Top tips and templates to craft the perfect event email

In the world of event marketing, every email is an opportunity to inspire, inform, and engage your audience. But a well-executed approach must always consider the old adage of delivering the right message, to the right person, at the right time. 

So, get your data right, refine your strategy, lay out a simple but useful test-and-learn plan, and then use FIXR’s Message Centre to deliver results.

To make your life a bit easier, we have put together a selection of email templates for inspiration.

Your emails should:

• 📢 Have a subject line that demands attention
• 🗝️ Contain the key information and reason for contacting them from the outset
• 🔗 Use clear links to direct your audience to where they need to go
• 🖼️ Use imagery and copy that match who you are as a brand (yep, we use emojis and animated gifs on the odd occasion!)
• 💍 Engage and be confident—remember these are your followers, purchasers, and often brand ambassadors. They likely want to hear from you!

Templates to help your journey

We have split templates out into key areas to support your events:

1. Pre-announcement
   1. Save the date
   2. Build hype with a waitlist
2. Announcement
   1. Standard release ticket
   2. Tiered pricing release
3. Build up and promotion
   1. Event update
   2. Special offer or promotion
   3. Last tickets remaining
4. Service messages
   1. Multi-purpose email

Pre-announcement

You can keep it simple with a save-the-date teaser email, or take it to the next level and use FIXR’s waitlist functionality. 

When you send this email depends on what events you run. For an annual festival, you may want to give your audience weeks or months to plan and get their group together, or if you run regular comedy or club nights, just a day or two may be enough.

If your events sell out fast, consider sending a reminder an hour or two before tickets go on sale.

Save the date

Subject lines:

• Get ready! 🎉 Something big is about to drop!
• The countdown begins... are you ready for [Event name]?
• A sneak peek at what’s coming – you won't want to miss this!
• Mark your calendar – [Event name] is almost here!
• Exciting news coming soon... stay tuned for [Event name]!

Content:

Hi [First name],

We’ve got exciting news in the works, and we wanted you to be the first to know! Details of [Event name] are almost ready to be released to the world, and trust us - you won’t want to miss what’s in store. 

We can’t reveal too much yet, but there’ll definitely be:

• [Highlight Feature 1, e.g., headline performer or special guest appearance]
• [Highlight Feature 2, e.g., unique event activities or experiences]
• [Highlight Feature 3, e.g., exclusive access or VIP perks]

Tickets go on sale on X date. Keep an eye out for more info - don’t miss out on the chance to be a part of something unforgettable.

Get ready for [Event name]… it’s going to be legendary!

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Build hype with a waitlist

Subject lines:

• Be the first to know! Join the waitlist for [Event name] tickets 🎟️
• Ready for this? Get on the waitlist for Priority Access!
• Tickets are coming… Don’t miss your chance – join the waitlist now!
• Want early access? Waitlist for [Event name] tickets is open!
• Excitement is building! Join the waitlist to secure your spot at [Event name]

Content:

Hi [First name],

Get ready! [Event name] is coming, and we can already feel the excitement building. Want to be the first to know when tickets go live? By joining our waitlist, you’ll get first access to tickets.

We can’t reveal much yet about the event, but there’ll definitely be:

• Highlight one
• Highlight two
• Highlight three

Don’t wait until it’s too late. [Join the waitlist now] and make sure you’re front and centre when tickets drop!

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Announcement and on-sale

Now you're ready to publish your event and go on sale. Again, think about your strategy - do you want to publish a series of events at the same time? If so, how are you going to stagger the comms, or do you release them all in one communication?

The advice is: be very clear, very quickly. All your key information should be above the fold (at the top), with clear buttons or CTAs. If you have lots of event information to share, then great, you want to include this - but have it further down, and have regular CTAs and clickable links.

Depending on your pricing strategy, you may have tiered tickets and limited early bird releases. If so, send the comms toward the start and/or end of each tier, creating a sense of urgency.

Standard release ticket

Subject lines:

• Tickets for [Event name] are now on sale – don’t miss your chance!
• The wait is over: tickets for [Event name] are available now!
• Get your tickets today for [Event name]!
• Tickets are live – secure your spot at [Event name]
• Don’t wait! Tickets for [Event name] are on sale now

Content:

Hi [First name],

The moment you’ve been waiting for is here—tickets for [Event name] on [Event date] are officially on sale! Don’t miss your chance to be there.

[Get tickets now BUTTON]

Event Details

📅 Date: [Date]
📍 Location: [Venue]
🎟️ Pricing: [Ticket Price Range]
🌟 [Other info such as headliners etc]

Join us for [more information about the event. Tickets are limited, so act fast to secure your spot!

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Tiered pricing release

Subject lines:

• Limited release: grab early-bird tickets for [Event name] at the lowest price!
• Early-bird tickets are live – save on [Event name] now!
• Be first in line: limited discounted tickets on sale today for [Event name]
• Don’t wait! [Event name] early-bird tickets available for a limited time
• [Event name] early-bird pricing is here – secure your tickets before prices go up!

Content:

Hi [First name],

Exciting news: Early-bird tickets for [Event name] are officially on sale! For a limited time, you can secure your spot at an exclusive, discounted rate before prices move up to the next tier.

Don’t wait—these tickets are limited and will sell out fast.

[Grab early-bird tickets now BUTTON]

Be part of the unforgettable [Event name] experience with premium performances, great company, and a night/day/weekend full of memories. But remember, this price won’t last! Book now to lock in the lowest rate available.

