--- title: "Email marketing guide for event organizers: how to communicate like a pro" description: Email isn't out of fashion! With a well-built email marketing strategy, you can become the champion of customer acquisition. Here's how to work with it! image: https://blog.cooltix.com/hubfs/Email%20marketingkalauz%20esem%C3%A9nyszervez%C5%91knek_%20%C3%8Dgy%20kommunik%C3%A1lj%20profin.jpg --- [![Main-1](https://blog.cooltix.com/hs-fs/hubfs/Main-1.png?width=140&height=45&name=Main-1.png)](https://organizers.cooltix.com?hsLang=en) - [English](https://blog.cooltix.com/en/email-marketing-guide-for-event-organizers) - [Magyar](https://blog.cooltix.com/hu/email-marketingkalauz-igy-kommunikalj-profin) - [Features](https://organizers.cooltix.com/en/all-features?hsLang=en) ## [Highlighted features](https://organizers.cooltix.com/en/all-features?hsLang=en) ##### [Brand pages](https://organizers.cooltix.com/en/brand-pages?hsLang=en) ##### [Custom checkout](https://organizers.cooltix.com/en/custom-checkout?hsLang=en) ##### [First class support](https://organizers.cooltix.com/en/first-class-support?hsLang=en) ##### [Integrations](https://organizers.cooltix.com/en/integrations?hsLang=en) ##### [Recurring events](https://organizers.cooltix.com/en/recurring-events?hsLang=en) ##### [Seating](https://blog.cooltix.com/en/seating-by-cooltix?hsLang=en) ##### [White label](https://organizers.cooltix.com/en/white-label?hsLang=en) ##### [Check-in support](https://organizers.cooltix.com/en/check-in-support?hsLang=en) ##### [Customizable event page](https://organizers.cooltix.com/en/customizable-event-page?hsLang=en) ##### [Promoter network management](https://organizers.cooltix.com/en/promoter-network-management?hsLang=en) ##### [High end payments](https://organizers.cooltix.com/en/high-end-payments?hsLang=en) ##### [Reporting and data](https://organizers.cooltix.com/en/reporting-and-data?hsLang=en) ##### [Website integration](https://organizers.cooltix.com/en/website-integrations?hsLang=en) ##### [All features »](https://organizers.cooltix.com/en/all-features?hsLang=en) - [Use cases](https://organizers.cooltix.com/en/use-cases?hsLang=en) ## [Use cases](https://organizers.cooltix.com/en/use-cases?hsLang=en) ##### [Cinemas & Theaters](https://organizers.cooltix.com/en/use-cases/museums-theaters?hsLang=en) ##### [Conferences](https://organizers.cooltix.com/en/use-cases/conferences?hsLang=en) ##### [Concerts](https://organizers.cooltix.com/en/use-cases/concerts?hsLang=en) ##### [Festivals](https://organizers.cooltix.com/en/use-cases/festivals?hsLang=en) ##### [Museums](https://organizers.cooltix.com/en/use-cases/museums?hsLang=en) ##### [Parties](https://organizers.cooltix.com/en/use-cases/parties?hsLang=en) ##### [Sport events](https://organizers.cooltix.com/en/use-cases/sport-events?hsLang=en) - [Pricing](https://organizers.cooltix.com/en/pricing?hsLang=en) - Resources ## Resources ##### [Blog](https://blog.cooltix.com/hu?hsLang=en) ##### [Cooltix Venue Finder](https://blog.cooltix.com/en/cooltix-venue-finder?hsLang=en) ##### [Cooltix Referral Program](https://blog.cooltix.com/en/cooltix-referral-program?hsLang=en) ##### [GDPR Statement Tailored for Events](https://blog.cooltix.com/en/gdpr-statement-tailored-for-events?hsLang=en) ##### [Cooltix Spotlight](https://organizers.cooltix.com/cooltix-spotlight?hsLang=en) ##### [Help Center](https://support.cooltix.com) - [English](https://blog.cooltix.com/en/email-marketing-guide-for-event-organizers) - [Magyar](https://blog.cooltix.com/hu/email-marketingkalauz-igy-kommunikalj-profin) [Create your event](https://admin.cooltix.com/login) Guidelines     # Email marketing guide for event organizers: how to communicate like a pro Email isn't out of fashion! With a well-built email marketing strategy, you can become the champion of customer acquisition. Here's how to work with it! [Kyra](https://blog.cooltix.com/en/author/kyra) Oct 26, 2026 --- Through email, you can reach potential event-goers and past attendees directly, who are undoubtedly the most valuable target group. And if this is preceded by a reliable email marketing strategy, your audience base is guaranteed to grow. Follow these email marketing practices and make the most of the opportunities available to you! ### Segment your audience Building an email list takes a lot of time and energy, so don't make the mistake of treating your entire subscriber base as one unit. No