{"id":78701,"date":"2025-01-07T12:29:44","date_gmt":"2025-01-07T17:29:44","guid":{"rendered":"https:\/\/www.eventmobi.com\/?p=78701"},"modified":"2025-08-01T13:53:51","modified_gmt":"2025-08-01T17:53:51","slug":"pre-event-emails","status":"publish","type":"post","link":"https:\/\/www.eventmobi.com\/blog\/pre-event-emails\/","title":{"rendered":"Crafting Compelling Emails to Engage Your Audience Pre-Event"},"content":{"rendered":"\n<p>Whether you\u2019re running a members-only workshop or hosting a conference, events are a core part of your outreach strategy. But they only succeed if you get your target audience through the door, making effective <a href=\"\/blog\/event-marketing-strategies\/\">event marketing<\/a>\u2014particularly email\u2014crucial to your success.<\/p>\n\n\n\n<p>From your event announcement to event day, your organization can use this powerful tool to build anticipation and secure the registrations you need for success. In this guide, we\u2019ll review how to harness email marketing leading up to your event.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Plan a Strategic Email Schedule<\/h2>\n\n\n\n<p>You likely already have a content calendar determining when you\u2019ll post on social media and otherwise communicate with your audience leading up to your event. Look closer at your pre-event schedule and align it with the supporter journey at this stage\u2014which involves deciding to attend your event.<\/p>\n\n\n\n<p>It\u2019s helpful to map the supporter journey on a funnel. <a href=\"https:\/\/fiftyandfifty.org\/nonprofit-digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Fifty &amp; Fifty\u2019s guide to digital marketing<\/a> recommends using this structure:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong> is when the audience member finds your organization or, in this case, learns about your event. An email at this stage would be a \u201cSave the Date\u201d message a few months out.<\/li>\n\n\n\n<li><strong>Consideration<\/strong> is when the audience learns more information about the event, which makes them think about signing up. Emails in this stage would explain appealing aspects of the event a few months before, such as guest speakers and entertainment.<\/li>\n\n\n\n<li><strong>Conversion<\/strong> is when the audience decides to sign up for the event. Emails in this stage would be in the weeks before the event, incentivizing attendees to <a href=\"https:\/\/www.eventmobi.com\/registration\/\" target=\"_blank\" rel=\"noreferrer noopener\">register<\/a> and highlighting why the cause is so important.<\/li>\n<\/ul>\n\n\n\n<p>Each organization\u2019s funnel looks different depending on your campaign and audience preferences, but generally, you should ramp up your persuasion tactics in your email cadences according to this framework. Create your own funnel by analyzing what strategies have worked in the past, separating them by funnel stage, and placing them on a timeline.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Write Irresistible Subject Lines<\/h2>\n\n\n\n<p>On average, your audience only reads your emails for <a href=\"https:\/\/www.litmus.com\/blog\/trends-in-email-engagement\" target=\"_blank\" rel=\"noreferrer noopener\">nine seconds<\/a>\u2014meaning you don\u2019t have much time to make a great first impression before readers lose interest. Perfecting your subject lines helps surmount that barrier and keep your audience\u2019s attention. High-quality subject lines for pre-event marketing emails are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalized.<\/strong> Recent <a href=\"\/blog\/how-to-improve-member-experience\/\">studies show<\/a> personalized subject lines are more than twice as likely to be opened. Use your marketing platforms to automatically add the reader\u2019s first name to <a href=\"https:\/\/fiftyandfifty.org\/fundraising-email-templates\/\" target=\"_blank\" rel=\"noreferrer noopener\">email templates<\/a> and the subject line.<\/li>\n\n\n\n<li><strong>Action-oriented.<\/strong> Use eye-catching headlines that inspire your audience to take action, whether signing up for your event or simply reading about your last event\u2019s impact.<\/li>\n\n\n\n<li><strong>Teaser-focused.<\/strong> Don\u2019t give away all important information in your subject line! Use teaser language, such as \u201cWe\u2019ve Got Big News About Our Event!\u201d or \u201cJust Announced: See the New Speakers for Our Event!\u201d so readers click through to the main message.<\/li>\n<\/ul>\n\n\n\n<p>Like your calls to action, your subject lines should be as direct as possible. Try to keep them under 40 characters so your audience immediately understands what the email is about.