20 event email marketing best practices to drive attendance

You’ve sent out your event invites, but the responses are trickling in slower than you hoped. Your audience probably saw your email, meant to open it later, and then, poof, it got buried under a pile of other promotions. Sound familiar? That’s where a well-crafted email marketing campaign can turn things around. The right strategy can cut through the noise, grab attention, and get people excited to attend. In this guide, we’ll walk you through 20 simple and creative ways to make your event emails stand out, boost attendance, and turn casual readers into eager guests.

How to create an email marketing campaign

1. Write subject lines that spark curiosity

Your subject line is your first chance to grab attention, so make it count. It is the headline of your email, as it determines whether people open your message or scroll past. Keep it short, playful, and a little mysterious. 

Curiosity gets clicks. Instead of “Register for our Event,” try “Guess who’s speaking at our next big event?” 

If you struggle to find the right words, try using PosterMyWall’s AI Writer. It can help you craft catchy subject lines that match your tone and audience. When your subject lines create intrigue, your open rates and RSVPs will instantly improve.

Here are some common mistakes to avoid while writing an email subject line.

2. Personalize emails with attendee names

People love feeling seen and valued. Adding a personal touch, like addressing someone by name or referencing a past event they attended, makes your message stand out in a crowded inbox. It’s a simple way to turn a generic email into a friendly invitation.

You can easily do this by using merge tags, which automatically pull details like your recipient’s name, company, or past registration history into each message.

Personalized emails build stronger connections and increase engagement. They show that your email is focused on people, rather than just promotion. Start small, even a warm “Hi Sarah, we’d love to see you again!” can make a big difference in how your message is received.

3. Segment your audience by interests

Not every subscriber is interested in the same thing. Segmenting your audience helps you send relevant content to each group, like highlighting networking sessions for professionals and live music for social attendees. This keeps your emails useful and engaging.

Segmentation also makes your email marketing campaign more effective. You can plan it as part of your broader event marketing plan, ensuring each group gets the updates and offers that truly matter to them. When your content feels personal, readers are far more likely to take action.

4. Send early-bird offers to build urgency

Everyone loves a deal that feels too good to miss, and that’s where early-bird offers work their magic. By giving your audience a special discount for acting fast, you spark excitement and motivate them to register before anyone else. Make sure your offer comes with a clear deadline and a bold CTA like “Book Your Spot Now” or “Grab the Early-Bird Discount Before It’s Gone.”

Early-bird emails add momentum to your email marketing campaign and help you lock in attendees early. They also give you valuable insight into your event’s appeal and help shape your future promotions. Want to make your offer irresistible? Try these ideas:

• “Early-bird tickets fly away soon!” (playful and urgent)
• “Save 20% when you register before Friday.” (clear and direct)
• “Be the first to join – exclusive perks for early sign-ups!” (adds a touch of exclusivity)

5. Highlight keynote speakers or performers

If your event features well-known speakers, artists, or experts, make them the star of your email. Include their photo, a short bio, and what attendees can expect to learn or experience from them. This adds credibility and generates excitement.

Showcasing your top names early helps your audience see the value of attending. As part of your event marketing strategies, this also gives your campaign a human touch as people connect with people, not just event titles.

6. Use storytelling to sell the event experience

Facts tell, but stories sell. Share stories from past events or paint a vivid picture of what this year’s experience will feel like. Instead of just listing sessions, describe the atmosphere: the buzz in the crowd, the connections made, and the energy in the room.

Storytelling helps readers imagine themselves at your event. It’s one of the most powerful event marketing ideas because it triggers emotion and action. 

7. Link to your event page for easy sign-ups

Never make readers hunt for details. Add a clear, clickable link to your event page in every email. If you’re using PosterMyWall Events, you can share your event page in emails with a single click, leading people straight to your RSVP or ticket purchase page for a fast, seamless sign-up experience.

Convenience is key. When your audience can register in one click, you remove friction and boost conversions. The fewer steps it takes, the more people will take action.

8. Include short video clips or GIFs

A little motion goes a long way. Short video clips or fun GIFs instantly grab attention and bring your emails to life. You can showcase last year’s highlights, a sneak peek of the venue, or a warm invite from your team.

Use PosterMyWall’s video templates to create visuals easily, even without editing skills. A moving image helps convey energy and emotion that plain text can’t. It’s a simple upgrade that can dramatically lift engagement rates in your email marketing campaign.

9. Use countdown timers inside emails

A ticking clock is a classic motivator. Adding a countdown timer in your emails builds urgency and excitement as your event approaches. It visually reminds people that time is running out to register.

You can add timers for early-bird deadlines, ticket sales, or event start times. When used sparingly, they fit beautifully into any email marketing templates and drive faster decisions. 

10. Share behind-the-scenes sneak peeks

Let your audience in on the prep. Share photos or short updates from rehearsals, setups, or your team at work. These sneak peeks make your audience feel part of the journey and more connected to your event.

