Amsterdam Dance Event

Scroll down to see how this email strategy translated into campaign emails designed to build momentum, urgency and sales.

Challenge:
Amsterdam Dance Event is one of the world’s leading electronic music conferences, attracting global audiences and industry leaders. Across the 2023 and 2024 editions, the challenge was to maintain strong ticket momentum across multiple large-scale shows, each with its own audience, artist identity and sales curve.

Outcome:
Used email as one of the strongest sales channels across multiple ADE shows, with each send creating visible spikes in ticket sales and helping drive multiple events to sell out. The strategy focused on reaching highly engaged audiences, building FOMO and adding momentum exactly when campaigns needed it most.

Approach:
I treated email as an active sales and campaign channel rather than a supporting afterthought. By closely monitoring real-time ticket sales, I could identify when a show needed an extra push and adjust activity accordingly. The strategy combined targeted email campaigns with artist-led promotional moments, using artist mailing lists and highly engaged fan audiences to create urgency and drive action at the right time.

Execution:
Working alongside E&A Events and artist management teams, I helped shape and deploy email campaigns across a range of ADE shows, including Martin Garrix, Jonas Blue, Timmy Trumpet, SONO Label Night with Sunnery James & Ryan Marciano, and Dirty Workz ADE Showcase. Each email was built around a specific campaign moment — whether that meant launching a show, reigniting momentum, increasing urgency or pushing final ticket sales — always with a clear focus on conversion.

Why it mattered:
This work showed how powerful email can be when it is treated as part of the wider campaign strategy. Rather than simply sharing updates, the emails created anticipation, reinforced demand and consistently converted highly engaged audiences into ticket buyers - making email one of the most effective levers in the sales mix.

Clients:
Martin Garrix, Jonas Blue, Sunnery James & Ryan Marciano, Timmy Trumpet, Dirty Workz / in collaboration with E&A Events.