Up your subscriber engagement and excitement for upcoming one-time events with the help of our Pre-event Start Date Template. This Workflow uses both a Date-Based Trigger and Delays so you can automate communications (such as notifications or instructions) on, before, or after a specific date leading up to the Event.
Activate the Workflow
Install our pre-built Workflow, or build your own. Our pre-built Workflow includes a Date-Based Trigger, recommended Delay steps, and Email actions complete with best practice tips to help with email content creation.
Set up your Workflow
Step one: Edit the Date-Based Trigger
By default, the date-based trigger will add your complete list of Active people to the Workflow:
To segment and define who this Workflow applies to, apply Trigger filters to your trigger.
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Keep in mind: This Workflow is intended for people who are set to attend a specific event. With that, you’ll want to ensure you are identifying them with the use of identifiable characteristics such as a custom field or tag.
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For example: Say people who are attending an event are expressing that interest via submitting an Onsite Campaign. The submission of that Onsite Campaign can apply the interest tag “TasteFest Event”. By adding that tag application as a Trigger Filter for your Date-Based trigger, anybody with the “TasteFest Event” tag will be added to the Workflow on the configured date.
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For example: Say people who are attending an event are expressing that interest via submitting an Onsite Campaign. The submission of that Onsite Campaign can apply the interest tag “TasteFest Event”. By adding that tag application as a Trigger Filter for your Date-Based trigger, anybody with the “TasteFest Event” tag will be added to the Workflow on the configured date.
Step two: Edit your Delays
Use a Date-Based delay: After the initial email, you can send a follow-up email leading up to the Event's start date. The Delay can be set to wait for a certain time or until an exact date and time.
Step three: Edit the Email Content
Crafting a series of pre-event emails not only educates your audience but helps keep them engaged. Leading up to the event, highlight event details, educate on what to expect or how to prepare, and upsell relevant upgrades.
Here is a small breakdown of our suggested series of emails leading up to the event.
Email 1: Pre-event benefits
The goal of this email is to set the stage for the successful turnout of your event. Prepare attendees in the first email by setting a reminder of the event date and benefits to build excitement.
- Include key benefits of the upcoming event as a way to further spark interest.
- Add engaging content such as features or updates to nurture and build your subscriber’s interest.
- Reinforce the value of the upcoming event by providing a success story or customer quote.
- Remember not to overload your audience with too much information at once. Keeping the email focused encourages engagement.
Email 2: Pre-event educational info
For this email, we recommend sending fun and educational information about your company, event, course, etc. This helps keep your event top of mind and lets people get to know you better.
- Build a relationship with your attendees by sending fun, educational information about your company.
- Prepare attendees with insights or relevant information regarding the upcoming event.
- Brand yourself credible to continue fostering that trust in your subscribers.
- Set attendees up for success by helping them feel ready and informed about what’s to come.
- Do not skimp out on any details for the upcoming event.
- Vague messaging with missing details can break any building trust in you as a brand or the integrity of an upcoming event.
Email 3: Pre-event upsell
In this email, we recommend upselling any relevant pre-event upgrades you offer. This could be a membership with special perks, a wine pairing during the event, or tickets to other events.
- Focus on the primary focus of nurturing excitement for the upcoming event to complement upselling.
- Upsell relevant pre-event upgrades or memberships including their benefits.
Email 4: Pre-event reminders
Your event is almost here! Use this email to send final prep tips, resources, and reminders. The goal of this email is to reassure your attendees that they are well informed about the upcoming event.
- Add socials and links or a section for FAQs or helpful resources.
- Provide event details such as the event date, time, location, and any information they need to enjoy the event.
- Personalize the email to create a sense of importance for the subscriber’s attendance.
- Make sure you are clear, informative, and specific!
Measure Pre-Event Workflow Performance
As your emails are released on the designated delays check back on their performance using the Workflow Dashboard.
Here is where you:
- Evaluate the conversions you’re seeing from this Workflow such as any revenue from upsell emails.
- Keep in mind: Revenue reporting is only available to Shopify, Woocommerce, BigCommerce, Magento, Fareharbor, or our Shopper Activity API connected accounts
- Look at the open and click-through rates of the emails to see what attendees are engaging in.
This information tells you if you need to change it up or if your strategy is working.