How To
15 min read

A Guide to Writing Event Email Marketing Copy (with Examples)

Karen Bokdin
November 20, 2022

Some marketers believe that email marketing has lost its effectiveness.

They say inboxes are too full and you can't get heard among all the clutter. 

We’re happy to report that this isn't true. In fact, email marketing is as effective as ever. It offers a return of $38 for every $1 spent, which is an amazing 3,800% ROI

However, you’ll need to break through all the noise to reach your customers.

In a world with hundreds of discounts and newsletters, how do you get your customers to open your email? What makes it stand out among the best event marketing emails?

In this post, you’ll learn everything you need to know about how to make the best event marketing emails so you can stand out from the crowd.

What is email marketing?

The concept of email marketing is simple: use emails to market what you sell.

However, getting people to open and engage with those emails is much more complex. Most people receive an average of 121 emails a day, and inbox management has become difficult. 

To effectively use email marketing, you can’t just show up .You have to stand out.

What is an event promo email?

Promotional emails are primarily designed to get the word out about an:

  • Event
  • Product
  • Service. 

Event promo emails typically include invitations to exclusive events or access to exclusive content.

Email campaigns are designed to move a potential customer through the sales funnel toward conversion. A limited-time promotion can be included in the email campaign, so recipients feel compelled to act immediately.

An announcement for a corporate event should include:

  • An attention-grabbing subject line that sets the tone
  • An introduction that sets the tone for the event
  • Reasons why he or she was chosen as a recipient
  • Details of the event, such as the name, location, date, and relevance
  • Highlights of the event that may encourage registration
  • A clear CTA and next steps the recipient should take to register for the event

Benefits of event email marketing

Increase brand awareness and product exposure

If you are hosting an event, make sure it is properly promoted. This way, you can attract media attention and get people excited and aware of what is going on. 

In-person and online events are great ways to promote your brand.They also expose potential customers to your products and services.

Target your audience

When planning an event centered around a new product or service, you need to target people who will be interested in it. 

For example, you might want to target people interested in streamlining or improving their business if you have a software product that helps businesses. 

Choosing a target demographic for your event will help it produce better results.

Connect with customers

Meeting and interacting with customers directly is possible when you host events. 

You'll create a lasting impression on your customers through these events.

Better yet, you'll establish relationships that aren't possible with any other form of marketing.

Increase sales

Providing customers with the opportunity to ask their questions on site can help increase sales. 

If you make a good impression, you are likely to gain more regular customers. 

Analyze your event's sales to determine the ROI of your marketing efforts.

Assure leadership and credibility

While events establish your expertise, they can also establish your ability to help and teach others. 

Events allow you to interact on a personal level with your customers.

What should you include in an event promo email campaign?

Create Curiosity

The biggest mistake event marketers make is providing too much information in their promotional emails. 

What is the point of registering for or attending an event if they already know everything that's going to happen? Inform them just enough to pique their curiosity, but save your best stuff for the actual event.

Email marketing should contain enough information to generate interest, but not so much as to discourage registration and attendee growth. 

When an event app is crucial to the event experience, this is the time to engage them to download, install, and use the app.

Clearly state your call to action (CTA)

The CTA in each email should be:

  • Singular
  • Simple
  • Compelling 

Always include a call to action at the end of an event email, whether it is to:

  • Register or review the agenda
  • Download an app
  • Simply save a date

A successful event relies heavily on email marketing. A company's email inbox is one of the most effective ways to drive business success for event marketers. 

It is essential to customize these practices with personalization. It’s also vital to continually analyze, evaluate, and perfect them.

Use video

Images speak louder than words. Videos speak louder still. 

Video conversion rates can reach as high as 80%. This means event marketers should capitalize on  video opportunities.

To increase registrations and attendance at your event, here are some ideas for compelling videos.You can seamlessly integrate them into event promotion emails:

  • Show highlights from previous events to create excitement
  • Include remarks by keynote speakers
  • Display brief statements from influencers attending the event

Although producing these videos takes time and resources, the payoff will likely be worth the effort.

Strategize your email autoresponder campaign

For event promotion, five is the magic number when it comes to email marketing. It’s key to stay on your customers’ radar, and sending multiple event emails can help you do that. 

To create multiple touchpoints, send emails with different messages that move within the same narrative. 

Also, be sure to use essential email marketing techniques. 

For example, you could develop an email promotion funnel based on recipients' actions, such as whether they opened the email. 

This will help you send the right emails to the right customers at the right time.

