Blog Email Marketing and SMS

How to write a reminder message for an event

Imagen How to write a reminder message for an e

Email marketing is a great ally for event management. Webinars, internal trainings, exclusive meetings for clients, sectorial fairs, congresses and many other events can use email as a strategy to cover from the previous recruitment to the subsequent evaluation. Reminders are reinforcement messages to those that have already been sent, so they help conversion, avoid no-shows that could complicate organisation and provide a good experience for attendees before and during the event.

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Registration reminder message

This type of message is useful to give a final push to those who opened the campaign to launch the event, but did not click the button to confirm attendance or book their place. It is also equally useful to have a variant for those who did visit the landing page, but are not on the list of attendees because they did not complete the registration or purchase.

To save management time, you can leave the reminders scheduled at the same time as the launch of the event, a few days apart and correctly segmented, to ensure that all potential attendees receive the campaign and read it. When it comes to writing the message, it is possible to repeat practically the same content as in the previous campaign, although making some adjustments to highlight that it is the second time it is sent. For example, the subject line and first sentences can be changed to indicate this.

However, for a last call campaign, it is very effective to add more up-to-date information to the basic date, time and location of the event, for example photos of the speakers or a new featured presentation. This gives the user more reasons to attend. In addition, a very visual option is to include a countdown that reinforces the time remaining for the last-minute discount or for the start of the event.

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When writing this type of message, the call to action is very important so it can be interesting to look at how it worked in the first message to apply changes if necessary.

Reminder message before the event

Within the email marketing strategy for the promotion of an event, sending reminders to people who have signed up is a good practice to avoid cancellations, especially if they are free. They also help to generate a good atmosphere before the event, manage expectations and gain efficiency in the internal organisation.

Some recommendations for the drafting of these messages:

Subject: it should not be promotional or sound commercial because they are already registered, rather it is important that it is informative and direct to ensure openings and that they read the practical information.
Greetings: the reference person can sign the message, or the team as a generic one, as well as greetings and introducing themselves at the beginning to start fostering the relationship with the brand.
Reminders: it is useful to remember the basic information, even visually if it is an event with people from out of town. Also remember the programme or if additional registration is needed for any parallel sessions, as well as any last-minute changes. If it is an online event, it is essential to include the streaming URL and a practical reminder of whether you will receive another message with the recording at the end of the event.
Preparations: in addition to reminding the user of what they already know, it is also a good idea to give them a preview of what they are going to find in order to prepare them for the event. Perhaps ask them to think of questions for the speakers, encourage them to bring business cards for networking, or simply recommend that they check the camera and speakers to enjoy the webinar.
Recommendations: the message can be closed with some practical advice, such as calculating the travel time to arrive on time, bringing the ticket in PDF or informing that there are plugs, cloakroom or cafeteria nearby. In this way, attendees will feel accompanied before they even arrive at the event and will look forward to the day.

Being a reminder message prior to the event, the aim is to make it easier to read, so it is advisable to use bullet points, bold text or images that simplify access to relevant information without the user having to spend a lot of time.

Reminder message during the event

There is a third type of email that serves as a reminder to attendees and is especially designed for events of a certain duration or complexity because it is sent while the event is taking place. It serves as a follow-up so that there are no users who get lost during the event, so it is like an extended version of the previous reminder that is sent day by day.

It is important to keep the references of the previous messages: same sender, design and tone so that there is no confusion and the user does not think it is phishing. The subject line can also be similar or simply the name of the event and the date when it is a series of several days.

Since these are live campaigns that may include different details from the original programme, it is not a good idea to schedule them because they can be misleading. It is important to visually highlight these changes to alert the attendee to new times or speakers unable to attend. It is therefore a good practice to include an always-updated landing page to which they can refer in case of doubt. You can also add the contacts of the people in the team dedicated to attending the participants or indicate the area of the fair where they will be located.

Finally, to create a multichannel strategy related to the event or to gamify participation, it is interesting to add buttons to social networks, for example to find out the latest news there. You can prominently display photos taken by attendees and perhaps organise a competition to encourage them to publicise the event. In this way, both channels are linked and the message extends beyond email.

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