Quick Summary: Event Promotion Emails
- Start 6 months out: Save-the-date emails secure calendar slots before competing events do.
- Send 6-10 emails: Consistent touchpoints build momentum better than last-minute blasts.
- Deadlines drive spikes: Expect registration surges the week before early bird expires and 2 weeks pre-event.
- Segment for relevance: Tailor messages by attendance history, member status, and interests to boost conversions.
Part of our event promotion strategies guide
Event promotion email templates save hours of writing time while driving more registrations. This guide includes copy-and-customize frameworks for save-the-date, registration open, speaker spotlight, early bird deadline, and last-chance messages.
After nearly three decades building software for associations, I've seen countless organizations master event promotion. The difference between packed houses and empty rooms? A smart email strategy that starts early, sends often, and ramps up to deadlines.
This guide delivers templates and tactics for every phase—from save-the-date to final reminders. Tweak them for your audience, but stick to the proven sequence.
Event email sequence
Build steady momentum with 6-10 emails over six months. This cadence keeps your event top-of-mind without overwhelming inboxes.
Typical email timeline
| Timing | Email Type | Purpose |
|---|---|---|
| 6 months out | Save the Date | Plant the seed, secure calendars |
| 5 months out | Registration Open | Capture early bird sign-ups |
| 4 months out | Speaker Announcement | Preview content, spark excitement |
| 3 months out | Early Bird Reminder | Create urgency near deadline |
| 2.5 months out | Early Bird Last Chance | Final nudge before price hike |
| 2 months out | Full Agenda Released | Reveal full value |
| 6 weeks out | Past Attendee Outreach | Re-engage loyalists |
| 1 month out | Registration Push | Push standard rates |
| 2 weeks out | Last Chance to Register | Warn of sellouts or late fees |
| 1 week out | Registered Attendee Prep | Share logistics for confirmations |
Save-the-date email
Kick off simply: focus on locking in the date. This email plants the seed early, helping busy members plan ahead.
Key elements
- Subject: "Save the Date: [Event Name] – [Dates]"
- Date/location: Upfront and bold
- One-sentence teaser: Highlight what's coming
- Add to calendar: ICS file or calendar link
- Tease: "Registration opens soon"
Sample Framework
Subject: Save the Date: 2026 Annual Conference – September 15-17
Body:
Mark your calendar—the [Year] [Event Name] heads to [City]!
When: [Dates]
Where: [Venue, City]
Join [number]+ colleagues for [brief value: education, networking, inspiration].
Registration opens [date] with early bird deals.
[Add to Calendar Button]
Registration open email
Shift to action here. Make registering effortless to snag those early commitments and savings.
Key elements
- Prominent CTA: "Register Now" button (repeat it)
- Early bird discount: Highlight the savings
- Clear deadline: When early bird expires
- Value bullets: 3-5 reasons to attend
- Social proof: Past stats or quotes
Sample Framework
Subject: Registration Now Open – Save $100 with Early Bird Pricing
Body:
Registration is live for [Event Name]!
Register by [deadline] to save $100.
[REGISTER NOW BUTTON]
What you'll experience:
- [Key benefit 1]
- [Key benefit 2]
- [Key benefit 3]
Last year, [number] pros joined for [highlight moment]. This year tops it.
[REGISTER NOW BUTTON]
Speaker announcement emails
Keep engagement humming with content previews. These bridge big pushes, sustaining interest through speaker spotlights.
Approaches
- Keynote deep dive: Bio + topic
- Session previews: Theme-based picks
- Roundup: "Meet 10 experts"
Sample Framework
Subject: Keynote Announced: [Speaker Name] on [Topic]
Body:
[Speaker Name] kicks off [Event Name] with the opening keynote.
[Speaker Photo]
About [Speaker Name]:
[2-3 sentences on creds and fit]
Session: [Title]
[What attendees gain]
Worth the price alone—plus [number] more sessions for [outcome].
[REGISTER NOW BUTTON]
Early bird deadline emails
Deadlines drive spikes. Send 2-3 as the cutoff nears—many associations see registrations surge here.
Timing
- 1 week out: Gentle reminder
- 3 days out: Ramp urgency
- Day-of/prior: Last call
Sample Framework (Last Chance)
Subject: Early Bird Ends Tomorrow – Don't Miss Your $100 Savings
Body:
Early bird ends midnight tomorrow.
Price jumps from $[early] to $[regular] after [date].
Lock in savings now.
[REGISTER NOW BUTTON]
Registered? Forward to a colleague.
Expected Results: Many associations see a significant spike in registrations the week before early bird expires. Plan your messaging accordingly.
Last-chance registration emails
Go all-in 1-2 weeks out. Tap scarcity and FOMO for that final surge before cutoff.
Angles
- Scarcity: "X spots left" (if accurate)
- FOMO: "Don't miss out"
- Peers: "[Number] colleagues registered"
- Boss help: "Convince your supervisor script"
Sample Framework
Subject: [Event Name] Is Next Week – Are You Coming?
Body:
[First Name], [X] days until [Event Name].
[Number] colleagues are in—don't miss:
- [Session/speaker highlight]
- [Networking perk]
- [Key takeaway]
Closes [date].
[REGISTER NOW BUTTON]
Reply or call [phone] with questions.
Segmentation strategies
Generic blasts fall flat. Sequence Consulting's 2026 Association Trends Report
Key segments
- Past attendees: "Join us again—you know the value"
- First-timers: "Your year to dive in"
- Members/non-members: Tailored pricing/values
- By specialty: Match sessions to interests
- Job level: Strategy for execs, tactics for practitioners
- Lapsed: "Reconnect at the event"
Personalization boosts
- First name
- "Since you attended last year..."
- "Member savings apply"
- "[City] hotel deal"
Go beyond basics for real gains. Track attendance patterns—consistent returnees get "what's new," one-timers hear "we listened to feedback." Time sends by past habits: early birds vs. last-minuters. Pathway data (speakers? Deadlines?) sharpens focus. Interest-based tracks ensure session relevance. Smarter segments lift conversions and cut unsubscribes. Tools like email marketing platforms
Email best practices
Polish your execution with these tips. They maximize opens, clicks, and registrations.
Subject lines
Keep under 50 characters. Add deadlines/dates. Test formats.
- Wins: Specificity ("Save $100"), numbers ("3 Sessions"), names ("[Speaker] Keynote"), concrete urgency ("Ends Friday")
- Avoid: Spam words ("FREE!!!"), all caps, excess punctuation
Test A/B: 20% each variant, send winner to rest.
Design and layout
- Mobile-first, single column
- Bold CTA buttons
- Few images (load issues)
Timing
- Skip weekends/Monday AM
- Test days/times for your list
- Stay consistent
Measurement
- Track opens/clicks/registrations per email/segment
- ID top subjects/angles
- Refine next campaigns
A strong email campaign anchors event success. Start six months out—or today. Consistent, relevant inboxes win over flashy one-offs. Check our Association Event Management Guide and registration best practices
key takeaways
- Start 6 months out: Save-the-dates secure plans early
- 6-10 touchpoints: Multiple emails build to spikes
- Deadlines rule: Early bird week + 2 weeks pre-event
- Segment smart: Tailor by history, habits, interests
- Sell value: Gains over agenda lists
Power Your Event Promotion
i4a's integrated email marketing tools let you segment members, automate campaigns, and track results—all connected to your event registration data.
Learn About Email MarketingRelated resources
Optimize your registration form and process.
12-month checklist for conference planning.
Member Communication Best Practices
Effective strategies for all member communications.
Email Segmentation for Associations
Target the right members with the right messages.
