Why Email Still Works for Events
Despite the rise of social media, email remains one of the most effective channels for selling event tickets. Open rates for event-related emails consistently outperform other industries, and the conversion rate from email to ticket purchase is significantly higher than social media.
The key advantage of email is that your subscribers have already shown interest — they opted in. This makes them a warm audience far more likely to buy tickets than someone scrolling past a post.
Building Your Email List
- Capture at checkout — ask ticket buyers to opt in for future event updates
- Waitlist signups — when events sell out, the waitlist doubles as an email list
- Website forms — add a simple signup form to your website or social profiles
- At the venue — use a tablet or QR code at events for on-the-spot signups
Crafting Effective Event Emails
The best event emails are short, visual, and have a clear call to action. Include the event name, date, venue, and a prominent "Buy Tickets" button linking directly to your Tickts event page. Avoid cluttering the email with too much information — save the details for the event page itself.
- Send an announcement email 4-6 weeks before the event
- Follow up with a reminder 1 week before
- Send a final "last chance" email 24-48 hours before
- Include social proof: "200 tickets already sold" or "Only 50 remaining"
Measuring Results
Track your open rates, click-through rates, and — most importantly — how many ticket sales each email drives. Over time, you will learn what subject lines work, what send times get the best results, and which events generate the most email engagement.
Building Your Email List
Your email list is your most valuable marketing asset. Unlike social media followers (who may never see your posts due to algorithm changes), email subscribers receive your message directly in their inbox. Every ticket buyer on Tickts gives you their email address — this is the start of your list.
Grow your list through:
- Ticket purchases: Automatic — every buyer is added to your contact database
- Waitlist sign-ups: People who wanted tickets but missed out are highly engaged
- Website sign-up forms: Add an email capture form to your website or social media bio
- At events: Collect emails from walk-up attendees and interested visitors
Email Campaign Types
Event announcement: Sent when a new event goes on sale. Include the headline details (what, when, where, how much) and a prominent "Buy Tickets" link. Short, punchy, and action-oriented.
Reminder emails: Sent 1 week and 24 hours before the event to ticket holders. Remind them of the date, time, venue, and anything they need to know (parking, dress code, what to bring).
Last-chance emails: Sent when tickets are running low or the event is approaching. Urgency messaging: "Only 15 tickets remaining" or "Final chance to buy — event is this Saturday."
Post-event follow-up: Sent within 24 hours after the event. Thank attendees, share photos, and announce the next event with a "book now" link.
Writing Emails That Sell
- Subject line: Your subject line determines whether the email is opened. Keep it under 50 characters, create urgency or curiosity, and avoid spam trigger words. "This Saturday: Live Comedy at The Crown" beats "Newsletter #47."
- Call to action: Every email should have one clear action — "Buy Tickets." Make the button or link prominent and repeat it at least twice.
- Mobile-friendly: Over 60% of emails are read on phones. Keep paragraphs short, use clear headers, and ensure links are easy to tap.
- Personalisation: Address subscribers by name if possible. Segment your list by past attendance to send relevant content.
Frequently Asked Questions
How often should I email my list?
For event-based businesses, email when you have something to say — new events on sale, important updates, or post-event content. Typically 2-4 emails per month is sustainable without causing unsubscribes. Quality over quantity.
Do I need to comply with GDPR?
Yes. Only email people who have given consent (buying a ticket implies consent for transactional emails about that event, but you need separate consent for marketing). Include an unsubscribe link in every email and honour opt-out requests immediately.
