5 reasons to communicate by email before your event

5 reasons 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 5 good rea­sons to com­mu­ni­cate with your atten­dees by email before your event.


  1. Detail prac­ti­cal infor­ma­tion — D‑15*
  2. Go over the details to remem­ber — D‑2*
  3. Pro­pose addi­tion­al ser­vices — H‑5*
  4. Reas­sure and explain — In the ‘Covid-19’ era
  5. Review the sit­u­a­tion — In the ‘Covid-19’ era

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.

With Weez­Tar­get, you have a dozen email tem­plates which can be accessed by fol­low­ing the path Com­mu­ni­ca­tions > Tem­plates > Gener­ic Tem­plates.

2. 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.

3. 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. 

4. Reassure and explain — In the ‘Covid-19’ era

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.”

5. Review the situation — In the ‘Covid-19’ era

Is the epi­dem­ic sit­u­a­tion evolv­ing through­out France or in your region? Are local instruc­tions being issued by the author­i­ties? Whether or not your event is con­cerned, your audi­ences will have ques­tions. It’s up to you to pro­vide them with as many clear answers as pos­si­ble in your communications.

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

Dis­cov­er WeezTarget

Already using Weez­Tar­get? Write to us with your opin­ion on the solu­tion by click­ing on the but­ton below. We look for­ward to hear­ing from you and your views on the solution’s strengths, weak­ness­es, cam­paign sce­nar­ios envis­aged, and so on:

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