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Add Interactive Elements<\/h2>\n\n\n\n<p>Simply including blocks of text in your email isn\u2019t enough to engage your audience past the nine-second mark. Instead, take your messages to the next level with interactive email elements that inform, entertain, and persuade your audience to sign up. For instance, you might include elements such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Embedded videos of last year\u2019s event<\/li>\n\n\n\n<li>Clickable FAQ sections<\/li>\n\n\n\n<li>Links to your <a href=\"https:\/\/fiftyandfifty.org\/digital-agency-for-nonprofits-and-purpose-driven-brands\/\" target=\"_blank\" rel=\"noreferrer noopener\">website<\/a> or donation page<\/li>\n\n\n\n<li>Real-time countdown timers<\/li>\n\n\n\n<li>Polls or surveys<\/li>\n\n\n\n<li>Social media sharing buttons<\/li>\n\n\n\n<li>Place to download your event app<\/li>\n<\/ul>\n\n\n\n<p>Interactive elements should make your emails more interesting <em>and<\/em> useful for your audience. That said, don\u2019t clutter your emails with unnecessary elements that could distract the reader from your main value proposition.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top light-gray is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top primary-gray is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2023\/04\/product-tour-cta.gif\" alt=\"\" class=\"wp-image-77898\" style=\"object-fit:cover\"\/><\/figure><\/div>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top primary-gray is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:65px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:9px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading78701_f75ec5-08, .wp-block-kadence-advancedheading.kt-adv-heading78701_f75ec5-08[data-kb-block=\"kb-adv-heading78701_f75ec5-08\"]{display:block;padding-right:var(--global-kb-spacing-xxs, 0.5rem);margin-right:0px;font-size:22px;font-style:normal;border-top-right-radius:0px;}.wp-block-kadence-advancedheading.kt-adv-heading78701_f75ec5-08 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading78701_f75ec5-08[data-kb-block=\"kb-adv-heading78701_f75ec5-08\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<span class=\"kt-adv-heading78701_f75ec5-08 wp-block-kadence-advancedheading has-black-color has-text-color\" data-kb-block=\"kb-adv-heading78701_f75ec5-08\">Want to create better event experiences for your attendees?<\/span>\n\n\n\n<p><\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading78701_ebd22d-82, .wp-block-kadence-advancedheading.kt-adv-heading78701_ebd22d-82[data-kb-block=\"kb-adv-heading78701_ebd22d-82\"]{padding-right:var(--global-kb-spacing-xs, 1rem);margin-right:var(--global-kb-spacing-xs, 1rem);font-size:18px;font-style:normal;border-top-right-radius:0px;}.wp-block-kadence-advancedheading.kt-adv-heading78701_ebd22d-82 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading78701_ebd22d-82[data-kb-block=\"kb-adv-heading78701_ebd22d-82\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading78701_ebd22d-82 wp-block-kadence-advancedheading has-black-color has-text-color\" data-kb-block=\"kb-adv-heading78701_ebd22d-82\">See how EventMobi&#8217;s Event App can help you engage your audience at (and in-between!) events.<\/p>\n\n\n<style>.wp-block-kadence-advancedbtn.kb-btns78701_2a1ecd-8a{gap:var(--global-kb-gap-xs, 0.5rem );justify-content:center;align-items:center;}.kt-btns78701_2a1ecd-8a .kt-button{font-weight:normal;font-style:normal;}.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0{margin-right:5px;}.wp-block-kadence-advancedbtn.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0 .kt-button{color:#555555;border-color:#555555;}.wp-block-kadence-advancedbtn.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0 .kt-button:hover, .wp-block-kadence-advancedbtn.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0 .kt-button:focus{color:#ffffff;border-color:#444444;}.wp-block-kadence-advancedbtn.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0 .kt-button::before{display:none;}.wp-block-kadence-advancedbtn.