Event Marketing: Email Best Practices and Examples


Imagine this: you planned the crap out of your live event. You've hit every milestone, and been meticulous about each detail. But now, the big day's approaching, and you have to face a harsh reality:
Ticket sales are falling short.
You know you have to email someone. But who? How? Why? And how do you get them to take action?
With over 4 billion daily email users worldwide, email is a crucial tool for spreading the word and filling those seats.
So let's explore the world of event marketing emails, offering real examples that work, and best practices to boost engagement and attendance.
Once you craft your compelling subject lines and inspire clicks, you'll be able to hold your head high when reporting on those sales numbers.
Whether you're an experienced event marketer or just starting out, this guide will equip you with the knowledge and tools to elevate your email marketing efforts.
Let's dive in and unlock the full potential of event email marketing!
The Importance of Event Marketing Emails#Every person has an email address. Except, maybe, if you're off the grid. But unless that's your ICP, (which, if it is, good luck), you have a powerful tool for promotion and engagement that goes straight to an inbox.
Being smart about your emails strategy can drive registrations, boost attendance, and create a memorable event experience.
Crafting compelling event marketing emails allows you to tap into this vast pool of potential attendees and grab their attention. Email marketing offers an impressive return on investment (ROI), generating an average of $36 for every $1 spent, making it one of the most cost-effective marketing channels available.
Ok, that's all great. But what makes an event marketing email effective? Let's explore the key elements that can elevate your emails from average to outstanding.
Key Elements of Effective Event Marketing Emails#To improve the impact of your event marketing emails, understanding the key elements that contribute to their success is crucial. Let's explore the essential components that can elevate your event emails.
Compelling Subject Lines#The subject line is the first thing recipients see and plays a significant role in whether they open your message. Crafting attention-grabbing subject lines requires a balance of creativity, relevance, and clarity. Use action-oriented language, personalization, and a sense of urgency to entice recipients.
For example, instead of a generic subject line like "Invitation to Our Event," try "Don't Miss Out: Exclusive Access to [Event Name]!"
Engaging Content and Design#Once you've captured attention with a strong subject line, deliver on that promise with engaging content and visually appealing design. Keep your email content concise, informative, and tailored to your audience's interests.
Use a clear hierarchy of information, with the most important details prominently featured. Incorporate eye-catching visuals like high-quality images or videos to break up the text and make your email memorable.
Ensure your design is responsive and mobile-friendly, as many people access emails on smartphones and tablets.
Clear Call-to-Action (CTA)#A well-crafted event marketing email should have a clear purpose and guide recipients towards a specific action, such as registering for the event, purchasing tickets, or sharing the event with their network.
This is where a strong call-to-action (CTA) comes into play. Your CTA should be prominently displayed, using contrasting colors and action-oriented language to encourage clicks. Keep your CTA focused and limit the number of actions you want recipients to take within a single email.
For example, "Register Now and Save 20%" is more effective than a vague "Learn More" button.
Incorporate these key elements – compelling subject lines, engaging content and design, and clear CTAs – into your event marketing emails to boost open rates, drive engagement, and increase event attendance.
Event Marketing Email Examples#To illustrate effective event email marketing, we’ll examine real-world examples of successful emails sent before, during, and after events. These samples showcase strategies you can apply to your own campaigns to drive registrations, keep attendees engaged, and maintain momentum post-event.
Pre-Event Email Examples#Pre-event emails are crucial for building anticipation and driving ticket sales. Bizzabo reports that 45% of marketers believe email marketing is the most effective channel for event promotion.
The Content Marketing Institute's pre-event emails for their annual Content Marketing World conference are a prime example. They feature bold, eye-catching visuals that convey the event's theme and value proposition. The concise, compelling copy highlights keynote speakers, session tracks, and registration deadlines, with clear CTAs urging recipients to "Register Now" before prices increase.
HubSpot's pre-event emails for their INBOUND event also stand out. They are highly personalized, addressing recipients by name and tailoring content based on their past interactions and interests.
A mix of text and images showcases speaker lineups, agenda highlights, and networking opportunities, while time-limited discount codes create urgency.
During-Event Email Examples#During your event, email keeps attendees informed and engaged. The Mobile World Congress excels in this area, sending daily recap emails with photos and quotes from sessions, prompting attendees to share their highlights on social media. These emails also preview upcoming agenda items and include maps and logistics info to help attendees navigate the event.
Salesforce’s Dreamforce conference emails are another strong example. Throughout the multi-day event, they send personalized recommendations for sessions and activities based on the recipient's registered interests. Reminder emails are sent shortly before bookmarked sessions begin, and inspirational messages from executives and thought leaders keep energy levels high.
