After months of planning your event, it’s time to go live and send out those invites. But we’re all inundated with emails, and no matter how much someone could love your event, the danger is your email may get lost in the crowd.
A successful email doesn’t just get opened – it gets the recipient excited about your event. Writing email copy is a skill, which is why we’ve packed this guide with tips and templates to help you sell out your next event. We’ll show you how to create promotional emails that engage your audience and get them to attend your event. Plus, with a selection of email examples and templates, you’ll be prepared for all stages of your promotional campaign.
How do you write a promotional email for an event?
You need to optimise every promotional opportunity available to sell your event. The good news is that when done well, email marketing works. Event email copy is easy to personalise, trackable, and cost-effective. That said, sending out poorly written emails has the opposite effect. How you structure your email directly influences how people see your event.
So, how do you ensure that your promotional email results in more tickets purchased? Follow these concrete steps:
How to write an email for an event: 5 essential steps
The aim of your email is twofold. One, to get people interested enough to open your email, and two, to convince them they can’t afford to miss your event. For your email to get noticed, it has to speak directly to the reader, and taking time to plan your event email copy is crucial. Whether you’re hosting a festival or a corporate event, a concert or a book signing, your promotional emails need to include these vital elements.
Step 1: Draw attendees in with your subject line
Don’t underestimate the impact of the humble subject line. A third of people will open an email simply because the subject line catches their attention.
The rules for wording are simple – keep your subject line basic, brief, and bold. Use clear and straightforward language, and think about what the reader can see before they open the email. Spark their curiosity so they will want to click through.
Using relatable questions makes the reader believe your email is relevant. Rather than asking festival-goers if they’ve heard about your event, why not ask if they’re ‘ready for live music’ or ‘feel like a festival’? Pre-empting their needs helps you ask the questions they need answering.
People have to feel connected to your event, so make it personal. The easiest way to personalise an email is by adding the recipient’s name. Or why not group your audience by profession, location, or occupation? Now they’re hooked, you need to create a sense of urgency. There’s nothing like ‘only X weeks to go’, or ‘only X places left’, to bring on that fear of missing out!
Step 2: Front-load important information
Your audience wants to know why your event is for them. Time is precious, so cut to the chase. The quicker you tell them the details, the sooner they’ll buy a ticket.
The most important thing is to put the essential information at the top of your email. Remember to include:
- Event name
- Date
- Location
- Time
Focus on the details first before you move on to your promotional pitch.
Step 3: Create intrigue
Now you’ve got the readers’ attention, keep them interested. You know they are going to love your event, but by telling them everything that’s happening, you could make them feel less motivated to attend. Serving tasters rather than the whole menu whets their appetite and creates intrigue. Focus on the highlights and USP of your event, and let them know that more will be revealed on the day. Hinting at surprise guest speakers, competitions, or special performances gives people an incentive to register.
Step 4: Use images and video
If a picture paints a thousand words, a video shouts it from the rooftops. Integrating images, gifs, or video clips into your event email copy helps create a buzz and builds excitement around your event. If you’ve previously hosted a similar event, why not use the video footage to promote your latest one? Or, if key speakers have their own clips, photos, or quotes, ask if you can include them in your promotional emails. Animated event banners are easy to incorporate as an eye-catching and memorable visual. Standout images take a little time, but if it gets your email noticed, that’s time well spent.
Step 5: Add a clear CTA
The purpose of your email is to convert leads into customers, which requires them to take action. It could be registering for your event, saving the date, or downloading an app. The call to action (CTA) makes things happen.
The CTA button needs to be as big as possible and come at the beginning and end of your email. Better still, choose your CTA wisely and place it strategically in the header, footer, and body of your email. Make sure you select a tone of voice that suits your brand and audience. For example, language like ‘I’m in’ or ‘save my seat’ might suit a younger audience but may not be appropriate for a business event. Simple commands such as ‘click now’ or ‘register here’ work well in that case.
What is the average open rate for event emails?
To know whether your event email copy is successful, you need to learn how many people are opening your emails. In an Eventbrite survey of 377 event creators, the average open rate for event emails was 21% to 30%. So roughly only a quarter of all the emails you send are opened.
