Achieving Effective Communication With Event Attendee Emails

The term “event attendee email” is used to describe the sequence of email messages that an event organizer or ticket seller sends to their attendees. Attendees are people who have expressed interest in attending an event. This intent is usually delivered through a registration form submitted online by visitors, but can also be sent via direct contact with the organizer.

Effective communication with event attendees by email has been seen to be a critical part of the event planning process. Organizations benefit from this communication by receiving data on their attendees and being able to build a relationship with them over a period of time, enabling a continued connection between person and organization.

While traditional marketing tends to be focused on delivering messages that insert an organization into the consumer’s mind as often as possible, emails sent to those interested in attending an event should be reserved for meaningful interactions that provide value. The appropriate number of emails will depend on the type of event and its purpose, but there is no doubt that effective email communications can help any organization reduce costs while maximizing their reputation among participants.

Event Attendee Email Objectives

Event attendee emails serve multiple objectives. They provide transparency about what is happening, they show that the organizer is actively engaged with his or her attendees and they give an opportunity to collect additional data so that future communications can be more targeted.

Event attendee communication is key aspect of event management. These emails help to further engage potential customers, increase the brand’s awareness among existing customers, and to make them feel appreciated. They also serve as another touchpoint for businesses (meaning they are one more opportunity for companies to reach out to their contacts).

Although these types of emails are sent by both small local businesses for their customers and larger companies which organize major events like conferences, they seem not to get much attention in email marketing conversation. The days when spam was seen as a problem are long gone – people today welcome commercial content delivered through well-planned email campaigns rather than see it as an annoyance.

Remember that some emails are seen more often than others. If an attendee signed up but didn’t provide his name, there’s a good chance he won’t see your announcements while browsing through “all mail” because they wouldn’t know what to make of it. This is why organizers usually choose to address recipients by name when sending out their first contact regarding the upcoming event.

Event Attendee Email Sequence

There are three main stages at which these emails are sent. The primary stages are before and after the actual event and the third stage is right before the start of the event.

Before The Event: Event Confirmation and Gratitude, Additional Guidelines

An initial email is sent shortly after signing up for an event in order to confirm their attendance. This email or subsequent email will highlight key details about the upcoming event such as

  • instructions on how to prepare for it (including links to any relevant web page), travel arrangements that should be made if necessary and what to pack (with links to useful websites)
  • reminders about tickets that still need buying and last minute discounts that might still be available.
  • It is also good practice to ask attendees what are they expecting from the event

Pre-event emails are generally sent out to remind registrants about the event, give them important information specific to their registration, and provide updates on the status of the upcoming event. These emails have a very high conversion rate due to their relevance in assisting with decision-making for attendees who are still unsure if they will attend.

The content of such an email will depend on the nature of the event and the preferences of its organizer. There is no limit on how many emails you should or shouldn’t send to your recipients – sometimes people appreciate one reminder about an upcoming event, other times it’s necessary to send more than just one email because there were some questions left unanswered.

Right Before The Start of Event: Final Reminders

A reminder email is usually sent the day before the event takes place and it reminds attendees about all necessary information they might need on that day – i.e., where to go or how parking works, final reminders about the location change for where the event is being held or any other changes that have occurred. It should also include a calendar notification. This email also gives attendees access to other resources that might be helpful throughout the day such as customer service phone numbers or other information that assist in making the attendee’s experience more enjoyable. It also provides another

Another email is sent on the day of the event, and it reminds attendees about any last minute information that they might need – i.e., special arrangements, parking instructions, etc. This message should be very short and include only necessary information. This email can also serve as a means of getting feedback from attendees or thanking them for their presence while reminding them to provide some feedback once the conference or event is over..

After The Event: Thank You, Request For Feedback/Survey

These emails usually recap what happened during the event and include:

  • Post-event thank you – it is important to express gratitude to all people who attended your event
  • Survey / request for feedback in case there were problems
  • a description of memorable experiences had by attendees and highlight key moments
  • tips for how to use any lessons learnt from attending it to their benefit and perhaps a link to relevant external resources.
  • highlight some leeway in tickets still available for future events or one-off discounts as incentives for return visits.

Again, the content will depend upon what is deemed unique about this particular event and is not unique across all types of events as such.

Event Attendee Emails: Proper Handling of Refund Requests

When an attendee wishes to receive a refund for his or her registration, it is usually because he or she has found another solution to the problem that prompted him or her to cancel. Emails sent out by event organizers to those who registered but do no longer wish to attend are often only respectful of the individual’s decision, rather than offering incentives to encourage him or her to remain as an attendee.

Event organizers might use these emails to remind attendees that they have until a certain date to decide whether or not they wish to retain their registration. It is also common for event organizers to offer discounted tickets for future events as an incentive for return visits.

Event organizers should not be discouraged from helping these customers find other solutions to resolve the problems that made them cancel in first place and may even seek advice on how to solve them and prevent similar issues for other people.

Event Attendee Emails: Some Tips

  • Automate email sequence
  • Animate your attendees with event emails
  • Personalize based on data from previous attendees, social media presence, etc.
  • Plan emails well in advance of your event, and make email copy written to stir up desire in attendees
  • Use a template system that will enable you to update emails quickly and efficiently
  • Include calls to action in all of your emails (a clickable link somewhere in the body of the email which encourage people to take action, like subscribing for more information about future events)
  • Add exclusive offers or discounts to turn email subscribers into first-time buyers for your events
  • Allow your attendees to register through an automated system
  • Make sure people who are not attending can also get some value from emails sent out after the event
  • Continually improve emails by setting goals for each email and this goal should be measured using a/b testing to determine which version of the email accomplishes this goal best.


Event attendee communication when setup correctly can have remarkable impact on an event’s success. The main idea of the article is to highlight the importance of properly setting up the event email sequence and give some tips for event planners and people in charge of marketing events.

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