Post-Event Email Examples#After your event wraps, email helps maintain audience engagement and gather valuable feedback. The New Yorker Festival excels with their post-event emails, providing curated content roundups with links to session videos, speaker interviews, and related articles from the New Yorker.
Feedback and survey requests are included to collect data for creating future events.
Gainsight takes a clever approach with their post-event emails. After their Pulse conference, they invite attendees to join their online community, allowing them to network and dive deeper into session topics. This extends the event's lifespan and value.
These examples illustrate key best practices for event marketing emails. Personalization, clear messaging and CTAs, engaging visuals, and delivering relevant content are essential. In the next section, we'll explore these and other strategies in more detail.
Best Practices for Event Marketing Emails#To maximize the impact of your event marketing emails, follow best practices proven to drive engagement and conversions. Here are actionable tips and strategies to optimize your event emails.
Personalization and Segmentation#Generic emails are outdated. To connect with your audience, personalize your messaging and segment your email list. Tailor your emails to specific audience segments based on demographics, interests, and past event attendance. This approach delivers relevant content that resonates with each recipient.
Use dynamic content that changes based on the recipient's profile or behavior. For instance, include personalized recommendations for sessions or speakers based on their job title or industry. This level of personalization shows you value their individual needs and preferences, increasing engagement and attendance.
Timing and Frequency#Timing is crucial for event marketing emails. Strike the right balance between providing enough information and reminders without overwhelming your audience's inboxes. A well-timed email sequence builds anticipation, drives registrations, and keeps attendees engaged throughout the event journey.
Start with a save-the-date email well in advance of your event to get on people's radar. As the event approaches, increase your email frequency with targeted messages highlighting key speakers, sessions, and networking opportunities.
During the event, send daily recaps and reminders to keep attendees informed and engaged. Post-event follow-up emails are powerful for thanking attendees, sharing highlights, and gathering valuable feedback.
Testing and Optimization#There's always room for improvement in your event marketing emails. Testing and optimization are key. Continuously experiment with different subject lines, content, designs, and calls-to-action to identify what resonates best with your audience and refine your email strategy.
A/B testing is a powerful tool for optimizing your emails. Create two versions of an email with one variable changed (e.g., subject line, CTA, or hero image) and send each version to a portion of your list. Analyze the results to see which version performs better in terms of open rates, click-through rates, and conversions. Use these insights to inform future email campaigns and continuously iterate on your approach.
Prioritize personalization, perfect your timing and frequency, and embrace a culture of testing and optimization to elevate your event marketing emails. Effective email marketing is an ongoing process, not a one-time task. Stay curious, stay nimble, and keep pushing the boundaries of what's possible to create memorable event experiences for your audience.
Compelling Subject Lines#Your event marketing email's subject line is the first impression your audience will have, and it can make or break your open rates. A compelling subject line is crucial for capturing your recipients' attention and enticing them to open your email.
Consider this: 47% of email recipients open an email based on the subject line alone, while 69% report email as spam based solely on the subject line. This demonstrates the power of a well-crafted subject line in determining the success of your event marketing emails.
Personalization is an effective strategy for creating compelling subject lines. Incorporate the recipient's name or other personal details to make your email feel more tailored and relevant. Personalized subject lines can increase open rates by as much as 50%.
Testing different variations is another key aspect of crafting effective subject lines. A/B testing allows you to send different subject lines to a portion of your email list and determine which one performs better. By continually testing and refining your subject lines, you can optimize your event marketing emails for maximum impact.
Engaging Content and Design#Creating captivating content and designing visually striking emails are essential for capturing your audience's attention and ensuring event success. You can craft emails that not only inform but also motivate recipients to act by incorporating key elements.
Visual elements significantly enhance email engagement. Incorporate high-quality images, graphics, and videos that align with your event theme and brand identity. These visuals should be captivating and relevant, breaking up text and making your emails more appealing.
Use event-specific logos, speaker headshots, or venue photos to provide recipients with a preview of what to expect.
Keep your content concise and direct. Your audience likely receives numerous emails daily, so ensure your message is clear and easily digestible. Highlight the key details of your event, such as date, time, location, and highlights, while emphasizing the value attendees will gain. Use bullet points, short paragraphs, and clear headings to make your content scannable and easy to read.
To further engage your audience, incorporate interactive elements into your emails. This might include clickable buttons, hover-over effects, or embedded surveys or polls. These interactive features not only make your emails more dynamic but also encourage recipients to actively engage with your content.
As you develop your email content and design, focus on the ultimate goal: driving event registrations and attendance. Ensure your emails guide recipients seamlessly toward taking the desired action, whether it's registering for the event, purchasing tickets, or sharing the event with their network.
Clear Call-to-Action (CTA)#A clear and compelling call-to-action (CTA) is crucial for encouraging recipients to take the desired action after reading your event marketing email. Ensure your CTA stands out and leaves no doubt about what to do next.