two customers are alike, and if you segment your list by interest, location, or past engagement, you can be more effective. Unsubscribes are a natural part of the email marketing lifecycle, so you always need to approach list building proactively. In our blog article we show [the most common strategies for growing your mailing list](https://blog.cooltix.com/en/how-to-grow-your-email-contact-list?hsLang=en). Check it out! ![An email editor on a laptop screen](https://blog.cooltix.com/hs-fs/hubfs/kalauz_2.png?width=2394&height=1525&name=kalauz_2.png) ### Create compelling offers To get the most out of your promotions, they need to be compelling and exclusive. One strategy for selling tickets as quickly as possible is the *"buy and get"* offer, which requires prospects to buy tickets in order to receive a big discount, a 2-in-1 deal, or a VIP upsell. In addition, offering an Early Bird option to returning customers is a great way to build loyalty and generate repeat purchases. While promotions are useful tools, make sure you don't offer them too often, because prospects can easily start to expect them. ### Keep subject lines and copy short and to the point The subject line is the first thing people see in their inbox, so it determines whether they read the email. By writing attractive and relevant subject lines, you can encourage recipients to open your message. For the body text, start with the most compelling content and end with a clear call to action (for example, "Buy your ticket"). The image placed in the email header should ideally depict the event you want to sell the most tickets for. We offer even more help on this in our blog article: [How to make your event emails more appealing](https://blog.cooltix.com/en/make-your-event-emails-more-appealing?hsLang=en)! ### ![Managing emails on a laptop while a team sits around a table](https://blog.cooltix.com/hs-fs/hubfs/kalauz_3.png?width=2394&height=1525&name=kalauz_3.png) ### Make use of the secondary subject line When someone receives a new email, the subject line always appears in bold text, and the secondary subject line is the regular text that follows it. It may seem small or negligible, but it lets you grab the reader's attention and briefly convey the most important information. ### Mind your timing Once you've properly segmented your audience, you need to decide when and how often you want to send emails. Remember that we only send messages when there's something meaningful to say, so it's worth building the frequency around special announcements and/or the publishing of event dates. Consider details such as how far ahead of the event you want to reach potential buyers, how many emails you plan to send in total, and which day of the week and time of day you'll send them. ### Always test The insights gained from testing and the adjustments that follow produce gradual gains that pay off many times over time. The variables tested should include send times, subject lines, calls to action, and layout. Test only one element at a time, since changing multiple variables at once muddles the results. Most importantly, develop a testing strategy. Getting your emails to work properly takes time and dedicated attention, but if you do it, your reward will be more opens, more clicks, and more effective ticket sales.   ### Measure your email performance Evaluating email performance involves comparing your current efforts and results with the performance of past campaigns. Check these four benchmarks to find out where your email marketing effectiveness stands right now. Open rate An email's open rate shows how many people open a given message. In the event organizing industry, the average open rate is around 21-30%, so for every email sent, roughly a quarter of recipients open it. If your numbers also fall in this range, you're not alone, but here are a few practices that can help you beat the average. - **Check your subject line.** Is it interesting and attractive enough to encourage readers to open the email? - **Consider the sender name of the email.** Test whether emails sent under a person's name (such as you as the organizer, a promoter, or a performer) or under the name of the venue, event, or festival work better. - **A/B test everything you can.** Subject lines, sender name, send day and time, email copy, images, and much more, to find out what works and what doesn't. #### Click-through rate (CTR) CTR measures how many readers click on links in the email. It's generally lower than the open rate, with a CTR of between 3.1% and 5% being typical. Some people may read the email but not click on anything or buy a ticket right away. That's okay, since the messages you send help raise awareness of the event and also encourage ticket sales. Here are a few techniques that help entice prospects to click. - **Don't sell a pig in a poke.** If recipients open an email and don't find what they expected, they quickly click away. Make sure you've filled the email with valuable content that's relevant to your target audience. - **Images speak louder than words.** Using emojis in your subject line can result in a higher open rate. - **Offer a clear call to action.** Whether they're buttons or links, make sure your CTAs are easy to click. Mobile users, for example, are unlikely to scroll through a long email to find a link, so make sure your buttons are well placed. - **Test your links.** If they don't work, you could miss out on potential purchases. #### Unsubscribe rate The average unsubscribe rate for event emails is 0.8%, which means that just under 1% of recipients unsubscribe. If your unsubscribe rate is above 1%, take the time to segment your list and target people more precisely. ![A tablet and smartphone showing a pie chart](https://blog.cooltix.com/hs-fs/hubfs/kalauz_1.png?width=2394&height=1525&name=kalauz_1.png) ### Summary It's entirely up to you whether you send a message to an entire list at once or segment your audience and send them targeted messages. The key is to send the right email to the right audience at the right time. But the foundation of it all is effective ticket sales. [Get in touch with us](https://organizers.cooltix.com?hsLang=en) and let's get started together! [Guidelines](https://blog.cooltix.com/en/tag/guidelines) ## Ez is érdekelhet Guidelines ### [The event lifecycle: best practices before, during, and after your event](https://blog.cooltix.com/en/event-lifecycle-tips-before-during-and-after?hsLang=en) Here's everything worth keeping in mind before, during, and after your event! Kyra Oct 26, 2026 Features ### [Ticket sales without a pause: how we keep the system stable even when demand is at its peak?](https://blog.cooltix.com/en/ticket-sales-without-a-pause?hsLang=en) Ever noticed how online systems don’t crash under sudden heavy traffic? Here’s how the technology works behind the scenes. Boldi Mar 4, 2026 Guidelines ### [Be the master of chaos: planning and managing multiple events at the same time](https://blog.cooltix.com/en/be-the-master-of-chaos-managing-multiple-events?hsLang=en) Running events is tough, but you can make your own job easier. Here's how to tame the chaos effectively! Kyra Oct 26, 2026 ## Ready to go? You can start selling tickets in just a few minutes! ## [![Sign up](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/26321179/069a12d7-e1ed-4869-85ff-07af8fae0ff3.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/26321179/069a12d7-e1ed-4869-85ff-07af8fae0ff3) ![logo\_white](https://blog.cooltix.com/hubfs/logo_white.svg) ### For organizers - [Pricing & Services](https://organizers.cooltix.com/pricing?hsLang=en) - [Manage Your Events](https://admin.cooltix.com/login) - [Check-In App](https://support.cooltix.com/en/articles/6912336-check-in-app) ### Resources - [Frequently Asked Questions](https://support.cooltix.com/en/collections/3810093-for-organizers) - [Help Center](https://support.cooltix.com/en/) ### Policies - [Terms of Service](https://support.cooltix.com/en/articles/6912347-terms-and-conditions-for-organizers) - [Privacy Policy](https://support.cooltix.com/en/articles/6912348-data-privacy-policy) Copyright © 2025 Cooltix ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kyra", "url" : "https://blog.cooltix.com/en/author/kyra" }, "dateModified" : "2026-10-26T14:55:32.930Z", "datePublished" : "2026-10-26T14:55:32.000Z", "headline" : "Email marketing guide for event organizers: how to communicate like a pro", "image" : [ "https://blog.cooltix.com/hubfs/Email%20marketingkalauz%20esem%C3%A9nyszervez%C5%91knek_%20%C3%8Dgy%20kommunik%C3%A1lj%20profin.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.cooltix.com/en/email-marketing-guide-for-event-organizers", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.cooltix.com/hubfs/Logo.png" }, "name" : "Cooltix Kft." } } ```