Almost every event online is communicated through email. Whether it’s for an event sign-up or a ticket confirmation, attendees are expecting to receive an email. Event email marketing should be a part of every event planning and event promotion process. This comprehensive article will serve as a mini-course for you with event marketing examples and event email marketing strategies.
According to data from Statista, the number of email users is set to reach up to 2.5 billion people. That is more than half of the expected world population. Marketers invest in email marketing because of the return on investment. Studies show that “For every $1 you spend on email marketing, you can expect an average return of $40” (Omnisend, 2022)
Let’s dive into the world of email marketing.
Article Outline
About Event Email Marketing
Experts say that the only list you own is your email list. Almost all social media platforms are affected by the algorithm. Marketers constantly have to be in favor of the platform algorithm to reach their audience. Whatever type of event you’re organizing, using email marketing is a great event marketing strategy.
Email marketing refers to communicating to audiences via email to achieve a specific marketing objective. The primary objectives of email marketing include engaging email recipients, fostering customer relationships, driving conversions, increasing brand awareness, and promoting products or services.
Unlike other social media platforms, email is like a different level of commitment from your community. Being given access to someone’s inbox is a privilege.
You can think of email marketing as writing letters or exchanging messages with a friend. It is a form of relationship-building with your audience. With email, you are not writing to a group of audience at once, instead, you are writing for a single reader, just like how you would write a letter or send a message to someone.
An event email marketing strategy engages potential attendees, sponsors, and partners. Your attendees can rely on email to be the main channel for information on all the details about your event. Email marketing can also be used as a personal invitation for attendees and drive excitement for your event.
Additionally, email marketing platforms provide valuable analytics and insights. Tracking metrics such as open rates, click-through rates, replies, purchases, and subscriber behavior offers invaluable data. These insights help refine strategies, understand audience preferences, and tailor future campaigns for better performance.
Email Segmentations and Workflows
Email marketers or copywriters use specific strategies to write emails for higher conversion rates. Marketers use segmentation and workflows to ensure their messages reach the right target audience.
An event email marketing campaign is divided into segmentations and sequences for optimal results.
Segmentation involves dividing an email list into smaller, more targeted segments based on specific criteria such as demographics, behavior, engagement opportunities, engagement history, purchase history, dates, times, topics, etc.
Practicing segmentation is important because not all buyers are the same. Imagine if you are a customer who newly subscribed to a newsletter of a brand. You wouldn’t want to receive a sales email that might be targeted to a long-time engaged customer.
You can imagine email segmentation as the message touchpoints that you send to customers who are at different points of their sales journey with you. Segmentation allows marketers to send highly personalized content to different groups, increasing relevance and engagement.
According to data from Hubspot’s research, “targeted and segmented lead nurturing emails lead to an 8% click-through rate compared to the 3% clickthrough rate of a general email.”
On the other hand, workflows are sequences of automated actions triggered by certain criteria, guiding subscribers through a predefined journey based on their interactions. Workflows ensure timely, relevant communication by delivering tailored messages, such as welcome emails, nurturing sequences, or post-purchase follow-ups.
Types of Event Emails and Examples
Event Invitation Email
The event invitation email is used to attract prospective attendees to your event. It typically includes event details, such as date, time, venue, agenda highlights, and a compelling call-to-action (CTA) encouraging recipients to RSVP or register.
Sample Event Invitation Email
Subject: You’re Invited: Explore Innovation at our Annual Tech Conference!
Dear [Recipient’s Name],
We are thrilled to extend an exclusive invitation to you for our much-anticipated Annual Tech Conference on [Event Date]. Join us at [Venue Name] to explore the latest trends, innovations, and breakthroughs shaping the tech landscape.
With engaging panel discussions, thought-provoking keynote speeches, and networking opportunities with industry experts, this event promises to be a hub of knowledge exchange and inspiration.
