Presale codes: how to run a presale that sells tickets
In this guide
A presale code is a password that lets a select group buy tickets before they go on general sale. To run a presale that actually sells, give the code to people most likely to buy (your own list and past attendees), keep the window short with a clear end time, and make sure there is something worth having: first access, the best price, or both.
Done well, a presale gives you early cash, a burst of momentum, and a "selling fast" story to tell when the event goes public. Done badly, it's just an extra email nobody acts on.
Key takeaways
- A presale works because it combines access, a better price and a deadline. Remove all three and it's just an announcement.
- Your own email, SMS and WhatsApp list is the most valuable presale audience you have.
- 24 to 48 hours is a sensible presale window for most gigs and club nights.
- Use different codes or links for different groups (list, artist fans, venue, partners) so you can see which audience bought.
- Decide in advance what happens if the presale allocation sells out, and say it publicly.
What is a presale code?
A presale code is a word or string of characters that unlocks tickets before general sale. On most ticketing platforms it works as an access code: tickets are hidden or locked until someone enters the right code, or the code unlocks a specific ticket type at a specific price.
Some presales use a private link instead of a code. The effect is the same: only people you've given it to can buy during the presale window.
A presale is different from an early bird ticket. An early bird is a cheaper ticket type that anyone can buy until it sells out or a deadline passes. A presale is about who can buy, and when. Many promoters combine the two by putting the early bird tier behind the presale code.
Why presales sell tickets
- They reward your regulars. People on your list get something the public doesn't. That's a reason to stay subscribed.
- They create a deadline. "Presale ends tomorrow at 10am" is far more motivating than "tickets on sale now".
- They front-load sales. Early sales give you cash flow and a signal about demand before you spend on ads.
- They create social proof. If the presale allocation sells out, that's a strong public message on announcement day.
- They grow your list. If people have to sign up to get the code, every presale brings in new contacts.
Types of presale
| Presale type | Who gets access | Best for |
|---|---|---|
| Mailing list presale | People on your email, SMS or WhatsApp list | Every promoter, every event |
| Artist presale | The artist's fans, via their channels | Touring artists with a strong following |
| Venue presale | The venue's own list | Venues with an active mailing list |
| Past attendee presale | People who came to a previous edition | Recurring nights and festivals |
| Sign-up presale | Anyone who registers on a landing page | Growing your list before a big announcement |
| Partner presale | A brand, radio show or student union's audience | Reaching a new crowd |
You can run more than one. A common sequence is artist presale, then promoter or venue list presale a day later, then general sale.
How to set up a presale: step by step
1. Decide the allocation and price
Decide how many tickets go into the presale and at what price. Some promoters put the whole early bird tier behind the code; others make all tickets available but only to code holders for the first day. As a rough guide, the presale allocation should be big enough to reward people but small enough that it can visibly sell out.
2. Choose the code
Keep it short, easy to type on a phone, and related to the event: the night's name, the artist, or the city. Avoid characters that get confused, like O and 0 or I and l. If you want to track separate audiences, create separate codes for each one.
3. Set the window
Pick an exact start and end time, in UK time. Morning starts (9am or 10am) are common because people can buy at work or on a break. A 24 to 48 hour window is enough for most events. Longer presales lose urgency.
4. Build the sign-up page (if you're using one)
If you want new people to register for the code, build a simple landing page: event name, date, lineup, a short form (name, email, mobile, town), clear consent checkboxes for each channel, and when the code will be sent. See how to build a landing page for a gig or tour.
5. Test it
Enter the code on the ticket page yourself, on a phone, before the presale starts. Check the price, the ticket type and the confirmation email. A broken code at 10am will cost you sales and goodwill.
6. Schedule your messages
Write and schedule all presale messages before the day. You'll be busy answering questions once it goes live.
The presale message sequence
Here is a simple sequence that works for most gigs and club nights.
| When | Channel | Message |
|---|---|---|
| 2 to 3 days before | Email, Instagram | "Presale this Thursday at 10am. Sign up to get the code." |
| Morning of presale | Email, SMS or WhatsApp | The code, the link, and when the presale ends |
| Halfway through | Email to non-openers or non-buyers | Short reminder with the deadline |
| 2 to 3 hours before it ends | SMS or WhatsApp | "Presale ends at 10am tomorrow" or "ends tonight" |
| General sale | Instagram, email | Public announcement, plus "presale sold out" if true |
Only send SMS and WhatsApp messages to people who have agreed to receive marketing by those channels. For the rules, see consent for marketing texts and emails in the UK.
Presale code email template
Subject: Your presale code for [Event] is inside
Hi [First name],
Presale for [Artist / Event] at [Venue], [Date], is now live.
Your code: [CODE] Buy here: [link]
The presale ends [day] at [time], or when the presale allocation sells out. After that, tickets go on general sale at a higher price.
See you there, [Your name]
Keep the code and link above anything else in the email. Many people will open it on a phone and look for nothing else.
Presale SMS template
[Event] presale is live. Code: [CODE]. Ends [day] [time]. [link] Reply STOP to opt out
Keep it to one message where you can. Put the sender name in the sender ID rather than spending characters on it. See sending texts from your own name.
Common presale mistakes
- A presale with no advantage. If the presale price is the same as general sale and there's plenty of availability, there's no reason to act now.
- A window that's too long. A week-long presale is just a slow general sale.
- Codes that leak and nobody minds. Codes will get shared. That's fine if your goal is sales. If the presale is genuinely meant to reward a specific group, use unique codes or private links instead.
- Saying "sold out" when it isn't. Fans notice when "sold out" presale tickets reappear. Only say it if it's true.
- Forgetting to tell people what happens next. Always say when general sale starts and roughly what it will cost.
- Not tracking. If every group gets the same code, you won't know whether the artist's fans or your list did the work.
After the presale: use what you learned
The presale tells you a lot about demand.
- Sold out in hours: move on to general sale confidently. Consider holding back paid ad spend until you need it.
- Steady sales: normal. Keep your weekly rhythm going.
- Slow sales: check the price, the lineup message and whether your list is actually engaged. Read the event marketing timeline to plan your next steps.
Tag everyone who bought in the presale. They are your most engaged buyers and the first people to offer access next time. In Backline, events come with presale codes, so you can send codes to a list or smart segment and see who used them.
Frequently asked questions
What is a presale code?
A presale code is a password that unlocks tickets before general sale. It's usually given to a specific group, such as a mailing list or an artist's fans, and only works during a set window. On most platforms, it unlocks a hidden ticket type or allocation.
How long should a presale last?
For most gigs and club nights, 24 to 48 hours is enough. That gives people a full day to buy while keeping a real sense of urgency. Bigger tours with multiple presales sometimes run shorter windows of a few hours each.
Should presale tickets be cheaper?
They don't have to be, but a better price makes the presale much more compelling. A common approach is to put the early bird tier behind the presale code, so presale buyers get both first access and the lowest price.
How do I stop presale codes being shared?
You can't fully stop a shared code from being used. If it matters, use unique single-use codes or private links per person. For most promoters, a shared code isn't a problem, because the goal is to sell tickets and the deadline still drives action.
Do I need consent to send presale codes by text?
Yes. Presale codes are marketing messages, so in the UK you need consent to send them by text, or a valid soft opt-in where someone has previously bought from you and was given a chance to opt out. This is general guidance, not legal advice.
Can I run more than one presale for the same event?
Yes, and many events do. A typical order is artist presale, then promoter or venue list presale, then general sale. Use a different code or link for each group so you can see which audience bought the most.