The ultimate guide to event reminder emails (with examples)

Mailchimp's email benchmarks show event emails average a 37.30 percent open rate. This means people tend to open event-related messages, and your reminder emails have a real chance to influence attendance rather than simply fill inboxes.

That's reassuring when you look at how common no-shows are. Markletic reports that virtual events see an average no-show rate of around 35%, and free events often climb closer to 40–50 percent. This gap between registration and attendance carries a real cost. A free event isn't free for the organizer—you're still covering platform fees, speaker time, equipment, and production. Nearly a third of marketers in Markletic's survey say a cost per attendee for a virtual attendee is between $500 and $1,000.

This is exactly where reminder emails help: they keep the event visible during the lead-up and give attendees the information they need to feel ready so they don't skip.

Reminder emails also create an easy opportunity for a gentle secondary CTA. For example, you can point attendees to your event referral program or ask them to post on social media with your event hashtag. Great ways to integrate reminder emails into your larger event promotional strategy—keeping registered attendees engaged while giving them simple ways to help spread the word.

Whether your reminder gets opened—and remembered—comes down to four decisions: subject line, what information you include, the action you ask for, and how you format it. Let's look at these in detail below:

The subject line

Here are two interesting data points from Zippia's study: 47% of email recipients open emails based on the subject line. 69% also say they report emails as spam by simply reading the subject line.

The first rule is to keep it short and specific. Most email clients cut off subject lines after 60 characters on desktop, fewer on mobile. That means your opening words need to carry the weight.

You also want to create urgency without resorting to hype. Words like "reminder," "tomorrow," "final," or "today" signal that this email deserves attention now. What you don't want is all caps, excessive punctuation, or anything that reads like a sales pitch. Those tactics don't just fail—they get your email flagged as spam.

Here are some subject lines that work:

• "Reminder: [event name] on March 15" - clear purpose, includes date, no ambiguity
• "Tomorrow: What to bring to the [event name]" - creates urgency and tells the recipient exactly what's inside
• "Final details for your webinar this Friday" - signals importance and timeliness without being pushy
• "Your parking pass for tonight's event" - personalized, practical, time-sensitive
• "Starts in 2 Hours: Bring Your Project Draft for Review" - urgent countdown plus specific action item attendees need

And some that don't:

• "YOU'RE INVITED!!! Don't miss this amazing opportunity" - all caps and excessive punctuation trigger spam filters
• "Re: Important update" - vague and looks like phishing or spam
• "Limited spots remaining—act now!" - too salesy for a reminder, creates false urgency
• "🎉🎉🎉 Big day is here! 🎉🎉🎉" - emoji overload with no actual information

Emojis in subject lines are hit or miss. When Search Engine Journal tested emoji versus non-emoji subject lines across their emails—including webinar reminders—the non-emoji versions performed slightly better: 52.94% open rate compared to 47.06%.

But emojis can help your email stand out in a crowded inbox, so A/B test what works for your audience. Just remember that screen readers announce emojis as full text descriptions, which can be long and distracting. So if you plan to use emojis, use only one.

The actual email

The body of your reminder email needs to answer the basic questions attendees are actually asking: When is this? Where do I go? What do I need to bring? Start with the fundamentals—event name, date, time, and location:

• For virtual events, include the platform and login instructions
• For in-person events, add parking information, building entry details, or public transit options.

This is also where you can build connection beyond the initial save-the-date. Share what attendees can expect: who's speaking, what topics will be covered, or what makes this event worth their time. A sentence or two about the agenda or a teaser about a surprise element keeps people interested, not just informed.

Pro tip: Add a brief FAQ section at the end of your email or link to one on your event page. Answer the questions you know people will ask—parking details, whether food is provided, if they can bring a guest, refund policies, or what happens if they need to cancel. This reduces back-and-forth emails and makes attendees feel more prepared and confident about attending.

The CTA

Every reminder email should tell the recipient what to do next. That's your primary CTA—the one action you most want them to take.

For most reminder emails, the primary CTA is straightforward: confirm attendance, add the event to their calendar, or access the event link. But you can also include a secondary CTA that adds value or extends your reach. These work best when they're relevant to where the attendee is in the timeline.

Here are some examples:

• Primary CTA: "Join the Webinar"
• Secondary CTA: "Share this event on LinkedIn" or "Invite a colleague"

Some event management platforms—including Zoho Backstage—also allow attendees to add event tickets to their Apple Wallet, and this can be one of your secondary CTAs as well. It makes it easy for attendees to pull up their ticket without hunting through old emails, and it helps speed things up at check-in.

The event design

How your email looks matters just as much as what it says. A clean, easy-to-scan email gets read. A cluttered one gets closed, even if the content is great.

Plain text emails feel more personal—almost like a message from a colleague. They load quickly, look the same in every inbox, and are less likely to trigger spam filters. HTML emails give you more control over branding, buttons, and layout, which is helpful when you're sharing things like schedules, speaker details, or multiple links.