Key Highlights:
Expert Panel Discussions on AI, Blockchain, and Future Technologies
Keynote Address by Tech Visionary, [Speaker’s Name]
Networking Sessions with Industry Leaders and Innovators
Date: [Event Date]
Time: [Event Time]
Venue: [Venue Name]
Reserve your seat now by clicking the link below to register for this transformative experience! [CTA Button – Register Now]
We look forward to your participation in this immersive event that celebrates innovation and fosters collaboration.
Best regards,
[Your Name]
[Your Title]
[Company/Organization Name]
[Contact Information]
[Social Media Icons/Links]
Event Confirmation Email
This important email is an important aspect of your attendee workflow. Email marketers send event confirmation emails to people who have signed up, RSVP’d, or paid for a seat at your event.
The primary purpose of an event confirmation email is to acknowledge the recipient’s participation, reiterate the event’s specifics, and provide reassurance that their registration or RSVP has been received and confirmed. This confirmation helps attendees feel assured about their place at the event and sets expectations regarding what they can anticipate.
Sample Event Confirmation Email
Subject Title: You’re registered for the [event name]
Dear [Attendee’s Name],
You’re in! Your registration for the Digital Marketing Workshop has been confirmed. Get ready to unlock valuable insights and strategies to elevate your digital marketing game.
Event Details:
Workshop Name: Digital Marketing Mastery Workshop
Date: [Workshop Date]
Time: [Workshop Time]
Venue: [Venue Name]
Address: [Venue Address]
Workshop Agenda:
Session 1: Mastering Social Media Marketing Techniques
Session 2: Strategies for Effective Email Marketing Campaigns
Session 3: Leveraging SEO for Business Growth
We’re excited to have you join us for an interactive and informative workshop led by industry experts and seasoned marketers.
As the workshop date approaches, we’ll be sending you more details about the agenda, workshop materials, and any prerequisites to help you make the most of this learning opportunity.
If you have any questions or need further assistance, feel free to reach out to us at [Your Contact Information].
Thank you for registering, and we look forward to seeing you at the Digital Marketing Mastery Workshop!
Best regards,
[Your Name]
[Your Title]
[Your Company/Organization]
[Contact Information]
Reminder Emails
Send an email to your confirmed attendees so they don’t forget about your upcoming event. If you’re hosting a virtual event, it is recommended to send it at least 1 day and 1 hour before the event. Your reminder email can be short and simple.
Reiterate your last-minute event reminders like things to bring. Don’t forget to include your event location, schedule, and date.
Sample Reminder Email:
Subject: Reminder: See you tomorrow at our Enchanted Garden Gala
Dear [Guest’s Name],
We hope this message finds you in high spirits! As the festive season approaches, we wanted to remind you about the upcoming Enchanted Garden Gala by [Company/Organization].
Event Details:
Event Name: Enchanted Garden Gala
Date: [Event Date]
Time: [Event Time]
Venue: [Venue Name]
Address: [Venue Address]
A magical evening awaits you with:
Live Music Performances & Festive Entertainment
Gourmet Dinner & Decadent Desserts
Festive Décor & Cheerful Atmosphere
Your attendance at this spectacular event promises an enchanting holiday season celebration.
Please note, that the event is quickly approaching, and we want to ensure you don’t miss out on this enchanting celebration. Be sure to mark your calendar and join us for an unforgettable night of joy, laughter, and merriment!
If you’ve yet to secure your tickets, click [Ticket Purchase Link] to reserve your spot.
We look forward to welcoming you to our Enchanted Garden Gala for an evening filled with warmth and joy!
Warm regards,
[Your Name]
[Your Title]
[Company/Organization]
[Contact Information]
Offer or Promotion Email
An offer or promotion email is a tactic to help increase your chances of conversation among your audience. Examples of offer email promotions or ticket pricing strategies like:
- Discounts
- Vouchers
- Flash sales announcements
- Buy 1 Get 1 deals
- Early Bird Discounts
- X Weeks/Days/Hours to Register
- Loyalty Awards
- Referral Programs
- Seasonal sales
One of the best practices in sending offers or promotional emails is to tailor your offer to the audience segment who have already expressed interest in the event.
