You want to get the word out about your event, but your audience is bombarded with thousands of messages every day. So to make your messages cut through the noise, you’ll have to choose your words wisely.

That’s where copywriting comes in.

Copywriting is all about getting the reader to act — whether that means clicking a link, sharing a piece of content, or buying tickets to your event.

Here are pro tips on crafting effective event email copy straight from our new, comprehensive guide to copywriting for events. They’ll help you strengthen your event marketing, sell more tickets, and gain a loyal following of event-goers:

Creating effective event emails

Inboxes are a crowded place, but emails are an incredibly effective way to market your event. One of the easiest ways to get people to open your event emails is to write great subject lines. Here are three tips for crafting effective subject lines for invites, post-event wrap-ups, and other event emails:

  1. Be specific. Be brief and ultra-specific. You want to let your reader know what to expect when they click.
  2. Create a sense of urgency. Subject lines that create a sense of urgency or exclusivity can boost open rates by 22%.
  3. Make it personal. Personalizing a subject line with the recipient’s name or city can increase open rates by 20%.

To get your event emails opened, send your emails from a recognizable source (in other words, from your organization’s email alias, not from your personal gmail account) — especially if it’s the first time you’re reaching out. This lets your reader know you’re a trusted source, at a glance.

Here’s an example of a well-constructed event email:

email copywriting

In general, keep event promotion emails short and to-the-point. Place essential information about your event (like date, location, and a link to buy tickets) at the top of the email. The less your reader has to scroll to find need-to-know information, the better.

Use the body of the email to tell your reader the benefits of attending your event — not just your event “features.” For example, instead of describing an event feature like “5x more mobile charging stations than any other festival,” frame your copy to focus on how it benefits the reader: “Stay connected and share your memories as they happen; 5x more charging stations means you’ll never be without your phone.”

If you have great visual content to feature in your email (like past event photos or a headshots of your speakers), include it! Just don’t hide your call to action (CTA). Put your CTA at the very top and bottom of your email to make it as fast and easy as possible for attendees to find — and click.

Calls to Action (CTAs)

A CTA (call to action) is a prompt for your reader to take an action. Your event emails should always include a CTA — whether it’s asking the reader to learn more about your organization, check out a speaker lineup, or buy tickets to your event. As you can see in the example email above, CTAs often appear as succinct lines of copy or brightly colored buttons.

Effective CTAs are:

  • Action oriented: Leading with a verb is a smart move
  • Singular: Multiple CTAs can create confusion; even if you include multiple buttons, stick to one message!
  • Clear: Your reader should know exactly what to expect when they click

Want more expert copywriting advice? Get familiar with The Ultimate Guide to Copywriting for Events. You’ll learn how to craft meaningful messages that motivate your audience to act — and have a handy guide to reference for years to come.


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