Event email sequences that bring people back
Five automated sequences that do most of the work of a returning audience, and the data each one needs to run.
By Expola editorial · Growth team
Most event email is a newsletter sent to everyone at once. It performs like one. The events with the highest repeat attendance send fewer emails to more precise segments, and most of those emails are written once and triggered by what the recipient did. Five sequences cover most of the ground.
1. The loyalty release
To everyone who attended the last edition, before any public announcement: the dates, the lowest price of the year and a deadline. Two emails and one app notification. This is the highest-converting message an event sends, and it only works if the attendee record exists on your side.
2. The abandoned checkout
To anyone who started a purchase and stopped, within an hour, with the exact tickets they chose and one line about what they will miss. A second email a day later if the wave is closing. Expect 10 to 20% of abandoned carts to complete.
3. The company win-back
To delegate managers at companies that sent a team last edition and have not booked this one, six weeks before the show, with the group rate and a link that reserves seats without names. Corporate bookings decide late by default; this sequence moves them earlier.
4. The exhibitor rebooking window
To current exhibitors, the day rebooking opens, with their stand on the plan and the hold expiry. A reminder two days before expiry. This sequence, more than any sales call, is what sells the next floor during the current show.
5. The post-show story
To everyone who attended, three days after doors close: three numbers from the show, the best photo and the next dates. No sale, no discount. Its job is to be remembered when the loyalty release arrives.
The data each sequence needs
- Attendance by edition, on the contact, not in a spreadsheet.
- Checkout events with the ticket types chosen.
- Company on the contact, and who booked on the company's behalf.
- Exhibitor stand, hold status and expiry.
- Consent captured at checkout, with the sender you will use.
If those fields live on one record, all five sequences are a setup task. If they live in five tools, each sequence is an export, and exports do not run themselves.
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