Furthermore, it is important to emphasize the benefits of your offer. Use clear language and appealing visuals.
Be clear in the terms and conditions of your offer to avoid confusion and disappointed customers. If possible, list down your mechanics in a bullet format for easier reading.
Sample Event Promotions and Offer Email
Subject: Last Chance! 20% Off Registration for [Seminar/Conference Name]
Dear [Recipient’s Name],
We wanted to extend an exclusive offer just for you! You’re invited to join us at the highly anticipated “[Seminar/Conference Name]” where industry leaders will share game-changing insights to elevate your professional journey.
Event Details:
Seminar Name: [Seminar/Conference Name]
Date: [Event Date]
Time: [Event Time]
Venue: [Venue Name]
Address: [Venue Address]
Key Highlights:
Inspiring Keynote Presentations by Industry Visionaries
Interactive Workshops on Cutting-Edge Strategies
Networking Sessions with Leading Professionals
As a token of our appreciation, we’re offering an exclusive 20% discount on registration fees for a limited time. Take advantage of this opportunity to enhance your knowledge, expand your network, and gain actionable insights to drive success in your field.
Use promo code [DISCOUNT20] during checkout to secure your discounted registration. Don’t miss out on this chance to save while investing in your professional growth!
Register now [Registration Link] and secure your seat among the industry’s top professionals.
Should you have any questions or need assistance, please feel free to contact us at [Your Contact Information].
Hurry, this special offer expires soon! Elevate your expertise and seize this opportunity to propel your career forward.
Warm regards,
[Your Name]
[Your Title]
[Your Company/Organization]
[Contact Information]
Educational / Value-Adding Email
An educational type of event email is for audiences who are cold leads to your event. This audience segment might still be on the fence about what your event can deliver.
A value-adding email is not just about educating people about your event. Instead, you can give helpful information about the topic of your event as a teaser of the value they can receive from your event.
Sample Educational Email:
Subject: The Fats vs Sugar Debate: What’s Worse for Your Health?
Dear [Recipient’s Name],
Unlock the path to a healthier you! We’re excited to invite you to an exclusive seminar focusing on one of the most talked-about nutrition topics of the year.
Event Details:
Seminar Title: “Unveiling the Power of Mindful Eating: Nourishing Your Body, Nurturing Your Mind”
Date: [Event Date]
Time: [Event Time]
Location: [Event Venue/Online]
At [Your Organization], we understand the vital role that nutrition plays in overall well-being. Join us for an engaging and informative session where experts will delve into the science behind mindful eating and its transformative effects on your health and lifestyle.
Key Highlights of the Seminar:
Understanding Mindful Eating: Exploring its benefits and impact on overall health.
Practical Strategies: Discover actionable tips and strategies for incorporating mindful eating into your daily routine.
Q&A Session: Engage with our expert panel and get your burning nutrition questions answered.
This seminar is ideal for individuals seeking to cultivate healthier eating habits, improve their relationship with food, and enhance overall well-being.
Secure your spot now [Registration Link] and embark on a journey towards a healthier and more mindful lifestyle.
For any inquiries or early registration interest, please contact us at [Your Contact Information].
Don’t miss this opportunity to gain valuable insights and take a step closer to a healthier you!
Best regards,
[Your Name]
[Your Title]
[Your Organization]
[Contact Information]
Follow up Email
A follow-up email is sent to a person if you are expecting a response or action but have not gotten any response yet. Follow-up emails are usually used post-events for feedback and surveys, thank you messages, recap and highlights, promotional messages for upsells, and other additional resources for the reader.
Sample Follow-Up email
Subject: See you at the ___ , [name]?
Dear [Recipient’s Name],
The countdown begins! We’re just a few days away from our highly anticipated [Event Name], and the excitement is palpable. As we gear up for an evening filled with laughter, camaraderie, and delightful moments, we wanted to send a quick reminder and share some last-minute details.
