Good news! You’ve exceeded your goal for registered participants at your next event. This is a great indicator that your event marketing strategy is strong and successful. That said, getting people to register is only half the battle. Once you’ve got them, you want to keep them… engaged and excited about your event. Why?
Engaging registered participants through well-crafted email campaigns is essential for building anticipation, delivering critical information, and fueling the overall success of your event. Imagine sending out invites to a can’t-miss party and then calling it a day. Your party would be a bust with disappointed guests gossiping in its wake. Not a good look.
So, how can you connect with and energize your registrants?
You can start with strategic email campaigns that not only keep attendees informed but also foster anticipation and ongoing engagement, with the goal of improving overall event satisfaction.
No need to reinvent the wheel or think outside the box here. We’ve got the key emails to include in your registered email campaign, and present them below according to timing: pre-event preparation, mid-event engagement, and post-event follow-up.
We recommend bookmarking the Momentive Software’ 2024 Event Trends Study, which showcases why technology is changing the game and amplifying the attendee experience by making your event outreach, including email marketing, easier and more effective.
In the meantime, let’s head to your inbox and start drafting!
Pre-Event Emails: Building Anticipation & Preparation
Great, you’ve got a robust list of registered participants that are eager to hear more about your event! This pre-event stage is your opportunity to hype how amazing this experience will be and highlight everything that registrants stand to gain from attending.
Pro-tip: Supercharge your marketing efforts with online event registration.
** Remember, email remains one of the most effective marketing channels, so make it work for you! **
Registration Confirmation Email
Purpose: Acknowledge successful registration and provide initial event details.
Content: The registration confirmation is the first touchpoint after someone signs up for your event. Include the event date, time, location (virtual or physical), and confirmation of their participation. Keep it clear and concise, with a welcoming tone to start building excitement and set the stage for an unforgettable experience.
Event Agenda and Speaker Highlights
Purpose: Offer sneak peeks of the event to maintain excitement.
Content: Send an agenda email that breaks down the key sessions and highlights high-profile speakers. Include links to session details or speaker bios to give attendees a sense of what to expect. This not only keeps them interested but also allows them to start planning which sessions they want to attend. For added engagement, include a “Save to Calendar” button. People love little convenience touches like this!
Event Resources Email
Purpose: Prepare attendees with relevant pre-event resources.
Content: This email should provide attendees with any resources they might need before the event, such as pre-event reading materials, how-to guides, and downloadable apps. If there are any special offers, like discounts on related products or services, include those too. If you can, imagine you’re attending this event and try to anticipate what you would need in order to make the most of your time, ahead of time.
Event Reminder Email
Purpose: Send a friendly reminder as the event approaches.
Content: A few days before the event, send a reminder email that includes the final agenda, instructions for how to log in or attend, and practical information like parking details or other critical access points.
Networking Opportunities Email
Purpose: Encourage attendees to engage with each other before the event.
Content: If your event offers networking opportunities, let participants know about them in this email. Share details about online networking platforms, pre-event meetups, and community forums where attendees can introduce themselves and start building connections before the event starts. Remember, networking routinely tops the list as the primary reason people attend events, so equip your registrants with every opportunity to do so successfully.
During the Event: Maximizing Engagement
Just because your registrants are now on the ground at your event doesn’t mean your work is done — not by a long shot. In fact, you want to keep in close contact with your registrants to ensure they don’t miss any aspect of the event that you’ve made every effort to plan for and facilitate.
Event Access Email
Purpose: Provide seamless access to the event on the day it begins.
Content: On the day of the event, send an email with direct links to the event platform, along with clear login instructions. Include a contact for customer support in case they run into any technical difficulties. Make every effort to nurture a smooth experience right from the jump.
Mid-Event Engagement Email
Purpose: Keep attendees engaged throughout the event and remind them of event highlights.
Content: During the event, send an email highlighting ongoing sessions, and remind attendees about any upcoming must-see presentations. Include links to live Q&A sessions, chat rooms, or breakout discussions, encouraging active participation and interaction.
Event Survey Email (Sent During a Break)
Purpose: Gather real-time feedback while the event is still fresh.
Content: During a break in the schedule, send out a short survey asking attendees for feedback on sessions they’ve attended so far. This email should include only a few quick questions, allowing them to share their thoughts without taking too much time away from the event.
Post-Event Emails: Keeping the Momentum Going
Now that your event is over, you have the chance to reinforce your connection with your registrants and start to create anticipation for the next one. The hallmark of this campaign is the expression of thanks made even sweeter by a tangible reward or two, such as access to valuable event content.
Post-Event Thank You Email
Purpose: Show appreciation for attending and recap the event.
Content: Shortly after the event ends, send a thank-you email. Include a brief recap of key moments, express gratitude for their participation, and remind attendees about any post-event activities, such as follow-up discussions or access to event resources. Easy peasy.
Access to Event Recordings
Purpose: Provide on-demand value to attendees.
Content: For attendees who want to revisit key sessions or catch up on any they missed, offer access to event recordings. Include downloadable presentation decks and key takeaways from each session to reinforce the value of the event.
Post-Event Survey Email
Purpose: Collect feedback for future event improvements.
Content: Send a more detailed survey asking about their overall event experience, their favorite sessions, and any suggestions for improvement. The insights gathered will be invaluable for planning your next event. Make sure you’re asking the right questions that will actually yield workable information. In other words, inquiries that can be answered with yes or no are not super valuable. Try to mine for as many actionable insights and details as possible. Future you will thank you!
Exclusive Content/Offers Email
Purpose: Nurture ongoing relationships with attendees.
Content: Offer exclusive content, such as access to webinars, whitepapers, or industry reports that build on the event’s themes. You might also include special offers, discounts, or early access to future events to keep attendees engaged.
Future Event Teaser Email
Purpose: Build anticipation for your next event.
Content: Use this email to announce upcoming events and share early bird registration offers. Tease future sessions or topics to maintain engagement and give participants a reason to mark their calendars.
Targeted email campaigns are one of the best ways to ensure registered attendees stay engaged, informed, and excited about your event. By sending the right emails at the right times—pre, during, and post-event—you not only enhance their experience but also increase participation and foster ongoing relationships.
Like any other aspect of your event management and marketing, the right event platform will make all the difference. Take a look at the future of Event Registration with Expo Logic — watch our webinar showcasing how simplified and seamless our solutions truly are.
Whether you aim to increase registrations, improve attendee engagement, or enhance post-event follow-up, download our guide The 13 best Email Marketing Campaigns for Your Event to discover how to exceed your event goals.
