60%
of event registrations happen after the third touchpoint
Fill seats, build anticipation, create return
From early bird conversions to year-over-year retention, events thrive on well-timed communication. Strategic email turns inquiries into registrations and attendees into advocates.
The challenge
The engagement gap
Most events treat email as a megaphone: blast announcements, hope people register, send a reminder the day before. This approach leaves enormous value on the table.
The gap between someone showing interest and actually registering is where events are won or lost. And the gap between attending once and becoming a loyal returnee? That is where sustainable events are built.
Strategic email closes both gaps. It nurtures interest into commitment, builds anticipation into experience, and transforms experience into advocacy and return.
4×
Higher conversion from nurtured leads vs single announcements
73%
of attendees cite email as primary decision driver
The attendee journey
Every stage of the event experience is an opportunity to build connection. Most events only focus on registration. Strategic email captures the entire arc from interest to advocacy.
Interest
Capture and nurture leads through to registration
Anticipation
Build excitement and maximise show-up rates
Experience
On-event communication and real-time engagement
Return
Post-event follow-up that builds year-over-year loyalty
The Transformation
Without strategy
The forgettable event
- Single announcement blast, hope for registrations
- No communication between registration and event
- High no-show rates, empty seats
- Attendees forget the experience within weeks
- No post-event engagement or feedback capture
- Starting from zero every year
With strategy
The must-attend event
- Nurture sequences that convert interest to registration
- Anticipation-building communications pre-event
- High show-up rates from engaged attendees
- Post-event content that extends the experience
- Testimonials and referrals captured systematically
- Loyal attendee base that grows year over year
How we work together
Three pathways to transform your email programme
Audit & Strategy Blueprint
$997 to $1,997
2 to 3 weeks
A comprehensive assessment of your current email programme with a prioritised 90-day roadmap for improvement.
What you receive
- Complete email programme audit
- Registration funnel analysis
- Competitor email review
- 90-day recommendation roadmap
- Strategy presentation call
Ideal for event organisers seeking clarity before larger investment.
Begin with clarityImplementation
$3,500 to $7,500
6 to 8 weeks
Complete email infrastructure build. Platform optimisation, branded templates, core automations, and team training.
What you receive
- Platform setup or optimisation
- 5 to 8 branded email templates
- Registration and follow-up automations
- Attendee segmentation setup
- Team training session
- 30-day post-launch support
Ideal for event organisers ready to build their email foundation.
Start buildingStrategic Retainer
$1,500 to $4,000 per month
6-month minimum
Ongoing strategic partnership for continuous improvement. Your email programme evolves with your property.
What you receive
- Monthly strategy calls
- Campaign review and optimisation
- Priority email and Slack support
- Quarterly performance reports
- Seasonal campaign planning
- Continuous testing and refinement
Ideal for event organisers wanting ongoing partnership and year-over-year growth.
Explore partnership
Automations
Sequences that fill seats
The right automation triggers the right message at exactly the right moment. Once built, these sequences run continuously, turning interest into registrations and attendees into advocates.
Early bird sequence
Capitalise on urgency and reward early commitment. Tiered pricing communications that drive registration velocity.
Abandoned registration
Most abandoned registrations are not rejections. Timely follow-up recovers attendees who got distracted before completing checkout.
Pre-event anticipation
Build excitement, maximise show-up rates, and prepare attendees for the best possible experience. What to expect, who to meet, what to bring.
Post-event follow-up
Extend the experience beyond the event itself. Share recordings, gather feedback, capture testimonials, and plant seeds for next year.
Alumni nurture
Keep past attendees engaged year-round. Community updates, exclusive content, and priority access to future events.
Referral programme
Turn satisfied attendees into ambassadors. Incentivised sharing that brings friends and colleagues to your next event.
Free resource
The Event Email Checklist
A 88-point self-assessment covering the entire attendee journey. Discover where your email programme is leaving registrations and repeat attendance on the table.
Ready to fill more seats?
Let us discuss your events, your attendees, and how strategic email can increase registrations and build year-over-year loyalty.
Book a conversation