CRM

The CRM is the contact book behind a promoter page. Nobody fills it in: it builds itself from ticket sales, from merch sales, from fans marking themselves interested or going, from follows and from presale registrations, and it is the list your email campaigns draw on: buyers, opt-ins, segments and fan scoring, in one first-party contact book.

Which pages have it

Artist and venue pages have their own CRM since the shop, so the people who buy their merch have somewhere to land. It is the same screen, fed by fewer sources: see Artist and venue CRMs.

Every CRM screen needs a Starter plan or above. On a page still on the free plan the sidebar row is greyed and hovering it reads Upgrade to Starter to unlock this feature. An event has no plan of its own and borrows the best one among its promoters and their crew, so upgrading the promoter unlocks the event view too.

Open the promoter CRM

1. Open Manage, then click the promoter page.
2. Click CRM in the left sidebar, under Marketing.

Three tabs run across the top: Contacts, Segments and Insights. Import, Export and Add contact sit at the top right while the Contacts tab is open, and only there. Without permission to read the book you get a locked screen headed You don't have access to the CRM for this page. and nothing else.

Contacts arrive on their own

Six things create or update a contact, and none of them need you:

• Somebody pays for a ticket on one of your events. The order's buyer email becomes a contact with the relation Buyer, and the first and last name are lifted from the ticket holder details if the buyer filled them in.
• Somebody buys merch from your shop. The name, phone and country come from the delivery details, and the contact turns Subscribed only if the buyer ticked the marketing box in the cart.
• Somebody marks the event interested or going in the mobile app. Buying a ticket does it on its own, so the same person can arrive as both Buyer and Going.
• Somebody follows the promoter page. Ticking the news box in checkout does it too: a signed-in buyer follows the promoter the moment they tick, whether or not they finish paying. Unticking undoes only what the box itself did, never a follow the person made from the page. A buyer who checks out without signing in follows as soon as their order comes in, if the email they buy with belongs to a Sway account with a confirmed address. Somebody who opens that account, or confirms its address, later follows at that moment.
• Somebody confirms a presale registration, which lands as Pre-registered. See Presales.
• Somebody uses the opt-in form on a public event page.

A refund does not remove the contact. It recalculates the totals, so the person stays in the book with their spend adjusted.

A contact's marketing status never moves backwards. Once somebody is Subscribed nothing downgrades them automatically, and once they have unsubscribed nothing can resubscribe them behind their back, whatever an import or a sync brings in afterwards.

Find a contact

Past five contacts a row of controls appears above the list, with the number of contacts that match at its right end.

1. Type into Search by name or email…. It matches the email, the first name and the last name, and it searches your whole book rather than the page you are looking at.
2. Narrow with the first filter: Any status, Subscribed, Unsubscribed, Not subscribed.
3. Narrow further with the second: Any lifecycle, Lead, Customer, VIP, Lapsed.

A filter that is narrowing the list is tinted, so a filtered list never passes for the whole book. A segment applied from the Segments tab can set rules these two filters do not show, such as a country or a minimum spend: a tinted chip then reads how many, for example 2 segment rules, and its ✕ removes them.

The table lists Contact, Status, Lifecycle, Spent, Last order and Fan, twenty-five to a page, with the pager underneath. On a phone each contact is a block with the name, the email, the status and the spend. A contact who has never ordered reads No order yet, and one the nightly scoring has not reached yet reads Scored overnight in the Fan column.

An empty book reads No contacts yet, with Add contact and Import right there. A search that finds nobody reads No contact matches with a Clear button that resets every filter at once, segment rules included. If the list cannot be loaded at all the screen says so, Could not load the contacts, with a Try again button, rather than pretending the book is empty.

The column headings are not clickable. The list is always ordered by most recent order first; there is no sort control on this screen. Use the filters and the search box to get where you are going.

What the lifecycle stage means

It is worked out for you once a night, from the totals below it:

The Fan column carries a persona and a score out of 100 next to it, built the same night from how recently, how often and how much the person buys, plus how engaged they are. The personas are Superfan, Loyal, Potential, New, Promising, At risk, Can't lose, Hibernating, Lost and Lead. A fresh contact has neither until the next nightly pass.

What the Spent column counts

Spent is what you receive, not what the buyer paid. It adds up the line prices of the tickets on every paid order, which leaves out the Sway service fee charged on top at checkout. A €25 ticket that cost the buyer €26.05 at the till counts €25 here, so the figure lines up with your payouts rather than with the buyer's receipt.

Merch from the page's own shop counts too: the goods after the discount, without the delivery, which only passes through to the carrier. A refund lowers it by what was refunded.

