Plus, RegFox’s email drip campaigns are smart. They automatically remove anyone who completes a registration from getting future emails in the series, so you never send an awkward “last chance” email to someone who already registered.

In this guide, we reveal the email strategies the top event organizers are using to drive millions in sales. Regardless of your experience level, we’ll walk you through exactly what works (and what to avoid), for high-converting email drip campaigns for events.

Best Practices: What Every Drip Campaign Needs

Regardless of your event type, every successful drip campaign has four key ingredients.

1. An Offer: This needs to be something real and compelling—3% off conference registration won’t cut it. Some examples include early access passes, limited VIP upgrades, or substantial discounts for the first 100 guests.
   
2. A Story: Whether you’re finalizing the lineup of speakers at the seminar or planting trees at science camp, show your attendees what’s happening behind the scenes.
   
3. Scarcity or Exclusivity: People love to feel like insiders. Consider making an offer only for past attendees, emailing a code, and password-protecting your registration page.
   
4. A Time Wall: Procrastination is human nature, but deadlines get people to act. Put a time wall on your best deals and let people know the clock is ticking. 

The Perfect Structure for an Email Drip Campaign

Every email drip campaign should have at least these four types of emails

1. Invitation – Kick things off by letting your audience know what’s coming up. Share the value of your conference, class, or camp; tell a quick, compelling story, and link directly to your registration page.

2. Follow-Up – Check in to make sure people caught your first message. Keep it short, warm, and conversational.

3. Ending Soon – Give a friendly nudge that the offer or early pricing is about to expire. Try language like, “We’d hate for you to miss this.”

4. Last Chance – This is the final push. Let your readers know this is the very last opportunity to grab a spot before registration closes.

Optional Bonus Emails to Increase Sign-Ups

If you want to go beyond the essentials, here are extra emails that can help fill your roster:

➕ Second Follow-Up – Reach out with genuine curiosity: “We noticed you haven’t signed up yet, but we’d love to see you there! Do you have any questions?”

➕ Event Update with a Story – Build momentum with a behind-the-scenes peek. For a summer camp, you might say, “We just finished setting up the ropes course—it’s going to be epic!”

➕ Spots Filling Fast – Announce when spaces are limited. A subject like “Only 10 seats left for our leadership workshop” creates real urgency.

➕ Extended Deadline – Reopen registration for a short time (24–48 hours) and send a message such as, “Due to popular demand, we’ve extended sign-ups until tomorrow night.”

Pro Tip: Match your email frequency to the length of your registration window. A month-long campaign may need more touchpoints than a one-week registration period.

Common Mistakes to Avoid

We’ve seen what works—and what gets in the way of conversions. Avoid these pitfalls:

❌ Image-heavy emails – Most email clients block images by default, so relying on one big graphic can hurt deliverability. Stick to mostly text with a few well-chosen visuals that support your message.

❌ Sending from a company-only name – Emails from “XYZ Conference LLC” can feel cold. Use a personal sender name like “Jamie from the Librarian’s Conference” to boost open rates.

❌ Overhyped subject lines – All caps and too many emojis can trigger spam filters. Instead, write like you would to a friend, with a subject like the ones below. 

• Will we see you at camp this year?
• Re: Spring Leadership Summit
• Just checking in
• A quick note for our attendees

❌ Overly formal tone – Emails written in stiff, corporate language tend to get deleted. Keep your tone human and relatable.

Final Recap

You don’t need flashy graphics or overly clever copy to create a high-performing registration campaign. The most effective emails are personal, straightforward, and follow a clear sequence.

Need a hand building your first drip sequence in RegFox? Our team is ready to help you and make sure your registration is a success.

Here’s to your best event yet!

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– The RegFox Team

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