How to write the best event marketing email subject lines

Write event marketing email subject lines that are focused on FOMO (fear of missing out). Used correctly, FOMO can be a powerful tool in event marketing. 

When we fear that we will miss out on an amazing experience, we feel anxious. Our social media-driven, shareable world makes FOMO an important driver for prospective attendees.

If an event promoter sends an email to potential participants that starts with a FOMO-driven subject line, they should feel FOMO as soon as they read the email. 

For example, if there is a special offer, such as an introductory discount, it should be presented right away so there is a sense of urgency. 

A FOMO subject line is an especially great strategy if your event has a “wow” factor. 

For instance, if you have a cutting-edge technology event, make it clear that the reader can’t afford to miss out on staying up to date with the latest breakthroughs.

11 types of event promo emails to get your customers' attention

1. Introductory pricing email

Aim to attract as many registrants as possible at the start of the event. 

Remember not to spend all your time marketing the event rather than actually planning it. After all, if your event doesn’t provide attendees a lot of value, you may as well not have an event at all. 

Even if you have to give discounts, early registrations are always better and will help you with planning.

Your list (or at least your VIP segment) should be notified that registrants who register before open registration begins will receive a discount. 

Typically, you should offer at least a 20% discount. Tell them when the early bird period ends and the full price of the tickets becomes effective. 

Additionally, limit how many people can buy early bird tickets. By doing so, you create a rush that builds anticipation and collects money early.

If you are nearing the event, you might be tempted to offer discounts to sell those last openings. However, that's not a good idea. 

Discounting late sign-ups will entice current registrants to ask you to extend the discount to them as well. Don't discount late sign-ups.

2. Hype email

Many things can be included in a hype email: 

  • Interviews
  • Images
  • Videos
  • Sneak peeks
  • Lessons

Content can be anything that captures people's attention and motivates them to think about your event.

Make sure your content explains why your event is valuable. 

For example, you could record a testimonial video from one of the past participants of your marketing event. They could explain how they used their new skills to increase their customer engagement. 

This will help potential attendees realize that it is worth the time and effort to attend your event.

Be as creative as you like here. In order to make your subscribers more interested in your event, you need to capture their attention.

3. Agenda email

Although you may have a wealth of information on your website about what will happen at your event, you should also email your list with this information. 

Send an email outlining the agenda for the event. Answer the questions:

  • When does the event start? 
  • Is lunch provided? 
  • Which speakers will be present? 
  • What should participants bring?

This is the one email that doesn't provide any actionable information.However, it helps attendees get excited about the event. 

You show your attendees that you're well prepared and professional, and that they will benefit from your event.

4. Introducing the speakers email

Presenters and speakers should be introduced to your email recipients. 

Make sure your subscribers know: 

  • Who will be speaking
  • What they will be talking about
  • Their credentials

Your aim is to demonstrate the value your subscribers will receive by attending your event and listening to the speakers.

You can give your subscribers something exciting to look forward to by identifying the key points of each speaker's presentation. 

Also, be sure to include pictures of the speakers so your subscribers are able to get a sense of their personalities.

5. Formal invitation email

After entertaining your audience and enticing them with clever marketing, you will need to formally invite them to register for your event.

You need to make sure you get this email right, even though it's fairly straightforward. The goal is to have as many people register for your event as possible.

Include a clear explanation of:

  • Why your subscribers should attend the event
  • What they will receive
  • All of the logistical information 

Remember to include all of the benefits, such as:

  • Meet-and-greet opportunities
  • Free training
  • Gift bags

Include a link to the event registration landing page in your formal event invitation email. This page should include all the information subscribers need to decide whether to register for the event.

Make sure that your invitation email is:

  • Branded
  • Bold
  • Filled with valuable information

It should provide all the information attendees need, as well as a link to the ticket ordering page.

6.Confirmation of registration email

This is a straightforward email to let your guests know that they have been registered. It also provides them with a receipt for their purchase. 

The subject line can be something along the lines of, "Thank you for registering for the event. A charge will appear on your card shortly. We're excited to welcome you!” 

Include their:

  • Order total
  • Number of tickets
  • Any additional items

Additionally, this is a great place to recommend easy next steps to your attendees. This can be where you suggest they follow you on social media or download your app to stay informed.

7. Key details email

Any information that your guests must know before they attend an event is included in the key details email. 

The best time to send this email is right after they register for your event. This is because they are still thinking about it. 

Consider if there are there any key pieces of information they should know, such as:

  • How to download or view important documents
  • A guide to booking a hotel room in the block of rooms you arranged
  • The location and method of collecting passes, tickets, or wristbands

Use a subject line that will grab their attention. Also, let them know they won't be able to take advantage of the offer if they don't act now.

