Planning and executing events is hard work. There are so many moving parts that it feels like trying to spin 8 plates in the air.

Event planning isn’t just ensuring the actual event runs smoothly (which is a feat in itself),it’s also setting up all the details months in advance. It’s inviting the right people and promoting the event. It’s building out a strong post-event plan so you get the most out of the event.

Lucky for you, ActiveCampaign can help make sure your event goes off without a hitch. We’ve created 9 automation recipe templates for the events/entertainment industry.

With these automation recipes, you can:

  • Announce your upcoming events
  • Segment contacts based on their location and their interests
  • Manage event volunteers
  • Organize a sales flow for members vs. non-members
  • Run a promotion workflow for limited time events

In this post, we’ll cover the following recipes:

  1. Event: Email or Personal Invite
  2. Event: Segmentation by Contact Location
  3. Event: Automated Event Announcement Email Series
  4. Pre-event email series and Post-Event Follow-Up Sequence
  5. Event: Limited Time Exhibit Workflow
  6. Event: Email Sequence for Members and Non-Members
  7. Event: Subscription Series
  8. Event: Email Automation for Event Volunteers
  9. Event: Response to Refund Request Email

1. Event: Email or Personal Invite

How can you increase awareness for an upcoming event? How can you add a personal touch to an event invitation?

The “Event: Email or Personal Invite” automation recipe adds personalization to your event invites by having your deal owners call and personally invite your sales prospects or existing clients, while running an event email drip series to contacts without an open deal.

This automation recipe helps you:

  • Create a personalized customer experience for sales prospects with a personal invitation
  • Add value to your sales relationships while adding another touch point with a potential customer
  • Create a system to incorporate events into your sales process
  • Integrate your customer relationship manager (CRM) tool and email marketing strategy

Here’s how the automation works:

  1. The automation is triggered when you manually add a contact or a list of contacts into the automation (Note: This automation doesn’t have a conventional start trigger so you have control over when this process begins)
  2. The automation checks to see if the contacts you added have an open deal in the ActiveCampaign CRM (or another CRM you’ve integrated with ActiveCampaign)
  3. If the contact has an open deal the automation adds a task for the deal owner to send and event invitation email to the contact
  4. The automation waits 1 day
  5. The automation adds a task for the deal owner to call the contact and personally invite them to the event
  6. The automation waits 13 days
  7. The automation adds another task to send an event invitation follow-up email to the contact
  8. The automation ends.
  9. If the contact does NOT have an open deal the automation sends an automated event invitation email
  10. The automation waits for 2 weeks
  11. The automation sends an automated event invitation follow up email with additional information on the upcoming event
  12. The automation ends

Notes:

  • You can change the length of the wait steps to fit into your pre-event process, in our example we use a 2-week (14 day) time scale
  • You can add/subtract any amount of tasks or emails to be sent over the course of the automation. If you’d like your team members to reach out to your contacts more/less frequently, you have the ability to change the automation to fit your company’s process.

2. Event: Segmentation by Contact Location

How do you add personalization to your event marketing if you’re going on tour? How can you personalize your event announcement to where your audience is located?

Tell your audience when you’re coming to town with the “Event: Segmentation by Contact Location” automation recipe. This automation recipe uses geolocation to segment your contact list and personalize your event marketing emails.

With this automation recipe you can:

  • Let your audience know about your future tour dates
  • Take advantage of the contact information you have through automated segmentation
  • Send the right emails to the right people at the right time for the right event

Before importing this automation recipe into your ActiveCampaign account, create a date-based custom contact field for the “Local Tour Date”

Here’s how the automation works:

