It’s time to promote your live event, but how do you get people to open your emails? It starts with writing great subject lines.
The best event email subject lines give recipients a compelling reason to pay attention. They communicate value, generate excitement, create a sense of urgency, or share information that matters to potential ticket buyers.
We’ve pulled together a list of 30 event email subject line examples you can use and customize, along with practical tips for improving email engagement and supporting ticket sales.
Key Takeaways
- Effective event email subject lines communicate specific information that matters to your audience.
- Use audience data to segment your list, personalize messages, and make promotions more relevant.
- Test different approaches and evaluate ticket sales alongside engagement metrics to improve future campaigns.
Table of Contents
What Makes a Good Event Email Subject Line?
An effective event email subject line sets expectations. It tells recipients what they’ll get when they open your message. It should also give them a reason to care, so it has to be relevant to them.
Follow these five best practices when writing subject lines for your event marketing campaigns.
1. Keep Subject Lines Short
Aim for approximately 30–50 characters as a starting point, but clarity is more important than a specific character count. With that said, longer subject lines may be cut off on mobile devices and in desktop preview panes.
2. Communicate a Specific Benefit
What’s in it for recipients if they take the time to open your message? Tell them in the subject line. For example, will they learn about discounted tickets, exciting attractions, exclusive access, or something else that’s important to them?
3. Create a Sense of Urgency
Ticket price increases, presale deadlines, and limited availability can motivate people to open a message now. When possible, include language in your subject lines that makes it clear its in recipients’ best interests to open now rather than later.
4. Make Subject Lines Relevant
The best subject lines communicate what matters to a laser-focused group of recipients. When writing your subject lines, think about what matters to different audience segments, including families, past attendees, and VIP ticket buyers.
5. Deliver What You Promise
The subject line sets expectations, and the content inside the message has to deliver on those expectations. It’s like a promise, and if you break the promise, recipients will quickly unsubscribe – or worse, mark your message as spam!
For additional guidance on planning email campaigns, read Event Email Marketing: The Complete Guide for Outdoor Events.
30 Event Email Subject Line Examples You Can Use
The following event email subject line examples are organized by campaign goal. Replace the information in brackets with details about your event, and adjust the wording to fit your audience.
Event Announcement Subject Lines
Event announcements should communicate what’s happening and generate interest. Use these subject lines when you introduce a new event, announce event dates, or launch ticket sales.
- It’s Official! [Event Name] Is Coming to [City]
- Mark Your Calendar for [Event Name]
- Your First Look at [Event Name]
- The [Event Type] You’ve Been Waiting For
- Get Ready for [Event Name] on [Date]
Tip: If you’re promoting an annual event, consider highlighting something new about the upcoming event. A familiar event with an exciting addition can give previous attendees a new reason to open the message and purchase tickets.
Early Bird Ticket Subject Lines
Early bird promotions encourage people to buy tickets early, which helps you plan and organize. Your subject lines should communicate a financial benefit or special access benefit available to early buyers.
- Early Bird Tickets Are Now Available
- Save on [Event Name] Tickets Through [Date]
- Your Early Access to [Event Name] Starts Now
- Don’t Miss Early Bird Pricing for [Event Name]
- [Event Name] Tickets Start at [Price]
Tip: Quantify savings to make your offer more appealing. If early buyers save $15 per ticket, include that amount in your subject line.
Last-Chance and Urgency Subject Lines
A sense of urgency can motivate interested subscribers who haven’t purchased tickets yet. These subject lines are very effective to use in campaigns sent before price increases, ticket sale deadlines, and sold-out ticket tiers.
- Last Day to Save on [Event Name] Tickets
- [Event Name] Is Almost Here
- Final Hours for [Discount] Tickets
- Only [Number] Tickets Remaining for [Event Name]
- Ticket Prices Increase Tomorrow
Tip: Don’t create artificial urgency. Misleading messages can damage audience trust and make future promotions less effective.
Event Highlight and Experience Subject Lines
Potential buyers usually need more information before deciding to attend, so subject lines featuring performers, attractions, activities, and experiences can help people imagine themselves at the event.
- See Who’s Performing at [Event Name]
- 5 Reasons to Attend [Event Name]
- Your First Look at This Year’s [Event Name] Lineup
- Here’s What’s New at [Event Name]
- Explore the Attractions at [Event Name]
Tip: Use audience segmentation to match the right highlights to audience interests. Families attending a festival may respond to children’s activities, while adults without children might respond better to performer details.
Event Reminder Subject Lines
As your event approaches, reminders help interested subscribers make plans and purchase decisions.
- [Event Name] Is Just One Week Away
- Still Planning Your Weekend?
- Your Weekend Plans Could Include [Event Name]
- There’s Still Time to Get Your Tickets
- [Event Name] Starts Tomorrow
Tip: Send ticket purchase reminders to subscribers who haven’t bought tickets. Existing buyers should receive useful information about upgrades, add-ons, schedules, parking, arrival times, and other event details.
Past Attendee and Repeat Buyer Subject Lines
Acknowledge past attendees and repeat buyers with subject lines that make them feel valued and special.
- We’d Love to See You Again at [Event Name]
- [Event Name] Returns on [Date]
- Your Favorite [Event Type] Is Back
- Tickets Are Available for This Year’s [Event Name]
- Remember Last Year’s [Event Name]?
Tip: Consider offering returning attendees early access to tickets and discounts or share new improvements based on feedback from previous events.
Avoid Email Subject Line Spam Triggers
There are several things you should avoid in your event email subject lines to ensure your messages don’t end up in recipients’ spam or junk folders. Here are some of the most important spam triggers you should keep out of your subject lines:
- All caps
- Excessive punctuation
- Spelling and grammar mistakes
- Emojis and special characters
- Overusing spam terms like free or guaranteed
- Including “Re” or “Fwd” at the beginning of the subject line when the message is not actually a reply or forward
In addition, your email subject lines should never be misleading or deceptive. Not only is this a spam trigger, but it’s also a violation of the CAN-SPAM Act. Your subject lines should always accurately reflect the content inside the message to stay out of spam and legal trouble.
Frequently Asked Questions About Event Email Subject Lines
What is a good subject line for an event email?
A good event email subject line clearly communicates the event and a benefit for recipients (i.e., a reason to open the message). For example, “Save $10 on [Event Name] Tickets Through Friday” gives recipients specific information that can affect their purchasing decision.
How long should an event email subject line be?
Approximately 30–50 characters is a useful starting point, but there’s no universally ideal length. Keep the most important information near the beginning and check how your subject line appears on mobile devices.
Do personalized email subject lines get more opens?
Yes. Personalized subject lines can improve engagement when they’re based on accurate audience information because people are more likely to open a message that is relevant to them than one that is not.
