Our tips to communicate by email before your event

Our tips to communicate by email before your event

As the open­ing of your event approach­es, your role is to com­mu­ni­cate with your atten­dees to ensure that every­thing goes accord­ing to plan. To do this, email remains the best com­mu­ni­ca­tion chan­nel for main­tain­ing a rela­tion­ship with your atten­dees, and has the best return on investment.

With an online tick­et­ing and reg­is­tra­tion solu­tion like Weezevent, you have all the essen­tial tools for com­mu­ni­cat­ing effec­tive­ly by email, since you can col­lect the address­es of all your future atten­dees. In this arti­cle, Thomas, our cus­tomer rela­tions and path-to-pur­chase spe­cial­ist, and Prod­uct Own­er of Weez­Tar­get, gives you the best tips to com­mu­ni­cate with your atten­dees by email before your event.


    1. Detail practical information — D‑15*

    When you cre­ate an event with Weezevent, our email­ing and CRM tool auto­mat­i­cal­ly cre­ates a group of con­tacts which is fed in real time with the email address­es of those who buy tick­ets for your event — as well as those who make free reg­is­tra­tions. This allows you to eas­i­ly send emails to a spe­cif­ic audience.

    Before an event, between 7 and 15 days before it takes place, we rec­om­mend that you remind your atten­dees of some basic infor­ma­tion, includ­ing the start/end dates and times, sched­ul­ing, activ­i­ties, loca­tions and access, means of trans­porta­tion, accom­mo­da­tion, and so on. This will sig­nif­i­cant­ly reduce the mis­un­der­stand­ings that can dis­rupt your event. You should also indi­cate how peo­ple can con­tact you if they have any questions.

    2. Prevent fraud and dangerous behaviour — D‑10 / D‑2*

    Some peo­ple see fes­tive events as an oppor­tu­ni­ty for inap­pro­pri­ate or even crim­i­nal behav­iour. Scams, resale of fake tick­ets, sex­u­al and gen­der-based vio­lence, drugs… There are many unpleas­ant or dan­ger­ous sit­u­a­tions in which atten­dees can get involved.

    To coun­ter­act this, imple­ment spe­cif­ic actions (offi­cial resale plat­form, search­es, pre­ven­tion and inter­ven­tion brigades, alerts, etc.) and com­mu­ni­cate, com­mu­ni­cate and communicate.

    3. Go over the details to remember — D‑2*

    D‑Day is approach­ing. It’s time to send out last-minute infor­ma­tion. Is the weath­er fore­cast pre­dict­ing blue skies? Tell your atten­dees to bring a hat and reas­sure them that you’ve arranged for some shady areas and spaces where atten­dees will have access to drink­ing water. Are there any show­ers fore­cast? Ask your atten­dees to bring what they need in the event of rain and reas­sure them that there will be plen­ty of shelter.

    It might sound triv­ial, but atten­dees may not think of every­thing when they go to an event — and they might regret it. Above all, it’s these lit­tle things that cre­ate a bond between you and your audi­ence. This is how peo­ple will become attached to your event and want to come back for future editions.

    4. Propose additional services — H‑5*

    A few hours before the open­ing of your event, pro­pose addi­tion­al ser­vices to your atten­dees, such as a VIP area, gourmet meal, queue-jump pass, etc. Now’s the time to reveal these ser­vices as they imag­ine them­selves inside your event. Show them that you’re doing every­thing you can to offer them the best pos­si­ble event experience.

    *These dead­lines are indica­tive; it’s up to you to adapt them to your com­mu­ni­ca­tion planning. 

    5. Reassuring attendees in times of crisis

    In cer­tain con­texts, such as the one expe­ri­enced with Covid-19, it is con­ve­nient to reas­sure attendees.

    Remind them of the efforts being made and the dif­fer­ent oper­a­tions imple­ment­ed at your even. In the cur­rent con­text relat­ed to Covid-19, remind atten­dees of the efforts made and the sys­tems in place at your event. Prove beyond doubt that every­thing has been done to make your atten­dees feel safe and com­fort­able so they can have a great time togeth­er. Be mod­er­ate, how­ev­er, and avoid cre­at­ing an anx­i­ety-pro­vok­ing atmos­phere that could have the oppo­site of the desired effect.

    The Fes­ti­val des Musiques Emer­gentes (Que­bec), for exam­ple, explains its sys­tem for deal­ing with Covid-19 in an email sent to its audi­ences, while adding a nice touch at the end of the para­graph in question:

    “This year, the Scène Des­jardins will take place at Lake Kiwa­nis and will wel­come a max­i­mum of 250 peo­ple, as rec­om­mend­ed by the pub­lic health author­i­ties. There will also be sev­er­al dif­fer­ent con­cert venues, with reduced capac­i­ty, scat­tered through­out the city of Rouyn-Noran­da. Fes­ti­val­go­ers will be pre­sent­ed with shows from 5 to 7 o’clock and in the evening, as well as some sur­pris­es dur­ing the day.”

    Fur­ther on in the email, the FME fes­ti­val makes a reminder that is firm but essen­tial to the con­tin­ued long-term suc­cess of its events, since if atten­dees at an event adopt respon­si­ble behav­iours, author­i­ties will be inclined to allow more events in the future:

    “The FME is work­ing hard to offer fes­ti­val­go­ers a fun and live­ly event. We ask that atten­dees respect the instruc­tions put in place to ensure everyone’s safe­ty. Wear­ing a mask will be manda­to­ry when trav­el­ling, the required dis­tance must be respect­ed at all times, and hand dis­in­fec­tion will also be manda­to­ry on arrival at the venues. Fail­ure to com­ply with these hygiene instruc­tions may result in the end of the show.”

    Additional content

    Nowa­days, we are con­stant­ly receiv­ing mes­sages from a mul­ti­tude of chan­nels, email being one of them. To keep your audi­ence’s atten­tion, you need to send them the right mes­sage, at the right time, with the right sub­ject line and design.

    Check out our tips to help you with this task:

    1. Designing your emailing campaigns

    Thanks to Weez­Tar­get, you have already cre­at­ed tem­plates that offer you a basic struc­ture, mak­ing your work eas­i­er. In your pri­vate area of Weez­Tar­get, you will find dif­fer­ent email struc­tures in which you can mod­i­fy the text and images quick­ly and easily.

    2. Preparing your email campaigns by segmenting your audience

    With a CRM tool, you can com­mu­ni­cate with your audi­ence in a per­son­alised way. To do this, divide your audi­ence into dif­fer­ent seg­ments to send them tar­get­ed communications.

    Some exam­ples:

    3. Examples of reminder subject lines

    • [Name of your event]: Dis­cov­er the line up!
    • Free work­shops at [Name of your event]: Sign up!
    • Save time by top­ping up your cash­less account in advance for [Name of your event].
    • How to get to [Name of your event]?
    • What can you bring to [Name of your event]?
    • Where to pick up my pre-loaded wristband/cashless card? [Name of your event]
    • Last chance to upgrade to VIP! [Name of your event]
    • Your safe­ty at [Name of your event]; our top priority!
    • Where to pick up my [prod­uct pur­chased]. [Name of your event]
    • [Name of your event] It’s tomorrow!
    • Impor­tant infor­ma­tion before [Name of your event]
    • [Name of your event] — Access about to be open!

    Com­mu­ni­cat­ing with atten­dees before the event is just one part of what Weezevent can help you do. Dis­cov­er now all the fea­tures of our email­ing and mar­ket­ing tool:

    Dis­cov­er WeezTarget

    Related articles

    You have now subscribed to our newsletter!