The power of event email marketing remains strong. While many marketers are moving toward social media to connect with their chosen audience, email remains a hefty portion of their efforts.
Why email? For starters, there are 3.9 billion daily email users, and 73% of millennials prefer communication from businesses to come via email.
If millennials aren’t your target, here’s another stat for you: 59% of marketers say email is their biggest source of ROI.
Even though email has been used in event marketing for over 40 years, it’s still quite a force. But, in order for it to be successful, we must continue to evolve how we use it. Let’s dig into the best practices, plus 16 amazing templates for event registrations.
To help you drive attendee engagement, download our 7 exceptional email templates now.
6 event email marketing best practices you need to know to promote effectively
Those 3.9 billion daily email users provide fantastic opportunities for email marketers, but there are some challenges that come along with that. Many brands push out emails multiple times a day — or at least multiple times a week.
If your audiences’ inboxes are getting filled regularly with promotions, how do you make yours stand out?
Effective event email marketing must be strategic, and this requires that you really know your audience. Follow these best practices to give your emails a productive boost.
Event email marketing is just one piece of the puzzle. Check out the One Event Marketing Plan to Rule Them All (Plus a Template to Get You Started).
Best practice #1) Make the call to action clear and concise
Keep it simple: What do you want your readers to do? There’s a place for clever, cute, and creative, but mostly it boils down to a clear and concise action. You want your message to state your intentions and tell people exactly what you need from them.
Are you sending an invitation? Asking them to save the date? Sharing some big news? Put this action in the subject line and tie it to bold, clickable buttons in the body of the email.
Remember, your readers are getting dozens of emails a day, if not hundreds. As they skim their inbox, they will need your message to pop out.
Best practice #2) Optimize for web AND mobile
How many times have you missed half the text in a promotional email because it cuts off on your smartphone? Readers will disregard your message if they don’t understand what you’re trying to tell them.
With a clear and concise message, you won’t run into the problem of missing text, but how about your creative photo display or stunning graphics?
If it’s not web or mobile-optimized, your content most likely will not display correctly — and you run the risk of losing clicks and attendance for your next big event.
Best practice #3) Include creative content
When you’re fully optimized for web and mobile, you can freely include all the bold, eye-catching, fun content that will result in increased clicks and engagement.
Consider including the following to boost activity and create a memorable email experience:
- Video clips of past events
- Pre-event surveys
By providing a lot of engagement and featuring past events, you’re also generating interest in your next event.
Best practice #4) Tease out important details
Have your next big hybrid event coming up? Think about what aspects will draw attention and tease out how amazing it’s going to be over several emails during your event email marketing campaign.
Consider advertising important speakers, can’t-miss entertainment, or exciting workshops. Offer early bird discounts or perks for inviting others.
You can even tease your swag. Include these elements as part of your “save the dates” and upcoming reminder emails as the event nears. Remind your readers why they want to be there and how they shouldn’t miss the opportunities and value your event will present.
Best practice #5) Perfect the email reminder
You need to be persistent in reminding people of your upcoming event, but never annoying. The last thing you want to do is make people so tired of your emails that they unsubscribe.
Avoid email fatigue by continuing to provide new information, important reminders, and quality content to keep emails fresh, inviting, and engaging.
The key is to target reminders to the appropriate reader: Who has already registered and needs actual event logistics? Who still hasn’t registered but opens every email? Who hasn’t opened a single email, and this is your final request? Customize your reminders to different audience segments for optimal results.
Best practice #6) Don’t forget to follow up
Send emails after the event thanking attendees for coming. This follow-up also might include event highlights such as memorable video clips and photos, interesting statistics, and a poll or survey for feedback.
Be sure to make attendees feel like their time was appreciated, and that you genuinely want to hear from them on what they liked and how you can improve future events.
You can also include links to recorded content, and encourage content sharing on social media to expand your reach and gain fresh interest.
