Email Marketing for Events: How to Create an Email People Will Read

If you organise concerts, parties or events at your venue, email is still one of the best ways to keep people who already know you informed. But a poorly prepared email goes unopened. Here are the key steps to getting yours read.

The Subject Line Decides Whether It Gets Opened

• Say what it is and when: the event name and date.
• Keep it short and specific. Avoid CAPITALS and too many exclamation marks.
• If you use an emoji, let it support the words, not replace them.
• Try two versions of the subject line in separate sends and keep the better one.

Example formats: ‘[Artist] at [venue] · [date]’, ‘Last tables for [event]’, ‘Tomorrow: [event] at [time]’.

A Single Action

Each email should ask for one thing: make a booking, buy a ticket or sign up. A prominent button with clear wording (such as ‘Book a table’) works better than several competing links.

A Design That Loads Quickly

• One strong main image, showing the event poster or photo.
• Keep text brief and easy to read on a mobile, where most emails will be opened.
• A width that fits small screens and buttons that are easy to tap.
• Alternative text for images, in case they do not load.

The Copy: Short and Lively

Cover the essentials: what’s happening, when, where and why it’s worth going. Short sentences and paragraphs of one or two lines are easier to read on a screen.

A Sending Schedule

1. Announcement: when the event is confirmed, with all the details.
2. Reminder: a few days before, highlighting what is still available.
3. Final reminder: the day before or on the day itself, brief and direct.
4. Follow-up: a thank-you email with photos and a preview of what’s next.

Segment Your List, Even in a Simple Way

Not all contacts want the same thing. If you can, group them by language, type of event or whether they have booked before. A relevant message sent to fewer people works better than a generic one sent to everyone.

Do Not Forget the Legal Requirements

• Include your identity and address in the email footer.
• Provide a simple link to unsubscribe.
• Only send to people who have given their consent.

Check the legal footer before every send: it is a small detail, but it shows professionalism and avoids problems.

Measure and Improve

Look at which subject lines and content work best, and repeat what gets results. You can learn a lot from just a few sends. Focus on clicks on the booking button, as these are the closest indication of a result.

Would you like us to design and send your emails? Take a look at our email marketing service or get in touch.