How do you create a personalized email sequence for event registrants?

1 Define your goals

Before you start writing your emails, you need to have a clear idea of what you want to achieve with your email sequence. Do you want to increase attendance, build excitement, provide value, collect feedback, or generate referrals? Depending on your goals, you'll need to tailor your email content, timing, and calls to action accordingly.

2 Segment your audience

Not all registrants are the same. Some may have bought tickets early, some may have signed up for free, some may have different levels of interest or familiarity with your event topic. To create a personalized email sequence, you need to segment your audience based on relevant criteria, such as ticket type, source, behavior, or preferences. This way, you can send them more relevant and targeted messages that resonate with them.

3 Map out your email sequence

Once you have established your goals and segments, you must determine the email sequence. This includes the number of emails, when they will be sent, and the main purpose and message of each email. For example, a typical email sequence for event registrants could include a welcome email thanking them for registering, confirming their details, and setting expectations for the event. A reminder email should be sent to remind them of the event date, time and location, and provide a sneak peek of what is to come. A pre-event email should build anticipation and excitement, while an event-day email should send a final reminder with a link to join the event. After the event, a post-event email should thank them for attending, share highlights and recordings of the event, and ask for feedback or testimonials. Lastly, a follow-up email should offer additional value such as a free resource or special offer, and invite them to join your community or subscribe to your newsletter.

4 Write your email copy

To write effective emails, make them personal, engaging, and clear. Use a friendly and conversational tone that matches your brand voice and your audience's expectations. Address the recipients by name and use “you” and “your” to make them feel special. Create catchy subject lines that spark curiosity and entice people to open your emails. Keep the emails short and focused on one main idea or action, using bullet points, headings, and images to break up the text. Include clear calls to action that tell them what to do next. Finally, test and optimize your emails for deliverability, readability, and conversions.

5 Automate your email sequence

Once you have your email copy ready, you need to automate your email sequence using an email marketing tool or platform. This will save you time and hassle, and ensure that your emails are sent at the right time and to the right people. You'll also be able to track and measure the performance of your email sequence, such as open rates, click-through rates, and conversions. You can use this data to refine and improve your email sequence over time.

6 Monitor and adjust your email sequence

Finally, you need to monitor and adjust your email sequence based on the feedback and results you get from your audience. You may find that some emails perform better than others, or that some segments respond differently to your messages. You may also need to update your email sequence to reflect any changes or updates in your event details or offerings. By keeping an eye on your email sequence and making necessary adjustments, you'll be able to create a personalized email sequence that delivers value and results for your event registrants.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?