16 event email templates that delight and deliver event registrations
Now that your brain is packed with event email marketing best practices, it’s time to put them into action. Use these 16 event email templates to build interest, provide exciting information about the event, and wrap things up once it’s over.
Add your own creative flair to these ideas, and remember to always stay true to your brand and message.
Event email template #1) Build suspense
With this first email, you’re aiming to generate interest and get the conversation started.
If it’s the first event of its kind, play that up with “Coming Soon” or “First-Ever” language to pique interest.
If it’s an annual event, taking a “We’re Back” or “Get Ready” approach can be a fun way to announce it — especially if you had to skip a year due to the pandemic.
While you’re building suspense, keep an air of mystery surrounding the details — especially if you don’t have many yet — but not so much that it’s too vague or confusing. Use bold images and text to draw in and excite your readers.
Why it works: It’s fun! Paired with the right imagery, you can really give it some flair. While simply announcing your event is a solid option, if you have the opportunity to elevate it and build anticipation, why not? Everybody wants to avoid FOMO (fear of missing out).
Want to learn how to engage your attendees? Check out The What, How, When, and Why of Experiential Marketing.
Event email template #2) Save the date
Here is your big announcement. Keep your message simple and clear — so clear, in fact, that you can just state “Save the Date” and include the date of your event with a big, bold button to “Learn More” or embed a promotion video.
Keep details simple, formatted in a short paragraph or a brief list:
“Join us on [event date] in [event location] for [event name]. More details to come!”
Lightly describe or tease the event, including speakers, activities, and unique opportunities.
End the email with a friendly remark:
“We look forward to seeing you!”
Why it works: It’s simple, effective, and clear, while still generating interest and excitement. You’re not overwhelming anyone with details. Instead you’re sharing the most exciting parts and leaving room for additional follow-up opportunities.
Event email template #3) The exclusive invite
Offer an exclusive invitation to readers, with promotion codes or other offers. This is perfect for new or prospective clients, or for those who have attended a previous event.
Label it as “The Exclusive Invite from [event/company]” or “You’re Invited to [event name].”
The event itself can be enough of an exclusive opportunity, but if you’re able, consider offering this group of people extra incentives such as:
- A ticket discount code
- Group rates
- VIP access
- Special networking privileges at the event
- Promotional merchandise
Why it works: Exclusive opportunities feel special, and you’ll get bonus points for personalizing the incentive based on the email group (more on that later). Your guests will be more likely to respond or jump on the opportunity if they are given some extras that sweeten the deal.
Event email template #4) Time is running out
Countdowns with actual embedded ticking clocks are perfect for the “Time is Running Out” email. Use this event email marketing tactic when exclusive offers or early bird registration dates are close to expiring.
“Register now to save [amount of money or percentage] on tickets before they return to [full ticket price].”
“Your special discount will expire on [date]. Register now to save [amount].”
“There are only [number] VIP tickets left for [event name]. Don’t miss out on your exclusive access to [insert VIP opportunity].”
You also can use countdown emails for your actual event date, and include reminders for agenda details, accommodations, directions, or other useful last-minute information.
Why it works: The sense of urgency works — especially for people who intended to go to your event or take advantage of an offer but set it aside in the moment. When people are reminded that the “clock is ticking,” they’ll make it a priority so they don’t miss out.
Event email template #5) Personalize the message
If you combine this template with #4, for example, you’ve added a boost to the effectiveness. Have you ever seen an email pop up saying, “[Name], time is running out”? It definitely makes you pause for a moment and click to see what the deal is.
Put your reader’s name in the subject line or start the body of the email with “Hi [Name],” then continue with a message that fits their unique relationship with your brand. This data will come from your CRM software.
For an extra touch, attach a name from someone at your company to the signature with a headshot. It will help make the invitation feel personal.
Why it works: Adding a personalized boost to any event email will help grab attention, and feel like you put in the extra effort to care. It can make the reader feel as if they already have an established relationship with you.
