Ever been through this? Your tickets are sold out, expectations are high, but on event day only half of your attendees actually show up. Or the opposite: lots of people registered, but the venue feels flat because nobody knows what they're supposed to do. If you've experienced either one, the problem might not be your event. The problem is communication.
A lot of event organizers focus so hard on social media promotion that they forget the channel that's actually the most personal and the most underused: email. An email is like a direct message from you to your attendees. No algorithm, no getting buried in the timeline, and people can open it whenever they like. In this article we'll look at how to use email to get attendees more excited, make sure they remember event day, and send them home with a great impression.
Why Email Still Matters When Everyone Lives on Social Media
Social media is great for reach. But it comes at a price: the algorithm decides who sees your content. On top of that, notifications get buried under other posts. Email is a different story. When someone gives you their email address, especially when buying a ticket, they're giving you permission to contact them directly.
Email open rates in the events industry are pretty healthy, around 20-30 percent on average for relevant emails. That's not as big as social media reach, but the quality is on another level. People who open an email from an event they registered for are usually ready to act: confirm their ticket, put the date in their calendar, or invite a friend. Email is the bridge between "bought a ticket" and "actually showed up on event day".
The Emails You Need to Send Before the Event
No need to overthink it. These three types of email alone are enough to make a noticeable difference:
1. Ticket Purchase Confirmation Email
This is the first email that should land in your attendees' inbox as soon as they finish paying. It includes the ticket details, the event date and time, the location, and instructions on what to bring. It does double duty: proof of the transaction and the first reminder. Don't let attendees end up scrambling to find their ticket at the venue entrance, because a bad experience starts right there.
2. Build-Up or Teaser Email
From a week to a few days before the event, send an email that sparks curiosity. It could include a short run of show, the names of speakers or performers, or a little surprise that hasn't been announced on social media yet. The goal is simple: make attendees feel they'd be missing out if they didn't come. Emails like this also help nudge attendees who are still on the fence about inviting their friends.
3. Reminder Email Before Event Day
This is the most important email and the one most often forgotten. Send it 1-2 days before the event, or on the morning of event day if the event starts in the afternoon or evening. Remind people of the start time and full location, plus practical tips like parking info, dress code, or what they need to bring. For forgetful attendees, this kind of email is often a lifesaver, and you'll see the impact right away in your attendance rate.
When's the Best Time to Send Emails
Timing looks like a small thing, but it has a big effect. For reminder emails, mornings between 7 and 10 are usually the most effective, because people are relaxed and checking their phones over breakfast or on their commute. Avoid sending on Saturday nights or at lunchtime, when your email will get buried under work emails.
For emails that need action, like a reminder to complete their details or upgrade their ticket, send them 2-3 days before the event. If the first email isn't opened, send it once more with a different subject line. One email isn't enough, but five will annoy people. Find the middle ground: usually 2-3 emails before the event plus one on event day is just right.
How to Write Emails That Don't Get Deleted Right Away
This is the most important part. However good your timing is, if the content is bad, it's all for nothing. Here are a few things you can apply right away:
1. A Subject Line That Sparks Curiosity
The subject line is 80 percent of what decides whether an email gets opened. Avoid words like "IMPORTANT!" or "HUGE DISCOUNT" that look like spam. Use something specific and personal, like "Just 2 days to go, [Name]! Here's the run of show" or "Final prep for [Event Name]". Just putting the recipient's name in the subject line can give your open rate a decent boost.
2. Short, Clear Content With a Call to Action
People don't read emails, they scan them. So don't write long paragraphs. Use short bullet points, bold the important info, and finish with one clear call to action, like "Click here to see the full run of show" or "Don't forget to bring your e-ticket". One email, one goal. Don't mix a reminder with a sponsor promo in the same email, or neither of them will get read.
3. Just Enough Personalization
Address attendees by name. Mention the ticket type they bought. If your event has several sessions, mention the ones they picked. Personalization like this makes the email feel like a message from a friend, not a blast to thousands of people. And don't forget to always include a clear link or button in every email.
Don't Stop Once the Event Is Over
Email isn't just for before the event. After it wraps up, send a thank-you email. Include photos from the event, a short recap, and a link to a feedback form. Two birds with one stone: attendees feel appreciated, and you get valuable data to evaluate your next event.
Happy attendees are a long-term asset. They're the ones who'll buy tickets to your next event, or even become volunteer promoters who bring their friends along. Keep their email addresses, separate the ones who've attended before, and give them a special offer when your next event launches. It's the cheapest way to start building a community around your events.
Start Now
If you've never emailed your attendees at all, start with the easiest one: the event day reminder. That alone is enough to reduce no-shows and make check-in at the venue run more smoothly. After that, add build-up emails and post-event follow-ups.
All the emails above are easy to manage when your attendee data is tidy. One of the easiest ways to get there is to sell event tickets online with Nyebar, which automatically sends confirmations and keeps your attendee data organized. You just focus on writing the email content, and the data takes care of itself.
Good communication isn't an extra, it's part of the event experience. Attendees who get clear emails before event day will arrive better prepared, more excited, and more likely to come back. If your social media promotion is still sluggish, also read the guide to promoting events on social media so your communication channels are covered from start to event day.
And as your event gets closer, don't forget about event day itself. A fast check-in without long lines is part of the attendee experience too. Tidy emails, consistent promotion, and smooth execution: that's the combination that makes your event stand out from the rest.