8. Reminder email to download your app

If your event uses a custom event app, you'll want at least one email devoted to letting your guests know why they should download it. 

Describe how the app will enhance their experience and how it ties into your event.

Be clear about the benefits of using your app to avoid app fatigue. Explain how guests will be able to:

  • Find information on the website
  • Interact with the presenters
  • Socialize with others

Encourage downloads of mobile apps for Android and Apple devices by using a bold CTA.

9. Email sponsorship plug

You should promote your sponsors as much as possible if you have any. A shout-out to your email list can be sold as part of your sponsorship package.

It's tough to write emails like this since your audience knows exactly what you're doing. It's important to make these appear as if they're not advertisements. 

Consider asking your sponsors to run a giveaway or contest, or having them provide you with a coupon code your guests can use.

Ensure you use your email marketing tool's tracking features to determine how many people visit your sponsor's website after clicking a link in your email. 

Your sponsors will want to know how effective your email marketing is. This data may also be useful in selling sponsorship packages down the road.

10. Giveaway/Contest promotional email

Promote any contest or giveaway you plan to hold during your event with an email. Explain:

  • How to enter the contest
  • How to play
  • What the prize is

Which items should you give away? That depends on the type of event you're holding and the type of audience you're targeting. Give something that matters to the audience you're targeting.

An email of this kind is a great way to increase attendance. 

Tell them to enter the contest or giveaway before the event, but explain that the winner will be announced at the event. This makes them responsible for showing up to collect the prize.

11. Informational email: know before you go

In the days leading up to your event, send an event reminder email to your registered guests explaining what they need to know. 

Help them get more value out of their event experience by sharing advice that will:

  • Increase their likelihood of attending
  • Make them comfortable during the event
  • Increase their likelihood of showing up

Consider sharing the following information:

  • What local transportation is available and how to use it
  • How to find the best accommodations in the area
  • Forecast for the day's weather
  • Suggested comfort items (sunscreen, reusable water bottle, comfortable shoes, etc.)
  • What they should wear (appropriate attire, etc.)

What is a recap email?

You hosted a successful event. Kudos! What's next? 

Post-event wrap-ups and reports provide community members with a way to follow up on key ideas and takeaways that can help influence future:

  • Communication
  • Collaboration
  • Decision-making

You should publish your post-event wrap-up within 48 hours of the event's conclusion.

Make writing this email a priority by scheduling time on your calendar. It’s easy to neglect this due to post-event fatigue and other tasks that need to be completed. 

Schedule time for writing and publishing your report no more than 24 hours after the event. The more recent the news, the greater the audience.

What should you include in your recap email?

While at the event, you should collect data for your event report. 

Make note of things that particularly impressed you during the conference or meetup. Also, be sure you write down the things that stood out to you and the insights you took from them.

Your post-event wrap-up report could include any of the following elements.

Thank people who attended your event

You should thank your attendees after a successful event and make sure they know you appreciate their contributions. 

This is a great opportunity to share statistics from the event or simply thank everyone and let them know you will see them again. 

You can also offer feedback in a thank you email. Tell people how much you appreciate them, and encourage them to come back next year.

Instead of focusing on event highlights, this thank you email includes a CTA encouraging recipients to learn more. 

People feel appreciated when they receive thank you emails, and 70% of purchases are made as a result.

Overview of the event

You’ll have most of this info before the event. However, it’s best to pull from your notes so you can celebrate highlights and successes, such as:

  • Speaker highlights
  • Training sessions that went well
  • Positive feedback you heard at the conference directly from attendees

Event location and suppliers

Thank your event venue and be sure to include vendors such as:

  • Audio/visual techs
  • Catering
  • Suppliers 

This shows appreciation and allows them to network with other companies.


Depending on your event goals, you may want to include the number of attendees from certain groups.

This may include the percentage of repeat guests or certain demographics relevant to your business.

Thank your sponsors

It’s best practice to thank your sponsors and link to their websites. 

You can even thank sponsors with a link to your event's sponsors page if you have multiple sponsors. 

A specific thank you to a sponsor is always appreciated if they did something truly noteworthy.


You must obtain permission to take photos at your event (this should be disclosed in one of your emails to attendees). There should also be a photography policy for your event.

Generally, group photos taken without the faces of the audience are well received, even by those who are camera shy. 

Get a good sense of your audience and take pictures accordingly.

Video and audio from sessions

It’s always good practice to link to the recordings of the talks recorded at the event. 

