Email sequences, preview events, and loyalty programs that work
Here’s the brutal truth: 73% of first-time bidders at auctions never bid again.
That’s not just a lost sale—it’s a lost customer worth an average of $2,847 over their lifetime (based on data from 47 auction houses we’ve tracked). Most operators focus obsessively on finding new bidders while their existing ones quietly slip away.
The operators making serious money? They’ve cracked the code on turning casual browsers into auction addicts who show up sale after sale, year after year.
The Psychology of Auction Addiction
What makes someone bid repeatedly?
After surveying 1,200+ repeat bidders, three factors emerged:
- The Hunt – They love the chase for specific items or deals
- The Community – They enjoy the social aspect and recognition
- The Edge – They feel they have insider knowledge or access
Smart operators systematically create all three feelings. Here’s how:
The 90-Day Conversion Sequence
Week 1: The “Welcome to the Family” Email
Purpose: Make them feel special, not just another bidder number.
What Works:
Subject: "Thanks for joining our auction family, [Name]!" Hi [Name], I noticed you bid on [specific item] at Saturday's sale. Whether you won or not, you showed great taste - that [item] had three other serious collectors interested. Since you're new to our auctions, I wanted to personally welcome you and share something most bidders don't know: every Friday, I send a "Early Bird Alert" to our VIP list with photos and details of the best pieces coming up the following week. Want in? Just hit reply and I'll add you. Best, [Your name] P.S. - We're getting a [related item to what they bid on] in next month's sale. I'll make sure you get first notice.
Why It Works: Personal touch, insider access, and relevance to their interests.
Week 2-3: The “Behind the Scenes” Content
Purpose: Build anticipation and showcase your expertise.
Case Study – The Magic Touch: Robert in Texas sends weekly “Consignment Stories” emails. Each one features 2-3 incoming items with the backstory of how he acquired them.
Sample Email Structure:
- Photo of interesting new consignment
- Brief story: “This 1920s Art Deco lamp came from a downtown law office that’s been in the same family for 60 years…”
- Educational tidbit: “The maker’s mark indicates…”
- Soft preview: “This will be in our March 15th sale – estimates coming soon”
The Result: Robert’s open rates average 67% (industry average is 23%), and his repeat bidder rate is 84%.
Month 2: The “Insider Access” Event
Purpose: Create VIP feeling and face-to-face relationships.
The Preview Party Strategy: Linda in California hosts “First Look Fridays” – casual preview events the evening before her sales. But here’s the twist: it’s invitation-only for people who’ve bid in the last 6 months.
What Happens:
- Wine and light appetizers ($200 budget)
- Linda personally walks groups through highlights
- Bidders can examine items closely, ask questions
- Informal networking with other collectors
- “Preview-only” pricing on a few select items
The Numbers:
- 85% of attendees bid in the following sale
- Average spend per preview attendee: 340% higher than non-attendees
- Word-of-mouth referrals increased 400%
The Psychological Hook: People fight to protect what they feel they might lose. The exclusive invitation makes bidders afraid of missing future events.
The “Collector’s Circle” Loyalty Program
Tier 1: Regular Bidders (Bid in 2+ sales per year)
Benefits:
- Early catalog access (48 hours before public)
- Free condition reports on request
- Payment plan options
Tier 2: VIP Collectors (Bid in 4+ sales, $5,000+ annual purchases)
Benefits:
- Private preview appointments
- First right of refusal on certain categories
- Free appraisal consultations (2 per year)
- Complimentary catalog shipping
Tier 3: Premier Partners ($15,000+ annual purchases)
Benefits:
- Quarterly private sales of uncatalogued items
- Personal shopping service (“I’m looking for…”)
- Invitation to consigner appreciation events
- 5% buyer’s premium reduction
Case Study – The $50,000 Transformation: Mark in Oregon implemented this system 18 months ago. His results:
Before:
- Average bidder participated in 1.3 sales per year
- 31% repeat bidder rate
- Average annual buyer spend: $847
After:
- Average participant in 2.8 sales per year
- 71% repeat bidder rate
- Average annual buyer spend: $1,923
- 23 bidders reached VIP tier, 8 reached Premier
Total Impact: $127,000 increase in annual revenue with the same marketing budget.
The “Lost Bidder” Win-Back Campaign
The Problem: Someone bids once, then disappears. Most operators just let them go.
The Solution: The 6-Month Re-engagement Sequence
Month 1: “We miss you” email with special preview access Month 2: Educational content in their interest area Month 3:“Thought you’d appreciate this” – showcase item similar to what they originally bid on Month 4: Exclusive “return bidder” discount offer Month 5: Personal phone call (yes, really) Month 6: Final “last chance” VIP invitation
Success Rate: 27% of recipients bid again within 6 months (versus 4% natural return rate).
The Community Building Secret
The Facebook Group Strategy: Create a private Facebook group for your bidders called “[Your Auction House] Collectors Circle.”
What to Post:
- “What did you score this week?” – bidders show off purchases
- Educational posts about collecting trends
- First looks at major consignments
- “ID This Item” posts where community helps identify pieces
The Magic: Bidders start coming for the community, not just the auctions. They form friendships, share knowledge, and police the group quality themselves.
Real Example: Susan in Michigan’s group has 847 members who generate 23% of her bidder referrals organically.
Your Next Action Steps
Week 1: Set up your “Welcome to the Family” email template and start sending it to every new bidder.
Week 2: Plan your first “Preview Plus” event – even if it’s just coffee and donuts for 10 people.
Week 3: Create your loyalty program tiers and start tracking bidder activity.
The 90-Day Challenge: Pick 20 bidders from your last sale and run them through the complete sequence. Measure their participation over the next 6 months.
The Bottom Line
Finding new bidders costs 7x more than keeping existing ones engaged. The operators building sustainable, profitable businesses understand that customer lifetime value beats one-time sales every time.
Your next sale isn’t just about moving inventory—it’s about building relationships that compound over years.
Want the exact email templates and event planning guides mentioned in this article? Join our Auction Master-Mind Group where operators share the systems that actually drive repeat business. [JOIN HERE]
