An event reminder email sequence is the set of emails that goes to people after they register: a confirmation right away, a reminder a week out, logistics the day before, a short note the morning of, and a thank-you afterward. Done well, it cuts no-shows, shortens the check-in line and sets up next year’s event. Most organizations send the confirmation and nothing else, then wonder why a third of the name badges are left on the table.
Here’s the sequence I use, with timing and templates.
Why people who registered don’t show up
After 25 years of running events, I can tell you that most no-shows aren’t people who changed their minds. They’re people who forgot, double-booked, or didn’t know where to park and gave up. Free events are the worst for this, because nothing is at stake. But it happens with paid events too.
Every one of those reasons is something an email can fix. A reminder puts the event back on the calendar. Logistics remove the friction. A personal tone makes people feel expected, and people who feel expected show up.
This sequence picks up where your promotion leaves off. If you’re still working on getting people to register, start with the event marketing plan template.
The sequence at a glance
| When | Its job | |
|---|---|---|
| 1. Confirmation | Immediately | Confirm the details and get it on their calendar |
| 2. One week out | 7 days before | Remind them and build a little anticipation |
| 3. The day before | 1 day before | Logistics: where, when, parking, what to bring |
| 4. Morning of | 2 to 3 hours before | One line and a map link |
| 5. Thank-you | Within 2 days after | Photos, slides, survey and what’s next |
For events more than a couple of months away, add a “one month out” email between the confirmation and the one-week reminder. Everything else stays the same.
Email 1: Confirmation (immediately)
This goes out automatically when someone registers. It’s the email people search for later, so put everything they’ll need in it.
Subject: You’re registered: [Event name], [Date]
Hi [First name],
You’re all set for [Event name].
When: [Day, date, time] Where: [Venue, address] Your registration: [Ticket type, number of guests]
[Add to calendar button]
Your receipt is attached. If your plans change, just reply and let us know, so we can offer your spot to someone on the waitlist.
See you there, [Name]
The “add to calendar” link is the most useful thing in this email. An event on someone’s calendar is far more likely to happen than one sitting in their inbox.
Email 2: One week out
Short, friendly and a little bit exciting. Give them one new reason to look forward to it.
Subject: One week until [Event name]
Hi [First name],
[Event name] is a week from today, and we’re looking forward to seeing you.
A quick preview: [one line about the speaker, the course, the menu or something new this year].
When: [Day, date, time] Where: [Venue]
Can’t make it after all? Reply and let us know, and we’ll pass your spot along.
That last line matters more than it looks. It gives people permission to cancel, which frees seats for your waitlist and gives you a more accurate headcount for catering.
Email 3: The day before
This is the logistics email. Answer every question someone might have on the drive over.
Subject: Tomorrow: what to know for [Event name]
Hi [First name],
Here’s everything you need for tomorrow.
Arrive: Check-in opens at [time]. [Program/Shotgun/Lunch] starts at [time]. Where: [Venue, address] [Map link] Parking: [Where to park, cost, entrance to use] Bring: [Business cards, clubs, laptop, nothing at all] Dress: [Business casual, golf attire] Questions on the day: Find [Name] at the registration table.
See you tomorrow.
Parking is the question I get most, every event, every venue. Answer it before anyone has to ask.
Email 4: Morning of
One or two lines. No new information, just a nudge and the map.
Subject: See you today at [time]
Hi [First name], just a reminder that [Event name] starts at [time] today at [Venue]. Here’s the map: [link]. See you soon.
For a morning event, send this the evening before instead, or skip it and let the day-before email do the job.
Email 5: Thank-you (within two days)
The thank-you is the most skipped email in the sequence, and it’s the one that sets up next year.
Subject: Thank you for coming to [Event name]
Hi [First name],
Thank you for being part of [Event name]. Here’s a look back:
A special thanks to our sponsors, [Sponsor names], who made the day possible.
Save the date: our next event is [Event] on [Date]. [Link]
Send a different version to people who registered but didn’t come. Something like “We missed you. Here are the slides and photos, and here’s what’s coming up next.” It keeps them warm without making them feel guilty. Our post-event survey questions article has questions you can use for the survey link.
Make the whole sequence look like the event
Every one of these emails should carry the same header, colors and event graphic as your save-the-date, your registration page and the signs people will walk past on the day. When the reminder looks exactly like the invitation, people recognize it instantly. When it doesn’t, it gets lost.
Set it up once, reuse it every time
- Automate what you can. Most registration and email platforms let you schedule emails relative to the event date. Build the sequence once and copy it for every event.
- Keep a waitlist. The “let us know if you can’t make it” lines only help if someone is ready to take the spot.
- Watch your numbers. Compare registrations to check-ins for each event. If your no-show rate drops after you add the sequence, you’ll know it’s working.
- Send sponsors their own version. Sponsors need logistics too: load-in times, table assignments, where their signs go. Our golf outing run of show shows what to share with them.
Frequently asked questions
How many reminder emails should you send before an event?
Usually three after the confirmation: one a week out, one the day before, and a short note the morning of. For events registered months in advance, add a one-month reminder.
When is the best time to send an event reminder email?
A week before to put it back on people’s calendars, and the day before for logistics. The morning-of note works best two to three hours before the start, or the evening before for an early-morning event.
How do you reduce no-shows at free events?
Give people an easy way to cancel, send a day-before email with clear logistics, and make them feel expected. For recurring free events, a small refundable deposit or a waitlist that fills open spots also helps.
Running an event and want the emails, registration page and signage all in one consistent look? That’s what we do for events every week. Request an introduction.