The 3-Step Email Sequence Every Axe Throwing Venue Should Send After a First Visit

Location-based entertainment (LBE) venues thrive on repeat business, and for axe throwing venues, the first visit is just the beginning of a customer’s journey. As a LBE company whose entry point is digital waivers, you have a unique advantage: access to accurate, actionable guest data right from the start.

But capitalizing on this data requires more than a single “thank you” note.

A well-crafted, three-step email sequence can turn first-time throwers into loyal regulars, boost customer retention, and build a vibrant community around your venue. We will explore why and how this critical post-visit sequence offers tactics for maximizing engagement, and demonstrates how tools like DirectIQ can elevate your retention strategy.

Why a Post-Visit Email Sequence Matters for Axe Throwing Venues

Turning One-Time Guests into Repeat Customers

The axe throwing experience is memorable, social, and shareable, but without strategic follow-up, even the most enthusiastic first-time guests may forget to return. The window immediately after a visit is when your brand is freshest in a guest’s mind, making it the perfect time to nurture the relationship. Email marketing is proven to be one of the most effective channels for driving repeat business, especially when you leverage the data collected through digital waivers.

The Power of Segmentation and Personalization

Digital waivers allow you to segment your audience by visit type, group size, and even occasion (birthday, corporate event, friends’ night out). This segmentation enables you to tailor your messaging, increasing relevance and boosting open and click rates.

According to Campaign Monitor, segmented email campaigns can increase revenue by up to 760%1. Personalization, using the guest’s name, referencing their experience, or offering targeted incentives, makes every message feel like it was written just for them.

Retention Starts with the First Follow-Up

Customer retention is far more cost-effective than acquisition. Businesses with loyalty programs and structured follow-up strategies see up to 50% higher retention rates. The three-step sequence outlined below is designed to keep your venue top-of-mind, encourage social sharing, and incentivize repeat visits, all while collecting valuable feedback to improve your service.

Step 1: The Immediate Thank-You & Social Sharing Prompt

Timing: Within 24 Hours of the Visit

The first email in your sequence should be sent as soon as possible after the guest’s visit, ideally within 24 hours. This message serves several key purposes:

• Express gratitude for their visit and reinforce the positive experience.
• Provide a recap of their session, including any highlights or fun stats if available.
• Encourage social sharing by inviting guests to post photos or stories on social media, using your branded hashtag.

Key Elements to Include:

• Personalized Greeting: Use the guest’s first name and mention their group or booking details.
• Thank-You Message: A warm, genuine note of appreciation.
• Photo Gallery or Session Highlights: If your venue takes photos, include a link to their session’s gallery. If not, suggest they share their own.
• Social Media Call-to-Action: Invite them to tag your venue or use a branded hashtag for a chance to be featured or win a prize.
• Referral Prompt: Encourage them to bring friends next time, perhaps with a referral discount.

Sample Subject Lines:

• “Thanks for Throwing with Us, [Name]! Relive the Fun”
• “Your Axe Throwing Adventure: Share Your Best Moments!”

Why This Works:

Prompt follow-up capitalizes on post-event excitement. Encouraging social sharing not only boosts guest engagement but also serves as authentic word-of-mouth marketing, attracting new customers through their networks.

Step 2: The Personalized Invitation & Loyalty Builder

Timing: 5 - 7 Days After the Visit

Once the initial excitement fades, it’s time to nurture the budding relationship. The second email should focus on inviting guests back and introducing your loyalty or membership program.

Key Elements to Include:

• Personalized Invitation: Reference their previous visit and invite them to return for a specific event, league night, or special offer.
• Loyalty Program Introduction: Explain how your loyalty or membership program works, points for visits, rewards for referrals, exclusive member events, etc.1
• Upcoming Events: Highlight any upcoming tournaments, themed nights, or special promotions. Exclusive Incentive: Offer a limited-time discount or bonus for booking their next session within a set timeframe.

Sample Subject Lines:

• “Ready for Round Two? Join Our Axe Throwing League!”
• “Unlock Exclusive Perks, Become a [Venue Name] VIP!”

Why This Works:

A structured loyalty program can increase customer retention by up to 50%. By inviting guests to join a community, through leagues, memberships, or special events, you transform a one-time activity into an ongoing relationship. The limited-time offer creates urgency, while the loyalty program gives guests a reason to keep coming back.

Step 3: The Feedback Request & Special Offer

Timing: 10–14 Days After the Visit

The final email in your sequence should focus on gathering feedback and offering a final incentive to return. This not only helps you improve your service but also keeps your venue top-of-mind.

Key Elements to Include:

• Feedback Survey: Ask guests to rate their experience and provide suggestions for improvement. Keep the survey short and mobile-friendly.
• Testimonial Request: Encourage satisfied guests to leave a review on Google, Yelp, or Facebook. Offer a small incentive (e.g., entry into a prize draw) for those who do.
• Special Return Offer: As a thank-you for their feedback, provide a unique discount code or bonus for their next visit.
• Personal Touch: Reference any previous communication or feedback to show you’re listening.

Sample Subject Lines:

• “How Was Your Axe Throwing Experience? We Want to Hear from You”
• “Tell Us What You Think, Enjoy a Special Thank-You!”

Why This Works:

Collecting feedback demonstrates that you value your guests’ opinions and are committed to continuous improvement. Positive reviews build social proof, while a final return offer can tip the scales for guests who are on the fence about coming back.

Automation, Optimization, and the Role of DirectIQ

Automating the Sequence for Maximum Impact

Manually sending follow-ups is impractical and prone to error. By integrating your digital waiver system with an email marketing platform like DirectIQ, you can automate the entire sequence, triggering emails based on visit data, customizing content for each guest, and ensuring timely delivery.

Personalization and Segmentation

DirectIQ enables dynamic content, allowing you to personalize subject lines, greetings, and offers based on guest data. Segment your audience by visit type, group size, or interests to deliver the most relevant messages. For example, corporate groups might receive invitations to team-building events, while birthday guests get special birthday offers.

A/B Testing and Analytics

Use DirectIQ’s analytics to track open rates, click-throughs, and conversions for each step in your sequence. Test different subject lines, incentives, and send times to optimize performance. Continuous improvement ensures your emails remain effective and engaging.

Deliverability and Compliance

DirectIQ’s deliverability features, such as automated bounce handling, authentication protocols, and list hygiene tools, ensure your emails reach the inbox, not the spam folder. Built-in compliance tools help you manage consent and opt-outs, keeping your marketing both effective and ethical.

Integrating SMS and Social Channels

While email is the backbone of your sequence, consider supplementing with SMS reminders or social media prompts for key offers or events. Multi-channel engagement can boost response rates and keep your venue top-of-mind.

Conclusion

A thoughtful, automated three-step email sequence, thank-you and social sharing, personalized invitation and loyalty builder, and feedback request with a special offer, can transform first-time axe throwers into loyal regulars. By leveraging digital waiver data, segmenting your audience, and using advanced platforms like DirectIQ, your venue can maximize retention, build community, and drive sustained growth. The right message at the right time isn’t just good marketing, it’s the foundation of a thriving axe throwing business.