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0 .kt-button:hover, .wp-block-kadence-advancedbtn.kt-btns78701_2a1ecd-8a .kt-btn-wrap-0 .kt-button:focus{background:#444444;}<\/style>\n<div class=\"wp-block-kadence-advancedbtn kb-buttons-wrap kb-btns78701_2a1ecd-8a\"><style>ul.menu .wp-block-kadence-advancedbtn .kb-btn78701_1e2b6a-12.kb-button{width:initial;}.wp-block-kadence-advancedbtn .kb-btn78701_1e2b6a-12.kb-button{color:#ffffff;background:#ff6900;margin-right:var(--global-kb-spacing-md, 2rem);}.wp-block-kadence-advancedbtn .kb-btn78701_1e2b6a-12.kb-button:hover, .wp-block-kadence-advancedbtn .kb-btn78701_1e2b6a-12.kb-button:focus{color:#ffffff;background:#fcb900;}<\/style><a class=\"kb-button kt-button button kb-btn78701_1e2b6a-12 kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-inherit  kt-btn-has-text-true kt-btn-has-svg-false  wp-block-button__link wp-block-kadence-singlebtn\" href=\"https:\/\/go.eventmobi.com\/en-watch-product-tour\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"kt-btn-inner-text\"><strong>Watch the Product Tour<\/strong><\/span><\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">4. Prioritize Accessibility and Mobile Users<\/h2>\n\n\n\n<p>As a digital marketer, your job is to ensure as many people can access, interpret, and draw meaning from your emails as possible. That\u2019s why prioritizing accessibility for people of all abilities is essential. Here are some accessibility best practices to keep in mind for your pre-event emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Include alt text<\/strong> that explains the purpose of meaningful images. You can leave the alt text blank if it\u2019s just a decorative or stock image.<\/li>\n\n\n\n<li><strong>Ensure colors contrast well.<\/strong> Colors that blend together can make reading challenging for people with vision impairments. Use a <a href=\"https:\/\/webaim.org\/resources\/contrastchecker\/\" target=\"_blank\" rel=\"noreferrer noopener\">color contrast tool<\/a> to check if your approach aligns with best practices.<\/li>\n\n\n\n<li><strong>Properly size text<\/strong> so it\u2019s easy for the audience to read. Also, use legible fonts, such as Arial, Verdana, or Times New Roman.<\/li>\n\n\n\n<li><strong>Write easily understandable content<\/strong> free of jargon and complicated language. This helps audiences draw value from your emails regardless of their current knowledge of your event or organization. Additionally, consider translating your emails if you have a multilingual support base.<\/li>\n<\/ul>\n\n\n\n<p>This concept doesn\u2019t end with content accessibility. Your emails should also be accessible on any device, including cell phones and tablets. Ensure your images and content automatically resize to fit the device\u2019s screen dimensions. Some email management systems and <a href=\"https:\/\/www.eventmobi.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">event management solutions<\/a> allow you to preview what your email will look like on phones, tablets, and computers, so double-check that your content is legible and make any necessary adjustments before sending your emails.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Test Your Emails<\/h2>\n\n\n\n<p>Some emails hit the mark more than others. Your strategy will develop over time, and eventually, you\u2019ll find an approach that best supports your pre-event marketing needs.<\/p>\n\n\n\n<p>To get there, you\u2019ll need to test different tactics to determine which are most effective. A\/B testing empowers you to gauge what your audience responds well to so you can always nail your emails. A\/B testing works like this:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Draft two (or more) emails using different tactics in the subject line, body, and calls to action.<\/li>\n\n\n\n<li>Send the emails to different audience members.<\/li>\n\n\n\n<li>Track relevant key performance indicators (KPIs), such as open rate and click-through rate.<\/li>\n\n\n\n<li>Compare the KPIs of different email campaigns to decide which resonated more with your audience.<\/li>\n<\/ol>\n\n\n\n<p>If you want to check how effective certain strategies are for certain groups based on their characteristics or motivations, segment recipient groups strategically in step two. For instance, you might test whether younger audiences respond well to emojis in your subject line.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>As you craft your email strategy, plan for the next iteration of your event in advance. Keep detailed records in your database so you can build upon this event\u2019s success in the future.