Email marketing is still one of the most effective ways of promoting something, like an event. However, emailing people about an event isn’t just about sending email. In fact, if your series of promotional emails haven’t been A/B tested – or at least thought through – to ensure working messages with subject lines that are interesting and attention-grabbing, you’ll have people either “Trash binning” your email, and or unsubscribing to your newsletter.

Want to keep your followers AND successfully promote upcoming events? Then, check out these 7 tips to create the best subject lines for your event email campaigning!

1. Know Your Audience

“Before creating your subject line, you must first think about who you’re writing the email to,” says Adam Dundalli, a lifestyle writer at Oxessays and LiaHelp. “Who do you expect to come to your event? What do you want to gain out of your event? When you craft benefit-oriented subject lines and email copy for your primary and secondary target groups, you must highlight different parts of the event that your audience will care about.”

2. Use Emojis Accordingly

While it’s now common to use emojis in email subject lines – especially those that signal events happening soon – it’s still important to consider the following:

  • What are the appropriate emojis to use?
  • Are emojis even necessary for the event email that you’re sending?
  • How many emojis is too many?

Again, look at your audience. For example, while a younger demographic may appreciate emojis in the subject line, an older demographic might find them annoying (and spammy). So, make sure that your audience is okay with emojis in subject lines.

3. Consider Length

A subject line must be a certain length; though again, that would depend on your audience. However, you mustn’t forget that the subject length should be to the point. In other words, leave the long lengths to the body of the email, not the subject line.

So, what IS a suitable length for the subject line? A length of about 40 characters will suffice to keep it short and sweet.

4. Utilize Promos And Discounts

While discounts and promotional codes are great attention-grabbers, it’s still important to make those discounts and promos count. In other words, while some events – like a flash sale, for example – definitely warrants a promo or discount in the subject line, other events – like a charity event, for example – won’t need any promos or discounts in the line.

So, unless your event has to do with early-access offers, use promos and discounts in a genuine sense to where customers can actually feel like they’re getting a great deal once they open the email.

5. Personalize

Many times, when someone reads an email, they want to feel like the sender understands them and cares about them. That’s where personalization comes in!

By adding personalization tags to your subject lines, you’re showing recipients that you care about them. And, if one or more people had registered to your mailing lists without providing a first name, then figure out a fallback option that still allows you to address them personally, and make them feel cared for.

6. Improve Deliverability Rate

“Potential event participants must be able to receive your emails,” says Adam Copley, a business blogger at Paper Fellows and Essay Roo. “That means, make sure that you’re delivering the emails in a timely manner. No one wants to receive an email invite just weeks – or months – after an event is already held. Whether you segment your list of recipients to send out invites accordingly, or use specific tools to weed out those who are no longer on your emailing list, consider these factors when checking and improving your deliverability rate.”

7. A/B Test – No Exceptions!

Finally, A/B test all your emailing campaigns. See what emails work, and which ones need to be fine-tuned. NOT running A/B tests is like going into uncharted waters blindfolded – DON’T let that be you! Make sure that all your emailing campaigns:

  • Best correspond to the event(s) that you’re holding
  • Are sent to the right recipients
  • Are sent out on time (with a drip campaign, if you’re an advanced emailing marketer)


Thankfully, sending event emails isn’t that hard, as long as you have the proper know-how and the dedication. Plus, you shouldn’t have to overthink writing an appropriate subject line – Leave THAT to the body of the email! So, remember to grab your recipients’ attention with a well-thought-out subject line!


Illustration by Freepik Storyset

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Author: Kristin Herman

Kristin Herman is a writer and editor at UK Writings and Academized. She is also a contributing writer for online publications, such as Boom essays. As a marketing writer, she blogs about the latest trends in digital advertising and email marketing.