Event Details:
Event Name: [Event Name]
Date: [Event Date]
Time: [Event Time]
Location: [Event Venue]
Highlights of the Evening:
[Highlight 1: e.g., Live Music Performances]
[Highlight 2: e.g., Gourmet Cuisine and Refreshments]
[Highlight 3: e.g., Fun-filled Games and Activities]
We’re thrilled to have you join us for this special occasion and create lasting memories together. To ensure you have a fantastic time, here are a few essential reminders:
Dress Code: [Mention Dress Code, if any]
Parking Information: [Provide Parking Instructions, if applicable]
Event Schedule: [Briefly Mention the Event Schedule or Key Activities]
Should you have any queries or need further assistance, please don’t hesitate to reach out to us at [Your Contact Information]. Your presence will undoubtedly add to the vibrancy of the evening!
We look forward to welcoming you and making this event a memorable one.
Best regards,
[Your Name]
[Your Title]
[Your Organization]
[Contact Information]
Save the Date Emails
Save-the-date emails are used to inform participants about upcoming events. It aims for the participants to block off the dates for the event before formally announcing the details or invitation.
Sample Save the Date Emails:
Subject: Save the Date for an Unforgettable Evening!
Dear [Recipient’s Name],
We’re thrilled to announce an exciting event that’s sure to captivate you. Mark your calendars now for an extraordinary evening at our upcoming event.
Event Details:
Event Name: [Event Name]
Date: [Event Date]
Time: [Event Time]
Location: [Event Venue/Online]
Be prepared to immerse yourself in a night of [briefly mention the theme or key highlights of the event]. Save the date to join us for an unforgettable experience that promises [mention the key aspects that will make the event special].
More details and formal invitations with RSVP options will be sent soon. In the meantime, make sure to block out your calendar and get ready for an incredible evening!
For any early inquiries or excitement to attend, please contact us at [Your Contact Information].
Stay tuned for further updates and get ready to make memories that will last a lifetime!
Best regards,
[Your Name]
[Your Title]
[Your Organization]
[Contact Information]
Speaker or Presenter Email
Whether it’s for inviting someone to be a speaker at your event or enticing people with credible presenter lineups, email is the channel to use to achieve that.
When inviting someone to attend your event, you can make sure to include the benefits they can expect.
To promote your speakers to your audience, you can include a short bio of the speakers attending your event to add excitement and curiosity to the participants. Include details like the topic that will be presented and some expected outcomes and results after attending the event.
Sample Speaker Invitation Email:
Subject Line: Invitation to Speak at [Event Name] – [Date] | [Speaker/Presenter Name]
Dear [Speaker/Presenter Name],
I hope this message finds you well. I am writing to extend a formal invitation to you to be a distinguished speaker at our upcoming [Event Name], scheduled to take place on [Event Date] at [Event Venue].
About [Event Name]:
[Event Name] is an esteemed gathering that brings together [describe the purpose/nature of the event, its, and its significance in the industry/community]. Our aim is to provide our attendees with insightful, inspiring, and actionable content, and we believe your expertise aligns perfectly with our event’s goals.
Proposed Topic:
We are impressed by your work in [mention specific area of expertise], and we would be honored if you could share your insights on [Proposed Topic]. Your expertise and perspective would greatly contribute to the event’s success and provide invaluable knowledge to our audience.
Event Details:
- Date: [Event Date]
- Time: [Event Time]
- Location: [Event Venue]
- Audience: [Brief description of the audience and their interests]
Speaker Benefits:
- Exposure to a highly engaged audience
- Networking opportunities with industry leaders
- Complimentary access to all event sessions
- Travel and accommodation arrangements [if applicable]
We truly believe your contribution would significantly enhance the quality of our event. Your unique perspective and experience would be an invaluable addition to our program.
Please let us know at your earliest convenience if you would be interested in joining us as a speaker for [Event Name]. We are more than willing to discuss further details, including the topic, session format, and any additional preferences you might have.
Thank you for considering our invitation. We look forward to the possibility of having you as a distinguished speaker at [Event Name].
