How to Build an Event Reminder Sequence
Why Event Reminders Work
People are busy and forgetful. Someone who registered for your webinar three weeks ago may not remember it on the day. A study across appointment-based businesses found that simple automated reminders reduced no-show rates from 30% to under 10%. For events where you are investing time in preparation, speakers, or venue costs, every additional attendee matters.
SMS reminders are particularly effective because they are read within minutes. An email reminder sent the morning of an event might sit unread in an inbox for hours, but a text message arrives with a notification that gets immediate attention. The best reminder sequences use email for advance notice and SMS for day-of and hour-before alerts.
Step-by-Step Setup
Set up a dedicated list in the Email Broadcast and/or SMS Broadcast app for this specific event. When someone registers (through a form, chatbot, or manual entry), add them to this list. The registration date becomes their drip start date.
Confirm the registration, provide the event details (date, time, location or link), and tell them what to expect. Include an "add to calendar" link if possible. For webinars, include the join link so they can find it later. This message gets the highest open rate, so make sure every important detail is in it.
Send an email 7 days before the event. Recap what the event covers, highlight any speakers or special content, and build anticipation. "Next week: [Event Name]. Here is what you can expect..." This is a good place to share preparatory materials, pre-event surveys, or agenda details.
Send an email the day before with all logistics: time, link, what to prepare. Follow up with an SMS a few hours later: "Reminder: [Event] is tomorrow at [time]. Join here: [link]." The day-before reminder is the most important one after the initial confirmation.
Send an SMS 1-2 hours before the event starts. Keep it short: "[Event] starts in 1 hour! Join here: [link]." This is the message that catches people who would otherwise forget. For in-person events, include the address and any parking or check-in instructions.
After the event, send a thank-you email to attendees with a recording link (for virtual events), slides, key takeaways, or a next-step offer. For no-shows, send a separate "Sorry we missed you" message with the recording link and an invitation to the next event. This turns even no-shows into engaged contacts.
Example Event Reminder Timeline
- Registration (Day 0): Email confirmation with event details and calendar link
- 7 days before: Email with agenda, speaker highlights, preparation tips
- 1 day before: Email with logistics + SMS reminder in the afternoon
- 2 hours before: SMS with join link
- 15 minutes before: SMS "Starting soon! [link]" (optional, for high-value events)
- Same day after: Email thank-you with recording and next steps
Adapting for Different Event Types
Appointments and Consultations
For one-on-one appointments (doctors, consultants, service providers), the sequence is simpler: confirmation at booking, reminder 24 hours before, and SMS reminder 2 hours before. Include cancellation or rescheduling instructions in the day-before email. See SMS Appointment Reminders and AI Scheduling Automation.
Multi-Day Events or Courses
For events spanning multiple days, send a reminder before each session. A weekly course might get a reminder every Monday morning for that week's class. See Course Delivery Drip for multi-session scheduling.
Reduce no-shows and boost attendance with automated event reminder sequences.
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