Tweaking the subject line to make it more engaging, including the sender’s name, and trialling your email copy before you go live, can all increase the open rate.
Event email templates and examples to drive sales
Now you know targeted emailing makes sense and how to make it more effective. So let’s put it into practice. Templates are a great place to start. Using our event email examples, you can structure your emails to align with your marketing strategy while having the flexibility to add your own creative touches.
1. Ticket or registration sales launch
Use this template when publishing your event page and launching sales. You want people to register early, so use their names and an attention-grabbing subject line. If you need a corporate event invitation email template or webinar invitation template use this template and adapt it to your tone of voice to suit your audience and reflect your brand personality.
It’s worth promoting the financial benefit of early registration, but if you don’t have early bird tickets, simply send the same email without mentioning a discount. Maintain the sense of urgency by swapping in a sentence like, ‘Last year, tickets sold out in one week. Don’t miss out!’
Subject lines:
[Event Name] presale starts now!
Just released! [Event Name] tickets
Get your tickets now for [Event Name] [Year]
[Attendee Name], your [Event Name + Date] experience is yours for the taking!
[Event Name] is back! Register now!
You snooze, you lose! [Event Name] is back!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
This year, [Event Name] promises to be better than ever. You won’t want to miss a moment, so get your tickets today.
Early buyers receive a £50 discount on the General Admission ticket price.
Simply click the button below. Tickets are going fast. Don’t wait!
We look forward to welcoming you to [Event Name]!
Cheers,
[Your Name]
2. Pre-event announcement email
Use this upcoming events email template about a month away from your event. The aim is to make a new announcement, for example, to build excitement with more details about your lineup or location. Provide basic logistical information about your event at the top of your email, and continue to highlight this information in all other promotional emails you send. Include additional details below.
Subject lines:
The countdown is on!
[Event Name] is only one month away!
Not many tickets left for [Event Name] [Year]!
Tickets going fast for [Event Name] [Year]!
We have new additions to [Event Name + Date], [Attendee Name]
[Event Name] is on the way soon to [Location]
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
If you haven’t purchased tickets for [Event Name], don’t wait. They’re going fast. [Event Name] is still adding artists to the lineup, so it’s getting better every day!
Click the button below to buy tickets. We can’t wait to see you at [Event Name]!
Cheers,
[Your Name]
3. New attendee event email example
Use this template to invite new attendees to your next event. Extend your mailing list by asking people on your website and social media platforms to sign up for information. Your subject line needs to engage this new audience and help them feel connected to your event and brand. Make it clear why your event is for them – highlight exclusive benefits such as discounted tickets or priority booking, and stress the need to book early.
Subject lines:
Save your spot for [Event Name] with early bird pricing!
Just for you! [Event Name] [Date]
Your exclusive benefits for [Event Name] [Date]!
You’re invited: [Event Name] on [Date]
Save the date: [Event Name] and early bird pricing
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
Love [Your Event’s #1 Draw; e.g. craft brews, B2B marketing, hot yoga, etc.]? You’ll be right at home among our [# of Attendees] at [Event Name] [Year]!
Our amazing lineup of [speakers/musicians/vendors/etc.] includes [Specific Names]. [Event Name] is a great opportunity to deepen your appreciation of all things [Benefit].
Best of all? Tickets are half the price until [Date] during our Early Bird sale.
[CTA BUTTON]: Get My Tickets
See you there!
[Your Name]
4. Repeat attendee event email invitation
A loyal fanbase is a valuable asset, and encouraging past attendees to buy tickets for your event is an effective way to increase sales. The emphasis should be on how this event is even better than the last one.
Repeat attendees need to know how you reward loyalty. So include benefits like discount codes and exclusive merchandise in any event email invitation you send. An inviting tone of voice that makes them feel valued will prompt them to register.
Subject line:
Secret pre-sale just for [Event Name] loyal fans!
[Event Name] is back!
Can’t wait to see you again at [Event Name]!
Hot off the press! It’s [Event Name] time!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
It’s that time of year again, when [Event Name] tickets go on sale. And as a thank you for being one of our most loyal fans, we’re excited to share our [Year] discount code for 20% off!