⚠️ If you send HTML emails, make sure you include a plain text version. Some inboxes block images or strip out formatting, so having that plain text backup helps guarantee your message still lands.

Similarly, if you're using visuals, keep them minimal. Include your logo and one image if it helps—a venue photo or event graphic. Each element should clarify information or reinforce your brand. If it doesn't, cut it. A broken or cluttered design is worse than a simple email that works everywhere.

How your email platform shapes design, deliverability, and overall experience

Of course, a lot of this depends on what tool you use to send your email. Most event management platforms come with basic email automation like drag-and-drop email builders, templates, scheduling options, and analytics. These work fine for straightforward reminder sequences.

But the best design means nothing if your emails don't reach the inbox. Deliverability depends on technical authentication—specifically SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). These protocols verify that your emails are actually coming from you and haven't been tampered with.

Most platforms handle this for you, but it's worth checking. If you're using a custom domain, you'll need to configure these records properly. Poor deliverability doesn't just hurt one email—it damages your sender reputation, which affects every future message you send.

If you need more flexibility or customization, you'll want to use dedicated email automation tools like Zoho Campaigns or Mailchimp. They give you things like advanced segmentation, A/B testing, more control over design, and smarter automation workflows. You can target people based on behavior, demographics, or past engagement, so your messages feel relevant instead of generic.

The only real challenge is keeping your data in sync. Make sure your event planning software talks to your email platform so attendee info updates automatically. Zoho Backstage makes this easier with built-in integrations, plus webhooks and low-code automation options you can use when you need custom connections beyond the standard, out-of-the-box ones.

When you send reminders matters just as much as what you say. Too early and people forget; too late and they've already made other plans. Most events follow a simple pattern: a confirmation, a reminder a week or two out, a final nudge 24–48 hours before, and sometimes a day-of message.

This section covers when to send each reminder, what to include, and templates you can adapt for your event.

Pro tip: Use AI to customize templates faster. Feed it your event details and ask it to adapt the template. Here's a simple prompt:

"Rewrite this reminder email for a [event type] on [date] at [location]. Include [specific detail] and keep the tone [professional/casual]." This saves time while keeping your messaging consistent.

Initial confirmation email

The confirmation email is the first touchpoint after someone registers, and it sets the tone for everything that follows. It should go out immediately—within minutes—so attendees know their registration was successful and have a record they can come back to.

Start with the essentials: event name, date, time, and location. For virtual events, add the platform and the join link upfront, even if the event is weeks away. For paid events, include payment confirmation and receipt details so attendees don't have to hunt for them later.

Next, make attendance effortless. Include an .ics file or a one-click "Add to Calendar" button. Most people rely on their calendar more than their inbox, so getting your event onto their schedule is one of the most reliable ways to increase show-up rates.

You can also use this email to set expectations. Tell them when they'll hear from you again and what that message will cover.

Email template

Subject: Your registration for [event name] is confirmed

Hi [Name],

Thanks for registering for [Event Name]. Your spot is confirmed.

Event Details

• Date: [Date]
• Time: [Time + Time Zone]
• Location: [Venue + Address]
• Virtual attendees: Join via [Platform] here → [Join Link]

Add to Calendar

[Add to Calendar Button / .ics File]

What Happens Next

We'll send a reminder one week before the event with parking info, arrival details, and the full agenda. You'll also get a final reminder 24–48 hours before we start.

Optional Prep

• Download materials: [Link]
• Complete a brief survey: [Link]

Quick FAQs

• Parking available?
• Is there a dress code?
• Can I transfer my ticket?
• Is the event recorded?

If you have questions in the meantime, just reply to this email. We're looking forward to having you with us.

Best,

[Organizer Name]

Two-week reminder

Send this reminder 10–14 days before the event. It's far enough out that people can still adjust their schedules, but close enough that the event feels real and imminent.

This email should remind attendees of the event details and help them prepare. Include the date, time, and location again—don't assume they remember from the confirmation email. This is also a good time for secondary CTAs. Encourage attendees to invite a colleague, book accommodations, or even share on social media.

And if you're offering early access to resources or exclusive content for registrants, mention it here.

Template: Two-Week Reminder

Subject: [Event Name] is Two Weeks Away

Hi [Name],

We're reaching out with a quick reminder that [Event Name] is coming up on [Date] at [Time]. We'll be gathering at [Location/Platform], and we're looking forward to having you with us.

Event Details

• When: [Date and Time]
• Where: [Location or Platform]
• Parking/Transit: [Details or Link]

To help you prepare, here's a preview of what's ahead: [highlight—keynote speaker, session topics, or a notable feature]. It's a strong lineup, and we think you'll find it valuable.

If you haven't already, you can [secondary CTA: book your hotel, download the agenda, invite a colleague, reserve parking, etc.]

More updates are on the way as we get closer.

