When planning a marketing timeline, it’s not uncommon to be left with some gaps to fill – especially for content that is less sales-oriented. So we’ve put together 10 quick-fire email ideas to give you some inspiration.

Before the event:

Artist/performer focus – Choose an element of your event’s lineup such as a big performer or guest and dedicate an email to them. Highlight their biggest songs and generate excitement for their appearance. You may even get the guest themselves onboard for a quick interview.

Feedback and accolades showcase – A great way of getting potential ticket buyers on board is highlighting positive feedback and/or awards you’ve received from previous events. Recipients expect to hear you say how great your event is – so hearing it from other voices will underscore your messaging.

Video content – the overwhelming majority of emails are static affairs. Embed a YouTube link to some video content you have e.g. a highlight reel or trailer to spice things up. You could get even more milage out of video content by using the best bits as GIFs.

Throwback Thursday – If your event has been going for a while, consider showing off your history to potential buyers. Showing how you have grown and gone from strength to strength and gotten bigger and better will help you present your next event as an unmissable chance to join in on that story.

Past ticket buyers – You may already be segmenting your email audiences and if so, you won’t be surprised to hear that previous ticket buyers are consistently among the most engaged and likely to purchase segments. Consider an email tailored especially to them, potentially offering a special offer to entice them back.

VIP options – If you’re offering a premium VIP experience alongside General Admission tickets, take time in your schedule to elaborate on the extra benefits the VIP tickets bring.

Event build update – As your event setting is being built in real life, share photos and teasers of what your guests have to look forward to. This is also an effective driver of last minute sales in a post-covid age as it emphasises the event is actually going to happen.

Last-minute deals – offer discounts for people who purchase tickets last minute. If your event takes place over multiple days, consider discounting it further on the last day to help convince the last stragglers. Make sure to exclude the emails of those who have already bought tickets.

After the event:

Event recaps – after the event is over, send out an email with photos and highlights. It’s good to take a break from selling and showcase how incredible your event actually is.

Feedback surveys – ask attendees what they thought of the event and how it could be improved. Attendees are your most valuable resource for actually assessing how everything went and the usefulness of their feedback should not be underestimated.

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