An email campaign for promoting a local event

This campaign is for suitable subscribers who have not booked. Once someone purchases or registers, move them out of promotion and into the separate attendee reminder sequence.

Confirm permission and relevance

Send only to people whose consent and preferences support this type of event message. Exclude buyers, unsubscribed contacts and audiences for whom the event is clearly unsuitable. Australian email consent, identification and unsubscribe requirements need appropriate review.

Email 1: introduce the useful experience

Explain what the event is, who it suits, the date and location, and the main reason to consider it. Link to one complete event page rather than squeezing every detail into the email.

Email 2: help with the decision

Use a different angle: show the program, host, venue, access information or a common question. Use only real photographs, permissioned quotes and claims the organiser can support.

Email 3: give an honest final reminder

Send this only when there is a genuine booking deadline, capacity limit or planning reason. State the exact cut-off and what happens afterward. Do not manufacture urgency or repeatedly extend a “last chance”.

Keep the campaign operationally safe

• Use consistent event facts and one authoritative link.
• Test the booking journey on mobile before every send.
• Suppress booked attendees promptly.
• Provide a monitored reply or support route.
• Update scheduled emails if the event changes or sells out.

Measure more than opens

Review qualified visits, bookings, unsubscribes, support questions and contribution where available. Leave unattributed bookings unassigned rather than claiming the email caused every result.

Place these sends within the wider four-week event promotion plan.