The Event Marketer’s Guide to Personalization

Strategies from M3S Sports, J&A Racing, and haku on driving engagement, registrations, and loyalty.

Segmentation and personalization are ways top race organizers turn first-time participants into loyal returners. In a recent conversation with Danielle Wagner (M3S Sports), James Bryan (J&A Racing), and Jackie Levi (haku), we dug into the real strategies behind their success—and how you can apply them to your own events.

1. Start With Smart Segmentation

Segmentation is where personalization starts. It’s not just about splitting your list, but about sending the right message to the right people—at the right time.

Danielle Wagner of M3S Sports shared how critical geography is to their segmentation strategy: “We always start with geographic location ... We don’t want to send information to somebody in Indiana or Pennsylvania about a small local race.” She emphasized that for races with localized appeal, it’s better to stay hyper-targeted.

James Bryan of J&A Racing shared a demographic angle: “We know that our biggest audience is a 39-year-old female runner ... Then we try to brand our messaging to touch those huge segments.” Knowing who your core audience is lets you fine-tune messaging across channels—from email to social media to sponsor activations.

Not everyone in your database is at the same place. Some have never run a race before. Others are seasoned veterans coming back for their fifth or tenth event. You might have folks who just registered yesterday, and others who haven’t opened an email in months.

That’s why segmentation matters. Instead of sending the same message to everyone, create smaller groups based on what you know. You can send beginner tips to first-timers, training content to those already signed up, and re-engagement messages to people who’ve gone quiet.

2. Personalize Like You Know Them (Because You Do)

Effective personalization makes runners feel seen. It’s about acknowledging where they’ve been—and where they could go next.

Danielle put it simply: “We’re making sure when we send an email, it feels not only personalized of why they’re getting it, but personalized to them.”

One example? Using subject lines like “Hey James, join us again this year” to speak directly to the recipient—and referencing real changes in the event.

“Heartbreak Hill’s not in there anymore,” Danielle added, explaining how a notorious section of the Cap City course was removed—and became a key message for returning runners.

At the end of the day, good personalization is about making people feel like you actually know them. It’s more than just dropping a name in the subject line—it’s about showing that you’ve paid attention to their journey. Like Danielle said, it should feel clear why someone is getting an email, and that it was made just for them. Whether it’s calling out a course change like “Heartbreak Hill’s not in there anymore,” or inviting someone back with a friendly “Hey James,” those little touches go a long way.

3. Use Psychology to Create Momentum

People respond to emotion, timing, and familiarity. James Bryan shared how FOMO drives his strategy: “We try to create FOMO... recap emails help create fear of missing out so they’ll sign up for the next race.”

Danielle applied the scarcity principle for Cap City: “We sent a recap Monday to past participants... Then a Thursday email: ‘By midnight, lock in your early bird pricing.’ That urgency drove a lot of conversions.”

It’s not about pushing—it's about guiding with just the right nudge.

Getting people to take action often comes down to timing and emotion. James Bryan leans into FOMO—those recap emails aren’t just a look back, they’re a reminder of what someone might miss next time. And Danielle knows the power of urgency. That “lock in your early bird pricing by midnight” message? It hit just right and drove a ton of signups. It’s not about pressure—it’s about giving people that little extra reason to say “why not now?”

4. Retargeting: The Secret Sauce

A lot of value comes from reusing what you’ve already built—strategically. James detailed their two-step approach: “We schedule it at 6 AM for morning runners, then retarget non-openers in the evening. Same message, different time, different subject line.”

Sometimes the smartest moves are the simplest. Instead of always creating something new, retargeting lets you squeeze more value out of what you’ve already built—if you’re thoughtful about how you do it.

James shared a great example of their two-step approach: send the first email at 6 AM, perfectly timed for the early-morning runners. Then later in the evening, follow up with everyone who didn’t open it—same core message, just a new subject line and better timing. That’s it. No extra creative, no need to reinvent the wheel.

It’s a reminder that effectiveness doesn’t always mean doing more. Sometimes it’s about working smarter—adjusting when and how you show up, not necessarily what you say. When you meet people where they are (and when they’re most likely to pay attention), your message is far more likely to land.

5. Build Your Audience and Your Understanding

Growing your reach means going beyond your current participant database—but the real opportunity begins once you've made that first connection.

James highlighted their grassroots approach: “We go to different run clubs every month... it gives us an opportunity to talk to the runner.”

Danielle extends this through ambassador programs: “One of our ambassadors sponsors a new racer at each club—someone who’s never done a race before. That’s how we bring new people in.”

These strategies are powerful for initial engagement, but what comes next is just as important. Once you’ve met a new runner or welcomed a first-time participant, that’s your moment to start collecting key data—how they heard about you, what inspired them to race, and what kind of experience they’re looking for.

Even partnerships can be personalized. “We had a salad shop send a text message with a code. It was one of our most successful campaigns,” Danielle said.

That campaign worked not just because of the partner, but because it created a clear, trackable touchpoint. It told a story: this person came in through this channel with this offer. When you combine outreach with origin tracking and intent data, you’re no longer just growing your audience—you’re learning how to speak directly to each person in it.

Community-building is a growth strategy, but personalization is what turns that growth into long-term loyalty.

6. Efficient Personalization, Even With a Small Team

How do you scale when your team is lean? Use the right tools—and learn as you go.

Danielle emphasized the role of retargeting in working smarter: “We don’t need to create whole new emails—just tweak the subject line and resend.”

James stressed looking at what’s working: “Some campaigns will bomb. That’s okay. We go back and look—what worked, what didn’t—and build from there.”

Efficiency isn’t about cutting corners—it’s about applying insights to do more with less.

7. Tailor the Message, Not Just the Audience

It’s not enough to just know who you’re talking to—you need to adjust what you’re saying, too. The same message won’t land the same way with everyone. First-time runners need encouragement and clarity. Returning participants want to know what’s new.

When you tailor your content to match not just the segment but the mindset, people feel like you’re speaking directly to them. It’s the difference between sending a blast and starting a conversation. And that’s what keeps people coming back.

8. Final Advice for Getting Started

Jackie Levi offered practical advice for marketers just starting with segmentation: “Start small. Pick one segment. People who registered last year but not this year. Simple, low-hanging fruit.”

Danielle encouraged experimentation: “Don’t be afraid to try something new. There are lessons in wins and in failures.”

James brought it full circle: “Embrace the culture where your race lives. What’s the vibe before and after the finish line? That’s what people connect to.”

Key Takeaway 

Segmentation and personalization aren’t about complexity—they’re about clarity. Understand your audience, tailor your message, and never stop refining. Whether you’re sending race invites, building loyalty challenges, or reactivating past participants, every message is a chance to deepen the relationship.

Image Sources: ReallyGoodEmails.com