Warm regards,
[Your Name]
[Your Title/Position]
[Event Organizer/Organization]
[Contact Information]
Thank you Message Email
Maintain the relationship with your attendees or sponsors by sending a thoughtful thank you email. A thank you message can contain fun photos from the event or thoughtful gift cards.
Sample Thank You Message
Subject: We’re so glad to meet you, [name]!
Dear [Name of Attendee],
Thank you for coming to [name of event] on [date]! Your presence at the event was tremendously appreciated, and we hope you had as much fun as we did.
We’d like to take this opportunity to remind you of our [company/product/service] and how it can help you in your personal or professional life. Our [business/product/service] is intended to [insert major benefits/distinctive selling features]. We feel it will be a useful complement to your [lifestyle/business operations].
We would like to thank you for attending the event by providing you with a unique discount of [discount offer] on your first purchase with us. To claim your discount, simply use the code [code] at checkout.
Thank you for coming to the event and considering our [company/product/service] as a solution to your problems. We hope to hear from you soon and have the opportunity to assist you in the future.
Best wishes,
[Your Surname]
[Enterprise Name]
Feedback or Survey Email
Getting feedback from your attendees is crucial to the success and improvement of your next event. Form your event survey questions and send them in your email.
Sample Feedback or Survey Email
Dear [Recipient’s Name],
Thank you for being a part of our recent [Event Name]. Your presence made the event a success, and we sincerely hope you had a wonderful experience.
To help us enhance future events and ensure we meet your expectations, we kindly ask for a few moments of your time to complete a brief feedback survey. Your valuable insights will guide us in improving our upcoming events to better serve your needs.
[Survey Link]
Your feedback matters to us. By sharing your thoughts, you contribute to making our events even more enjoyable and beneficial for our attendees.
We appreciate your participation and thank you in advance for taking the time to complete the survey.
If you have any additional comments or suggestions, please feel free to contact us at [Your Contact Information]. Your input is highly valued and will remain confidential.
Thank you for your support in making our events exceptional!
Warm regards,
[Your Name]
[Your Title]
[Your Organization]
[Contact Information]
Event Reschedule or Cancelation
The email that you wouldn’t want to send. Just in case unforeseen circumstances arise, event planners send an event reschedule or event cancellation email. Show empathy, gratitude, and solutions to your audience and maintain a positive relationship with them. Indicate your refund policies and the process they need to take to be assured.
Same Event Reschedule or Cancelation Email
Subject Title: Event Rescheduled – Your safety is our priority
Hi [Name],
We regret to inform you that due to the severe weather conditions forecasted for [Event Date], we are compelled to postpone our much-anticipated [Event Name].
The safety and well-being of our attendees, staff, and participants remain our utmost priority. The anticipated [severe weather condition – e.g., hurricane, snowstorm, heavy rains] poses risks that could compromise the event’s safety and the overall experience.
Rest assured, we are diligently working to reschedule [Event Name] to a future date that promises a safe and enjoyable experience for everyone. We deeply value your enthusiasm and support for this event and will keep you updated on the new event date and any other pertinent details.
Please accept our sincerest apologies for any inconvenience caused by this unforeseen circumstance. We appreciate your understanding and cooperation in prioritizing safety above all else.
For any queries or concerns, kindly reach out to us at [Your Contact Information]. Your patience and cooperation during this time are highly appreciated. If you wish to get a refund, kindly send us an email at [email address].
We thank you for your understanding and look forward to welcoming you to our rescheduled event soon.
Warm regards,
[Your Name]
[Your Title]
[Your Organization]
[Contact Information]
How to Create Event Email Marketing Campaigns
Build an Email List
Start your event marketing campaign by building an email list. There are several ways to collect emails. Usually, it starts by giving out something valuable that people usually pay for. Depending on your business, your lead magnet can be something valuable that is related to your event or business.
Examples of lead magnets to build an email list include:
- Webinars
- Online Courses
- Ebooks
- Cheat Sheets or Templates
- Free Trials or Demos
- Limited time access
- Surveys or Industry Reports
- Case Studies
Email marketers create a specific sequence of emails depending on their list. The usual sequences are the welcome sequence, nurture sequence, and sale sequence.
