Introduction
Organising an event is already quite an adventure. But managing to fill it with the right people is a whole other challenge. And that's where emailing comes in like a digital superhero. Yes, we're talking about that invitation email campaign that can make all the difference between a packed house and a ghost event. So how do you pull off this little communication gem ? Here's the complete guide, in the field, with all the tips you need to boost your open, engagement and, above all, participation rates !
Why is email still an essential channel ?
In a world saturated with information, you might think that email is outdated. Spoiler alert : it's not at all ! Email is still one of the most direct, personal and effective ways of reaching a targeted audience. Unlike social networks, where your posts can get lost in the algorithm, a good email campaign arrives directly in the inbox of your potential guests. It's the ideal tool for getting a clear, personalised and, above all, motivating message across.
The objectives of an invitation campaign
Before you write a single line, you need to ask yourself the right question: why am I sending this email ? Because an invitation campaign can have several objectives:
- Increase the open rate with a punchy subject line
- Generate registrations with an effective call-to-action
- Create engagement around your event
- Raise awareness of your brand through consistent branding
Each campaign should be thought of as a mini-strategy in itself. The clearer you are about your objective, the more powerful your message will be and the more measurable your results. Above all, never lose sight of the end goal: getting the right people to come to your event, at the right time, in the right place.
1. Upstream preparation
Know your target audience
Sending a generic email to your entire database ? Not a good idea. Every event has its own audience, and you need to know them inside out. Ask yourself these questions : who am I talking to ? What are their expectations ? What's stopping them ? Their motivations ? A marketing professional will not have the same needs as a tech enthusiast or a food lover.
The idea here is to be able to adapt your tone, your message and your visuals to suit these profiles. And if you have several targets ? Segment them! By type of activity, by areas of interest, by interaction history. The more precise you are, the more your message will hit the bull's eye.
Database cleansing and segmentation
A good soldier always checks his weapons before going into battle. In the world of email marketing, your weapon is your database. So first things first: a good clean-up is essential! Remove invalid addresses, duplicates and contacts that have been inactive for a long time. Not only will this improve deliverability, it will also save you time and energy.
Then there's segmentation. This is THE magic lever for increasing your open and click rates. Create segments based on purchase history, previous engagement, geography, professional function, etc. In short, anything that enables you to increase your opening and click-through rates. In short, anything that allows you to target better. A well-targeted message is like a tailor-made suit: it always works.
Strategic timing for sending
Sending an e-mail is also a question of timing. Too early and people forget. Too late and they don't have time to get organised. As a general rule, we recommend that you send an initial email 3 to 4 weeks before the event, followed by reminders at regular intervals: 2 weeks before, 1 week before, the day before.
But be careful, it all depends on your audience and the type of event. An afterwork can be announced D-7, whereas a trade show requires more advance communication. Do some tests, analyse your results, and adapt!
2. A striking object
Effective copywriting techniques
The subject line of an email is like the front of a shop : if it doesn't catch the eye, no-one will go through the door. The idea is to capture attention in a few words, without falling into the trap of spam.
Here are a few techniques that work wonders :
- Ask an intriguing question : ‘Are you ready for THE networking evening of the year ?
- Highlight a benefit : ‘3 good reasons not to miss our conference’.
- Create a sense of scarcity or urgency: ‘⚠️ Only 50 places left for the VIP workshop’.
- Add emojis in moderation to catch the eye without appearing amateurish.
Always bear in mind that the subject must be consistent with the content of the email. No false promises! A subject that's too ‘putaclic’ will damage your image and disappoint your readers.
Use urgency and exclusivity
These levers create a sense of opportunity that cannot be missed. And when we're afraid of missing something, we act more quickly. It's only human. To use urgency, use expressions like ‘last chance’, ‘imminent closing’, ‘book before [date]’. For exclusivity, play the privilege card with ‘reserved access’, ‘private event’, ‘by invitation only’, ‘limited number of places’.
But be careful: it has to be real. Don't announce a bogus emergency just to generate clicks. On the other hand, if you really do have a special offer or a limited number of places, make it clear in the subject line and in the content.This will boost your click-through rate and your RSVP.
3. E-mail content
The right tone for your audience
The tone of your message plays a huge part in its effectiveness. Too formal, and you'll come across as cold. Too casual, and you risk not being taken seriously. The key is to adapt. Talk to your audience as you would talk to them face to face. If your target audience is senior executives, be professional, concise and elegant. If you're talking to creative people or students, you can take a more relaxed, even humorous tone. Use personal pronouns, ask rhetorical questions, tell a little story to grab their attention. Remember: behind every screen is a human being. Speak to them as such. And, of course, your message must remain aligned with your overall branding.
Storytelling and added value
An invitation email isn't just a series of dates and practical information. It's a story you're telling. And a good story makes you dream, it transports you, it makes you want to be part of it. Storytelling is the art of creating an emotional connection.
For example, instead of saying: ‘Attend our annual conference’, say : ‘Last year, over 500 enthusiasts shared an unforgettable day. This year, we're going even further. Will you be there?’ Highlight the added value : what the guest will gain, learn, experience.
Present the place, date and time clearly
The place, date and time should be visible at a glance. Use an airy layout, with pictograms if possible, to make it easier to read.
Clear example :
📍 Location : Congress Centre, Lyon
🗓 Date : Thursday 25 May 2025
⏰ Time : 9am - 6pm
If possible, add a link to an access map or a dedicated landing page with all the logistical details. The simpler it is, the smoother the conversion.
Programme details, speakers and testimonials
People register for an event for a reason. And that reason is often the content. So highlight a detailed programme, quality speakers and, if you can, testimonials from participants in previous editions.