  1. The automation is triggered when you manually add a single contact or a list of contacts to the automation. (Note: this automation recipe example lacks a start trigger, but you can add a trigger that makes sense for your process)
  2. The automation checks to see if a contact’s location is Texas (Note: in this example the 3 locations we check for are Texas, Illinois, and New York — you can change these locations to stops on your tour)
  3. If yes, the automation updates the contact’s “Local Tour Date” custom field to the date of your event in Texas and ends the automation
  4. If no, the automation checks if the contact’s location is Illinois
  5. If yes, the automation updates the contact’s “Local Tour Date” custom field to the date of your event in Illinois and ends the automation
  6. If no, the automation checks if the contact’s location is New York
  7. If yes, the automation updates the contact’s “Local Tour Date” custom field to the date of your event in New York and ends the automation
  8. If no, the automation ends

Notes:

  • The locations do not have to be states, and will be more effective with more specific locations. You can change the parameters for geolocating to whichever area works best for your strategy
  • You can add or subtract any number of If/Else conditions where the automation checks for a specific location. If you have 25 stops on your tour, you can have 25 If/Else conditions in the automation
  • This automation is a precursor to sending location specific emails to your audience and is designed only to segment your audience

3. Event: Automated Event Announcement Email Series

How do you promote your upcoming tour via email? How do you notify your audience about upcoming events?

With the “Event: Automated Event Announcement Email Series” automation recipe, you can use email automate to send recommended event emails and concert event dates to your audience!

This automation helps you:

  • Send your contacts a series of automated messages inviting them to your tour or nearby event
  • Use email automation and email marketing to announce your tour or event dates
  • Send exclusive event email invitations
  • Build excitement and awareness with pre-event email marketing
  • Add email personalization into your recommended event emails

Before you import this automation recipe into your ActiveCampaign account:

Thus automation recipe uses automation goals based on the date-based custom field for the upcoming event date. This use of automation goals lets you take advantage of personalized email timing for each location, so your audience receives the invitation and reminder emails at the right time.

Here’s how the automation recipe works:

  1. The automation is triggered when a contact submits the form indicating interest in your upcoming tour or event dates
  2. The automation sends an email about all upcoming tour dates
  3. The automation waits until the contact achieves the goal “3 months from concert/event”
  4. The automation sends an email notifying your contacts that the tour date is coming to their town in 3 months
  5. The automation waits until the contact achieves the goal “2 months from concert/event”
  6. The automation sends another reminder email that the event is 2 months away for their location
  7. The automation waits until the contact achieves the goal “1 month from concert/event”
  8. The automation sends an event reminder email notifying contacts there’s only 1 month before the event
  9. The automation waits until the contact achieves the goal “2 weeks from concert/event”
  10. The automation sends an “2 weeks until event” reminder email
  11. The automation waits until the contact achieves the goal “day of concert/event”
  12. The automation sends a final event reminder email that the event is today
  13. The automation waits for 8 hours
  14. The automation waits until the contact achieves the goal “Purchased Tickets”
  15. The automation ends

NOTES:

  • The goal wait steps aren’t fixed, and you can change the duration of the goal steps to reflect your process and the frequency that you would like to remind your audience
  • We use goals instead of wait steps in the example automation because your contacts may submit the form at any time leading up to the event date. If a contact submits your form 1 month from the event’s date, you don’t want to send them an email telling them it’s 3 months from the concert date. You avoid this potential problem by using automation goals, and always send the email with the accurate timing.
  • The final goal step “Tickets Purchased” is in place for the entirety of the automation. This means that if a contact purchases tickets at any point in the automation, that contact will be removed from the automation so they do not receive continual prompts to purchase tickets for an event they have already purchased tickets for.

4. Pre-event email series and Post-Event Follow-Up Sequence

What are your strategies to increase event attendance? Are you looking for new ways to increase attendance at events? What about event follow-up? Do you need a process to ask for a testimonial, a review, or feedback?

The “Event: Pre-event email series and Post-Event Follow-Up Sequence” automation recipe takes your event email marketing program to the next level! This recipe gives you a system for pre-event drip emails, as well as post-event follow-up emails to ensure your event registrants and attendees have everything they need.

With this automation recipe you can send

  • “Thank you for registering” emails
  • Event details
  • Promotional emails
  • Review request emails
  • Post event thank you emails
  • Feedback request emails
  • Event announcement emails for upcoming events
  • Early bird discount emails for future events

Before importing this automation recipe into your ActiveCampaign account, create a date-based custom contact field for “Date of Event”.

