Post-event Emails: 10 Best practices

Sending follow-up emails after an event is a powerful way to solidify the impact of your events, deepen relationships with attendees, and pave the way for future engagement.

We recently introduced customisable post-event emails at Bookwhen. In this article, we'll provide actionable tips for crafting the perfect message that leaves a lasting impression.

10 best practices when writing a post-event email 💌

Writing an email may seem simple, but a well-considered email can leave attendees with a positive impression of both you and your event. We've compiled a list of best practices to help you create your own:

1. Personalise the Email

Open with a personalised greeting, such as "We're so happy you could join us!" or whatever suits your brand tone of voice. If you can, address attendees by name to make the email feel more personal and tailored to their experience.

2. Reference the Event

To provide context, remind attendees of the event they attended by mentioning the event name, date, and location.

3. Highlight Key Takeaways

Recap key moments, highlights, or insights from the event to reinforce its value and remind attendees of the benefits they gained.

4. Provide Value-Added Content

To add value, share additional resources, such as presentations, recordings, articles, or relevant content related to the event topic.

5. Include Calls-to-Action (CTAs)

Include clear and compelling CTAs that prompt attendees to take specific actions, such as visiting your website, downloading a resource, or registering for future events.

6. Encourage Feedback

Invite recipients to share their feedback, thoughts, or suggestions about the event through surveys, feedback forms, or direct communication channels. Ensure you add who to send feedback to, such as an email address.

7. Keep it Concise

Keep the email concise and focused, with clear and easily digestible content that respects attendees' time.

8. Use a Conversational Tone

Write in a friendly and conversational tone to make the email engaging and approachable.

9. Show Gratitude

Close the email with a sincere thank-you message to express appreciation for attendees' participation and support.

10. Proofread and Test

Review the email for spelling, grammar, and formatting errors, and test it across different devices and email clients to ensure optimal display and functionality.


By following these best practices, you can create a well-crafted follow-up email that effectively engages attendees, reinforces the value of the event, and fosters continued connection with your audience. 🚀


We include some automation in our post-event emails, such as the attendee's name, event name, and date. The rest is up to you to customise!

💡 Learn more about our post-event email feature.

Are you looking for an online booking software and interested in learning how Bookwhen can help you? Sign up for a free trial, or connect with us via live chat or email 🕺