Here's how to structure it :
- Detailed programme with times and topics
- Presentation of speakers with photo, short bio and LinkedIn link
- Video testimonials or quotes to reinforce credibility
It's reassuring, it's attractive, and it gives a real insight into the experience you're offering. A well-organised event can also be recognised by the clarity of its invitation.
4. Design and structure of the email
Optimised template and responsive design
Your email is like your shop window. And no-one stays in front of an ugly or messy shop window. So you need to take care with the design and structure, and above all think about how it will be read on mobile devices. Today, over 60% of emails are opened on a smartphone. So if your email doesn't display properly on a small screen, it's a guaranteed disaster.
For an optimised template, space out the blocks so that they read smoothly, use a hierarchy of H1, H2 and H3 headings to structure the information, make sure you test your email on several devices and use clear visual blocks with images, pictograms and harmonious colours.
Integration of multimedia content and attractive images
An email without visuals is like a dish without seasoning. So include attractive images, or even videos, to illustrate your event. Display the room, show the atmosphere of a previous event, highlight the speakers.
Here are a few best practices :
- Use light, compressed visuals to avoid slowing down loading times.
- Don't forget alternative text for email readers that block images
- Include dynamic GIFs if your tone allows it
- Put on a teaser video of the event, hosted on an external platform (YouTube, Vimeo)
Multimedia attracts the eye, arouses emotion and boosts the click-through rate. It's a powerful lever that shouldn't be overlooked.
Visible action button and easy registration
Your call to action should be immediately visible. Not tucked away in a paragraph. Not at the bottom of the page. The guest needs to know exactly what to do, where to click and why. This is the time to shine with a highly visible button, in contrasting colours, with a clear message.
Examples of effective CTAs :
✅ ‘I'm registering now’
🎟️ ‘Reserve your place’
📅 ‘I confirm my attendance’.
The button should lead to a dedicated landing page with an ultra-simple registration form. The fewer the steps, the smoother the conversion.
5. Dedicated landing page
Creating a compelling landing page
The landing page is the continuation of your email. It should have the same graphic charter, the same tone, and above all remain focused on a single objective: registration. No unnecessary distractions, no links to other pages.
Essential elements :
- Powerful title
- Reminder of the venue, date and time
- Clear, concise programme
- Short form (name, first name, email are often enough)
- Social proof (testimonials, partner logos, speakers)
A good landing page considerably increases the conversion rate. It's a real lever that needs to be worked on carefully, just like a sales page.
6. Automatic confirmation and programmed reminders
As soon as the guest registers, they should receive automatic confirmation. This builds trust and reminds them of essential information. This message can also include an option to add the event to their diary, which is a real plus.
Next, programme a sequence of intelligent reminders : 7 days before: ‘Only a few days left!’, the day before : ‘See you tomorrow at 9 !’, the day of, a few hours before : ‘Don't forget your access badge !’.
These reminders limit the no-show rate (registrants who don't turn up), especially at free events. And they show that you're professional, organised and attentive.
7. Measure, adjust, remind
Use analytics to optimise
An email campaign doesn't end when it's sent. That's when the most important phase begins: analysing the results. Mailing tools such as Mailchimp, Sendinblue or Brevo offer you detailed analytics that you absolutely must exploit.
Here are the indicators to keep an eye on :
- Open rate : reflects the effectiveness of the subject line
- Click-through rate : measures the relevance of the content and the CTA
- Conversion rate : how many clicks have turned into registrations
- Unsubscribe rate : indicates whether the content is poorly targeted or aggressive
- Bounce rate : invalid addresses or saturated mailboxes
Based on this data, you can adjust your next campaigns: improve your subject lines, test different time slots, review the structure of your emails. Analysis is the fuel for continuous improvement.
Managing deliverability and anti-spam
You've designed the perfect email, but if it ends up in spam, it's as if you hadn't sent it at all. Deliverability is the ability of your emails to actually reach the inbox. Here are a few tips on how to avoid spam filters:
- Authenticate your domain with SPF, DKIM and DMARC
- Avoid suspicious words such as ‘FREE’, ‘100% OFF’, ‘WIN NOW’, etc.
- Limit the number of external links and ban unnecessary attachments
- Respect good HTML code practices
A well-structured email, with a clean list and a well-kept sender reputation, is much more likely to arrive safely. And that changes everything.
Conclusion
A successful event invitation email campaign is not a matter of chance. It's a skilful blend of strategy, creativity, technique and above all... empathy. You need to know your audience, speak to them accurately, offer them value and make them want to take action. By paying attention to every detail, you maximise your chances of filling your event and leaving a positive impression.
So, are you ready to take your next event to the next level? Put this advice into practice, test it, adjust it, and above all... be human in your communication. Because in the end, that's what makes all the difference.
Q&A
How do you write an event announcement email?
Be clear, concise and attractive: start with a punchy subject line, present the venue, date and programme, include an eye-catching visual, add a visible call-to-action to a registration page, and personalise the message to suit your audience.
What's the best time to send an invitation email?
The majority of tests show that the best time slots are between 10am and 11am in the morning and 2pm and 4pm in the afternoon, on weekdays. But it all depends on your audience. Test different times to find the one that gives you the best open rate.
How many reminders should I plan for an event?
In general, 2 to 3 reminders are ideal: one after the first mailing for those who didn't open, one a week before the event, and one the day before to maximise participation. Vary the messages each time.
How can you increase your open rate?
Use a powerful subject line, personalise the message, test different sending times, and take care with the reputation of your domain. The sender's name should also inspire confidence.
What should I do if the email ends up in spam?
Start by authenticating your domain (SPF, DKIM), avoid suspicious words in the subject line, use clean HTML and offer a clear unsubscribe option. Clean up your database regularly and monitor your reputation as a sender.