See you there,

[Organizer Name]

48-hour reminder

Send this reminder 48 hours before the event. Start by restating the essentials: date, time, and location or platform. Even though you've sent these details before, the 48-hour reminder is the one most attendees will reference while making last-minute adjustments to their schedule.

From there, focus on what matters most in the final stretch, which differs for in-person and virtual audiences:

For in-person events:

Attendees want to know what arrival looks like. Include:

• Check-in instructions like badge pickup location, self-check-in kiosks, or on-site registration counters
• Entrance details like which door to use, where security is
• Parking and transit reminders including links, maps, or passes
• Expected wait times if you have high-volume entrances or badge counters
• Weather considerations like outdoor lines, umbrellas, heat, etc.

The goal is to eliminate confusion and prevent bottlenecks at doors or registration desks.

For virtual events:

Your priority is getting people into the session seamlessly. Include:

• The join link (prominently placed)
• Backup dial-in or audio options
• Platform requirements (browser recommendations, app downloads, or login notes)
• Test-your-tech instructions—especially if you have networking sessions where attendees come on camera

A virtual attendee should feel confident they'll be able to join without scrambling for access.

💡 Pro tip: Segment your audience

You can send different versions of this reminder to different attendee types—VIPs, sponsors, speakers, exhibitors, press, or high-touch segments. For hybrid events, segmentation is especially useful: send in-person logistics only to on-site attendees, and send access-focused instructions to virtual participants. This reduces confusion, keeps emails shorter, and ensures everyone gets the information that's relevant to them.

Email template

Subject: ⏱️ Final Details for [Event Name]—Happening in 2 Days

Hi [Name],

We're just a couple of days away from [Event Name] on [Date] at [Time]. Here are the key details to help you get ready.

Event Details

• When: [Date and Time]
• Where: [Venue or Platform]
• Your Ticket: [Link or Wallet Pass]

If you're attending in person:

• Check-in: [Badge counter location or QR code instructions]
• Arrival: [Entrance details or security notes]
• Parking/Transit: [Directions or link]
• What to bring: [ID, badge QR code, materials]

If you're joining virtually:

• Join Link: [Link]
• Backup Audio/Dial-In: [Details]
• Tech Notes: [Browser/app requirements]
• Tip: Log in a few minutes early to test your setup.

If you haven't already, don't forget to download the mobile event app for schedules, updates, and networking: [App Link]

Whether you're joining us in person or online, we're looking forward to having you there.

[Organizer Name]

The template above is built for hybrid events, so you can copy the parts that fit your audience—virtual, in-person, or both. If you want to take it a step further and tailor the email for specific groups like VIPs, speakers, sponsors, exhibitors, or press, an AI tool can help you generate those variations quickly.

Here's a simple prompt you can use to adapt the template for any format or attendee segment:

Prompt:

Rewrite this 48-hour reminder email for [attendee segment]. Keep the same tone and structure, but adjust the details so they fit this group. Use the information below and remove anything that doesn't apply to them.

• Event name: [insert]
• Date and time: [insert]
• Format (in-person/virtual/hybrid): [insert]
• Segment-specific instructions: [insert]
• CTAs to include: [insert]
• Tone: [insert]

Here's the template to adapt:

[Paste template here]

Day-of reminder

A day-of reminder should feel like a quick "here's what you need right now," not a recap of everything you've already sent. Keep it extremely short and focused on immediate access—how to get in, where to go, and what to tap.

Email template for in-person attendees

Subject: Your Arrival Details for [Event Name]

Hi [Name],

We're looking forward to seeing you at [Event Name] today. Here's everything you need to get in smoothly.

• Start Time: [Time]
• Venue: [Address]
• Map: [Link]

Where to Enter

Use the [Entrance name/door number]. You'll see signage and staff directing you.

Check-In

Head to [badge pickup area / QR code scanning station / registration desk]. Have your ID or QR code ready for a quick check-in.

Parking & Transit

[Add details]

Optional on-site notes

[Security screening, bag check, coat check, Wi-Fi details]

If you need help finding the entrance or run into anything along the way, reach us at [phone/email].

See you soon,

[Organizer Name]

P.S. If you haven't downloaded the event app yet, you can grab it here for the schedule, speaker info, and session updates: [App Link]

Email template for virtual attendees

Subject: Your Access Link for [Event Name]

Hi [Name],

[Event Name] starts today, and here's the fastest way to join.

• Join Now: [Join Link]
• Backup Dial-In: [Number/Link]
• Password (if needed): [Password]

We recommend joining a few minutes early to check your audio and make sure everything loads correctly.

Tech Notes

• Best viewed on: [Browser or app name]
• If your audio doesn't connect, switch to the dial-in option above.
• If you get disconnected, you can rejoin using the same link.

Need help right now? Our team is available for live support at [support email or number].

See you online,

[Your Name]

P.S. If you haven't downloaded the event app yet, you can grab it here for the schedule, speaker info, and session updates: [App Link]