Three more things decide the number:

• Only paid orders count. Pending, failed and refunded orders are excluded, and refunding an order lowers the figure again.
• It spans every event you are attached to, for as long as the contact has existed. It is a lifetime total with you, not the total for one event.
• It drives the rest. Revenue, Avg spend and Top spenders on the Insights tab, the VIP rule above and the fan score all read the same number.

Open and edit a contact

1. Click any row. A panel slides in from the right, headed with the contact's name and email.
2. Read the four figures at the top: Spent, Orders, Events and Fan.
3. Edit First name, Last name, Phone, Country, City and Notes.
4. Click Save. A Contact updated. confirmation appears.

Timeline below the fields lists what the person has done with you, newest first: the events they bought, were interested in or registered for, and every consent they gave or withdrew with the place it came from. An untouched contact reads No activity yet.

Subscribe and Unsubscribe in the footer change the marketing status by hand, and both are logged as consent evidence. Delete sits apart at the left of the footer. Emptying a field and saving clears it.

Add contacts by hand

One at a time

1. Click Add contact at the top right. A panel slides in from the right.
2. Fill in Email *. It is the only required field.
3. Add First name and Last name if you have them.
4. Turn on Mark as subscribed only if the person really agreed to hear from you, as the line under it says. Left off, the contact is created at Not subscribed and no campaign will reach them.
5. Click Add contact at the bottom of the panel.

A list at once

1. Click Import. The Import contacts panel opens on its first step, The list.
2. Click Choose a CSV file, or paste your list under Or paste the list. A chosen file fills that box, so you can still correct it. The hint states the format: One email per line, or CSV: email, first name, last name.
3. Read the counters under the box. They report how many rows are ready and, in red, how many are invalid, and the invalid lines are listed so you can fix them before importing. Lines starting with # and a header row beginning email, are skipped without complaint.
4. Decide on Mark as subscribed, then click the button at the bottom, which names the count, for example Import 240 contacts. With nothing valid in the box it reads Import, stays disabled, and the footer says why: Add at least one valid email to import.

The panel moves to its second step, Result: how many were imported and how many skipped, and the reason for each skipped address. Addresses that already exist are updated rather than duplicated, and an import never overwrites a name you already had with a blank one. Import another list starts over; Done closes the panel.

Your plan caps how many contacts a page may hold. Once the ceiling is reached the remaining rows are refused one by one, so a large import can come back partly done. The Contacts used card on the Insights tab shows where you stand.

Take your list with you

Export downloads every contact as a CSV, with their marketing status, lifecycle, persona, fan score, order totals and spend. It is a genuine export of your own data, capped at fifty thousand rows and limited to a few downloads a minute.

Export is a separate permission from managing contacts. The button appears only for the page owner and for a role granted Export CRM, whether or not that role can also edit contacts.

Build a segment

A segment is a saved filter. Its point is the last step: it becomes an audience you can send a campaign to.

1. Open the Segments tab.
2. In Build a segment, set any of the rules. The line under the heading states how they combine: Each rule narrows the list. Leave a rule empty to ignore it. The rules are Status, Lifecycle, Persona, Country, Min spent (€), Max spent (€) and Last order on or after, which keeps only contacts whose last order falls on or after that day. A Clear button beside the date empties it.
3. Click Preview count. The answer appears beside it as a count of contacts that match. Changing a rule wipes the count, so the number on screen is always the one for the rules you see.
4. Click Apply to table to see exactly who that is. It copies the rules into the Contacts tab and takes you there.
5. Type a name into Segment name and click Save segment. The line underneath counts the rules you are saving and states what you gain: Saving a segment makes it available as a campaign audience in Email Marketing.

Persona is a list of the ten personas the nightly scoring writes, so what you pick always matches. Country is matched exactly against what is stored, which for buyers is a two-letter code: type BE rather than Belgium, as the field's own hint says. Two letters are upper-cased for you. A Min spent above the Max spent matches nobody, and the builder says so under the fields instead of previewing zero.

Saved segments on the right holds two kinds of row under the one heading, and they do not carry the same buttons.

A segment you built shows how many rules it holds, and carries up to three actions. Send as campaign rebuilds the audience from the segment's rules and drops you into the campaign editor with it already selected. The funnel icon loads the rules back into the contact filters. The bin icon deletes the segment after a Delete segment confirmation, and leaves the contacts alone.

Only people who are subscribed are carried into a campaign audience, whatever the segment's own status rule says, and Send as campaign needs email marketing already switched on for the page. A segment that matches plenty of contacts can therefore build a much smaller audience: the confirmation reads Audience ready with the number of subscribers it found. When it finds none you stay where you are, with No subscribed contacts in this segment yet.

