Email should be a critical aspect of your event marketing campaigns.
It’s cost-effective, easy to set up, and a familiar method of communication for connecting with potential attendees.
It’s tricky, however, to craft emails that motivate, inspire, and attract new audiences, leading to ticket sales and high attendance at your upcoming event.
To help you craft the most compelling and eye-catching emails, we’ve pulled together advice from Eventbrite’s in-house experts and event creators alike and designed nine motivating pre-event email templates.
Read on to discover which pre-event email template is best for you and how to use each one. We’ve also included downloadable checklists to tick off as you work through the list!
9 inspiring and motivating pre-event email templates
Email is crucial for your pre-event marketing strategy. Each pre-event email template we’re providing focuses on different outcomes to help increase your signups and get people excited about your event.
They’re presented chronologically, meaning you can use all nine to design the perfect email campaign.
Then, with Eventbrite’s powerful email marketing solution, you can use intelligent automation and some helpful integrations to schedule and repeatedly send those emails.
Make your pre-event emails stand out.
1. Upcoming event pre-event email template
Use this pre-event email template to build interest around a nearing event (especially a recurring event) without having a firm date or lineup to present.
Subject line: [Event name] is back!
Hey [attendee name],
We know you’ve been anxious to hear, so let us put your concerns to rest:
[Event name] will be back in [event year]!
We’re still working out the key details, but we promise you’ll hear from us soon with a date and venue.
Sign up here and be the first to receive notifications about [Event name and year].
Looking forward to seeing you there!
[Sender name]
💡 Pro tip: Use this template to build a new VIP email list specifically interested in hearing about the event announcement (perfect for promoting early-bird tickets later in the email sequence).
2. Event announcement pre-event email template example
This pre-event email template is your official event announcement.
The best practice is to announce the event a few weeks before tickets are available. This allows time for word-of-mouth marketing and to generate excitement around the event, maximizing ticket sales on release day. Plus, it gives attendees enough time to prepare for the expense.
Subject line: It’s official: [Event name] is coming to [city] in [month]!
Hey [attendee name],
We’ve got some pretty exciting news to share!
We’re stoked to officially announce that [event name] is coming to [city]!
On [event date] at [event venue], [event name] will be opening its doors once again, this time with an increased capacity due to popular demand.
Remember, [event name] has sold out the last five years!
Don’t miss your chance: Click here and use the code [EARLYBIRD] to be the first to access tickets when the early-bird sale goes live on [early-bird sale date].
Can’t wait to see you on [event date],
[Sender name]
💡 Pro tip: Make sure to include all key event details, including venue, times, days, names of performers, speakers, etc. Optional: Include an incentive to increase urgency, such as a promotional offer.
3. Early-bird ticket pre-sale email template
Use this email template to promote your early-bird ticket pre-sale.
You’ve already announced the pre-sale in your previous email and gathered interested parties into a separate email list using the CTA and unique code.
So, this email only goes out to those who signed up for that pre-sale. Once the pre-sale ends and the standard tickets are released, you can edit the copy and send a new announcement to your general list.
Subject line: Don’t miss out: Early-bird pre-sale goes live today!
Hey [attendee name],
We’ve gotta admit it: You’re pretty sharp.
By signing up for the early-bird pre-sale, you’re gonna get an opportunity to get your hands on [event name] tickets [amount of time] before anyone else.
But your tickets aren’t confirmed yet.
Our early-bird pre-sale goes live at [pre-sale time], and there are a limited number of tickets available. They won’t last long!
Head here [add link] to secure your tickets.
See you at [event name]!
[Sender name]
💡 Pro tip: Include a countdown timer in your ticket pre-sale email to drum up a bit of urgency and maximize ticket sales on launch.
4. Guest introduction email template
You can use this pre-event email template to announce artists for music events or speakers at corporate events. You can even modify it to announce sponsors who may be present at the event.
Subject line: Exclusive: [Event name] lineup drop
Hey [attendee name],
Are you as pumped as we are?
The [event name] lineup is HUGE this year! Check out who’s coming:
- [Artist name]
- [Artist name]
- [Artist name]
- [Artist name]
- [Artist name]
We told you this year would be bigger and better than ever, and we meant it!
Don’t have your tickets yet? You’d better be quick. They’ll be gone soon with this epic lineup.
Get your tickets now.
Catch you there!
[Sender name]
💡 Pro tip: Keeping a couple of tricks up your sleeve is never a bad idea. Consider dropping the lineup in two or three separate announcements to really maximize your mileage.
5. Ticket sale announcement email template
Now, it’s time to go live with the general ticket sale.
