How to Turn Waiver Signers into Repeat Guests with Email Marketing

In the Location-based Entertainment industries, from axe throwing arenas and paintball parks to rafting tours and climbing gyms, the guest journey doesn’t end with a signed waiver. In fact, that’s just the beginning. If you’re capturing digital waivers, you’re sitting on a goldmine of potential repeat business. The question is: What type of marketing are you using to unlock it?

In this article, we’ll explore how to take advantage of email automations to get those first interactions with digital waivers and transform them into high-retention or upselling marketing interactions, creating loyal guest relationships using automated and strategic email marketing flows.

1. From Waiver to Welcome: Capturing and Segmenting the Right Data

Every waiver form is more than just a legal checkbox, it’s a data capture tool. But many businesses fail to use that data beyond compliance. If your waiver provider integrates with tools like Zapier, you can connect those submissions to your email marketing platform like DirectIQ automatically.

Key data points to collect:

• Name
• Email address
• Date of activity
• Type of activity booked
• Group size or event type (e.g., birthday, corporate)

Segmenting your list based on this information lets you tailor email campaigns to:

• Families vs. solo adventurers
• Birthday party attendees vs. corporate groups
• First-timers vs. returning visitors

Example Integration: When a new waiver is signed in WaiverForever, Zapier adds the guest to a DirectIQ list and triggers a welcome email.

2. Build Automated Flows That Guide and Delight

Automated email sequences (or flows) are where the magic happens. Here are a few high-impact flows you can set up:

Welcome Flow (Triggered by Waiver Submission)

Email 1: Thanks for signing! Here’s what to expect.
Email 2 (1 day later): Safety tips & what to bring
Email 3 (day of activity): Final reminders and directions

Post-Visit Review Flow (Triggered by Check-In or Activity Completion)

Email 1 (1 hour after check-in): Thanks for visiting – we’d love your feedback! Email 2 (2 days later): Get 10% off your next adventure Email 3 (5 days later): Refer a friend & get a free pass

Reactivation Flow (Triggered after 30 days of inactivity)

Email 1: We miss you! Here’s 15% off your next visit
Email 2 (3 days later): What’s new at [Your Business Name]
Email 3 (7 days later): Popular events this month – book now

With tools like DirectIQ, these sequences can be built using delay, logic, and trigger-based actions without needing code. See DirectIQ automation features.

3. Design Emails That Convert, Not Just Inform

The difference between a read email and a clicked email often comes down to design. While content is king, design is the throne it sits on.

Best Practices for Waiver-Based Follow-Up Emails:

Use bold headers and sections to break up the content Personalize with the guest’s name and experience (Hope you loved axe throwing, Jamie!) Include clear CTAs like “Book Again,” “Leave a Review,” or “Refer a Friend” Use action-oriented buttons instead of text links Include photos from your venue to trigger memories and excitement Tools like DirectIQ offer modern drag-and-drop builders and templates optimized for mobile. Make sure your buttons are thumb-friendly and the visuals reflect your brand.

Example CTA Button: Book Your Next Battle!

4. Measure, Optimize, and Scale Your Retention Strategy

Once you’ve set up your flows and have emails going out regularly, it’s time to look at performance.

Metrics to Track:

• Open Rate: Are your subject lines engaging?
• Click Rate: Are people taking action?
• Unsubscribe Rate: Are your emails helpful or annoying?
• Repeat Booking Rate: Are guests returning within 30–90 days?

Use A/B testing to try different subject lines, content formats, send times, and offers. For instance, test if offering a small discount post-visit drives more rebookings than a referral incentive.

You can also scale by:

• Creating special flows for birthday bookings or corporate events
• Running seasonal campaigns that feel timely and exclusive
• Cross-promoting other activities (e.g., “Try our axe throwing after paintball!”)

Conclusion: From One-Time Guest to Long-Term Fan Digital waivers aren’t the end of your guest’s interaction, they’re the beginning of your relationship. With a smart email marketing strategy built on that data, you can guide, delight, and win back guests long after their first visit.

DirectIQ makes it easy to set up these flows, track results, and scale your retention efforts across any type of activity center from paintball to rafting, axe throwing, and beyond. Start building smarter, automated experiences today and turn those first-time signers into lifetime brand advocates.

Start your first flow in DirectIQ