These days, it doesn’t take much for someone to unsubscribe from your mailing list. So why jeopardise all your hard work by sending your fans generic event emails that fall flat?

Event-goers want content that’s tailored to their preferences. You can deliver exactly that thanks to tools like Eventbrite, where you can easily create and manage audience segments, email sends, and performance metrics all in one place. so.

Here’s a breakdown of how to send better emails that drive attendance in Eventbrite.

Writing email copy that engages and inspires

You’re not the only event clamouring for people’s attention via email. To stand out in an event-goer’s busy inbox, your event emails need to be concise and compelling. Here are four email templates that can help.

Template #1: Ticket or registration sales launch

Use this email template when you’ve just published your event page and sales have launched.

 

Subject lines: 

Get Your Tickets Now for [Event Name] [Year]

[Name], Your [Event Name + Date] Experience is Yours for the Taking!

[Event Name] is Back! Register now!

[Event Name]

[Event Date]

[Event Time]

[Event Location]

Dear [Name],

This year, [Event Name] promises to be better than ever. You won’t want to miss a moment, so get your tickets today. 

Simply click the button below. Tickets are going fast. Don’t wait!

We look forward to welcoming you to [Event Name]!

Cheers,

[Your Name]

Pro tip: Not offering early bird tickets? You can send the same email without mentioning a discount. Maintain the sense of urgency by swapping in a sentence like, “Last year tickets sold out in one week, so don’t miss out!”

 

Template #2: Pre-event announcement

Use this template when you’re about a month away from your event and have a new announcement (about your lineup or location, for example) to share.

Subject lines: 

Not Many Tickets Left for [Event Name] [Year]!

We Have New Additions to [Event Name + Date], [Name}

[Event Name] Is on the Way Soon to [Location]

[Event Name]

[Event Date]

[Event Time]

[Event Location]

Dear [Name],

If you haven’t purchased you tickets for [Event Name], don’t wait. They’re going fast. [Event Name] is still adding artists to the lineup, so it’s getting better every day!

Click the button below to buy tickets. We can’t wait to see you at [Event Name]!

Cheers,

[Your Name]

Pro tip: Providing the basic logistical information about your event at the very top of your email will help readers make a decision quickly. For those who need more convincing, include additional information about the event below the fold.

Template #3: Urgency-driven email

Use this template when your ticket or registration prices are about to go up. Or, if prices aren’t going up but you still need to drive urgency, use it to warn event-goers that tickets or registrations are close to selling out – after all, “close” is relative.

Subject lines: 

Last Chance to Buy Tickets for [Event Name] [Year]!

[Name], [Event Name + Date] Early Bird Discount Ends This Week!

[Event Name] is Close to Selling Out! Buy Tickets Now!

[Event Name]

[Event Date]

[Event Time]

[Event Location]

Dear [Name],

Don’t miss it! [Event Name] is coming back strong, and you want to be part of it.

Click the button below to reserve your place before [the price goes up/tickets sell out].

We’re eager to see you at [Event Name + Date]!

Cheers,

[Your Name]

Pro tip: If prices aren’t going up and tickets aren’t selling out, you can create your own urgency. Offer a discount code that is only applicable for the first 100 users, then watch as event-goers race to snag the special offer.

Template #4: Post-event thank you and survey

Use this template when you’re less than one week post-event and ready to collect feedback.

Subject lines: 

[Event Name] Was a Blast!

[Name], Thanks for Being Part of [Event Name + Date]

How Did You Enjoy [Event Name + Date]?

[Event Name]

[Event Date]

[Event Time]

[Event Location]

Dear [Name],

We’re glad you could be a part of [Event Name + Date]! Your opinion is important to us.

Please take a few moments to let us know how you enjoyed the event by taking our post-event survey [link]. You can also sign-up [here] to get notified in advance about next year’s event.

Thanks again for making [Event Name] a great success!

Cheers,

[Your Name]

Pro tip: Once an event-goer has come to your event, it’s time to send a more personal email. Personalising a subject line with the recipient’s name or city can increase open rates by 20%, according to a 2014 study by marketing analytics firm Retention Science.

Send these emails in Eventbrite

When you use Eventbrite, managing and sending emails to registered attendees is easy. And if you need to send emails to people who are invited, but haven’t yet registered, you can also send out additional email invitations under “Invite & Promote” to engage your whole list.

To get started, log in to your account and follow these eight steps:

  1. Go to your “Manage Events” page
  2. Select “Email Attendees”
  3. Choose “Create New Attendee Email”
  4. Update the fields and the message preview
  5. Edit the message of your email
  6. Test your email
  7. Select when you want to send your email
  8. Save!

Ready to take these templates and tips for a spin? Log in to your Eventbrite account and flex your new email skills today.

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