Make your CTA specific and action-oriented. Instead of generic phrases like "Click here," use descriptive text that conveys the value of taking action, such as "Register now and save 20%" or "Claim your VIP pass today." Creating a sense of urgency can also motivate readers to act quickly.
Positioning your CTA effectively is key to its success. Place your primary CTA above the fold, so it's immediately visible without scrolling. Repeating the CTA throughout the email, especially at the end, reinforces the message and provides multiple opportunities for readers to engage.
Optimize your CTAs by testing different variations to see what resonates best with your audience. Experiment with factors such as:
- CTA text
- Button color and design
- Placement within the email
- Surrounding copy and images
Analyze click-through rates and conversion data to continually refine your CTAs and maximize their impact.
Personalizing your CTAs based on recipient segments can elevate your event email marketing. Tailor your message and offer to specific groups to create a more targeted and relevant experience that drives higher engagement and conversions.
Personalization and Segmentation#Crafting effective event marketing emails hinges on personalization and segmentation. Tailoring your messages to specific audience segments significantly boosts the relevance and impact of your emails.
When you segment your email list, you can send targeted content that resonates with each group's unique interests, preferences, and behaviors. For instance, segment your list based on job title, industry, past event attendance, or engagement level. This approach allows you to customize your messaging, highlighting event aspects that matter most to each segment.
Personalized emails generate higher open rates, click-through rates, and overall engagement compared to generic messages. Address recipients by name, reference their specific interests, and provide personalized recommendations to show you value their individuality and are committed to delivering a tailored experience.
Leverage your subscriber data to inform your personalization strategies. Analyze past event attendance, email engagement metrics, and other behavioral insights to identify patterns and preferences. Use this information to craft targeted subject lines, content, and calls-to-action that resonate with each segment.
Effective personalization goes beyond just using a recipient's name. Understand their needs, challenges, and goals, and provide them with relevant, valuable content that enhances their event experience. Combining segmentation and personalization allows you to create event marketing emails that truly connect with your audience and drive better results.
Timing and Frequency#Timing and frequency play a pivotal role in the success of your event marketing emails. The right timing and appropriate frequency can significantly boost open rates, engagement, and ultimately, event attendance.
Maximizing the effectiveness of your event emails hinges on optimal timing. Research indicates that the best days to send marketing emails are Tuesdays, Wednesdays, and Thursdays, with peak open rates between 9 AM and 12 PM.
However, it's crucial to consider your target audience's preferences and behavior when determining the best timing for your specific event.
Finding the right balance in frequency is equally important. Sending too few emails may result in low awareness and engagement, while sending too many can lead to email fatigue and increased unsubscribe rates. Generally, a series of emails leading up to the event works best, with frequency increasing as the event date approaches.
For instance:
- 4-6 weeks before the event: Send an initial announcement email.
- 2-3 weeks before the event: Send a reminder email with more details and early bird pricing.
- 1 week before the event: Send a "last chance" email with a sense of urgency.
- 1-2 days before the event: Send a final reminder with essential information.
Testing different email schedules is crucial to determine what works best for your audience. Experiment with various timing and frequency combinations, and analyze the results to optimize your event email marketing strategy. A/B testing can help you pinpoint the most effective subject lines, content, and CTAs for your target audience.
Best Email Marketing and Event Marketing Software#We love software here at Dimmo, home of ungated demos where buyers run free. Here are our favorite solutions that are new(ish) to the scene:
- Delivra: Delivra is a sophisticated email and SMS platform that designs custom solutions to help marketers and agencies automate highly personalized, event-driven campaigns that increase the long term loyalty and lifetime value of their customers.
- Kit: This comprehensive email marketing and automation platform is tailored specifically for creators, bloggers, podcasters, and online entrepreneurs. The platform offers intuitive tools for subscriber management, email automation, landing page creation, and even digital product sales.
- MailerLite: MailerLite's user-friendly interface and creator-focused features help businesses streamline their email marketing efforts, increase audience engagement, and ultimately drive revenue growth through effective communication and targeted campaigns.
- Mailmodo: Mailmodo is an all-in-one email marketing solution that helps users create and send app-like interactive emails to improve their email conversions.
- Salesmsg: Salesmsg is a cloud-based messaging platform that enables businesses to easily send, receive, and manage text messages and phone calls for customer communication and marketing.
Using the right tools to target the right people at the right time can make all the difference between a popular or poorly attended event.
Platforms You Might Like

Mobly
Event agnostic lead capture, enrichment and engagement Mobile App.

Mailmodo
Email marketing solution that actually improves email conversions.

Delivra
Email and SMS platform to help marketers and agencies automate personalized campaigns.
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