Checkout analytics within Marketing Cloud tracking to find data on all your historical sends. Take the opportuinity to target this audience with a speciality communication rewarding them for their dedication with a short thank you, event invite or discount code. Your eComm specialist can help with these four steps to target this audience through eComm.
Do you promote your events via a printed invitation or radio ad? Ask your eComm specialist to create a custom, short URL to make registering for events easy.