Event information

📅 Date: [Event Date]
📍 Location: [Venue Name]
🎶 Highlights: [Headliner, Performances, VIP Options]
💰 Pricing: Early-bird available for a limited time only

Secure your tickets today and get ready for an unforgettable experience!

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Build-up and promotions

This is where there’s a multitude of options! We have kept it pretty simple with a few basic templates to edit and play around with.

• Build interest with event updates
• Promotion or refer a friend discount offer
• Create urgency with a 'last few tickets' comm

As mentioned above, if you have tiered pricing, you can use promotional emails to both warn your followers that you are coming to the end, or indeed that you have hit the next tier, both can be very effective messages.

If you’re lucky enough to sell out straight away, you can use this to build your database - perhaps hold a handful of tickets (or returned tickets) back, and develop a healthy waitlist? Or, perhaps to sell add-ons such as merch, parking, and hospitality packages?

Again, your timing on when to send these will very much depend on what events you run - festivals will have a longer lead time, whereas you may be able to catch the impulse buyers on the day of a comedy show. Ideally, you have used FIXR to understand which message to send to which audience.

Event updates template

Subject lines:

• Big news: [Event name] lineup just got even better!
• Breaking: [New artist/performer/vendor] added to [Event name] – tickets selling fast!
• An exciting addition to [Event name] – don’t miss out!
• New artist/performer/vendor alert! [artist/performer/vendor name] is performing/will be at [Event name]

Content:

Hi [First name],

We have exciting news to share! [New Artist/Performer/Vendor] has just been added to the lineup for [Event name]. This addition makes an already incredible event even better, and we don’t want you to miss out!

Join us for an unforgettable experience filled with [unique event information] only [Event name] can offer. Tickets are selling fast, so now’s the time to secure your spot before it’s too late.

[BUTTON: Get your tickets today]

Event Details

📅 Date: [Event Date]
📍 Location: [Venue Name]
🎶 Featuring: [Highlight Key Artists/Performers]
💡 Latest Addition: [New Artist/Performer/Vendor]

Don’t miss your chance to be part of the excitement!

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Special offer or promotion

Subject lines:

• Special [Event name] offer inside – don’t miss out!
• Limited-time promotion for [Event name] – act fast!
• Your exclusive [Event name] deal awaits – open now!
• Bring your friends & save on [Event name] tickets!
• Share the excitement: refer friends and get a discount for [Event name]
• Here’s your discount link for [Event name] to send to your mates!

Content:

Hi [First name],

We're excited to offer you a special deal for [Event name]! 

Your Exclusive Promotion

Enjoy [specific discount, e.g., 20% off your ticket] with code [DISCOUNT CODE]. Simply enter it at checkout to claim your savings.

OR

Share the excitement! Pass this code to your friends so they can join you at [Event name] and enjoy the same great discount. 

CODE: link or actual code

[Get Your Discounted Tickets]

Event Details

📅 Date: [Event Date]
📍 Location: [Venue Name]
🎶 Featuring: [Highlight Key Artists/Performers]
💡 Latest Addition: [New Artist/Performer/Vendor]

Don't wait! This special promotion is only available for a limited time. Get your tickets today and bring your friends along for an unforgettable event.

[BUTTON Claim Your Discount Now]

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Last tickets remaining

Subject lines:

• Hurry – [Event name] tickets are almost gone!
• Last chance! Secure your spot at [Event name]
• Selling fast: Only a few tickets left for [Event name]!
• Almost sold out – don’t miss [Event name]!
• Limited tickets remain for [Event name]!
• Your final opportunity to get tickets for [Event name]
• Don’t wait – [Event name] is nearly sold out!
• Time’s running out! Grab your [Event name] tickets today

Content:

Hi [First name],

Exciting news: [Event name] is almost sold out! If you've been waiting to grab your ticket, now’s the time to act. With only a few spots remaining, this is your chance to secure your place before it’s too late.

Don't miss:

• [Highlight Feature 1, e.g., headline performer or special guest appearance]
• [Highlight Feature 2, e.g., unique event activities or experiences]
• [Highlight Feature 3, e.g., exclusive access or VIP perks]

[BUTTON Get Your Ticket Now]

Don’t wait—these last few tickets won’t last long. Grab yours today and be part of the excitement.

Your usual sign-off (some say thanks, some say cheers, some say see you there!)
[Your name]

Service messages

There can be many reasons for having to send a service message, some need more tact than others. Generally, keep the message simple, and give away the information necessary. Sometimes less is more, and sometimes a super long clarification email is required.

As such, it’s hard to provide templates, but the below should cover most common circumstances.

Subject lines:

• Important update about [Event name] – please read
• Event update: key details for [Event name]
• Changes to [Event name] you need to know
• Stay informed: [Event name] has important updates
• Important event information for [Event name] attendees
• New details for [Event name] – check out what’s changed
• Don’t miss these updates about [Event name]
• Heads up: [Event name] updates that affect you
• Cancelled/postponed: [Event name]

Content:

Hi [First name],

We are writing with an important update about [Event name].

[Insert reason here i.e cancelled, postponed, change of location, artist/performer/vendor pulled out, new parking details, train strikes, etc]

[Then give clear information about what this may mean for things like refunds as well as any processes required.]

[Sometimes it may be that the CEO or owner may wish to make a statement, or you may want to link out to travel websites etc]

You may want to sign off differently to promotional emails depending on the reason for messaging.

[Your name]

That's it!

We hope these templates spark ideas and make communicating with your audience even easier. Feel free to adapt them to fit your style and event needs - happy emailing!

Find out more about Message Centre and try it for free here.