Send an excellent event email in 5 steps

Sending a save the date email is the very first touchpoint when communicating with your attendees. When not well thought through or set up correctly you may risk losing your target audience’s attention and maybe even their attendance at your event. In the following blog post we provide tools to set up the perfect communication flow for your event.

Step 1. What’s in it for the reader? Less is more!
There is a big difference between what you as an organiser would like to say about your event and what your recipient wants or needs to know. Make sure you understand that your target audience are respectful with their time (no one benefits from information overload) and make sure that it is relevant at all times.

Step 2. One message per mail. Think billboards!
In the event communication flow you may want to choose multiple (mail) contact moments: from a save-the-date email until a recap email. Include only one call-to-action per contact moment, to enhance the chance that your audience gets your message. It’s very important to tell your invitee exactly what they need to do:

  • Make sure your call-to-action (CTA) is clear and bold.
  • Use capitals, and short words for the CTA text / buttons.
  • Create enough space around the CTA so the reader cannot miss it.

As an example:
Create a call-to-action
Step 3. Offer an easy to read event email

  • Reduce the length of your event email as much as you can.
  • Structure your content in different paragraphs.
  • Use titles and bullet points for those who like to scan.
  • Create enough white space in the content to make it easy to read.
  • Be consistent in alignment to maintain harmony.

Structure your event email

Step 4. Make it personal
Many events contain different target groups (Guests, VIP’s, sponsors, partners). Make sure you personalise the message as much as you can. Make your audience feel recognised.

Step 5. Reward your attendee with clear confirmation
When you ask your invitees to register, it is highly recommended to confirm their registration. A good confirmation email consists of the following items:

  • Registration & event details
  • Agenda link
  • Possibility to cancel or change details
  • Event website link
  • Optional: E-ticket. Only when you would like to register your attendees at the event.
  • Salutation and name sender

A good communication flow is the start of a successful event: from the save the date email until the recap mailing. Create unique and relevant content at all times. This results in a higher attendance rate and a less time consuming support process.

Make sure you read our next blog post: we’ll show you the importance of layout of your event email!


Download the event email white paper