There are two main reasons why you should send event reminder emails leading up to your event. First, you want to remind people who haven’t purchased tickets yet to do so, and second, you want to remind people who have purchased tickets when and where the event will be held and motivate them to spread the word about the event, which could lead to more ticket sales.
That means you should be sending event reminder emails to two completely different audiences:
- People who are interested in your event but haven’t bought tickets yet
- People who have already bought tickets to your event
These two audience will need to receive very different messages from you. People who haven’t bought tickets yet need messages that excite them and tap into their fear of missing out (FOMO) while people who’ve already bought tickets need messages that motivate them to convince friends, family, and social media connections to get tickets, too! In addition, messages to ticket buyers should provide information that makes their experiences at the event as positive as possible. Let’s take a look at how to write event reminder emails for each of these audiences.
Writing Event Reminder Emails to Potential Ticket Buyers
People who have yet to buy tickets to your event need to receive a sales pitch from you. You’re sending them an ad in email format that hypes the benefits of attending the event. Of course, you should include the date and time of the event, but make sure the description of the event is irresistible. Include images that elicit emotions and tap into the fear of missing out.
Your event reminder emails should also include an easy-to-follow call to action such as a Buy Now or Learn More button that links directly to your ticket sales page where recipients can get more information, learn answers to frequently asked questions, and purchase tickets. If you’ve spent time developing a fantastic ticket sales page, then these email messages should generate ticket sales.
Event reminder emails sent to potential ticket buyers are very effective when they create a sense of urgency that motivates recipients to act quickly. For example, you can send a message reminding people that your early bird ticket prices are ending soon or offering a different time-sensitive discount that expires within a few days.
Sample copy for this type of message is provided below (note that the event title, date, time, and location are fictitious:
Of course, to send event reminder emails to prospective ticket buyers, you need a way to collect their email addresses. That’s exactly what AttendStar’s Remind Me feature is for! Most people don’t buy tickets to events the first time they land on an event’s website. With the Remind Me feature, you can ask people who visit your ticket sales page if they’d like to receive email reminders about your event.
You can send multiple reminders with a link to interesting and useful information to everyone who signs up. Remind Me is just one more way to connect and convert people who have shown interest in your event but haven’t purchased tickets yet.
Writing Event Reminder Emails to Existing Ticket Buyers
When sending event reminder emails to people who have already purchased tickets, you want to make sure you provide information that will make their experiences before, during, and after the event as pleasant as possible. Therefore, send them parking and traffic tips, information about what they can and cannot bring into the event, and other helpful logistical information. Add a Google map and an Add to Calendar button so people won’t forget about your event!
In addition, use your event reminder emails to increase excitement among ticket buyers that will motivate them to want to talk about your event and share it with other people. This word-of-mouth marketing – either offline or through social media – is extremely effective and can have a significant effect on your ticket sales.
Your event reminder emails to this audience should include your event date and time as well as a compelling description and images. Remember, excited ticket buyers might share that description and those images with other people by forwarding your email message to friends or sharing it on Facebook, Twitter, and other social networks. To that end, make it extremely easy for people to share your messages by including social media sharing buttons.
To help you get started, below is sample copy for this type of message:
Notice that the email message sample above not only provides the key details about the event, but it also creates a sense of urgency by including copy that says “Tell them to get their tickets while there are still some left.” Readers will assume that the remaining tickets could sell out soon, which compels them to buy more quickly than they might otherwise.
Your Next Steps for Sending Event Reminder Emails that Boost Ticket Sales
Creating effective reminder emails requires that you follow three steps. First, develop your email lists of prospective and existing ticket buyers, and segment them in your email marketing software into the two different audiences. Second, write messages for each audience. Third, send your messages and track your results.
Be prepared to test subject lines, message copy, images, and offers to find the best recipe to boost ticket sales. It might take some time to get the right mix, but the results will be worth the effort.