30 mei 2019 Marketing 6 min

Grow Faster With Direct Mailing - Part 5: Manage Unique Coupon Codes

Andy Greenwood

Direct Mailing & coupon codes

Grow Faster with Direct Mailing is a nine-part series about how an event organiser can use Direct Mailing to get more out of their ticket sales. In this part you'll read about coupon codes.

When you organise an event you may want to make use of coupon codes, in fact, we know from experience that a lot of our organisers actively use of them; which is reason enough for us to have a closer look at how to properly use unique coupon codes to attract more people to your event.

The essence of the coupon

Coupon codes aren’t only an easy way for you to reward your loyal visitors with discounts but also an excellent way to ‘reactivate’ your inactive users on your mailing list. In this blog, we’ll show you how to deploy coupon codes effectively.

Coupon codes can be useful when they’re included in an advertisement. However, when you use a single general coupon code, you run the risk of visitors who shouldn’t have access to the code using it; which can lead to far too much discount being dished out. Therefore we always advise that you make use of unique coupon codes unless you really don’t mind your code being shared.

The unique coupon code

The significant advantage of unique codes is that you can precisely see who uses your discounts. If you use the code in an ad that can be seen in spot X, you will be able to tell very quickly whether the target group actually uses the codes. If that isn’t the case, you can edit which platform the ad is visible on very quickly.

The unique coupon code x Eventix

Using a unique coupon code is more complicated than using a general coupon code. As you may know, our system can generate unique coupon codes. In the following steps, we’ll show you how to use these unique codes in your Direct Mailing.

1. Generate unique codes in Eventix

If you aren’t familiar with the use of our coupon codes yet, we have a handy guide to help you along. Once you have created these coupon codes, you can export them by clicking on them and exporting them.


2. Export the customer file

Once you have a mailing list in MailChimp, you can export this as a CSV (Comma-separated Values). If you haven’t worked with MailChimp yet, you will be able to export a list of your customer base from our system. Click here to read how to make an export. Under ‘type’ select Direct Mail.

3. Add a coupon code to the CSV file.

Perhaps you already have an idea of what a CSV file is. Once you have separated the columns of the file, you add a final column for the coupon codes, like in the image below. Next, copy and paste the generated coupon codes into the column you just created. Save the file under a logical name but don’t close it yet; you’ll need it again later.


4. Go to MailChimp

Go to MailChimp and log in. If you don’t have an account yet, it only takes a moment to create one. In one of the previous blog posts, we explained the basics of MailChimp.

5. The mailing list in MailChimp.

Go to your mailing list (through the ‘Audience’ header) and select the mailing list that you would like to use unique codes for. We have mentioned it before, but segmenting your mailing lists is a ‘must do’ when it comes to Direct Mailing.

Once you get to your mailing lists, click on ‘Settings’ and then on ‘List fields and |MERGE| tags'. Here you will be able to see the same details as you see in the CSV file (such as first name, last name and email address).


6. Getting MailChimp ready to read the unique coupon codes.

Click on ‘Add a Field’ and select ‘text’. Give the extra option a logical name, such as ‘coupon codes’ and enter ‘CCODE’ under MERGE (as you can see in the image below). Don’t forget to toggle the visibility off, as you don’t want it to be readily visible when you send a mail.


7. Making the new 'Coupon Code'-field visible.

Save the fields. Click on ‘Manage Contacts’ and then on ‘View contacts’. You’ll be able to see that ‘Coupon code’ has been added.

8. Import the generated Coupon Codes in MailChimp.

It’s time to import the CSV file (with the coupon codes). Click on ‘Add Contacts’ (under ‘Audiences’) and then on ‘Import contacts’.

You will be brought back to the page where you can decide how to import your CSV. Choose to ‘Copy/paste from file’ and continue by clicking on ‘Next’.


Then go to your CSV file, select all the rows and columns, copy them, and then paste them into the field that pops up.

The final step is to connect the correct column to the information. If you have ever imported a CSV file through Eventix, you will be familiar with the process. Select the information that matches the column by clicking on ‘edit’. A dropdown menu will appear which will allow you to select different types of information, such as 'First name’ and 'Last name’. If the information isn’t in the list, you can add it yourself by selecting ‘New column name’ in the same dropdown menu. Don’t forget to hit ‘Save’ once you have added the correct information to a column.

Once you click on ‘next’, you will be at the final step. Toggle on the option to ‘Update existing subscribers’, which will make sure the users which are already in your mailing list will be updated.


9. Use the coupon codes in your email.

To use the discount codes, you need to create a ‘Campaign’ with the list that you added the coupon codes to as MERGE TAGS. As you can see, we added the list Eventix Test in the ‘To’ section.


Walk through the steps until you get to ‘Content’. First, you should drag a textbox to the email. Next, you can add various MERGE TAGS, including the unique coupon codes. You can also add first name, last name and company name, but we’ll tell you more about that in the next blog: The Personalisation of Mails.


10. Check if the coupon codes are being used.

You can check how many of your unique coupon codes are in use in the Dashboard. Click on ’Orders’ and then on ‘Order list’. You will see a list of all your visitors’ information. In the final column, you will see ‘Coupons’; if there is a code entered in this field, then the visitor has used one of the coupon codes you sent. If there is no code, then the user didn’t enter a received coupon. See below:


Good luck managing and using the unique coupon codes!

We understand that this is a lot of information and that managing codes in this way can seem confusing. So, if you have any questions or feedback feel free to contact us through

Author image

Andy Greenwood

Content Marketeer

Once took a peek behind the scenes at events and never wanted to leave again. Has a serious passion for music and plays guitar in his band.