Let’s be honest: most event promo emails are either too vague, too long, or just too easy to ignore.
But when done right, email can be the thing that fills your guest list, keeps your event top of mind, and sets the tone for the whole experience, especially for corporate events — where you’re dealing with tight calendars, high expectations, and people who get 200+ emails a day. It’s worth putting some real thought into how you show up in their inbox.
Here’s how to make your emails do what they’re supposed to do: get read, get clicked, and get people to your event.
Say What It Is, Right Away
Lose the cryptic teasers. Subject lines like “You’re Invited…” or “Don’t Miss This” are vague and far less compelling than many email marketers believe. Busy readers don’t have time—or the patience—to decode what your message is about.
Be clear and specific:
- “CXO Forum | June 28 | Hong Kong”
- “Join 300+ fintech leaders over drinks and ideas”
- “3 weeks to go: Secure your spot at our strategy summit”
Inside the email, follow the same rule: lead with the essentials—what, who, where, and when—upfront. If readers have to scroll to decode your offer, you’ve already lost them.
Don’t Send The Same Email to Everyone
The fastest way to tank your RSVP rate? Treat everyone the same. Break your list into a few key groups. Maybe:
- Past attendees
- New invites
- VIPs or partners
- Internal team
- Press or media
Now write emails that speak to each group. First-timers might want a quick rundown of what to expect. Past attendees might appreciate a “look what’s new” angle. Your team probably doesn’t need a sales pitch, just a calendar link.
This kind of segmentation isn’t just smart, it makes people feel like the invite was meant for them, not blasted out to thousands.
Make Your Call-to-Action Bold, Early, and Easy to Find
You want people to register? Say it clearly. And put that button near the top — don’t wait until paragraph five.
Also: buttons beat links. It sounds small, but design matters. “Book My Spot” or “See the Full Lineup” on a clear button does way better than a line of underlined text.
Pro tip: Add a second button toward the bottom for the scrollers. And if your event has limited capacity, a little urgency doesn’t hurt — something like “Spots are filling fast” or “Early bird ends Friday.”
Pay Attention to When You Send Your Emails
Timing matters as much as content: emails sent on Tuesdays or Wednesdays usually outperform Monday or Friday blasts—and no one wants to slog through a lengthy message on a Saturday afternoon.
Think about the full flow of your event communications. A solid cadence might look like:
- 6 weeks out: Save the date
- 4 weeks out: Formal invite
- 3 weeks out: Agenda drop or speaker teaser
- 2 weeks out: Venue spotlight or local guide
- 1 week out: Reminder with logistics
- 2 days out: Final call / weather update / dress code
- After: Thank-you + recap
Each message should add something new. Don’t just repeat the same copy with a different subject line.
If Your Event Venue is Great, Show It Off
One of the biggest selling points for any event? The space.
Content alone won’t fill the room—attendees crave vibe, views, and atmosphere. If your venue is fresh or unexpected, flaunt it: drop in striking photos, a quick video clip, or a punchy description that transports the reader. In Hong Kong especially, the setting is half the allure, so let it steal the spotlight.
Need inspiration? Here’s a roundup of unique event venues in Hong Kong that might just get your wheels turning.
Bonus reading: Show off your venue in all its glory by sending your event attendees videos. Here’s a complete 2025 guide on how to send videos through email.
Add a Human Touch
Corporate doesn’t have to feel cold. People need the facts, yes—but they also want to sense a real human behind the invite. Use their name where possible, nod to their attendance last year, and flag a session that genuinely fits their interests.
No need for gimmicks. Write as if you’re chatting over coffee at the conference: be helpful, be clear, be real.
Keep It Clean and Trustworthy
All of this only works if your email lands in the inbox and doesn’t trip any red flags. No shady code. No phishing triggers. No “why did I get this?” moments. Just well-targeted, properly signed, cleanly designed emails that show up when and where they should.
Pro tip: Not sure how to write an e-mail? Check out this all-in-one email format guide with tips, examples, and templates.
Don’t Oversend But Don’t Disappear Either
Finding the balance is key.
Too many emails and people tune out. Too few, and they forget. Your job is to stay present without being annoying. Every email should either share something new or remind them of something important.
Final Thoughts
Ultimately, the best event emails read like they’re from a real person with something valuable to share—not a marketing robot. So yes, be strategic: segment your audience, A/B-test subject lines, add countdowns, buttons, and visuals. But write like a human. Use tools that safeguard your message and respect your readers. And never underestimate a clear invitation delivered at the right moment.
With thoughtful copy and a robust email platform, your next campaign won’t just inform people—it will motivate them to show up.
