7 email marketing strategies to promote your next conference

Not all attendees are the same, and your emails shouldn’t treat them that way. Segment your contact list based on factors like:

• Industry or job title
• Geographic location
• Past event attendance
• Interests or selected tracks

For example, if you’re planning a life sciences and health technologies conference in Québec City, you could send different messages to hospital administrators, researchers, and clinical staff each focused on what matters most to them.

Pro tip: Capture segmentation data early in the sign-up process with fields like “area of interest” or “years of experience.”

Your subject line is your first (and sometimes only) chance to get noticed. Keep it short, relevant, and curiosity-driven. Test a few variations and watch your open rates closely.

Examples:

• “Only 3 Days Left to Save on Conference Tickets”
• “What to Expect at the Québec Innovation Forum”
• “Meet the Speakers Who Are Shaping Your Industry”

Pro tip: Pair your subject line with meaningful preview text (that small snippet of text that appears next to it in most inboxes). It should build on the subject line with added urgency or context. Avoid: “Can’t see this email? Click here.” Try: “Keynotes just announced, seats are filling fast.”

Adding someone’s first name in an email is a good start. But real personalization goes deeper. Reference the person’s field, interests, or past engagement. Remember, your audience isn’t wondering “Should I attend this event?”: they’re asking: “What’s in it for me?”

In every email, spell out the tangible benefits. Will they learn new skills? Network with top professionals in their field? Earn CE credits? Frame your content around their goals, not your agenda. Use dynamic content to tailor recommendations and localize your message whenever possible especially if your event is in a unique setting near Old Québec.

Example:
“Hi Ann, we thought you’d be interested in these marketing sessions at the 2025 Annual Leadership Conference. Don’t miss the opportunity to network at the Voltigeurs de Québec Armoury.”

Pro tip:
Try sending one of your emails from a real person, like your event director or president, instead of a brand or organization name. This more personal approach can often improve open rates.

Timing can make or break your campaign. Here's a basic roadmap (this may vary according to your industry or event type):

• 3-6 months out: Event announcement
• 6-8 weeks out: Early bird deadline
• 4-6 weeks out: Speaker spotlights and sessions
• 1 week out: Logistics and FAQs
• 24-48 hours before: Reminders and last-minute tips

When to send?
Mid-morning on Tuesdays and Thursdays usually performs best for professional audiences.

Pro tip:
Include an “Add to Calendar” link in your confirmation or reminder emails. This small step makes it easier for attendees to commit and show up.

It’s no secret that many people check their email on the go. In fact, mobile devices account for 45–55% of email opens among professionals, depending on the industry and content type. That percentage climbs higher for reminders and logistics emails. So your emails need to look great and function flawlessly, on phones and tablets.

Checklist:

• Responsive layout
• Bold headlines and short paragraphs
• Clear CTA buttons (e.g., “Register Now”, “View Agenda”)
• Alt text for all images

Don’t make people guess what you want them to do. Every email should have one primary goal and a strong call to action (CTA) that’s easy to spot and hard to ignore.

Effective CTAs:

• “Secure Your Early Bird Rate”
• “Download the Full Schedule”
• “Add This Session to Your Calendar”

Pro tip:
Avoid vague CTAs like “Click here.” Be specific and results-oriented. And repeat the CTA at the top and bottom of longer emails for easier access.

One of the best things about email marketing is how measurable it is. After each send, review your:

• Open and click-through rates
• Registrations from email (use UTM tracking)
• Unsubscribe and bounce rates
• Engagement by segment or device

Use these insights to refine your next message, improve segmentation, and adjust your timing or design.

Don’t forget:
Post-event surveys sent by email can give you valuable insight into what worked and what to improve for next time.