5 Event Email Strategies to Engage Attendees Better

Whether you run music festivals, networking events, or anything in between, your email marketing goal should be the same: engage your attendees to sell more tickets. We’ve been keeping an eye on the types of emails that do well for event organizers, and we’re finally sharing the most effective ones with you today. Let’s dive in to the top performing email templates and strategies, so you can get inspired and sell more tickets 🎟

1. Start off with a wicked welcome email

You can (and should) set up a welcome series to automatically send an email to welcome new subscribers. Welcome emails have a CTR 4x higher than any other type of email and are a great way to kickstart your brand’s relationship with a new subscriber. They’re also a great email to have if you’re trying to build and maintain a strong sender reputation for healthy email deliverability because of their high engagement rate.

Insomniac sends a clear welcome email letting new subscribers know what their brand is all about. The one CTA to ‘Explore Events’ drives clicks back into their website, and they’ve also linked out to their social accounts to let subscribers explore their brand’s digital presence.

Related: The Ultimate Guide to Building an Effective Welcome Series

2. Segment emails and keep them relevant

The one mistake we see over and over is event emails jammed with too much information. You don’t want to overwhelm your subscribers - you want them to be able to easily digest your email and buy tickets. A great way to do this is to segment your email list, so you can send targeted emails based on your subscriber’s interests, whether that’s by artist, genre, or venue.

American Express’ segments their pre-sale emails well, sending subscribers artist-specific events based on their music interests. These emails focus on the artist and clearly show the venues and dates of their concerts, so subscribers can easily click through to get tickets.

3. Ask subscribers for their email preferences

It’s important to remember that blasting your whole list with all of your events will only hurt your long-term engagement - subscribers will stop opening your emails if they aren’t relevant. Asking attendees for their email preferences will help you send more targeted email and increase your open and click rates.

Hive recently launched a signup form builder that lets you do this right at signup. You can give subscribers the ability to select segments they’re interested in, and Hive automatically adds them to these segments when they subscribe.

4. Create hype with email exclusive first-access to event tickets

Subscribers love seeing value in being on your email list, and what better way to show that than offering email-exclusive things? This could be anything from pre-sale tickets to first dibs on new merch. You can take it one step further and segment your list into VIPs, whether that means the most-engaged or high-value customers who’ve spent over X amount on tickets in the past.

Spotify’s Fan First emails are a great example of thanking subscribers with an offer code to access pre-sale tickets. They keep copy short and sweet, so the attention stays on clicking through to buy those tickets asap.

5. Need to share a lot of event info? Design your email well.

We get it - events usually have a lot of information you need to tell subscribers in one email. That doesn’t mean your email should look bad, right? Spend a bit more time strategizing an email design that lays out all the necessary information in an easily digestible way, and make sure your CTA is front and center.

Invision’s Design + Finance Livestream email lays out all the event details, without overwhelming subscribers. They’ve kept the emphasis on their CTA to buy tickets, and made sure not to bury key details like the date and location. Aside from that, they still kept in a few paragraphs about their event, and their 5 panelists.

Wrap Up

You’re ready to engage attendees better and sell more tickets with these 5 email strategies. From setting up a simple welcome series, to segmenting your contact list, remember that your emails should always be easily digestible and targeted. Want to read more about improving your event email strategy? Check out 3 Key Event Emails & Segmenting Strategies to Reach the Right Attendees.