Here’s how the automation recipe works:

  1. The automation is triggered when a “Signed Up For Event” tag is applied to a contact
  2. The automation waits until the automation goal, “1 Month Before Event” is achieved (Note: you can change the goal to reflect any amount of time prior to the event that you’d like to send your first informational email)
  3. The automation sends a “We’re excited to have you at our upcoming event” email
  4. The automation waits until the automation goal, “2 weeks from event” is achieved
  5. The automation sends an “Important information for the upcoming event” email
  6. The automation waits until the automation goal, “Day of Event” is achieved”
  7. The automation sends a “Day of event” informational email
  8. The automation waits 1 day
  9. The automation checks each contact for the tag “Attended event”
  10. If a contact does NOT have the tag, the automation ends
  11. If a contact does have the tag, the automation sends a “Thanks for attending our event” email
  12. The automation waits 1 week
  13. The automation sends an “upcoming events” email notifying your event attendees of other events they might be interested in
  14. The automation ends

Notes:

  • In this example, we use automation goals instead of wait actions to trigger the pre-event emails. We do this because your contacts might register for the event somewhere between a month and 2 weeks out, or between 2 weeks and 1 day out. Using goals ensures they receive the next email in the chain, rather than receiving an email with incorrect information about when the event is. You wouldn’t want a contact to receive an email telling them the event is 1 month away when it’s actually next week.
  • You can change the length of time on any wait step or automation goal in the recipe to better reflect your process and company
  • You can add or subtract any amount of pre-event or post-event emails. The post-event sequences is a great time to ask for reviews via email, and to increase ticket sales or attendance for your upcoming events.

5. Event: Limited Time Exhibit Workflow

How do you promote your limited time event with automated emails? How can you increase awareness about an exhibit that won’t be around forever?

The “Event: Limited Time Exhibit Email Series” automation recipe helps you build awareness and excitement for your limited program or offer!

With this automation recipe you can:

  • Increase visibility with an event announcement email
  • Build awareness and excitement with promotional emails
  • Use urgency to drive event attendance
  • Increase ticket sales through email automation
  • Tell your audience more about your event and organization through an informational email drip

Here’s how the automation recipe works:

  1. This automation does not have a start trigger — the reason is because your exhibit is only here for a limited time. The idea behind this is that when your exhibit is open or set to open, you can add contacts to the automation yourself. You can choose contacts on an individual level, or add contacts by list
  2. The automation waits until the date is January 1, and the time is 10 am in your timezone. This is the default setting, and you can set the automation to wait for a specific date and time of your choosing.
  3. The automation sends the first event announcement email, inviting your email contacts to come check out your limited time event
  4. The automation waits 1 week (Note: you can change this wait step to any amount of time you choose)
  5. The automation sends a reminder email, again inviting your email contacts to come to your limited time exhibit.
  6. The automation waits 1 week
  7. The automation sends the 3rd email in the series. We recommend using this third email to create urgency for your contacts, telling them that this opportunity won’t be around forever and encouraging them to take action
  8. The automation waits 1 week
  9. The automation sends a 4th email telling your contacts this week is the last week the limited time exhibit is available
  10. The automation waits 4 days
  11. The automation sends a 5th automated reminder email that there’s only 3 days left
  12. The automation waits 2 days
  13. The automation sends the final email on the last day your limited time exhibit is open
  14. The automation ends

Note: In this example the limited time exhibit is open for 4 weeks, and the wait steps and email subject lines are reflective of that timeline. You can change the wait steps and customize the automated email subject lines to reflect your own timeline for however long your limited time event will be open.

6. Event: Email Sequence for Members and Non-Members

How do you promote your membership program? Do you offer membership incentives for upcoming events or rewards? How do you use a membership program to increase ticket sales via email?

