One thing is guaranteed in event marketing: a single email or SMS campaign won’t sell out tickets. Reminder messages sent at all stages of the buyer journey are essential for any live event to maximize attendance. Even customers who’ve already purchased tickets need reminders about schedules, parking, and other event details.
Bottom line, targeted and timely reminders can encourage people to buy tickets, create opportunities for additional revenue, and help attendees arrive prepared. The result? Higher ROI for your event and better event experiences for guests.
The first step to developing effective live event reminder campaigns is to review your entire event marketing timeline. Look for opportunities to create a sense of urgency. Those are the perfect times to send reminder messages. For example, every special offer expiration date is an opportunity to tap into the fear of missing out (FOMO) that can move someone from interested to ticket buyer.
At a minimum, your event ticket sales marketing strategy should include the six reminder campaigns introduced below.
Key Takeaways
- Event reminder emails and SMS messages can boost advance ticket sales, add-on purchases, and attendance.
- Use email when recipients need detailed information and SMS when timing is critical.
- Schedule reminders around real deadlines, event milestones, and information attendees need.
- Don’t stop communicating after someone buys tickets. Instead, send useful messages throughout the buyer journey.
Table of Contents
1. Presale and Ticket Launch Reminders
Best audience: Previous ticket buyers, presale registrants, and interested subscribers
When to send: One day before tickets go on sale and again when sales open
Ticket launch reminder campaigns can turn early interest into early purchases. They’re particularly successful to promote popular concerts, limited-capacity experiences, and events that offer advance access to returning customers.
Start with an email message announcing when tickets become available. Make sure you include the event date, location, ticket options, and a direct purchase link in the email message. The goal is to remove as much friction as possible between the recipient and the purchase.
For subscribers who opted into marketing texts, send a short SMS message when sales start.
Example SMS
If you’re offering a special presale offer to specific subscribers, create a separate audience segment for eligible subscribers so they receive the correct purchasing information.
2. Early-Bird Pricing and Ticket Promotion Deadline Reminders
Best audience: Interested subscribers who haven’t purchased tickets yet
When to send: Three days before the deadline and again 24 hours before it expires
Price increase messages give people an urgent reason to make a decision. This type of reminder message is perfect to send to subscribers who’ve already expressed interest in the event by signing up for event alerts or engaging with a previous message you’ve sent.
Your first email should explain when the current price expires, how much buyers can save, and include a direct link to purchase tickets. Then, follow up with a shorter SMS message as the deadline approaches.
Example email
Subject: Last Chance to Save $10 on Fair Tickets
Advance admission prices for the County Fair increase tomorrow at midnight.
Purchase your tickets today and save $10 per adult admission. We can’t wait to see you!
CTA: Get Your Tickets
Be sure to include the event date, time, and other details directly in the message, and exclude existing ticketholders from general ticket sales reminder messages. You don’t want them to clutter their inboxes with irrelevant campaigns.
3. Event Countdown and Last-Chance Ticket Reminders
Best audience: Subscribers who haven’t purchased tickets
When to send: Approximately seven days before the event and again one or two days beforehand
As event day approaches, remind potential attendees what they’ll miss if they don’t buy tickets to the event.
A concert email can highlight featured performers, while a motorsports event can promote the thrill of competition. A county fair reminder can focus on can’t-miss entertainment, attractions, and experiences.
Just make sure you keep the reminder message focused on one clear action, so recipients don’t have a chance to get confused or distracted.
Example SMS
Only 2 days left to get your tickets to the Hilltop Truck Race! Bring the family for an unforgettable afternoon. Get tickets [link]
4. Event-Week Planning and Attendance Reminders
Best audience: Confirmed ticket buyers
When to send: Three to five days before the event
After someone buys a ticket, their questions change. They want to know where to park, when to arrive, what to bring, and how to get the most from their experience.
A helpful event-week email can answer these questions before they turn into last-minute phone calls for your customer support team.
Example email
Subject: What to Know Before You Go to the Air Show
The air show is almost here! Gates open at 9 AM, and flying demonstrations begin at 11 AM. Before you arrive, review our parking map, event schedule, and list of permitted items so you can plan your day.
CTA: View Event Information
The call-to-action link should lead directly to a web page with all of the ‘know before you go’ information people need to have a great time at your live event.
