If you’ve ever put your heart into planning a live or virtual event—only to watch ticket sales trickle in or conversions fall flat—you’re not alone. One of the biggest culprits? Your email strategy.
Most event emails are doing more harm than good—and it’s not because you’re not working hard. It’s because you’re sending the wrong kind of emails to the wrong kind of attention span.
Let’s fix that.
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Make sure to watch the video, honestly, I’m much better on video than writing and there’s great info on event conversion strategies in the video that we could not fit into the blog.
The Mistake Most Event Hosts Make
What do most event promo emails look like?
A list of speakers. A detailed agenda. The times, dates, and locations. Maybe even a few topics.
Here’s the truth: nobody cares.
Not unless you’re putting Tony Robbins or Oprah on the stage.
The minute your reader sees a lineup of speakers with vague talk titles, they check out. They’ve seen it before. And they’re gone.
Your audience doesn’t want information—they want transformation. They’re not asking “Who’s speaking?” They’re asking “Will this help me?”
What Your Emails Should Do Instead
Want to boost conversions and fill your room with people ready to buy? Your emails should do three things:
1.Solve a Specific Pain Point
2.Spark Curiosity with Hooks
3.Build Trust Through Story
Let’s break it down.
1. Lead With a Pain Point You’ll Solve
Every great event solves a real, painful problem.
Your emails should highlight that. Start with a powerful hook—something like:
“Still stuck spinning your wheels with high-ticket sales? You’ll get unstuck at [Your Event Name].”
The key here is relevance. Your reader should instantly think, “This is for me.”
Then, briefly explain how your event helps them solve it—not with information, but with implementation. Which leads to…
2. Position Your Event as the Place to Implement, Not Just Learn
We live in the age of Google and YouTube. Your audience can find content anywhere. What they can’t get on their own is structure, support, and clarity on how to apply what they’ve learned.
You want to sell an experience that helps people move forward.
Try this:
“This isn’t another content dump. This is where you’ll finally implement the strategy that’s been sitting on your hard drive.”
Want to go even further? Add an “Implementation Ticket” option to your course and invite people into the room through your emails.
3. Tell a Short, Personal Story
Every email doesn’t need to be a novella. In fact, short emails convert better.
In 150–200 words, tell a quick story about how you earned or learned the thing you’ll teach. It’s not about bragging—it’s about building rapport. People buy from people they trust, and stories build trust fast.
If you have guest speakers (which I don’t recommend unless your business is doing $3M+), do the same for them. Show who they are, what they’ve overcome, and why your audience should care.
4. Seed the Offer Before the Pitch
This is where a lot of event hosts go wrong.
If your audience shows up unaware there’s going to be an offer, they’ll feel like they’re being sold to. Instead, they should arrive thinking, “I wonder if that program is a fit for me.”
Use your pre-event emails to casually reference your program, your mastermind, or your offer. Mention past students. Share mini-wins. Create familiarity.
Russell Brunson nails this with ClickFunnels—his audience expects the pitch because it’s been part of the pre-event story all along.
Email Frequency and Timing
Most ticket sales happen 3–4 weeks before the event. So your goal before then? Warm people up. Build connection. Stay top of mind.
Your emails don’t need to be daily—but they do need to be intentional.
Short stories.
Specific pain points.
Clear emotional hooks.
Light offer seeding.
That’s the formula.
Final Thought:
If you’re relying on bland, speaker-heavy agendas to sell your event, you’re not just boring your audience—you’re leaving money on the table. Rework your emails with curiosity, connection, and clarity, and watch your engagement (and conversions) rise.