Event email template #6) How it works
Put valuable event information in this email. Based on whether it’s directed at new, potential, or returning guests, you can explain important points such as:
- Registration process
- Event rundown
- What to expect
- How to get there
- Where to park
Frame it by addressing your guest by name and keeping a friendly and lighthearted tone:
“Hey [Name], [event name] is coming up soon. We wanted to share some helpful info and tips to make the process as smooth as possible.”
List the information in a clear and concise way, providing relevant links with bold buttons where applicable.
Why it works: Your guests will always have questions about the event, and one of the most frustrating parts of an event can be a lack of information on the logistics. Save your guests time and energy — and give yourself another reason to keep in touch prior to the event — by sending useful information.
Event email template #7) Fun facts and FAQs
What are your most-asked questions from prospective clients or attendees? What are some cool tidbits about your brand and this event? Who attended in previous years?
Display some fun facts and FAQs in an email ahead of your event, and even include some interesting facts about this year’s speakers or vendors with headshots and other relevant photos.
Point out some statistics from previous events to give guests an idea of what they can expect, and to get them excited for what’s to come.
Why it works: It continues to build interest for your event, gives new friends some helpful context, and gives the event more of a community feel. Keep this email from feeling like a formal newsletter by keeping it light and conversational, and include color, bold fonts, and graphics to break up text.
Event email template #8) Precise button placement
Most of the time, you’re using event email marketing to direct someone to a landing page. Make it obvious by providing strong and intentional placement of CTA buttons such as:
- “Sign Up”
- “Learn More”
The buttons should be bold, with a color that makes them stand out but doesn’t clash with the rest of the design.
Provide adequate space around the buttons so it’s clear that they’re the main attractions on the page.
Why it works: Your buttons will catch the eye of your reader, which is exactly what they’re supposed to do. Buttons that don’t stand out or are too small can confuse readers and make it difficult for them to find what they need.
Event email template #9) Stay connected
Who says the emails need to stop just because the event is here? Continue to stay in touch during the event and send a mini digest to keep everyone connected and in-the-know.
Use these emails to:
- Clear up any last-minute questions from attendees
- Address any snags that have been smoothed out
- Highlight amazing speakers or sessions
- Point out funny, significant, or heartwarming moments
- Promote other upcoming events, products, or services
Instead of addressing attendees personally, consider addressing everyone as a group:
“It’s been an amazing first day at [event name]! Here are today’s highlights: [insert list]”
“The momentum continues tomorrow with [highlight sessions, speakers, or entertainment].”
Why it works: You’re going to keep engagement high, enhance the sense of community among attendees, and show everyone how hard your team is working to ensure things go smoothly and everyone has a great experience.
Event email template #10) Living content
Ever heard of dynamic content? This type of content changes based on user data. The data you have on your readers can be used to place dynamic content in their emails based on their interests, preferences, or demographics.
This data can be collected from what emails your readers have opened and clicked on in the past, including videos and graphics.
As a result, you can include more of what they’ve clicked on and give them exactly the sort of content they will engage with. Send them a particular message regarding event promotion, area-specific information, or reminding them to register.
Why it works: Tailoring this content to your readers will be an additional personal touch — if you have events in multiple locations, for example, the right location will pop up for them in their email.
Event email template #11) Pull from the past, look to the future
Creating new promotional content such as blog posts, graphics, and videos is awesome and helpful for creating hype around your upcoming event, so be sure to embed this content into your emails.
But sprinkled in with the new, pull in some content from past events. Include this type of past content:
- Video clips and photos
- Keynote highlights
- Attendee quotes
Bring together old and new content in unique ways:
“Last year, we had a lot of fun with [event highlight]. So this year, we are taking it to the next level with [new event idea].”
“[Speaker name] taught us last year that [insert lesson]. We are bringing that to life this year with [insert new session/speaker topic].”
Why it works: People feel more comfortable when they know what to expect. Giving them examples from past content will help attendees make connections and picture the opportunities for themselves. It’s also an opportunity to show off your growth.
For other ways to promote your events, check out our 41 online event promotion ideas.
