5 Event Email Templates & Examples to Boost Attendance & Leads

Event emails play an important role in the success of your organization's events. To increase registrations, maximize real-time attendance, and meet event goals, you need a strong event email marketing strategy.

In this guide, I'll provide email templates and examples of effective event emails to inspire your own messaging. I'll also share expert tips for improving event email metrics and creating emails that make a bigger impact.

Key takeaways:

• Instead of creating event email invitations manually, save time with templates and email automations.
• Invitations are only the beginning. Send reminders and thank you emails to maintain engagement before and after the event.
• Use audience segmentation and A/B testing to improve your emails and make them even more relevant to your audience.

5 Event email templates and examples

At Livestorm, we recommend starting with five essential event emails for every webinar. Visit our email template library to explore and customize these templates for your own online event.

1. Event invitation email

An email invitation for an event is your opportunity to make your target audience aware of the upcoming event and encourage them to block the time on their calendar. A great invitation email should:

• Hook the audience by sharing what's in it for them
• Communicate key details like the event name, date, time, and location
• Include a registration link so invitees can register in one click

Here's an event invitation email example from our own customer success team:

Use this copy to guide your event email invite. Or use our event invitation email template to design the message and import it into your email marketing platform.

{Event Name}

{Event Date}

Hi {First Name},

We are excited to invite you to our upcoming online event {Event Name} on {Event Date}.

Add it to your calendar so you don't miss it {Calendar Link}.

We are looking forward to seeing you.

{Event Signup Button}

2. Registration confirmation email

Send a registration confirmation email to let attendees know that you've saved a space for them at the event. This is a great place to repeat the event details and include information that attendees need to access the event. Make sure to include these elements:

• Event details, including event date, time, and location
• Access link for virtual events
• Prompt for attendees to add the event to their calendar

Here's an email example from our CEO, Gilles Bertaux:

Grab our event confirmation email template to customize your email, or copy and paste the templated language below.

{Event Name}

{Event Date}

Hi {First Name},

Thank you for registering for our event. You can connect using the button below.

We'll send the link as a reminder when the event begins.

{Access Event Button}

3. Event reminder email

To make sure as many registrants as possible actually attend the event in real time, you have to send reminders. Our team typically sends a reminder the day before the event, an hour before the event, and a few minutes before the event starts.

Repeated reminders might seem like overkill. But they're important for increasing attendance and connecting with a busy audience.

Reminder emails should be short and sweet. Mention how much time until the event begins (e.g., "starts in one hour") and include an access link so attendees can easily click to join.

Here's an example from our events marketing team:

Customize our event reminder email template by updating the copy, font, color, and logo. Or get started with this email template:

{Event Name}

{Event Date}

Hi {First Name},

You are 24 hours away from our event. Again, you can connect by clicking on the button below.

Looking forward to seeing you!

{Access Event Button}

4. Thank you email for attendees

After the event ends, send a thank you email to everyone who attended the event. This is your opportunity to express appreciation that your audience took time to attend and to share additional resources.

Send any incentives or bonus materials you mentioned during the event. Suggest next steps (e.g., booking a demo) to guide attendees further in their customer journey.

And most importantly, share a link to the event replay. This is a great way to encourage attendees to rewatch the content and get even more value from it.

Here's an example from our webinar marketing team:

You can easily tailor our thank you email template for your own event. Or you can use this language to start writing your own custom template:

{Event Name}

{Event Date}

Hi {First Name},

Our event {Event Name} is now over.

Thank you for coming. We look forward to seeing you again.

{Watch Replay Button}

5. Nurture email for non-attendees

Not everyone who signs up for your events will attend in real time. To keep them engaged, send emails after the event ends.

But instead of thanking them for attending, let them know you're sorry to have missed them. Then, share a replay link for the online event and share other relevant resources.

Here's an email example from our team:

Use our nurture email template or add your own event details and replay link to the template below:

{Event Name}

{Event Date}

Hi {First Name},

Our event {Event Name} is now over.

We hope to see you in our next session!

{Watch Replay Button}

Essential elements to include in an event email

To host a successful event, you need as many people as possible to attend your event and engage with your content. Include these essential elements to get clicks, drive registrations, and encourage engagement:

• Eye-catching subject line: Create a sense of urgency that prompts invitees to open your event marketing email. Mention pain points or goals in the subject line to grab attention instantly.
• Important event details: Don't make your audience search for essential information. Include the event title, and speakers as well as the date, time, and venue (for in-person or hybrid events).
• Clear call to action: Tell your audience exactly what to do next by including a clear call to action at the end of the email. For example, tell them to sign up, watch now, or access the replay.
• Recognizable branding: Help your audience instantly understand that your organization is hosting the event. Include your logo, brand colors, and font in the email.

Tips to improve event email metrics

A compelling event email sequence can boost signups, attendance, and conversions. Use our expert tips to create better emails for invitations, follow-ups, and even event cancellations — and get better results from your event marketing strategy.

For more event email best practices, watch our on-demand webinar, How to Nurture and Convert with Harmonized Digital Events & Email.

Know your buyer's journey to guide leads to the next stage

Instead of hosting events that appeal to everyone, plan events for prospects at certain stages of the buyer's journey. Consider the questions prospects have at each stage and the information you can share to guide them to the next step of their journey.

If you're just getting started with event marketing, don't hesitate to experiment. Cody Stover, Senior Manager of Demand Generation at Customer.io, encourages marketers to start aligning webinars with different parts of the funnel to see what moves the needle.

Segment your audience to send relevant event invitations

Avoid inviting your entire customer list to every event. You're likely to get low engagement and limited registration.

Before sending an invitation, Cody recommends asking, "Do I have the right audience segmented and can I engage them in the way I want?"

To create segments, use customer-provided data like job titles. You can also use data from past event attendance to build segments. For example, a prospect who already attended one webinar about healthcare marketing might be interested in another on the same topic.

However, Cody cautions against excessive segmentation. The smaller your audience segments become, the more you restrict performance, limiting the total registrations and leads from your event.

Use A/B testing to learn what works for your audience

To maximize event email open and click rates, test elements like email subject lines and calls to action. Pay attention to what works best, and use those insights to inform your emails.

But don't reuse the same subject lines and calls to action endlessly. Kathryn Hurley, Events and Partner Marketing Manager at ChartMogul, encourages event marketers to "Keep it fresh, keep it interesting, and keep the content exciting." Otherwise, she explains, subscribers may stop clicking and engaging.

Set up email automation to simplify invitations and follow-ups

Use an email or event marketing software platform to automate emails. This helps you save time and get the timing right.

As Kathryn puts it, "Timing is everything." Email follow-ups after the event are particularly important. Kathryn suggests sending a thank you immediately after the event and taking care to include something actionable in the event. "Tailor the email to the content in the session and add a clear call to action."

You can also use event follow-ups to improve your next event. Cody suggests:

This input can help you make your next event even better.

Livestorm for automated event emails

Whether you're planning a one-off event or a webinar series, there's no need to send events manually. Livestorm can automatically send personalized event emails for you.

When you organize an event with Livestorm's webinar or virtual event software, all you have to do is input the event details into our templates and enable the emails you want to send. Our webinar software platform handles the rest — including creating registration landing pages and recording events for on-demand viewing.

Ready to simplify your event marketing process? Sign up for Livestorm and set up your next event email in minutes.