How Email Hype Turned My Quiet Event Into a Sold-Out Crowd

    Why Emails Still Matter in a World of TikToks and Tweets

    Social media might grab the spotlight, but email is still where the magic happens. Why? Because it lands straight into someone’s inbox. No algorithm, no distractions—just you and your reader.

    And when you’re promoting an event, that direct line is gold. I learned this firsthand while organizing a local creative workshop. We had almost zero budget and no influencer clout—but we had email. And it worked.

    The Secret? It’s Not Just What You Send, It’s When and How

    Most people treat email like a megaphone: “Hey! We have an event! Come join!” Then silence.

    But good email strategy is more like a series of gentle nudges. You build anticipation, layer in value, and guide readers step-by-step from curiosity to conversion.

    How I Structured My Email Campaign (And You Can Too)

    I broke the campaign into three stages—each one designed to bring the reader closer to saying “yes.” Here's the breakdown:

    • Stage 1 – Tease & Engage: Send curiosity-building content without any pitch. Just a taste.
    • Stage 2 – Inform & Build Trust: Share event details, speaker bios, and behind-the-scenes prep.
    • Stage 3 – Drive Urgency: Hit them with limited seats, early-bird countdowns, and testimonials.

    This drip-style approach turned casual subscribers into active participants. Some even emailed *me* to say they couldn’t wait!

    Email #1: The Teaser That Sparked 37 Replies

    The first email didn’t mention the event directly. Instead, I shared a quick personal story about why I believe creativity is essential in today’s burnout culture.

    At the end, I asked: “If there were a way to recharge creatively with others in your city, would you be interested?”

    Replies poured in. That’s when I knew the interest was real—and warm leads were forming.

    Email #2: Introducing the Event Without Sounding Salesy

    In the second email, I formally introduced the event. I used a friendly tone and wrote as if I was talking to a friend over coffee, not blasting an ad.

    • Subject line: “Something creative is brewing in town
”
    • Body: Gave the name, format, date, and who it’s for. Then linked to the landing page.

    The open rate? Over 54%. People were ready to learn more because they’d already been primed emotionally.

    Email #3: Let the Speakers Tell the Story

    Next, I sent an email featuring one of the guest speakers. Just a short Q&A, a quote, and a photo. That added legitimacy and built connection.

    One subscriber said, “If she’s speaking, I’m definitely coming.” Boom—free word-of-mouth.

    Email #4: The One With the Deadline (And the Spike)

    This email came one week before the early-bird deadline. I made sure to add:

    • A countdown timer (GIF-style works great)
    • A success story from a previous attendee
    • One clear CTA button: “Save My Spot Now”

    Within 48 hours, registrations jumped by 45%. People hate missing out—it’s practically science.

    My Email Automation Stack (Simple but Mighty)

    You don’t need a complex CRM to run this. Here’s what I used:

    • Mailerlite: Easy to set up sequences and segment lists.
    • Zapier: To tag people who clicked but didn’t register.
    • Google Sheets: Yep, I tracked signups manually at one point!

    Keep it simple at first. What matters more is consistency and tone—not fancy tech.

    Common Email Mistakes I Learned to Avoid

    Let’s spare you the pain. Here’s what NOT to do:

    • Don’t send long blocks of text – Break things up visually.
    • Don’t over-design – Fancy templates often feel cold. Plain text feels human.
    • Don’t ask for too much too soon – Build interest before asking for the RSVP.

    Your goal isn’t to force urgency—it’s to make people *want* to be part of something awesome.

    What Happens After They Register?

    Most event marketers drop the ball post-registration. But this is when you solidify their excitement.

    I sent 2 follow-up emails:

    • Welcome email: Included a calendar link, short thank-you video, and directions to the venue.
    • 1-day-before reminder: Shared a checklist and “what to expect” notes.

    Over 90% of those who registered actually showed up—because they felt like part of something before it even began.

    The Real-World Result (With Just 273 Emails Sent)

    This simple email campaign helped fill up a 70-seat room in under two weeks. No ads. No influencers. Just storytelling, empathy, and timely nudges.

    And guess what? About 40% of attendees brought a friend—doubling our impact.

    Your Turn: Craft Your Event’s Email Journey

    Start with why. Speak from the heart. Make it personal. Then guide people gradually into your event’s orbit.

    Email isn’t dead—it’s just waiting for you to breathe life into it again.