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Send Event Details Playbook

Updated: Apr 13


Send an email sequence to leads registered for an event with more details about the event. The event software sends registration information, and you are providing additional information. Use your email sequence to inform the attendee about the event, educate them, and count down until the event. Also, provide them with pre-event content that will educate and gauge their interest. The follow-up emails give the prospects more details about the event and invite them to learn more.


Email Sequence


  1. Introductory Email: Introduce yourself as an account manager that is assigned to help them. Let them know a separate email is being sent with more event details and that if they do not get the email, they can reach out. Give them an overview of your company. Ask for a meeting.

  2. Reminder Email: Remind them that you are available to help and provide additional tips in preparation for the event or exclusive opportunities. Provide some industry best practices your company has developed that go with the conference theme. Ask for a meeting.

  3. Referral Email: Ask them if anyone they know may be interested in attending the event. Provide a few best practice case studies that they could share with others introducing your offering. Request they provide the next steps.

  4. Final Invite Broad Email: Let them know you are excited to see them at the event. Let them know they can reach out anytime and that you will foll0w-up post-event.


Personalize <<personalize_tag>>: Contact First Name, Contact Company, And Company Industry


Add content [[insert_content]]: Overview Of Company, Industry Best Practice Case Studies, Company Overview Video, Overview of Service


Email Best Practice


  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.



Best Practices


  • Get a list of people who registered for your event. You will first provide them with event details and pre-event content to educate them and accelerate their buying decisions.

  • Based on their responses to the information you asked for during registration, industry, and any other information you have on the prospect, assign event attendees into various segments.

  • Assign a segment to a particular salesperson or virtual assistant.

  • Create a tailored message for each segment.

  • Modify the following email sequence and tailor it to your message and content.

  • Launch your campaigns focused on each segment, providing event details first and follow-up content second.


Get Started


Click the link below to view this template and use it in your next campaign.





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