Reminder emails are one of the best ways to boost your RSVP count and increase the open rate on your event marketing promotions.
But remember, the reminder email is a subtle art. You've got to get someone to open your email, read it, click RSVP, and actually show up. I know — it's a tall order.
Looking for some inspiration? We've rounded up eight super-effective reminder email formats that you can steal today. Check 'em out.
Purpose: To explain the event details and encourage RSVPs
Format: Typical email format with punchy subject line
Audience: To those awaiting reply
Optimal send time: 5-10 days before the event
Sometimes a great party can speak for itself. A simple reminder a week before the event can be a good nudge for those on the fence, especially with one of our favorite subject lines: “You’re on the list.”
Use this format to walk through the guest experience and offer details that may help make their entrance or travel time easier. Maybe there’s a special parking lot closer to the venue or perhaps there’s expedited entry through a side door. Day-of details are always a nice touch.
Purpose: To entice possible guests with a new piece of information about the event
Format: Typical email format
Audience: Both RSVPd guests and those awaiting reply
Optimal send time: 3-4 days before the event
The Announcement is a technically a reminder email, disguised in a news costume. Releasing updates about the event, especially revealing a new speaker, chef, or musical guest, is an easy way to breathe new life into your event marketing and increase the open rate on your emails. The smartest way to utilize this format is to plan on sending an announcement email ahead of time and save an element or feature of the event to broadcast after the initial invitation is sent. This is also a great place to put changes like switching the venue last minute. “Announcing: New Kickass Venue” sounds much better than “Update: Venue Change.”
Purpose: To provide exclusive value to a reader who takes a specific action
Format: Typical email format
Audience: Both RSVP'd guests and those awaiting reply
Optimal send time: 5-7 days before the event
A solid way to encourage social influencers to share your event is by giving them good reason to go. Think about which incentives you can leverage and then let people know. Maybe guests can cut the line if they bring a friend. Perhaps plus ones can get an exclusive discounted ticket at the door with a password. Or maybe large groups that RSVP together can get party swag at check-in or a to-be-announced surprise during the event. This format still acts as a reminder email, but adds value by giving guests an “event hack” to heighten their experience, which puts them in the driver’s seat. Plus, who doesn’t love a perk?
Purpose: To catch the reader off guard and tease the event with an entertaining image or gif
Format: A simple, image-heavy email with limited text that refers to an element of the event in a non-traditional way
Audience: Both RSVPd guests and those awaiting reply
Optimal send time: 2-4 days before the event
The confetti is simply just a dash of delight that surprises the guest. The message doesn’t even have to actually sell the event. Instead of including an RSVP button, you can link to the event hashtag instead to spark curiosity. This format should highlight the human nature of the brand, enforce the design elements of the event page, and entice the reader to learn more. It’s a bit of mystery wrapped in a cupcake. Either way, sending a spark of surprise in an inbox is unexpected and an easy way to win a new brand fan. And if it’s entertaining enough, they may even forward it to a friend.
Purpose: To evoke an intimate exchange with the guest in the familiar form of friendly email conversation
Format: Sent via plain-text mode from the email of the CEO or founder of the brand. No imagery, no footer, no buttons
Audience: Those awaiting reply
Optimal send time: 1-2 days before the event
This is the emperor of reminder emails. It’s direct and should feel fast and honest. Make it look like an email you’d quickly type to a friend that you knew wouldn’t want to miss out on a fun concert. Essentially: You’re sending this quick reminder because you know just how much these people might miss out if they don’t attend. You care. Hence, why it’s from whoever’s in charge.
Purpose: To provide a sense of urgency and timeliness
Format: Typical newsletter format with optional countdown clock
Audience: To those awaiting reply
Optimal send time: 1-3 days before the event
Giving a cutoff for RSVPing is a tricky game to play, but sometimes it can pay off in a big way. The crucial part is that a countdown email should never sound desperate. It should elicit a little FOMO without begging for the RSVP.
Purpose: To extend the party vibe into the messaging in a way that showcases what to expect
Format: Typical email format with story elements, imagery, video, or music
Audience: Both RSVPd guests and those awaiting reply
Optimal send time: 3-4 days before
Take a note from the experiential event planners like Sleep No More or BBQ Films and insert the storyline of your party into the email itself. This can through a call-to-action of what to wear (costumes) or how to act (play along), or can simply set a mood for the event through the lens of video or music.
Purpose: To stand out among email subject lines with a (seemingly) negative approach
Format: Typical email format with a punchy subject line that says “Don’t come”
Audience: Those awaiting reply
Optimal send time: 2-3 days before the event
Reverse psychology, bully copy, clickbait, call it what you will: it’s a tried-and-true email trick. But it’s kind of fun. :) Internally at Splash, we've seen this tactic do wonders to increase employee engagement at our own events!