Simply click the button below and use code [LOYALFAN] to save big.
Looking forward to seeing you on [Event Date],
[Name]
5. Urgency-driven event email templates
Use this template when ticket or registration prices are about to go up. Or, if prices aren’t going up, but you still need to drive urgency and improve ticket sales, use it to alert people that tickets or registrations are close to selling out – after all, ‘close’ is relative. Offer a discount code that’s only applicable for the first 100 users, then watch as people race to grab the special offer.
Subject lines:
Last chance to buy tickets for [Event Name] [Year]!
[Name], [Event Name + Date] early bird discount ends this week!
[Event Name] is close to selling out! Buy tickets now!
Hurry! Last few tickets available for [Event Name] [Year]!
Prices increase tonight! Get your ticket now for [Event Name] [Year]!
[Event Name] [Year]. Only 100 spots left before prices go up!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
Don’t miss it! [Event Name] is coming back strong, and you want to be part of it.
Click the button below to reserve your place before [the price goes up/tickets sell out].
We’re eager to see you at [Event Name + Date]!
Cheers,
[Your Name]
6. Event email sample to build hype
Hype generates anticipation for your event. The aim is to create a sense of FOMO (fear of missing out) in your audience. FOMO helps build a sense of urgency and is a powerful tool for marketing your event – particularly in a world driven by social media. And if your event has the “wow” factor, ensure that’s evident in your subject line.
Subject lines:
You better be quick! [Number of People] have already signed up to [Event Name + Date]
[Event Name + Date] tickets are selling fast! Don’t miss out!
Hot off the press! [Special Guest/Speaker] is at [Event Name + Date]
Guess who’s coming to [Event Name + Date]?
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
We’re excited to announce that [Guest] will be appearing at [Event Name + Date]. Plus, with [Wow! Factor] you can’t afford to miss out!
Tickets are selling fast. Click the button below now to secure your place.
We can’t wait to see you at [Event Name + Date]!
[Your Name]
7. Targeted email to drive VIP sales
You want to encourage previous attendees to buy tickets to your event or upsell them deluxe ticket packages. Instead of sending this offer to your entire database, target only the most valuable members. For instance, you could send this offer to previous VIP attendees and people who have attended at least two of your events. Segmenting your email list can drastically increase engagement with email campaigns, driving double the clicks that broad campaigns do. Managing this segmentation can be tricky, but tools like Eventbrite Boost simplify the process.
Subject line:
Your VIP experience awaits…
[Event Name + Date] VIP tickets now available!
[Event Name + Date] VIP tickets going fast!
Just for our VIPs
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
Thanks for being a part of the [Event Name] community. This year, we’ve got a luxurious VIP experience built just for our most loyal fans, including you. We’re excited to introduce [VIP Perk #1] and [VIP Perk #2], and more – in addition to all the activities you know and love from the past.
Click the button below to secure your VIP experience.
We can’t wait to see you at [Event Name + Date]!
[Your Name]
8. Event email to introduce guests
Use your email to introduce attendees to special guests, speakers, or featured celebrities. After all, it’s a strong selling point for your event – people often buy tickets based on who’s appearing. Include details such as the names of guests, short bios, details of their input, and links to their website or work. Photos of them or short videos of what they do also add impact.
Subject lines:
Have you heard? [Guest] is coming to [Event Name + Date]
By popular demand! [Guest] is coming to [Event Name + Date]
It’s official! [Special Guest/Speaker] is at [Event Name + Date]
Guess who’s coming to [Event Name + Date]?
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
We can’t keep it to ourselves any longer! [Guest] will be joining us at [Event Name + Date]. Well known for [Job Title or Bio], they will be [Talking About/Performing – Brief Overview of Speech/Performance].
It’s an opportunity too good to miss! Click the button below now to save your place.
See you soon at [Event Name + Date]!
[Your Name]
9. Event reminder email template
Your event is fast approaching, and you don’t want to lose momentum. An event reminder email builds anticipation and is an opportunity for you to share vital information about your event.
People won’t read an event reminder email if it’s too long. So summarise the details and adapt your email framework accordingly, whether you’re using a webinar email template or professional meeting reminder email sample to help craft your copy. Sending an email that’s easy to skim read increases the chance of attendees paying attention. Put any key information in bold, and keep it concise – you can always add any other common questions to your FAQ page.
