Our data shows that you have about five emails in the sequence before people start to not become interested and you start to not see any effects on the RSVP to attendee ratio. But, you have those five emails to really drive home the concept of this being a great event that they need to attend.
The last email's really interesting. I call it the "lock it in email." It's a really important one, and it should always come from a personal email address, or a text message, or a phone call. The most important part is that it comes from a person. This email is to schedule a commitment with the attendee. You typically want to use this only on your VIPs, but if you have a big enough team, you can use this on everybody at the event.
How do you actually execute this lock in?
The goal is to schedule a time, a specific location, and a person that that attendee will meet with. Get specific, for example saying 9:15 right outside the venue to the right of the door, you'll meet with a new CEO that I think you should really meet. If you can get that specific, you're gonna see people feel committed to attending your event.
The reason for this is it's a lot easier to flake out on an event than it is to flake out on an actual person. If people schedule commitments, they typically try at least to show up.
Before we break, a couple other things to think about as you're planning, measuring, and improving your RSVP to attendee ratio.