The “Event: Email Sequence for Members and Non-Members” lets you sell tickets or products through email, send event information, and promote your membership program

This automation recipe helps you:

  • Offer exclusive benefits to members
  • Grant early access to members for ticket sales
  • Increase program membership
  • Sell tickets through email for members and non-members
  • Announce upcoming events or product offerings
  • Develop loyalty and rewards programs

Before importing this automation recipe into your ActiveCampaign account, create a contact list for your members.

Here’s how the automation recipe works:

  1. This automation recipe has no set start trigger, The automation begins when you manually add a contact, or a list of contacts, to the automation (NOTE: you can change the automation trigger to anything that works best for your process)
  2. The automation checks each contact in the automation to see if they are a member (exist on your Membership Contact List)
  3. If yes, the automation sends an event announcement email and a “Sneak peek of the upcoming event”
  4. The automation waits for 3 days
  5. The automation sends an “Early bird pricing and tickets” email to your members
  6. The automation waits for 1 week
  7. The automation sends a reminder email to encourage your members to purchase tickets
  8. The automation waits for up to 1 week or until a contact purchases tickets.
  9. If a member does not purchase tickets, the automation ends.
  10. If a member purchases tickets, they achieve the “Bought Tickets” automation goal and receive a “Thank you for purchasing tickets” email
  11. The automation waits until the day of the event and sends an email with helpful or necessary information about the event
  12. The automation waits 1 day
  13. The automation sends a “Thank you for attending the event” email
  14. The automation ends.
  15. If no, the automation waits for 2 days (Note: this wait step is in place to give your members exclusive early access to the event announcement or product launch and to provide an incentive for non-members to become members. You can change this wait step to any length of time that makes sense for your business)
  16. The automation sends an email invitation to become a member, as well as the event announcement
  17. The automation waits for 1 day and checks to see the membership status for each contact
  18. If yes, the contact moves to Step 5 of this automation
  19. If no, the automation waits 1 day and sends an email notifying non-members that tickets are on sale (Note: in this example, non-member ticket access occurs 4 days after member access)
  20. The automation sends the contact to Step 6 of this automation

Notes:

  • We use automation goals for “Bought Tickets” and “Day of Event” in this example to ensure that contacts receive a “ticket purchase confirmation” email, “day of event” email, and “thanks for attending” email only if they have purchased tickets for the event
  • You can include a membership welcome email or a “welcome new members” message at step 16 for contacts who convert and become new members

7. Event: Subscription Series

How do you send early access to your event season ticket holders or loyalty and rewards program members? Do you have an email program for your members who signed up to attend the entire season of events?

The “Event: Subscription Series” automation recipe lets you send emails to subscribers who have season tickets to choose their desired date and seat before ticket sales are opened to the general public.

This automation recipe lets you:

  • Grant exclusive access for members
  • Provide membership incentives
  • Increase early bird ticket sales
  • Send event reminder emails
  • Develop your event email marketing
  • Create messaging for members over the entire year of events

Before importing this automation recipe into your ActiveCampaign account:

Here’s how the automation recipe works:

  1. The automation is triggered when a contact is added to the Subscriber list
  2. (Optional) The automation is triggered when a contact submits your form to become a subscriber or member
  3. The automation waits until the automation goal: “First Event Lead Up” is achieved (Note: this goal will hold contacts until the date you choose for them to move on. This is the date you choose to give your subscribers access to presale tickets)
  4. The automation sends an event announcement email for Event 1 with a link to purchase tickets in advance
  5. The automation waits until the automation goal “Lead up to Event 2” is achieved
  6. The automation sends an event announcement email for Event 2 with a link to purchase tickets in advance
  7. The automation waits until the automation goal “Lead up for Event 3” is achieved
  8. The automation sends an event announcement email for Event 3 with a link to purchase tickets in advance

Notes:

  • This automation recipe is best used alongside other email marketing efforts for each event. This recipe is used as a way to provide membership incentives to your subscribers, not as a complete event email marketing strategy
  • You can add/subtract automation goals and emails depending on the number of upcoming events you organize in a season or calendar year

8. Event: Email Automation for Event Volunteers

How do you manage volunteers for your event? Do you have a volunteer management system or program to send your volunteers their instructions or additional information about your event?

