Event Marketing Email Flow

If you’re in SaaS, you know events are more than just marketing activities. They are opportunities to connect, educate, and convert your audience. Whether it’s a webinar, a virtual summit, or a live product demo, events help you showcase expertise, engage users, and accelerate sales.

But pulling off a successful event isn’t easy. You might have compelling speakers, insightful sessions, and a valuable product to showcase, and your event could still fail because of low registrations, attendance drops off, and low post-event engagement.

This is why marketing your events is critical and email marketing is one of the most effective channels that SaaS brands use. With the right messaging and timing, email supports every stage of your event journey—from the first announcement to the final thank-you email.

How email marketing supports event success

Email marketing sits at the heart of a high-performing event strategy. It’s the channel that connects every touchpoint, from the first announcement to the final thank-you note.

Here’s how email supports each stage of your event journey:

1. Before the event

Email is your most direct and cost-effective way to reach prospects and customers, even before the event. You can:

• Clearly communicate the event’s purpose, key takeaways, and why it’s relevant to the audience.

• Segment your lists and tailor invitations to prospects, existing users, or partners for higher engagement.

• Use well-timed reminder sequences, such as “1 week to go” or “Tomorrow’s the big day”, to keep your event top of mind.

2. During the event

Email continues to play an important supporting role, even after your event has started. Emails are used to:

• Send real-time reminders as sessions or specific sections begin, helping attendees join without hunting for links.

• Highlight upcoming sessions for multi-day or multi-track events to keep participants engaged and informed.

• Share useful resources to provide quick access to slides, speaker bios, or supplementary materials so attendees can get more value from each session.

3. After the event

Post-event emails help you maintain and nurture interest, gather feedback, and guide attendees toward the next step leading to business goals. You can:

• Send thank you messages to show appreciation to attendees and share on-demand recordings or highlights for added value.

• Re-engage absentees with key takeaways and replay links.

• Collect feedback using embedded forms to capture opinions and insights.

• Offer follow-up content, resources, or upcoming events to deepen engagement.

One of the easiest ways to support your event using email marketing is to set up an email sequence.

What Is an Event Marketing Email Sequence?

An event marketing email sequence is a structured series of emails sent before, during, and after your event to promote it, drive registrations, increase attendance, and nurture engagement once it ends.

Instead of relying on one-off emails, a sequence ensures you’re communicating consistently and intentionally throughout the entire event lifecycle.

How to set up an event marketing email sequence

We’ll take you through the exact steps that you can take to set up an automated email sequence for your event. We’ve also discussed how you can use Mailmodo’s AI capabilities to easily complete each step with ease, along with a sample prompt you can use and the kind of output you’ll get.

Let’s get started.

Step 1: Plan your event marketing campaign

Planning an event marketing campaign from scratch can require a lot of brainstorming and creativity. Before you start sending emails, you need to decide who you’ll be targeting, how many emails you’ll be sending and when you’ll be sending these emails and what the purpose or goal of each email will be.

We used Mailmodo AI to generate an entire campaign plan for promoting one of our webinars. Mailmodo AI generated a detailed, actionable plan that we could review, customize, and turn into an automated workflow instantly. The output also outlined what emails to send, when to send them, and what each message should achieve.

Take a look at the prompt we used. Click on the arrow to see the output we received.

Step 2: Create your audience segments

Before sending your first email, define who you’re trying to reach and segment them based on shared attributes such as lifecycle stage, engagement level, or product usage. This will help you tailor your messaging to each group and make your emails more relevant.

We used Mailmodo AI to quickly create an audience segment for one of our SaaS event campaigns. Once it was done, we got the option to review, make edits using the builder, or ask AI to carry out the changes we wanted. Once confirmed, Mailmodo AI created this segment instantly and it was ready to use for our campaign.

Take a look at the prompt that we used and the output we received.

Step 3: Create the email templates

Once you’ve planned your campaign and identified your audience, the next step is to create the actual emails you’ll be sending. Your emails should be visually engaging, easy to scan, and guide readers toward a single clear action, like registering or adding the event to their calendar.

Here’s a sample list of emails that you should be creating for your event marketing email sequence. We’ve also included sample prompts that you can use in Mailmodo AI to generate these email templates in minutes instead of having to spend hours creating them.

Email #1: Pre-event buzz

This email is sent to the target audience to generate interest in the upcoming webinar. It is basically an announcement email.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Email #2: Registration email

After the pre-event buzz, this email is sent to encourage registration for the upcoming event. It is designed with high visual elements and includes information about the guest speakers, topics to be covered, and what the audience can expect to learn.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Email #3a: Follow up email (non-registrants)

This email specifically targets those who did not register for the event. It addresses a common problem they might be facing related to finance and assures them that they will find answers during the event.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Email #3b: Follow-up email (registrants)

This email is sent to those already registered for the event. It requests them to add any questions for the event and reminds them to add the event to their calendar to ensure they don't miss it.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Email #4: Final reminder email

This email is sent one hour before the webinar as a final reminder. It prompts registered attendees to join the webinar and emphasizes the value they will gain from attending.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Email #5: Feedback email

Immediately after the webinar concludes, this email is sent to all attendees to collect their feedback. It includes a rating system and asks recipients to share what they learned during the event.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Email #6: Summary email

This email is sent to all registrants, regardless of whether they attended the event or not. It summarizes the key takeaways from the event and requests them to share it on their social media and other platforms.

Here’s a sample prompt to generate this kind of email along with the output it will produce.

Step 4: Set up an automated workflow

After your emails and segments are ready, it’s time to bring everything together. Set up an automated workflow that sends the right emails at the right time, without you having to manually trigger each one.

It ensures your audience receives invites, confirmations, reminders, and follow-ups exactly when they need them. It should include the trigger that initiates the workflow, the emails that you created, the delays between two emails, conditions or logics and the exit criteria.

We used Mailmodo AI to set up one of our event workflows. It generated a complete workflow, mapping triggers, timing, and conditions. Once the output was ready, we just had to review the overall journey following a set up checklist and asked the AI to make the tweaks we wanted in the workflow.

Take a look at the prompt that we used and the output we received.

Step 5: Analyze and improve

Once the event is over, the next step is understanding what worked and what didn’t so you can double down on the things you did right and learn from the things that went wrong. Look at key metrics such as open rates, click-through rates, registration numbers, and attendance rates to understand how your audience responded to your emails.

Using these metrics, identify which emails performed best and why — was it the timing, the subject line, or the content? Compare engagement across different audience segments to see which groups were most responsive. These insights will help you refine your targeting, messaging, and timing for future campaigns.

We asked Mailmodo AI to analyze on of our past campaigns and it not only summarized the results, but also highlighted top-performing elements and suggested data-backed improvements for our future campaigns.

Take a look at the prompt that we used and the output we received.

Conclusion

Events are a high-impact growth lever, but success depends a lot on how you communicate. With Mailmodo’s AI-powered email marketing, you can turn every event into a well-orchestrated, data-driven experience that attracts, engages, and converts your audience.