An audience that already exists on the page is the second kind of row, labelled Email audience, and All subscribers is the one every page with email marketing has. These carry Send as campaign and nothing else. There is no funnel, because they are not built from CRM rules and there is nothing to load into the filters, and no bin, because this screen does not own them and will not delete them. Their Send as campaign goes straight to the campaign editor with the audience selected: no rebuild, no subscriber count, and no warning when the audience turns out to be empty. They appear only on a page that has email marketing set up. Where it is not set up, the list holds your own segments and nothing else.

Send as campaign and the bin both need permission to manage contacts. The funnel does not, so a colleague with read-only access can still load a saved segment into the contact filters, and sees each existing audience as a name with no button beside it.

Until you have saved anything and with no existing audiences to show, the panel holds a dashed slot reading No segments yet and Save a filter as a segment to reuse it. Clicking it takes you to the Segment name field.

Read the Insights tab

Eight figures across the top: Total contacts, Subscribed, Opt-in rate, New (30d), Revenue, Avg spend, Repeat rate and Contacts used, the last one showing your book against the ceiling your plan allows.

Below them, a Personas doughnut, a Lifecycle row counting Lead, Customer, VIP and Lapsed, and Top spenders, the five people who have spent the most with you. With no sales yet it reads No spend recorded yet.

Several figures open the people behind them. Total contacts takes you to the whole book, Subscribed and Opt-in rate to the subscribed contacts, and each Lifecycle count to the contacts at that stage, all on the Contacts tab. Contacts used opens the Subscription screen, where the ceiling is set.

The tab loads the first time you open it and keeps its figures while you stay on the screen. If the figures cannot be loaded, the tab reads Could not load the insights with a Try again button rather than a row of zeros.

Artist and venue CRMs

An artist or a venue page has a CRM row under Marketing, and it opens the same screen as a promoter's: Contacts, Segments and Insights, the contact panel, Import, Export and Add contact. Three things differ.

• Fewer sources fill it. Merch bought from the page's shop, the answers to the page's forms and, on a venue only, somebody following the page. Following an artist files nobody. Tickets never land here: a ticket is sold by a promoter, so its buyer goes into that promoter's book.
• Spent counts merch only: the goods after the discount, without the delivery, less what was refunded.
• There is no email side yet. Segments save and load into the contact filters, but Send as campaign, Synchronize and the existing email audiences stay on promoter pages.

A merch buyer turns Subscribed only when they ticked the marketing box in the cart. The same rights apply: View CRM, Manage CRM and Export CRM, on the artist's or the venue's Permissions screen.

The event CRM is a window, not a workspace

An event has its own CRM row, under Community in the sidebar, and it answers one question: who is attached to this event. Nothing on it can be edited, and clicking a contact opens the same panel with every field locked.

It needs Sway Tickets, and that gate sits in the sidebar rather than on the screen. On an event that sells its tickets elsewhere the CRM row is greyed out and does not respond to a click, so there is no way into the screen from the menu. Turn Sway Tickets on in Event settings and the row comes alive.

Behind that greyed row the screen is a single empty state, CRM needs Sway Tickets, with Enable Sway Tickets on this event to collect and segment your audience. underneath. You meet it only by opening the event's /crm address yourself, not by clicking anything.

A greyed CRM row does not always say why, and two separate things grey it. Below Starter the tooltip explains itself: Upgrade to Starter to unlock this feature. When the plan is fine and only Sway Tickets is missing, no reason is offered at all. On the icon-only sidebar you get the word CRM, and on the widened sidebar no tooltip appears. If the row is dead on a page that is paying for Starter, ticketing is what to check.

With Sway Tickets on, the screen gives you four counters, Buyers, Opt-ins, Interested and Total, a relation filter offering Any relation, Buyer, Opt-in, Interested, Going and Pre-registered, a promoter filter when the event has more than one, and a table of Contact, Relation, Status, Spent and Promoter. View full promoter CRM at the right takes you to the workspace where the contacts can actually be managed.

Two things on this screen are easy to misread:

• Spent is the lifetime total with that promoter, not what the person spent on this event. The column is the same figure as in the promoter book, so a regular attending their tenth show reads a large number on a €15 ticket.
• Opt-ins reads zero, and the Opt-in filter returns nothing. No part of the product currently writes that relation. It is a placeholder in the interface rather than a count of people who agreed to marketing; read Status on each row, or the Subscribed figure in the promoter book, for that.

A person shows once per relation, so somebody who was interested and then bought appears on two rows. Total counts people rather than rows.

Who can do what

Grant them on the page's Permissions screen, described in Manage permissions. The three rights sit together under the CRM heading there.

The plan check is enforced on every request, not only in the sidebar. Reaching a free-plan CRM by typing its address opens a shell that loads nothing, because each request behind it is refused.

Where the rest of the audience tools live