A welcome sequence is a series of emails once you deliver your lead magnet to the person who signed up. Some people who signed up on the list are just after the lead magnet you offer but there will be people who will be interested in what you offer. These are the people you will move to the nurture sequence.
A nurture sequence is a series of emails designed to engage and build relationships with leads or subscribers over time. It aims to guide them through the customer journey, providing valuable content and gradually nurturing them towards making a purchase decision.
A sales sequence is a more direct and hard-sell series of emails for people who have expressed a more serious intention to purchase. The emails for this workflow can be flash sales, promotions and discounts, testimonials, etc.
This is why the process of segmentation is important. Having segmented audiences allows you to personalize your emails depending on the customer journey. Furthermore, having targeted messaging allows for higher conversion rates. By delivering content that matches the interests or purchase history of specific segments, you’re more likely to drive actions such as purchases, sign-ups, or downloads.
Set your Goals and Objectives
Your email marketing content adapts according to your goals and objectives. Consider what you aim to achieve – whether it’s driving registrations, boosting event ticket sales, or amplifying attendee engagement. You can use data from your past events as a benchmark for your event KPIs. Aligning your content with these objectives ensures that your emails serve a specific purpose, leading to more focused and impactful campaigns.
Craft Compelling Content
Increase your chance of getting noticed by crafting compelling content for your emails. Start with catchy event email subject lines. Use subject lines that are attention-grabbing, concise, and pique curiosity. A compelling subject line can significantly impact open rates, compelling recipients to delve into your email’s content.
Similarly, your email content should be easy to read and value-adding. Once you gain their trust, they will easily look forward to opening your email once they see it in their inbox.
Designing your Email
The design of your email matters to your readers. Use readable fonts and avoid clutter to keep your readers engaged. Incorporate high-quality visuals, such as images, GIFs or short videos, that support your message and capture attention. Avoid overcrowding with too many graphics; use visuals purposefully.
Use the Right Email Marketing Tools
Leverage email tools and platforms tailored for event campaigns. These tools help streamline list management, offer insightful analytics, and enhance tracking capabilities, contributing to more efficient and effective campaigns.
Platforms like Event Espresso have features that allow users to email their attendees invoices for events to receive payments offline.
Measure and Optimize
Track important data like open rates, clicks, conversion rates, and engagement levels from your email campaigns. You can also do A/B testing on subject lines and timing to see which strategy is most effective.
Best Practices for Your Event Email Marketing Efforts
Deliver value to your readers
People will open emails from people they trust. If you constantly deliver value to your readers, they will want to read future emails from you.
Invest in good copywriting skills
Emails are text-heavy. Understand how your readers think and write in a way that gets them to read. This includes using catchy email subject lines and email storytelling techniques.
Optimize Event Landing Pages
Ensure a smooth experience for your email subscribers by sending them to an optimized and effective event site. Platforms like Event Espresso have a customization feature that allows you to optimize your event site, registration forms, and confirmation emails.
Sample Event Email Marketing Campaign Plan
Week 0 – Lead Magnet Promotions
Email 1 – Send a welcome email introducing yourself and the lead magnet
Email 2 – Send a nurture email about a relevant problem you solve
Email 3 – Share an email narrating the process of how you came up with the event
Email 4 – Introduce Release teaser information about the event and open wait list
Email 5 – Give out complete information about the event and send the registration link
Email 6 – Send final chance to register to your email list
Sell Out your Event with Impressive Email Marketing Strategies
Event email marketing is just one of the ways to engage and build your audience. If you’re an event planner, you can consider Event Espresso as your partner in setting up successful events.
Event Espresso is a WordPress plugin that allows for ticket selling and registration for your events. You can get valuable features like customizable event confirmation emails, an event website, and unlimited ticket selling at $0 commission fees.
Start planning for your event now with Event Espresso. Check out our live demo for more information.