Event email template #12) Contact us
Cover all the bases. You may think you’ve thought of absolutely everything, but people are going to have more questions about your event.
Send an email that clearly presents all buttons for social media accounts and “Contact Us,” or encourage replying to the email for questions if you’re set up that way.
Make people feel comfortable reaching out:
“[Name], [event name] is coming soon and we’d love to hear from you. Don’t hesitate to reach out if you have questions, comments, or concerns regarding this year’s event.”
“Did we miss anything, [Name]? Let us know how we can help as you prepare for [event name].”
Why it works: You can add all this info to any email you send, but an email dedicated to contacting you, prior to the event, lets attendees know you don’t mind hearing from them and want them to feel comfortable and prepared. Pointing to social media helps them connect with you in multiple ways and in a more casual setting.
Event email template #13) Bold and colorful
It’s okay to break design rules with event email marketing, as long as you’re staying true to your brand and message.
If you want to stand out from the crowd, don’t be afraid to use bold colors and design choices that make sense.
Stack content and colors, use one huge image, or create a mosaic — whatever helps you get your message across in a bold way.
Use a wild design for your save the date, registration, countdowns, or highlights to grab attention.
Why it works: It’s hard to stand out in an inbox. If you can take a risk, you might be surprised at the response.
Event email template #14) Why you should come
This email is for the people who keep opening your event promotions but haven’t registered yet.
Use this opportunity to convince them. Keep it playful, and list the reasons why they should attend and how it will be beneficial.
Answer a short mix of basic and informational questions, such as:
- When is it, again?
- Why should I come?
- Who’s going to be there?
- What’s going to happen?
Consider including a promo code or other extra incentive, too:
“Still not convinced? Here’s a code for 20% off the price of a ticket if you change your mind.”
Why it works: Showing off the personality of your brand, while including some relevant details they might have skimmed over before, could be the final boost to get them to click and register.
Event email template #15) Thanks for your time
Phew, the event is over. Great job! Now is the time to send a huge thank you to your attendees for making it such a success.
“Wow! [Event name] ended up bigger and better than we ever could have imagined. Thank you for taking the time out of your busy schedules to contribute to its success — we hope you enjoyed it as much as we did.”
After your thank you note, break down and link to:
- Photos and videos
- Live-streamed speakers and sessions
- Event statistics
- Blog content
- Sharing options
Then, briefly promote or tease your next events, say you’ll be in touch soon, and sign off with a personal signature.
Why it works: Everyone loves a good recap. Attendees will love access to recorded content, and will want to see if they made it into any of the photos. Make sure you provide options to share, because if people had a good time, you want them to let others know.
Event email template #16) How did we do?
After you thank everyone, it’s time to hear your attendees’ thoughts.
Keep it simple:
“Tell us what you thought!”
“[Event name] was filled with special speakers and exciting content, and we want next year to be even better. Don’t hold back. Tell us what worked, what didn’t, and what’s next.”
After your introduction, include buttons that link to polls or a survey. Encourage feedback on their favorite moments, and allow them to elaborate.
Incorporate the best comments and feedback into your next event promotion.
Why it works: Giving your attendees a voice shows you care about what they think and you want to improve. Frame your questions within the polls and surveys to be as genuine as possible to encourage the most honest and useful feedback. This is essential data collection for improvement.
Determining how to track how effective your event marketing efforts are? Consider these 19 Virtual Event Success Metrics.
Drive real results with a stellar event email marketing strategy
With these event email marketing templates and best practices, you are well on your way to crafting engaging, top-notch marketing content that will boost attendance, clicks, and interaction.
As you gather more and more data from attendees, you can continue tailoring your emails to guarantee even greater success.
Now that you have your email strategy down, it’s time to unite forces with a virtual event platform that will seamlessly integrate with your email marketing software.
Try SpotMe today for free to see how it will transform your hybrid and virtual events.
Everything you need for your 2023 event marketing strategy
Check out the following resources to help you plan a successful event marketing strategy in 2023: