5 Emails Your Event Should Send (and 1 we hope you don’t have to send)

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Email Marketing is the most valuable marketing channel for events, and TicketSignup makes it easy to send unlimited emails with free and integrated Email Marketing. This blog and the accompanying webinar walks through 5 of the emails your event should send – and the postponement/cancellation email that we hope you don’t have to send!

Each sample email includes:

  • When you should send the email
  • Pro tips to drive ticket sales and make your email marketing even more effective!
  • Who you should send the email to
  • Suggested subject line
  • Email copy that you can copy and paste into TicketSignup’s free Email Marketing – be sure to customize the text that’s in bold with your event’s information! Underlined text indicates that you should add a URL.

Ticket Sales Launch Email

When to send: You have an event website and ticket sales are officially launched. 

Pro Tip: Offer a time or quantity-limited discount to incentivize early purchases! For example, “$10 off the first 100 ticket purchases” or “10% off your Event Name ticket purchase for the next 24 hours”. We even make it easy for you to create a coupon URL to easily add the discount to a CTA button in your email. 

Bonus Pro Tip: Grow your marketing email lists for free by adding an Email Capture Popup to your Event Website!

To: All Contacts (System and Custom list uploads)
Subject: Join us at Event Name

Ticket Sales Open for Event Name


We’re excited to announce that early bird tickets are on sale for Event Name. Get your tickets before the price goes up on Price Increase Date.

This year’s event will feature:

  • Highlight 1
  • Highlight 2
  • Highlight 3

Buy Your Tickets Today

You can visit our website for more details. See you at Event Name!

Referral Email

When to send: Incentivize your attendees to bring their friends and family to your event.

Pro Tip: TicketSignup can automate a referral rewards program to help grow your event – for free! The most effective referral programs are set up with a high threshold and high reward, and most referrers never reach the threshold to get a reward – so the people they do refer are completely free! This leads to an exceptionally low average cost per acquisition (CPA) of just $0.87 per ticket purchase (TicketSignup 2021 data). Compared to the average Facebook CPA of $18.68, Referral Rewards can help your event grow without spending money!

To: All Ticket Purchasers
Subject: Bring your friends & family to Event Name


We can’t wait to see you at Event Name

Don’t forget that you can earn up to a $XX refund of your ticket purchase by referring Referral Reward Threshold Number friends to sign up and join you at Event Name.

All you need to do is share your unique referral link. You can email, share on social media, or text your friends this link. Here is your unique link: %REFERRAL_CODE_LINK%

See you at Event Name!

Price Increase Email

When to send: 48 to 72 hours prior to a price increase

Pro Tip: TicketSignup makes it easy for you to set up price increases and other pricing configurations to drive ticket sales and create a sense of urgency. Learn more

To: All Contacts, Exclude Ticket Purchasers
Subject: Prices go up this weekend!


It’s not too late to buy your tickets to Summer Fest before the price increases. Sign up before Price Increase Date and Time and you’ll save $X.  

Buy Your Tickets Today

Need more details? Check out our website. 

Pre-Event Email

When to send: 24 hours before your event

Pro Tip: Include a QR code in the pre-event email to make it easy for your volunteers & staff to scan tickets with TicketSignup’s free and easy to use mobile CheckIn App!

Bonus Pro Tip: Add a page to your website with Event Day FAQ and information. That way, you can keep your emails short and provide a single place that answers potential questions!

To: Ticket Purchasers (All if one day, per day if across multiple days)
Subject: See you at Event Name!


We are looking forward to seeing you at Event Name!

Be sure to have this email with you (on your phone, no need to print out!) and be ready to scan your QR code below for quick and easy check-in.




Event Day Info

Post-Event Thank You Email

When to send: 24 hours after your event

Pro Tip: Include something valuable in your post-event follow up email! In the copy below, we suggest posting event photos to your website and including a link so that attendees can browse & share!

Bonus Pro Tip: Use this email to promote ticket sales for any other events your organization hosts. If you’re a nonprofit, leverage the post-event thank you email to solicit additional donations.

To: All Ticket Purchasers
Subject: Thank you for attending Event Name!


Thank you for joining us at Event Name! We hope you had a great time! Check out the professional photos from the event!


A special thank you to our sponsors, Sponsor Names, for making this event possible.

Be sure to follow us on Facebook and check out our upcoming events: Link

Postponement/Cancellation Email

When to send: We really hope you don’t need to send this one – but unfortunately we’ve gotten used to unpredictable weather, events, pandemics, etc. over the past couple years, and it’s important to proactively communicate any changes to your event.

Pro Tip: Offer flexible options to your attendees, whether that’s a rescheduled date, transfers, or refunds. If you have multiple dates, enable ticket transfers so attendees can move their tickets to a new date!

Bonus Pro Tip: Post postponement/cancellation info to your event website, social media, and other channels.

To: All Ticket Purchasers (or specific Ticket Group if multiple dates)
Subject: Postponed/Cancelled: Event Name (or Event Name Cancelled: Transfer Your Tickets


Due to cancellation reason, we are very sorry that we will be cancelling Event Name/Ticket Group name.

All attendees will be able to transfer their tickets for free to a different date of Event Name. Click the button below to transfer your tickets. When prompted, enter your unique confirmation code.


If you need assistance transferring your tickets, please reply to this email or contact us at info@summerfest.org.

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