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top light-gray is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top primary-gray is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2023\/04\/book-a-demo-cta.gif\" alt=\"\" class=\"wp-image-77880\" style=\"object-fit:cover\"\/><\/figure><\/div>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top primary-gray is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:9px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading78701_992fc7-6c, .wp-block-kadence-advancedheading.kt-adv-heading78701_992fc7-6c[data-kb-block=\"kb-adv-heading78701_992fc7-6c\"]{display:block;padding-right:var(--global-kb-spacing-xl, 4rem);margin-right:0px;font-size:22px;font-style:normal;border-top-right-radius:0px;}.wp-block-kadence-advancedheading.kt-adv-heading78701_992fc7-6c mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading78701_992fc7-6c[data-kb-block=\"kb-adv-heading78701_992fc7-6c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<span class=\"kt-adv-heading78701_992fc7-6c wp-block-kadence-advancedheading has-black-color has-text-color\" data-kb-block=\"kb-adv-heading78701_992fc7-6c\">Keeping your attendees engaged in-between flagship events makes event marketing effortless.<\/span>\n\n\n\n<p><\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading78701_3bcde1-60, .wp-block-kadence-advancedheading.kt-adv-heading78701_3bcde1-60[data-kb-block=\"kb-adv-heading78701_3bcde1-60\"]{padding-right:var(--global-kb-spacing-xs, 1rem);margin-right:var(--global-kb-spacing-xs, 1rem);font-size:18px;font-style:normal;border-top-right-radius:0px;}.wp-block-kadence-advancedheading.kt-adv-heading78701_3bcde1-60 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading78701_3bcde1-60[data-kb-block=\"kb-adv-heading78701_3bcde1-60\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading78701_3bcde1-60 wp-block-kadence-advancedheading has-black-color has-text-color\" data-kb-block=\"kb-adv-heading78701_3bcde1-60\">Book your demo of EventMobi today to learn how a single, powerful platform can help you keep your attendees engaged and excited.<\/p>\n\n\n<style>.wp-block-kadence-advancedbtn.kb-btns78701_a0f482-b6{gap:var(--global-kb-gap-xs, 0.5rem );justify-content:center;align-items:center;}.kt-btns78701_a0f482-b6 .kt-button{font-weight:normal;font-style:normal;}.kt-btns78701_a0f482-b6 .kt-btn-wrap-0{margin-right:5px;}.wp-block-kadence-advancedbtn.kt-btns78701_a0f482-b6 .kt-btn-wrap-0 .kt-button{color:#555555;border-color:#555555;}.wp-block-kadence-advancedbtn.kt-btns78701_a0f482-b6 .kt-btn-wrap-0 .kt-button:hover, .wp-block-kadence-advancedbtn.kt-btns78701_a0f482-b6 .kt-btn-wrap-0 .kt-button:focus{color:#ffffff;border-color:#444444;}.wp-block-kadence-advancedbtn.kt-btns78701_a0f482-b6 .kt-btn-wrap-0 .kt-button::before{display:none;}.wp-block-kadence-advancedbtn.kt-btns78701_a0f482-b6 .kt-btn-wrap-0 .kt-button:hover, .wp-block-kadence-advancedbtn.kt-btns78701_a0f482-b6 .kt-btn-wrap-0 .kt-button:focus{background:#444444;}<\/style>\n<div class=\"wp-block-kadence-advancedbtn kb-buttons-wrap kb-btns78701_a0f482-b6\"><style>ul.menu .wp-block-kadence-advancedbtn .kb-btn78701_3b8b13-7e.kb-button{width:initial;}.wp-block-kadence-advancedbtn .kb-btn78701_3b8b13-7e.kb-button{color:#ffffff;background:#ff6900;margin-right:var(--global-kb-spacing-xxl, 5rem);}.wp-block-kadence-advancedbtn .kb-btn78701_3b8b13-7e.kb-button:hover, .wp-block-kadence-advancedbtn .kb-btn78701_3b8b13-7e.kb-button:focus{color:#ffffff;background:#fcb900;}<\/style><a class=\"kb-button kt-button button kb-btn78701_3b8b13-7e kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-inherit  kt-btn-has-text-true kt-btn-has-svg-false  wp-block-button__link wp-block-kadence-singlebtn\" href=\"https:\/\/www.eventmobi.com\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"kt-btn-inner-text\"><strong>Book a Demo<\/strong><\/span><\/a><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The lead-up to your event provides the perfect opportunity to connect with your audience and encourage sign-ups. Upgrade your email approach with these tips.<\/p>\n","protected":false},"author":96,"featured_media":78702,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_searchwp_excluded":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[77],"tags":[338,535],"filter":[],"class_list":["post-78701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-event-marketing","tag-event-marketing","tag-pre-event-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Crafting Compelling Emails to Engage Your Audience Pre-Event<\/title>\n<meta name=\"description\" content=\"The lead-up to your event provides the perfect opportunity to connect with your audience and encourage sign-ups. Upgrade your email approach with these tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eventmobi.com\/blog\/pre-event-emails\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Crafting Compelling Emails to Engage Your Audience Pre-Event\" \/>\n<meta property=\"og:description\" content=\"The lead-up to your event provides the perfect opportunity to connect with your audience and encourage sign-ups. 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