Automate Event Emails To Boost Attendance Fast

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Idealetter

#33

03 July 2025, Thu

Written by Jyothiikaa M D

How to Automate Emails to Boost Event Attendance

While some people think getting registrations is the hard part of running an event, I’d argue they’re only halfway right.

Getting people to actually show up is the real challenge.

Between work stress and personal commitments, even the most enthusiastic registrants forget all about your event.

That’s why setting up automated reminder emails has become a key tactic in modern event planning.

In this edition of Idealetter, we discuss the steps to take to automate your event emails to boost attendance.

Note: We'll demonstrate this process using Mailmodo; however, these steps can be applied to any email platform you use.

#1: Prepare your emails in advance

Start by planning and designing all the emails that will be part of your event flow. Map out the key touchpoints you want to include in your event flow.

For most webinars or in-person events, this will typically include:

• Registration confirmation: Send an email immediately after a person registers for the event to confirm their registration. Ensure that the email includes all relevant event details, such as the date, time, meeting link or venue address, and contact information.

You can also collect any questions they’d like answered during the event using an AMP form in the email.

Here’s a template that you can use for it.👇🏽

• Reminder email: Send a reminder one day before the event to keep it top of mind for the registrants.

• Final reminder: Send one last reminder an hour before or just as the webinar goes live, and include the meeting link so those who missed can join in directly.

• Post-event thank you: After the event, follow up with a thank-you message and link to the recording of the event (if available). You can also ask for feedback on the event using an interactive form in the email.

Now that you have the emails ready, the next step is to actually build the automation flow.

#2: Select the automation trigger

The trigger is the specific action that notifies the email marketing platform to start sending the emails in an automated sequence.

The trigger you choose in this case depends on how your event registration process is set up.

Here are a few common setups and how to choose triggers for them:

• You can use API/Webhook to collect and send event registration data from your landing page to your email marketing platform. It directly connects the registration form on the landing page to the automation in your email platform.

• You can also use form action URLs to send registration data to your email platform and then use it to trigger the email automation. For example, Mailmodo allows you to pass a form action URL to your landing page form. This updates an email list whenever someone registers for the event using the form. Once set up, you can use ‘Contact added to a list’ as the trigger.

• If you are collecting the registration activity as an event, then send it to your email platform using Segment, and then use the ‘Occurrence of an event’ as the trigger.

• If you use form or landing page builders like Typeform, Jotform, etc., check for native integration of these tools with your email platform. In Mailmodo, you can connect third-party forms by choosing ‘Web form’ as the trigger, and in the dropdown, select the platform you use.

#3: Build your event email flow

Once your trigger is in place, it’s time to build the email flow. This means arranging the emails and time delays in the order that you want your registrants to receive.

Here’s how to do it step-by-step:

• First, connect a ‘Send campaign’ action node to your trigger and fill in the necessary details. This is to send the confirmation email as soon as someone registers.

• Next, you need to drag-and-drop a delay node called ‘Wait till specific time’ and customize it to wait until one day before the event.

This step allows your automation to pause for as long as you want before sending the next email, which will be the reminder email.

• Now that the delay is in place, choose the ‘Send campaign’ node again to set up the reminder email that's to be sent after the delay.

If you’d like to send a reminder just 1 hour before the event, you can do that too. Simply add another delay node and set it to wait until one hour before the event, and use another ‘Send campaign’ node for it.

#4: Test your templates and the full email flow

Before publishing the automation, it’s essential to thoroughly test the entire flow to ensure it functions smoothly.

Here’s a list of things you should check:

• Ensure the details in the emails are accurate and there are no issues in the links, copy, images, etc.

• Enroll your teammates and ask them to provide feedback on the flow.

• Test the automation by clicking on ‘Test journey’ to experience the flow as your audience would.

#5: Connect the email automation to your LP

After you’ve tested everything, you can publish the flow.

Once published, connect the registration form on your LP to your email automation, so when your leads register, they’ll automatically enter the flow.

If you’re using an API/Webhook trigger, here’s how to do it on Mailmodo:

• Open the published automation and click “Enroll”.

• Copy the provided API endpoint link.

• Share this link and all the details required with your developer so they can integrate it with your landing page.

Once connected, run a few more tests, both by yourself and with your developer, to ensure that new registration data flows easily into your email marketing platform.

If setting all this up feels a bit daunting or time-consuming, don’t worry, we’ve got you covered.

We’ve created an event email automation that’s ready to use.

All you need to do is

Open this email flow page.
Click on ‘Create this in Mailmodo’,
Sign up for free with Mailmodo (if you haven’t already),
Customize the templates with your event information,
Test and publish.

Get ready-to-use event flow

That's all, folks! I'll see you next month with more tips and ideas. If there is something we can do better for you, please let me know by replying to this email.