Embed the recordings of the top one to three sessions from events where several sessions took place. 

Ensure that you provide a brief summary of the recordings so readers know why they should listen or watch. 

Wherever possible, include closed captioning for your readers.

Tag your posts and photos

Provide attendees with information regarding the tags they should use when they post photos, tweets, and Facebook messages. 

Include the tags in all your photos and posts.

Compile additional materials

You might have noticed an outstanding network diagram in a speaker's presentation. Or, you may have noticed that a presenter was not planning to publish her lessons. 

Whatever the case, it's best to request these resources from the speaker, then follow up via email. 

To ensure your post is published on time, make sure you send an email as soon as possible to request the materials. Better yet, consider obtaining them before your event so you can include them later.

Search social media for the event hashtag before publishing your report. You may wish to link to other posts from this search that might be helpful to your own.

How to write your post-event email

To write your post-event email, start with an outline and the notes you compiled during the event. 

Organize your thoughts and content on a page by expressing as many points as possible. Then, ask a friend or colleague for help with arranging your points. 

It's hard to start from scratch, so don't expect your first draft to be perfect.

If you're having trouble writing: just write!

It doesn't need to be perfect or coherent at first. Grammar, spelling, and structure can be addressed later. 

Describe the event out loud to a colleague, and then elaborate with high points that support the summary.

During your conversation with a colleague, ask them to take notes on your experience at the event. 

Your outline will come from their notes. Transcription software can also be used for this purpose.

Event Email Marketing Templates

If you need some inspiration for your event emails, check out the following examples. 

These samples will help you start writing the perfect event promo emails in no time!

Pre Event Email Template

This pre-event email template is simple and straightforward. It tells you about the speaker and what you will learn.

Better yet, the email leads with the word “Quick!”, inspiring the recipient to act fast.

Event Announcement Sample

This event announcement sample email is great because they make the value proposition clear right away.

By leading with a question, this email piques the curiosity of the reader.

It also explains all the basics of the event, and includes a bold CTA.

Email Template for Team Building Event

This team building email template is straightforward and to the point.

It clearly lays out the date, time, and purpose of the event.

Best of all, it explains how the team building event will help the team members and company grow.

Email Template For Fun Activity In Office

This lunch and learn email template can easily be used for any type of fun activity in the office.

It’s simple, straightforward, and gives your team members all the essential information they need to know for the event.

Job Fair Invitation Email Template

This job fair email template is great because it tells the recipient all the essential information they need to know about the event.

It also includes clear CTAs and invokes a sense of urgency by using the line, “Space is limited. Register today to secure your spot!”

Hackathon Email Template

This Hackathon email template is effective because it clearly lays out the purpose and dates for the event.

They also establish credibility by including the event’s big-name sponsors.

Finally, this template uses a hashtag to promote the event through channels outside of email.

RSVP Confirmation Email Template

This RSVP confirmation email template is a good example because it lets the recipient know they’ve completed the registration process at the very beginning of the email.

This template is also effective because it provides the recipient with the next steps they need to take to participate in the event.

Upcoming Events Email Template

This upcoming events email template provides recipients with the date, location, and purpose of the event.

They also include two CTAs: one for those considering attending, and one for those who are ready to sign up now.

That means the same email can be sent to people at different stages of your event marketing funnel.

Tips and Tricks for Email Marketing Event Promotion

Email marketing best practices for event promotion require more than just inviting people to register and sending them event details. 

Promote events through email marketing by following these best practices.

Personalize Your Emails

Personalized emails will increase open rates.

The percentage of marketers who say they've seen an increase in open rates since using email personalization has grown to 82 percent.

Take Advantage of Email Marketing Automation

Automated emails get 119% higher click rates than emails that aren't part of the automation workflow.

Choose the right time

When sending emails, aim for the right days and times. 

Though it varies by industry, Tuesdays and Fridays are generally the best days.

You can improve open rates, increase click rates, and ultimately see more people at your events when you use the right tools and follow email marketing best practices.

Final Thoughts

Email marketing is an important part of event promotion best practices. You will get better email performance if you put more effort into your event campaign. 

Some of the key points you’ll want to remember for your next email  marketing campaign include:

  • A pre-launch email builds excitement for your event. Let the attendees know when registration and venue information will be available.
  • Emails that provide information increase registration. Those who are more informed about an event are more likely to attend.
  • Email marketing tools can boost engagement. Marketing automation provides built-in best practices for spreading the word about your event.

If you follow these email marketing best practices, you can create an effective event promotion campaign. This can help establish you as a leader in your field.

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