When you’re promoting an event, you need to make sure you create an eye-catching, engaging announcement email to attract as many attendees as you can. After all, the announcement for your upcoming event is often the first interaction you’ll have with potential eventgoers, and first impressions matter.
With this in mind, writing effective event announcement emails isn’t always easy, particularly since the average open rate is 21.33%, according to Mailchimp. But getting someone to open a message is only half the battle; Mailchimp data suggests that an optimal click-through rate is around 3%. So, even if you write awesome emails every time, it’s safe to say you still face an uphill battle.
If you want to shine out of the gate, your emails need to pack a punch and deliver all of the necessary details in a concise yet persuasive manner.
This article explores what you should include in your email announcements for upcoming events, along with some outstanding sample event announcement examples to guide your strategy. We’ve also included some templates that you can use to announce your upcoming event.
What To Include in an Event Announcement Email
The main purpose of an event announcement is to provide readers with basic details of the event — who, what, where, when, and why. Make sure to incorporate these main points so customers have all the information they need to determine whether or not they want to attend:
- Date and time
- Location
- Event type (SKO, conference, training)
- Event format (virtual, in-person, hybrid)
- Title and description
- Speakers
- Sponsors
- Keynotes (if they’re locked down)
- Registration website information
- Visuals that display the theme and style of your event
- Contact information
- A catchy and compelling subject line
Upcoming Event Announcement Examples
Writing event announcement emails is challenging. Need some inspiration? Here are a few excellent email invitations we’ve observed in the wild, along with a summary of what makes them noteworthy.
1. The Met: Eye-catching Imagery (In-person Event)
In this announcement example for event promotion, New York City’s Metropolitan Museum of Art attempts to attract readers for an in-person event by placing a bold image at the top of the message. The email pulls the reader in, explains what to expect at the exhibit, and highlights the part about samples for tasting. And at the end, the “register now” button is highlighted in green, making it easy for interested readers to understand what they need to do next.
Key takeaway: Know who your audience is and what they want to see. People shouldn’t have to click several times or conduct a Google search to understand what your event is all about.
2. Flexera: Offering Undeniable Value (Webinar)
To convince someone to sign up for a virtual event like a webinar or panel, you must demonstrate value immediately and convince your target audience that it’s worth attending. SaaS provider Flexera does an excellent job of this by leading in with an industry statistic about sustainability and then backing up the statistic with a thought-provoking question.
Key takeaway: Getting someone to open an email about an event is hard. Convincing them to sign up is even more challenging. Make sure to demonstrate value early and clearly explain the benefits of attending the event.
3. Descript: Creating Curiosity (Webinar)
In this event announcement, video editor and transcribing service Descript gives customers the feeling they’ll miss out on essential insights if they don’t attend this special session. This email clearly explains the value of attending the company’s virtual event and what it will cover. It also highlights high-value speakers to offer more information and pull for existing customers and those in the funnel.
Key takeaway: Curiosity can be a powerful force in an invitation. Notice how Descript invites the audience to “unlock” content creation in the header image and causes the reader to question whether they’re getting the most out of the product.
4. INBOUND 2022: Reconnecting (Hybrid Event)
As we noted in our post on event invitations to inspire, HubSpot’s INBOUND 2022 invite is an excellent example of a crisp, clean email that gets a critical message across to the reader: Don't miss this event!
Key takeaway: Keep announcement emails simple and leave most registration details on the event page. Your main job with announcement emails is to get the reader to click “register here” and move them down the funnel.
4 templates for announcing your upcoming event
When it comes to crafting an announcement email for your upcoming event, the good news is that you don’t have to start from scratch. There are loads of sample event announcements out there that can give you an idea of what a good email might look like.
Feel free to modify these templates and use them to kickstart your next campaign.
Email No. 1: Initial invitation
Subject Line: Virtual or in-person? RSVP to [event]!
Preview Text: [Write a sentence of 140 characters or fewer to support your subject line text].
Hi [Name],
Are you ready for the hybrid tech event of the year?
RSVP now for [event] on [date] at [time]. You aren’t going to want to miss the opportunity to join us in-person at [venue in city] or to attend virtually from your comfiest office chair.
No matter how you choose to participate, you’ll have the opportunity to attend sessions, experience keynotes, network with in-person and virtual attendees, share your thoughts in polls, download event content, and so much more.
Button CTA: RSVP Now
We can’t wait to see you there!
The [Company] Team
Email No. 2: Speaker announcement template
Subject Line: Meet the speakers for [Event]!
Preview Text: [Write a sentence of 140 characters or fewer to support your subject line text].
Hi [Name],
Our hybrid event, [event name], is right around the corner. We can’t wait to see you on [date] at [time]!
To amp up the excitement, we want to announce some of the industry’s most influential and inspiring speakers you’ll hear from at the event. Here are just a few:
-
- Name, title, company
- Name, title, company
- Name, title, company
- Name, title, company
These experts will share their insights on [lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam].
Button CTA: View the Agenda
Check out the complete agenda, get to know the speakers, and start registering for sessions you won’t want to miss!
Any questions? Just hit reply.
[Your Name]
Email No. 3: Early bird registration for live event
Subject line: Sign up for [event] today and save [amount]!
Preview text: [Write a sentence of 140 characters or fewer to support your subject line text].
Hi [Name],
[Event] is coming up on [insert date] — and we want to ensure you’ll be there!
This is one of the hottest events of the year in [industry], bringing together thought leaders, decision makers, and executives for three days of networking, workshopping, and informative sessions.
On the fence about attending?
We’re currently offering a special early bird registration discount. If you register today, you can get tickets for just [price]!
This offer won’t last, so make sure to sign up today!
Button CTA: Access Your Early-bird Deal
See you at [event]!
[Your name]
Email No. 4: ChatGPT
Don’t forget: You can also use AI writing tools like ChatGPT to kickstart your event announcement email writing process.
Recently, we asked ChatGPT to tackle this prompt:
Write an event announcement email template for an upcoming trade show.
Here’s what the bot returned:
Subject: Invitation to the [Trade Show Name] - [Date]
Dear [Name],
We are excited to announce that [Company Name] will be exhibiting at the [Trade Show Name] on [Date]. This is a unique opportunity for us to showcase our latest products and services, and to meet face-to-face with industry professionals.
At our booth, you will have the chance to:
-
- Discover our new offerings
- Meet our team and learn more about our company
- Network with other attendees and make valuable connections
- Learn about the latest industry trends and developments
We would love for you to join us at the [Trade Show Name] and take advantage of this opportunity to learn more about our company.
To arrange a meeting with us at the show, please reply to this email and we will schedule a time that works best for you.
We look forward to seeing you there!
Best regards,
[Your Name]
[Company Name]
The bottom line: Every event communication counts
Throughout the event management process, event teams send out various messages, starting with the initial event announcement and ending with a follow-up email (or, in some cases, an event cancellation message).
That being the case, it’s essential to consider your event announcement as one point in the larger communications lifecycle. The main goal is to generate interest and nudge recipients down the funnel, increasing the chances they register for the event.
To make this process easier, Bizzabo offers a go-to-market (GTM) kit that provides everything you need to align your marketing strategy with sales, customer success, and other teams to ensure your next event is one for the ages.
Want to start crafting incredible emails for your next event? Need to enable your entire company to drive registrations and prove ROI? Download the Event Organizer’s GTM Mobilization Kit.
