealing, mobile-optimized emails that reflect your brand and local flavor.
• Integrations: Connect your waiver platform directly to DirectIQ for real-time data syncing and automated triggers.
• Deliverability Tools: Ensure your emails reach the inbox with advanced authentication and bounce handling.

Conclusion

Cross-selling through email is the key to unlocking new revenue streams and building lasting relationships for Virginia’s location-based entertainment venues.

By leveraging digital waiver data, segmenting your audience, and automating personalized campaigns with tools like DirectIQ, you can guide guests from thrilling axe throwing sessions to memorable team events and beyond.

The right message, delivered at the right time, transforms one-time visitors into loyal advocates, filling your calendar and growing your business, one local guest at a time.