Send this email to everyone on your subscriber list, including those who didn’t purchase early-bird tickets.
Subject line: Tickets on sale from today: Let’s get this party started!
Hey [attendee name],
Not gonna lie, we’re pumped…
Tickets for [event name] go on sale today, and we know that many of you are waiting to get your hands on one.
At [time that tickets go live] today, you’ll get your opportunity to snag a ticket to see [event guest/artists of note] live.
Are you ready?
Click here to reserve your tickets!
See you at [event name]!
[Sender name]
💡 Pro tip: If you’ve got good data on early-bird ticket sales, include it in this email to pump up the urgency. For example: “Early-bird tickets sold out in just 10 minutes! Better get in quick…”
6. Schedule announcement email template
Once you’re ready to drop the event schedule, use this email template to inform ticket holders (and close a few extra sales from those hold-outs).
Subject line: Here’s the plan for [event name]
Hey [attendee name],
Time flies, huh? [event name] is literally just around the corner!
We know just how easy it is to lose track of time. That’s why we’ve put together the perfect schedule for [event name] to help you make the most of your day at [event location].
Here are the deets:
[Agenda/lineup and other relevant details]
Share the lineup with your friends, and get your game plan sorted!
We don’t wanna tell you what to do, but it wouldn’t be a bad idea to download the lineup to your camera roll so you can quickly pull it up on the day.
Haven’t sussed your tickets yet? We’ve still got a few left (though we’re running low). Get your tickets here.
See you at [event name]!
[Sender name]
💡 Pro tip: Don’t neglect a link to ‘share with your friends.’ It doubles as a method for encouraging more ticket sales ;).
7. Friend referral request email template
There are few marketing tactics as powerful as referral requests.
As many as 92% of consumers say they trust a referral from a friend or family member over any other form of advertising.
This pre-event email template leverages that idea, asking those who already hold tickets to invite a friend. It’s perfect for getting those final few tickets sold.
Subject line: A quick favor, if you don’t mind.
Hey [attendee name],
We know you’re dreaming about being at [event name]: only [days remaining] days left!
As we get everything set up for an epic day at [event venue], we wanted to share a very special offer with you.
[Event name] is all about making memories with friends, which means the more, the merrier!
So why not invite a couple more friends to the party?
Whether it’s your bestie since high school or that one colleague you spoke to once at the water cooler, there’s something for everyone at [event name].
Share this link, and they’ll get 10% off their ticket!
Looking forward to seeing you there!
[Sender name]
💡 Pro tip: Improve your chances of sales by including an offer for both parties. For example, on top of the 10% discount for the referred friend, you might offer a $10 food and beverage for the referrer.
8. Low ticket availability warning email template
This one is an event reminder email with the specific intent of filling those last seats.
From the email subject line to the copy itself to the final CTA button, this template creates a bit of urgency and FOMO (fear of missing out) to inspire your target audience to grab tickets NOW.
Subject line: Get in quick: We’re selling out!
Hey [attendee name],
Wow, that was quick!
[Event name] is already 90% sold out, and the remaining tickets are going fast.
With [artist/guest names] and [artist/guest names] turning up for this year’s event, it’s no surprise that this has been one of the fastest-selling [event name] ever.
Haven’t secured your ticket yet?
You’d better jump on it.
Head here to lock in your tickets before they run out.
Good luck!
[Sender name]
💡 Pro tip: This email template is for those who don’t have tickets. Consider re-purposing it and editing the email content a little to encourage those who do have tickets to share the registration link with friends to maximize reach.
9. Pre-event info email template
Our final pre-event email template is one you’ll send out just a few days prior to the event.
It goes out to all ticket holders and includes all the important details they’ll need on the day. This includes details such as the lineup, the location of facilities, and how to arrive on the day.
Subject line: [Event name]: Everything you need for the [event date].
Hey [attendee name],
Wow, can you believe we’re almost there?
We are PUMPED to bring [event name] to you on [event date].
To help you get the most out of the day, we’ve pulled together all the key details you’ll need in a single PDF.
Download the official [event name] guide here.
Can’t wait to see you on [event date],
[Sender name]
💡 Pro tip: Try to keep all of the event details on a single page, and make sure it’s downloadable as an image so attendees can save it to their camera roll. You can also include a FAQ section, too.
Make your pre-event emails stand out with Eventbrite
Pre-event email templates are a seriously helpful way to quickly develop a plan for spreading the word about your upcoming event.
Remember, the best practice is to develop an entire email sequence (using the templates above) and use them to stay in regular contact with your attendees using email automation.
