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Article originally published January 2017, updated July 2019.

You have an event coming up, and you need all the attendees you can get. But how do you get people in seats? Which elements of an email invitation compel people to convert? Take a look at the six key elements of an effective event invitation email so you can get attendees to your next event using email marketing.

And don’t forget to look at our compilation of invite emails you can learn from. Our list provides insight into invite emails you can emulate for all your upcoming conferences, banquets, and more.

Event invitation Email Campaign Infographic

6 elements of a successful event invite

In order to get the maximum amount of awareness and attendees from your event invitation email, try including these six different elements in the campaign.

1. A targeted list

Segment your lists using features like geolocation segments and only send the campaign to those who are able to actually attend. You’ll receive fewer unsubscribes and higher open, click-through, and response rates as a result.

2. Value proposition

Include a value proposition that clearly outlines what the event is and the benefits of attending. This will increase people’s motivation and compel them to click-through and purchase tickets or RSVP.

3. A detailed description of the event

Include a detailed description of the event. You should aim to answer questions potential attendees might have, such as:

  • What will happen at the event?
  • What will they learn?
  • Whom they will see or hear from, etc.
  1. Time, location & other event details

Include any relevant details about the event that people might need to know. If it’s a physical event, this could include:

  • The time
  • The location
  • Dress code
  • Parking details
  • Transportation, etc.

Alternatively, if it’s a virtual event like a demo or webinar, then make sure to include:

  • URLs
  • Access codes
  • Dial-in numbers
  • Login details, etc.
  1. Social proof

Include elements of social proof like testimonials from previous attendees, expert reviews, or even attendee numbers from your last event to reduce anxiety and reassure readers it’ll be worth their time and money.

6. A prominent CTA button

Include a prominent call to action button that links to a registration or ticketing process. Tools like Eventbrite make it easy to do this, and even if the registration and ticketing process is arbitrary, it will help increase the chances of people showing up at your event.

Wrap up

Having an optimized event invitation email campaign is essential to the overall success of your event. So, when creating your next event invite, make sure it includes each of the six vital elements we discussed:

  • A targeted list
  • Value proposition
  • A detailed description of the event
  • Event details
  • Relevant social proof
  • A prominent call to action

Ready to take your next email event invite to the next level? Check out some real-world examples to help get the creative juices flowing.

Already a pro at event invitations? No problem. Check out our video from CMO Shane Phair, which outlines three steps you can take to improve your event emails. This quick video is a great way to take your successful strategy and elevate it even more.

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