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Event Invitation Playbook

Updated: Apr 12



Send an email sequence to a key set of companies you target in a particular industry or demographic, inviting them to an event. You will be targeting a team of people in those companies that will decide on buying your offering. Invite them to the event and share the value the event will provide. The follow-up emails include follow-up invites, thought leadership, case studies, and an offer to help.

Email Sequence


  1. Introductory Email: Introduce yourself as a strategic account manager for the prospect over their industry/vertical and how you thought the prospect would be interested in attending the event. Extend an invite and let them know that you can help them and provide them an overview of your company. Invite them to the event.

  2. Reminder Email: Remind them about the event and that you are available to help. Provide some pre-event content that will get them interested in attending the event.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide an overview of the event so they can pass it on. Let them know the event is soon approaching.

  4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime. Let them know you look forward to seeing them at the event.


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


Add content [[insert_content]]: Overview Of Company, Pre-Event Content, Event Overview, And Solution Overview


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


  • Decide upfront on key industries you are targeting and companies you want to win as customers and within those industries.

  • Find several companies that have the same general interest, challenge, or require the same skills. Build a prospect list. You may end up with several segments of prospects that have different needs.

  • You can use LinkedIn or the company website to identify the right team of people that will make a buying decision. Target multiple people in a company. Once you identify the people in a company, use a service to find their email address and contact information.

  • Create a list of companies and assign those companies to a particular salesperson or virtual sales assistant.

  • Create a tailored message for each segment, invite them to the event, and provide relevant content that will interest companies.

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

  • Launch multiple campaigns for each segment identified.


Get Started


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




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