You’ve heard it before: “Email is dead.”
Except it’s not.
Email is still one of the highest ROI marketing channels, with some sources reporting up to $36 returned for every $1 spent. The problem is that most event pros are still running their email strategy like it’s 2015, blasting the same message to a massive list and hoping it converts. That approach won’t cut it in 2025.
Today’s event goers expect more personalized, timely, and valuable communication. Here’s how to reboot your event email strategy for the modern era.
Segment Like a Pro
Stop sending the same email to your full list. Modern email platforms make it easy to segment based on behavior, demographics, and interest. Think beyond just “past attendee” or “new lead.”
Try these segmentation strategies:
- Registered but hasn’t opened emails
- VIP ticket holders
- Local vs out of town guests
- Engaged on social media but hasn’t purchased.
Targeted emails consistently get higher open and click through rates. Personalization = respect.
Automate the Journey
A welcome series, drip campaign, and re engagement flow should all be part of your arsenal. These automated sequences work while you sleep and make your marketing feel intentional.
For example:
- New subscriber? Send a 3 part welcome series with your event story and highlights.
- Abandoned registration? Send a gentle nudge with social proof or limited time perks.
- Past attendee? Show them what’s new this year.
One NYC event brand, for instance, set up a four email abandoned cart sequence for its annual industry summit. After adding urgency and testimonials to the second and third emails, they recovered over 30% of lost registrations without lifting a finger.
Tools like Mailchimp, ActiveCampaign, and Klaviyo all support smart automation.
Make It Mobile First
Over 60% of emails are now opened on mobile. If your formatting is clunky or your call to action is buried, your email is already in the trash.
Mobile friendly best practices:
- Keep subject lines under 40 characters
- Use large, tappable buttons
- Break up text with visuals
- Limit to one clear CTA
Preview your emails on multiple devices before hitting send.
Use Smart Subject Lines
Your subject line is your first impression. It needs to create curiosity or offer value immediately.
A/B test different formats:
- Questions: “Are You on the List for NYC’s Hottest Event?”
- Urgency: “2 Days Left to Lock In Early Bird Prices”
- Teasers: “Something Big Is Coming to Times Square”
- Personalization: “Jessica, Your VIP Pass is Waiting”
Also: Emojis are still in, if they match your brand.
Include Dynamic Content
Dynamic content adapts based on the recipient’s date or behavior. It allows you to send one email that looks different to each segment.
Examples:
- Location based event recommendations
- Countdown timers based on ticket deadlines
- Personalized schedules or speaker picks
It takes more setup, but the payoff is better engagement and conversion.
Think Beyond the Inbox
Email doesn’t exist in a vacuum. Your strategy should work hand in hand with your social, paid, and content marketing.
Try these combos:
- Tease the email subject line on Instagram stories
- Retarget people who clicked a link with social ads
- Use UTM links to track which emails drive the most ticket sales
A consistent cross channel experience builds trust and familiarity.
Make Your Metrics Matter
Open rate isn’t everything. In 2025, engagement metrics give you a better picture of what’s working.
Track:
- Click to open rate (CTOR)
- Conversion rate from email to ticket sale
- Time spent reading
- Unsubscribe reasons
Use this data to tweak your subject lines, adjust your send time, or refine your CTA. It’s not just about sending more emails, it’s about sending smarter ones.
Design That Converts
Even a perfectly segmented and timed email will fall flat if it doesn’t look good. Email design should be clean, on brand, and conversion focused.
Tips to boost visual appeal:
- Stick to a single column layout for mobile friendliness
- Use high contrast buttons for CTAs
- Limit font styles and sizes
- Incorporate your brand colors and logo consistently
Well designed emails not only look professional, they inspire action.
Rebuilding for Results
Email marketing is alive and well, you just need to evolve with it. Segmentation, automation, mobile optimization, dynamic content, and design are all key parts of a modern strategy.
Don’t treat email like a blast channel. Treat it like a one on one conversation with the people who are most likely to care.
Need help revamping your event marketing for 2025? Join us at The Event Planner Expo 2025 and reserve your booth to meet the pros rewriting the rulebook on how events get promoted in NYC and beyond.
