Attendee emails are a critical component of event marketing. Long before guests arrive and check in for your event, they’ve already formed an impression of you based on your email communications.
There’s certainly an art to figuring out the “right” number of emails to send to your attendees. A conference that sells tickets nearly a year in advance will likely send more emails to ticket holders than a local workshop happening in one week. Though the frequency and type of messages will vary based on your particular event, you can count on these three making up the core of your email communications.
3 Must-Send Attendee Emails
#1: Registration Confirmation Email
When you’re selling online tickets to your event, it’s important to provide an email confirmation that serves as an easy reference where attendees can find all of the necessary information they need. Key elements to include:
- Event name
- Event date
- Event time
- Event location (map links are very helpful)
- Ticket details
- Any special information
- Contact for questions
This email is arguably the most important email you’ll send to your attendees. Even if they do not read it right away, it’s the email least likely to be deleted because of the importance of the information it contains.
#2: Reminder Email
A friendly reminder email helps prepare attendees for your upcoming event. Besides reminding them of date and time, you can also use this email to answer last-minute questions. Helpful details to include:
- Parking information
- Dress code
- What to bring
- Event hashtag and/or social media information
- Links to relevant blog posts about the event
In general, your event reminder email should be sent 24-48 hours in advance of events that do not require travel, and 10-14 days in advance of events where travel is involved.
Tip: You can export attendee data to a CSV file with Event Tickets Plus, making it easy to contact attendees through your existing email service provider.
#3: Attendee Thank You Email (Post-Event Wrapup)
One of the most under-utilized event emails is the attendee thank you message. This touchpoint provides a valuable opportunity to promote other upcoming events, collect attendee feedback, and guide attendees towards the next step you want them to take.
Here’s a sample thank you email you can modify to suit your particular event:
Thank you so much for attending (event name) this past (day of the week)! We are proud to have brought together such an amazing group of (audience and/or speaker type) to (describe event topic).
Please take a moment to help us improve future (event types) by taking a brief (survey length) survey. Your feedback is extremely valuable to our ongoing effort to offer (event goal).
(Event materials) can be found/will be posted (location or timeframe).
Be sure to mark your calendars for (next event) on (date). Registration information is/will be available on our website.
Thank you again for being part of such a wonderful (event type) experience. (I/we) look forward to (future action) again soon!
(Name or event team)
This is how it might look for a real estate agent that just hosted a workshop for first-time home buyers:
Thank you so much for attending our first-time homebuyer’s workshop this past Tuesday! We are proud to have brought together such an amazing group of local experts to help new home buyers like yourself sort through the different options for financing your first home.
Please take a moment to help us improve future workshops by taking a brief 5 question survey. Your feedback is extremely valuable to our ongoing effort to offer free educational resources to other home buyers like yourself.
The finance worksheets and loan calculators used during the workshop can be found on our resource page: awesomemadeuprealtor.com/resources.
Be sure to mark your calendar for our Minneapolis home tour on Sunday, May 13th. Registration information is available on our website: awesomemadeuprealtor.com/hometour
Thank you again for being part of such a wonderful workshop group. I look forward to working with you soon!
Final Thoughts Before You Press Send
Before you press send on any of the emails we’ve outlined above, be sure you proofread them carefully. Pay attention to grammar, punctuation, and spelling, as well as your use of headings for scannability.
When possible, segment your email list and customize your messages for each group of recipients. The better you communicate with your attendees, the more likely they’ll be to return for your next event.