The “Event: Email Automation for Event Volunteers” automation recipe manages your volunteer communication from the time a prospective volunteer fills out your request for volunteers form until the day after the event.

This automation recipe helps you with:

  • Finding volunteers for events
  • Volunteer confirmation
  • Volunteer coordination and organization
  • Managing volunteer expectations
  • Finding volunteers for future events

Before importing this automation recipe into your ActiveCampaign account:

  1. Create an ActiveCampaign form for interested volunteers
  2. Create an ActiveCampaign form for volunteer confirmation and request for more information
  3. Create a date-based custom contact field for the volunteer date or event date

Here’s how the automation recipe works:

  1. The automation is triggered when a contact submits your “Volunteer Interest Form”
  2. The automation sends an automated, “Thank you for your interest in volunteering” email to confirm volunteer interest, and contains a link to your “More Volunteer Information Request” form
  3. The automation waits up to 5 days until the prospective volunteer submits your “More Volunteer Information Request” form
  4. After 5 days, the automation checks to see if the contact has submitted the confirmation form.
  5. If yes, the automation sends a notification to your team member responsible for organizing the volunteers. Your team member will then enter the date of the event into the confirmed volunteer’s contact information in the custom “Volunteer Date” contact field you created
  6. The automation waits until the “Volunteer Date” is the current date and the time is 7:00 am local time
  7. The automation sends an email to the event volunteers with information about the event, their roles and responsibilities, and any other necessary information they need
  8. The automation waits 1 day
  9. The automation sends a “Thank you for volunteering” email, you can include future volunteer opportunities in that email as well as a schedule for upcoming events.
  10. The automation ends.
  11. If no, The automation sends a “Volunteer confirmation follow-up” email, prompting your potential volunteers to complete the “More Volunteer Information Request” form
  12. The automation waits up to 3 days for your prospective volunteers to complete and submit that form
  13. The automation checks again to see if the contacts have completed the form.
  14. If yes, The automation sends the contact down the confirmed volunteer path (steps 5-10 in this automation)
  15. If no, the automation ends

Notes:

  • You can change any the wait steps to whichever length of time works for your volunteer management process
  • You can notify additional team members about a confirmed volunteer if necessary
  • If you’re not using a form, you can change the “If/Else” conditions to however you’re tracking volunteer commitment for the event
  • You can use your own landing page builder instead of an ActiveCampaign form via integrations for the start trigger and additional information request form

9. Event: Response to Refund Request Email

Do you have a process for how to handle a customer requesting a refund? How do you respond to a refund request email?

The “Event: Response to Refund Request Email” automation recipe helps with creating a consistent customer service email response to customers requesting a refund. Once a refund is requested, you can use email automation for customer service and send an “email received confirmation” reply.

Strong customer service is a leading factor for customer retention, and automated customer service emails help with immediate response and customer reassurance that you received their refund request and will respond soon.

Before importing this automation recipe into your ActiveCampaign account:

Here’s how the automation works:

  1. The automation is triggered when the “Refund Requested” tag is added to a contact
  2. (Optional) The automation is triggered when a contact submits your Refund Request form
  3. The automation sends an email confirming that you received the contact’s refund request
  4. The automation sends a notification to let you know a contact has requested a refund (NOTE: you can set the email address that is notified to any user of your ActiveCampaign account)
  5. The automation waits for 3 days
  6. The automation sends a “Refund Request Follow-Up” email
  7. The automation ends

Notes:

  • The notification (step 4) in the automation is designed to ensure that your customer service team is made aware of each refund request
  • The contact’s information can be included in the notification email if you want to email/call the contact directly
  • The wait step (step 5) can be changed to any length of time you prefer, and is designed to give you enough time to evaluate each request, and decide on a case-by-case basis when to give a refund, or how to handle each customer requesting a refund