How to Use SMS for Event Promotion and Reminders

Pre-Event: Promotion and Registration

Start promoting your event via SMS 2-4 weeks before the date, depending on the event type. Concerts and conferences need more lead time, while local meetups and store events need less. Send an initial announcement to your full subscriber list with the event details and a link to register or buy tickets.

Follow up with a second message 1-2 weeks before the event targeting subscribers who have not yet registered. Include a specific incentive: early bird pricing, VIP access, or a limited-time discount code. The urgency of a deadline combined with the immediacy of SMS drives higher registration rates than email alone.

For ticket sales, include a direct link to the purchase page. The platform's click tracking lets you measure how many ticket sales came directly from SMS. Keep the message focused on one action: buy the ticket. Do not try to convey every event detail in the promotional text.

Pre-Event: Reminder Sequence

Once someone has registered or bought a ticket, switch them from promotional messages to a reminder sequence. A typical event reminder schedule:

• 1 week before: Confirm their registration, share any preparation details (what to bring, dress code, parking info). "Your ticket to TechConf is confirmed for March 25. Doors open at 8 AM. Full schedule: [link]"
• 1 day before: Reminder with logistics. "TechConf is tomorrow! Parking opens at 7:30 AM in Lot B. Badge pickup at the main entrance. See you there!"
• Morning of: Day-of reminder with any last-minute updates. "TechConf starts in 2 hours. Check-in is open now at the main entrance. Wi-Fi: TechConf2026 / password: welcome"

This reminder sequence uses the same principles as appointment reminders but adapted for events. Each message adds new useful information rather than just repeating that the event is happening.

During the Event

SMS is valuable during events for real-time communication with attendees:

• Schedule changes: "Session change: The keynote has moved to Hall B. Starts in 15 minutes."
• Engagement: "Text your questions for the Q&A panel to this number. Best question wins a prize!"
• Offers: "Visit the merch booth in the lobby for 20% off with code EVENT20."
• Safety: "Weather alert: Please move indoors to the Convention Center. The outdoor stage is closed."

During-event messaging should be informational, not promotional. Attendees accept and appreciate logistical updates but will opt out if they feel their phone is being spammed during an event they paid to attend.

Post-Event: Follow-Up

Send a follow-up message within 24 hours of the event ending. Thank attendees, share a feedback survey link, and provide any promised resources (slides, recordings, photos). "Thanks for joining TechConf! We'd love your feedback: [survey link]. Recordings will be available at [link] by Friday."

If you are promoting a recurring event, the post-event follow-up is also the best time to offer early access to the next one. Attendees are most enthusiastic immediately after a positive experience. "Save the date: TechConf 2027 is Sept 15-16. Early bird tickets available now: [link]."

Segmenting Event Audiences

Not every subscriber should receive every event message. Segment your audience based on event relevance:

• Geographic: Only promote local events to subscribers in the relevant area.
• Interest-based: If you host multiple event types, segment by interest so fitness subscribers get fitness event promos and tech subscribers get tech event promos.
• Ticket status: Separate ticket holders from non-purchasers so reminders go to attendees and promotional messages go to prospects.
• Past attendance: Previous attendees of similar events are your highest-conversion audience for future events.