It’s a smart move because it adds authenticity and excitement to your email. People love seeing what goes on before the curtain rises; it builds anticipation and a sense of exclusivity.

11. Showcase testimonials from past attendees

Real stories from real people build trust. Include quotes, photos, or short videos from past attendees sharing what they loved most about your event. Their enthusiasm becomes your best marketing tool.

Testimonials give your email marketing campaign credibility and social proof. When potential attendees see others enjoyed your event, they feel confident that it’s worth their time and money.

12. Create consistent branding across all emails

Use the same colors, fonts, and logo across all your emails to keep your visuals professional and instantly recognizable. A consistent look makes your email look polished and trustworthy, helping your audience connect your message to your event at a glance.

With PosterMyWall Brand Kits, you can save your brand colors, fonts, and logo to apply them automatically across all your emails. This ensures every design, from invites to reminders, looks cohesive and on-brand.

13. Create a referral incentive program

Encourage your audience to bring friends by rewarding them for referrals. Offer a discount, freebie, or VIP upgrade for every successful sign-up they generate. It’s simple but highly effective.

Referral programs work wonders in any email marketing campaign because they turn attendees into promoters. Word-of-mouth recommendations are powerful as people trust friends more than ads.

14. Add dynamic and polished visuals

Eye-catching visuals instantly make your emails stand out. Use PosterMyWall’s AI Images and AI Background Remover to create professional-looking designs without needing a design team.

Dynamic visuals enhance your email by making it more engaging and memorable. A clean, visually balanced email encourages readers to stay longer and interact more.

15. Highlight limited seating or ticket tiers

If spots are limited, say so. People act faster when they know something might sell out. Use phrases like “Only 10 VIP seats left!” or “Limited early-bird passes available.”

This simple technique taps into urgency and scarcity. Adding it to your event marketing plan helps you boost sign-ups early and avoid last-minute rushes.

16. Share event agenda in a visually engaging way

A well-designed agenda helps attendees understand what to expect. Instead of long text lists, turn your schedule into an easy-to-scan graphic with icons or visuals.

You can create this using PosterMyWall event schedule templates. A clear agenda also shows your event is well-organized, which builds trust and excitement.

17. Send reminders with “what to expect” guides

As the event gets closer, send friendly reminders with details like timing, parking, and dress code. Include a checklist or short “what to expect” guide to help attendees prepare.

This step keeps your email helpful and professional. It reassures attendees they’ve made the right choice and keeps enthusiasm high right up to the big day.

18. Test A/B variations of subject lines and CTAs

Don’t rely on guesses. Test your emails. Send two versions with slight differences in subject lines or CTAs to see what performs better.

Testing helps you understand your audience and fine-tune your email marketing campaign for better results. Over time, you’ll know exactly what kind of content drives opens and clicks.

19. Send a “last chance” urgency email

When the clock is ticking, send one final reminder. Use bold CTAs and time-driven phrases like “Last chance to grab your spot!” This email should feel energetic and direct.

It’s a vital part of every email marketing campaign because it catches those who were still deciding. A well-timed urgency email can add a surprising number of last-minute RSVPs.

20. Follow up with a thank-you email and highlights

After the event, say thank you. Share photos, highlights, or a short video recap. It shows appreciation and keeps your relationship strong for future events.

A thoughtful follow-up is more than good manners; it’s part of smart event marketing strategies. It turns attendees into loyal fans who’ll look forward to your next invite.

Create, send and celebrate a sold-out event

A great event starts with a great email; one that connects, excites, and inspires people to show up. The good news? You don’t need a huge team or endless hours to make it happen. With PosterMyWall, you can design beautiful emails, write catchy subject lines, and share, all in one place. Every message you send can bring your audience one step closer to clicking “RSVP.”

So, don’t wait for your next event to promote itself. Start crafting your first campaign today. 

FAQs

1. What is an email marketing campaign for events?

An email marketing campaign for events is a series of emails designed to promote your event, encourage registrations, and keep attendees informed. It includes invites, reminders, and follow-ups that help boost attendance and engagement.

2. How can I design event promotion emails easily?

You can design professional event promotion emails using PosterMyWall’s email marketing templates. They’re customizable, visually appealing, and require no design skills; perfect for sending campaigns that stand out.

3. What should I include in my event marketing emails?

Include key details like event name, date, time, and location. Add engaging visuals, clear CTAs, and a catchy subject line. Highlight speakers, offers, or sneak peeks to keep readers excited about attending.

4. How often should I send emails for my event?

Start promoting at least three to four weeks before your event. Send an initial invitation, follow-up reminders, early-bird offers, and a final “last chance” email. After the event, send a thank-you message with highlights or a recap.

5. How can I measure the success of my email marketing campaign?

Track metrics like open rates, click-through rates, and RSVP conversions. These numbers tell you how well your campaign performed and help improve future email marketing campaigns.