How to write an event reminder email
Subject line:
Important information for [Event Name]!
It’s nearly time for [Event Name]!
Not long now until [Event Name]!
[Event Name]. Final information!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
We’re excited to see you at [Event Name] on [Date/Time] at [Location]. Here are a few things to keep in mind to ensure you have the best possible experience:
- Best time to arrive
- Parking/transportation information
- Bag size restrictions or other security information
For more, check out our FAQ page.
See you soon!
10. Persuasive event email template
Crafting engaging event email copy isn’t enough – those clicking into your email then need to buy tickets. People love special offers and perks, so motivate them with time-limited incentives like discounted tickets, the chance of a meet and greet, or free merchandise. And to convince them further, remind them when your event is, what’s happening, and who’s appearing.
Subject line:
Book your place at [Event Name] today for a limited discount!
Available for a limited time only at [Event Name]!
Interested in [Event Name + Date]? Check out this special offer!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Dear [Name],
Keep it under your hat, but [Event Name + Date] just got a whole lot better. For a limited time only, we’re offering [Discount/Perk/Special Offer]. And with [Guest/Speaker/Celebrity] appearing, you can’t afford to miss out!
Click the button below and bag this limited offer.
[Your Name]
Event email templates for attendee information
11. Post-event thank you and survey
As an event creator, you understand the importance of the post-event thank you. Attendees want to feel their attendance was appreciated, and it allows you to collect valuable feedback too. Use this template the week after your event – leave it too long, and you’ve missed the moment.
Now the person has attended your event, emails need to be more personal. Personalising a subject line with a recipient’s name or city can generate open rates of 20-31%. Using a super-specific subject line can push that figure even higher.
Subject line
Thank you for attending [Event Name], [Attendee Name]!
[Attendee Name], we need your feedback!
[Attendee Name] how did we do?
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hi [Attendee Name],
Thank you for attending [Event Name]. We hope you enjoyed the event as much as we did!
We’re always seeking new ways to make our events the best they can be. Can you take two minutes to give us your feedback?
We appreciate your help!
A special thank you to our sponsors, [Sponsor Names], for making this event possible.
Follow us on Facebook and Instagram to keep up with future events.
12. Event round-up email
A round-up email reminds people how great your event was. It’s still at the forefront of their minds, and they’ll want to share that experience with friends and colleagues. Don’t miss the chance to monopolise on that post-event buzz.
Show your appreciation by thanking attendees, then share everything you can from the day. Include stats, photos, videos, and keynote highlights, and if you can’t put it all in your email, use anchor text to link to the information and visuals.
Subject line
[Attendee Name], thanks for coming to [Event Name]. Here’s a reminder of our day!
[Attendee Name], check out these takeaways from [Event Name + Date]!
[Attendee Name], everything and more from [Event Name + Date]!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hi [Attendee Name],
You made our day at [Event Name + Date]. Here are the highlights from our event.
Click here for more [Event Name] content.
Follow us on Facebook, Twitter, and Instagram – and feel free to spread the word!
We can’t wait to see you at [Event Name + Date]!
[Your Name]
13. Next event teaser email template
Don’t waste time. A next-event teaser email reaches attendees while your event’s still fresh in their minds.
While they’re keen to repeat the experience, tease them with a taster of your next event. Early bookings are a massive advantage and simplify planning your event, so build on this enthusiasm by offering attendees incentives such as early bird discounts or VIP perks.
Subject line
Great news! We’re already planning next year’s [Event Name]!
[Attendee Name], we wanted you to be the first to know about [Event Name + Date]!
Enjoyed [Event Name]? You’re going to love [Event Name + Date]!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hi [Attendee Name],
We’re so glad you came to [Event Name]. The great news is we’re already planning our next event. And because you’re one of our most valued guests, you get first choice of these exciting perks!
Click the button below for your special offers.
We can’t wait to see you at [Event Name + Date]!