For events with multiple ticket types, reduce confusion by segmenting your audience so VIP customers, general admission buyers, and other groups receive information relevant to their experience.
5. Parking, VIP Upgrade, and Add-On Reminders
Best audience: Existing ticket buyers who haven’t purchased specific upgrades or add-ons
When to send: At least seven to 14 days before the event or ahead of an add-on purchasing deadline
Anyone who buys tickets to a live event could be interested in improving their experience by buying add-ons or upgrades. Depending on the type event you’re holding, you could promote reserved parking, VIP seating, camping passes, premium experiences, or other upgrades.
If your ticketing platform and event marketing platform integrate, you can easily use ticket purchase information to target relevant offers to the right people. For example, you could send a parking pass reminder to general admission customers who haven’t reserved parking. Customers who’ve already purchased a parking pass should be excluded.
Example email
Subject: Make Your Festival Visit Easier with Reserved Parking
Reserved parking is still available closest to the main entrance of the festival. Purchase your pass in advance for the shortest walk and easiest entry.
CTA: Reserve Parking
Sending these reminder messages not only helps attendees prepare for their visit, but it also increases revenue.
6. Day-of-Event Reminders and Important Updates
Best audience: Confirmed attendees
When to send: Event day, when information is timely and useful
Event-day SMS reminders can help attendees avoid confusion and make informed decisions. They can also help increase ticket sales at the gate.
Messages might cover gate opening times, parking changes, schedule adjustments, weather conditions, traffic alerts, or updated arrival instructions.
For example, if your primary parking lot fills earlier than expected, an SMS update can direct arriving guests to another lot.
Example SMS
Parkside Festival Update. The Main Street parking lot is full. Please use the North Lot at 200 Oak Street. View the parking map [link]
Keep these last-minute messages short and to the point. For more ideas about sending important updates to attendees, read the full SMS marketing guide for events.
How to Schedule and Target Event Reminder Campaigns
The most best reminder campaign schedule depends on your event, the length of your sales cycle, and your audience.
Use the following table as a starting point.
| Reminder Campaign | Suggested Timing | Channel |
| Ticket launch | Day before and at launch | Email and SMS |
| Early-bird deadline | 3 days and 1 day before | Email and SMS |
| Event countdown | 7 days and 1–2 days before | |
| Event-week information | 3–5 days before | |
| Upgrades and add-ons | 7-14 days before | |
| Event-day information | Event day, as needed | SMS |
Before you schedule any messages, organize your contacts into useful audience segments. Importantly, separate subscribers who haven’t purchased tickets from confirmed buyers, and create additional segments if ticket types, event dates, or add-on purchases affect which messages people should receive.
You can also automate recurring event marketing campaigns to reduce manual work and ensure important reminders aren’t overlooked.
How to Measure Event Reminder Campaign Results
Tracking results helps you understand which reminders contribute to revenue and better attendee experiences.
Useful metrics include:
- Ticket purchases and revenue attributed to reminder campaigns
- Email and SMS click-through and open rates
- Upgrade and add-on sales
- Conversion rates from campaign links
Remember that a high email open rate doesn’t necessarily mean a campaign generated sales. Event marketing ROI and ticket sales attribution are much more important.
Frequently Asked Questions About Event Reminder Campaigns
How many reminder emails should I send before an event?
There’s no universally correct number. Send reminders around meaningful deadlines, ticket availability, and event preparation. Consider audience engagement and avoid sending multiple messages that repeat the same information.
When should I send event reminder text messages?
SMS works well for time-sensitive reminders, such as approaching ticket deadlines, event-day instructions, and important schedule changes. Always schedule messages at reasonable local times.
Should I send event reminders to people who already bought tickets?
Yes. Confirmed buyers benefit from reminders about parking, schedules, entry requirements, and available upgrades. Keep these communications separate from general ticket purchase promotions.
Make Every Event Reminder Campaign Count
A useful reminder gives recipients a reason to pay attention and a clear next step.
Start by creating campaigns reminding people about your most important ticket sales deadlines. Target the right audience, and measure what happens after each message. Over time, you’ll learn which reminders motivate more people to purchase tickets to your event and help them prepare for it.
