Keep Your Event Top-of-Mind with a Smart Email Drip Strategy

    One Email Isn’t Enough (Seriously)

    You know that excited feeling when someone signs up for your event updates? It’s a warm lead! And then what do most people do?

    They send one email. Maybe two. And that’s it.

    Bad move. Because silence = forgetfulness. Your audience is busy, distracted, and bombarded with messages every single day. That’s why email drip campaigns exist—to keep the conversation going without being annoying.

    What’s a Drip Campaign (and Why You Need One)?

    A drip campaign is a series of pre-written, automated emails that go out on a schedule. For event promotion, it’s your secret weapon to:

    • Build anticipation
    • Answer questions proactively
    • Highlight speakers, perks, or bonuses
    • Drive early registration or ticket sales
    • Reduce drop-offs by staying top-of-mind

    Basically, it’s like dating your audience. You don’t propose on the first message—you nurture the relationship until they’re ready to commit.

    Real Talk: What Happens Without a Drip Strategy

    I’ve seen it too many times. An event gets a little buzz from ads or organic traffic, grabs a few email addresses, and then… crickets. No follow-up, no excitement, no reminders. The result? Weak turnout and zero engagement.

    Now compare that with a campaign I ran last year. We set up a 7-email drip, spaced out over 3 weeks. Each email had one clear value nugget. We tripled our attendance compared to the previous year—with the exact same event budget.

    How to Structure a Winning Drip Campaign

    Let’s break it down step-by-step:

    • Email 1 – Welcome & Tease
      Thank them for joining and share the big idea behind your event.
    • Email 2 – Value Hook
      What will they learn, gain, or experience? Use bullets. Make it juicy.
    • Email 3 – Speaker/Performer Highlight
      Share bios, clips, or past talk highlights.
    • Email 4 – Testimonials or Case Studies
      Social proof! Show past attendees raving.
    • Email 5 – Limited Time Offer
      Early bird ticket, freebie, or bonus session. Add urgency.
    • Email 6 – FAQs & Objection Busting
      Address common doubts. Be transparent.
    • Email 7 – Final Reminder
      Event’s around the corner. Time to lock it in!

    You can adjust the number or spacing depending on your event timeline. Just make sure every email adds new value.

    Which Platform Should You Use?

    I’ve tested a bunch, and here are my go-to tools for running smooth drip campaigns:

    • MailerLite – Easy automation and perfect for small budgets.
    • ConvertKit – Great for creators and simple visual flows.
    • ActiveCampaign – Advanced logic and segmentation (worth it for big events).
    • Sendinblue – Includes SMS drip, which can be spicy if used right.

    Writing Emails That People Actually Open

    Even the best strategy fails if your emails get ignored. Here's what works for me:

    • Use casual subject lines – “Guess who’s speaking?” beats “Upcoming Event Info.”
    • Write like a human – Less corporate, more coffee chat.
    • Make it scannable – Bullets, bolding, short paragraphs. No walls of text.
    • Always link to your landing page – Ideally with one strong CTA button.

    Pro tip: personalize the sender name too. Emails from “Jamie at GrowthFest” feel more trustworthy than “info@company.com.”

    Case Study: Small List, Big Results

    For a virtual masterclass I helped promote, we had a modest email list of 850 subscribers. Using a 5-part drip campaign with a light, witty tone and personal stories, we converted 200+ attendees.

    No spammy tactics. Just relevance, timing, and genuine value. Oh, and one email had a meme. People loved it.

    Segment or Bust

    Drip campaigns work even better when you segment your list. Here are easy ways to split it:

    • Signed up from ads vs. organic
    • Local vs. international attendees
    • New vs. returning

    This allows you to tailor your messaging—and that’s a fast track to higher open rates and conversions.

    Bonus Tip: Post-Event Follow-Up

    Don’t ghost people after the event. Use one or two final drips to say thanks, share highlights, or promote replays. It builds goodwill and primes them for your next event.

    Final Thought: One Click, Many Touches

    People rarely act on the first message. Your email drip is your digital drumbeat, reminding them why your event matters and nudging them toward the finish line.

    So go ahead—set it, automate it, and watch the signups roll in. Your future self (and your attendance numbers) will thank you.