[Your Name]
14. Email to share a virtual event recording
Some virtual event platforms allow you to record your event to share with attendees. Allowing access to a recording of a webinar or livestream lets them relive the experience and watch the complete footage. It’s also an excellent way for people to share it with their contacts on social media.
Subject line
Thank you for attending [Event Name]. Enjoy our recording!
A reminder of how much fun we had at [Event Name]!
Reliving [Event Name]? Check out our recording!
Our live recording of [Event Name] is here!
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hi [Attendee Name],
What a great time we all had at [Event Name]! We couldn’t have done it without you. Just to remind you of the fun we had, here’s a recording of what happened on the day. Feel free to share it with your friends.
Don’t forget to look out for our future events on Facebook, Twitter, and Instagram.
[Your Name]
15. Virtual event no-show email template
Some people sign up for your event but don’t attend. No matter how frustrating, don’t just write them off. We all have valid reasons why our plans change, and they’re still your potential audience. Convince them your next event is worth their time. Sending people links to event recordings and resources keeps them engaged. It also helps them see what they’re missing.
Subject line
Thank you for signing up for [Event Name]. Check out this recording of our day!
[Attendee Name], we missed you at [Event Name]!
Couldn’t attend [Event Name]? No worries!
We hope to see you next time at [Event Name + Date]
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hi [Attendee Name],
We missed you at [Event Name]! Here’s a taster of what happened on the day – plus resources and websites we think you’ll like. If you’ve got any feedback, we’d love to hear it.
Hope you can join us at our next event. It’s not the same without you!
Remember to follow us on Facebook, Twitter, and Instagram to keep up with future events.
[Your Name]
16. Event safety protocols
Most government regulations and safety requirements for events have eased. However, pandemic restrictions can change, and keeping people safe from COVID-19 is still a priority. Attendees need to know how extra safety measures affect them. Using this template, you can tell attendees about arrangements to keep them safe such as wearing a mask in certain areas or using hand sanitation stations. It also acts as a gentle reminder that situations can change.
Subject line:
Important [Event Name] COVID-19 safety update
Keeping you safe at [Event Name]
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hello friends,
We’re excited to see you at [Event Name] on [Date/time] at [Location]. Per [Local Restrictions (i.e., current guidelines issued by your local public health authority)], all attendees must [Specific Safety Precautions – i.e., wear face masks, keep a social distance, provide proof of vaccination]. Here are a few things to keep in mind to ensure you have the best possible experience:
- Guidance on mask wearing
- Guidance on social distancing
- Guidance on proof of vaccination
- Most importantly, stay at home if you’re not feeling well!
Thank you for your help in keeping each other safe!
[Your Name]
[Your Title, Event Company Name]
17. Event postponement or cancellation
Tell your audience well in advance when an event is cancelled or postponed. Follow this template for postponing an event or adapt the wording accordingly if your event is cancelled.
A major concern for attendees is getting a refund, so communicating how this will be dealt with is a priority. Be clear about when processing refunds will start, and when they will be credited to accounts. Lastly, sign off the email with your name and title to add a human touch.
How to write an email to postpone an event
Subject line
Important [Event Name] update
Postponing [Event Name]
[Event Name] important date change
Header:
[Event Name]
[Event Date]
[Event Time]
[Event Location]
Content:
Hello friends,
Following a [Reason for Postponement], [Organisation Name] has made the difficult decision to postpone [Event Name], scheduled to take place on [Date] at [Location].
After careful consideration, we believe this decision is in the best interest of our attendees. We sincerely apologise for any inconvenience this may cause.
The good news is that [Event Name] is now scheduled to take place on [Date] at [Location]. All tickets remain valid for the event.
If you would prefer a refund, please click on the link below. You’ll receive an email within the next 1-2 days to confirm your refund has been issued. At that point, it’ll take 5-7 banking days to receive your refund. Only primary ticket purchasers will receive a refund. For questions, please contact us: [Contact Us URL].
Thank you for understanding,
[Your Name]
[Your Title, Event Company Name]
Put your templates into action
Compelling event email copy is a critical part of your email marketing strategy. Our tips and event email templates make writing those promotional emails easier. Check out how you can use email marketing technology with Eventbrite Boost to sync attendee information with your database, reduce the chance of human error, and have more time to focus on your event.
