Few things frustrate event organisers more than high no-show rates.
You’ve spent months planning, booking the venue, arranging the catering, and securing the speakers. Yet on event day, whole rows of empty chairs stare back at you.
Whether live, online, or hybrid, no-shows drain resources, reduce energy in the room, and lower ROI. Based on insights from more than 25,000 B2B events, here’s what works to keep no-show rates as low as possible.
The numbers: how big is the no-show problem?
Before we look at solutions, it helps to understand the scale:
- Live events (pre-COVID): ~30% no-show
- Online events: ~50% no-show
- Paid events: just 3–5% no-show
The pattern is clear: when people pay to attend, they will likely show up. But in many cases (internal, partner, or PR events), charging a fee isn’t realistic. That means we need other strategies.
Design an event that creates FOMO
A full registration list doesn’t guarantee attendance. People commit in the moment, then forget or lose interest.
To reduce drop-offs, you need to design your event so people feel it would be a mistake not to be there. That starts with:
- Knowing your audience: What are their goals, ambitions, and challenges?
- Tailoring your programme: Curate sessions and speakers that directly address those needs.
- Highlighting exclusivity: Early previews, behind-the-scenes content, or limited-capacity sessions increase anticipation.
The more your event feels essential to their professional growth, the harder it becomes to skip.
Stay top-of-mind with regular communication
Your audience is busy. Life and work get in the way, even if they’re genuinely interested. That’s why you can’t rely on a single save-the-date. Instead, keep the conversation alive:
- Send regular reminders, not just about logistics, but also the value of attending.
- Share progress updates: confirmed speakers, new sessions, venue details.
- Get more specific over time: as the event gets closer, shift from “Why attend?” to “Here’s what you’ll gain.”
Pro tip: Align your comms with the event flow. Early emails spark interest. Later ones provide practical information. Together, they keep your event top-of-mind.
Track attendance properly
You can’t improve what you don’t measure. That’s why tracking attendance is critical.
Scanning e-tickets at the door is the most reliable way to attend live events. Event check-in apps make this process seamless and capture real-time attendance data.
For online events, personal live stream links are the best option. They allow you to see precisely who logged in, for how long, and whether they engaged with the content.
This data not only reveals your no-show rate, it also gives you the foundation for better follow-up.
Ask why (and start the conversation)
Once you have your numbers, don’t stop there. Dig into why people didn’t attend.
- Follow up with no-shows: A quick survey or even a short email (“We missed you. Was there a reason you couldn’t make it?”) can reveal valuable insights.
- Collect feedback from attendees: Ask what they loved, what they’d improve, and whether they’d recommend the event.
Engaging in this conversation does two things:
- It shows your audience you care, which strengthens the relationship.
- It gives you the input you need to make your next event even harder to miss.
The takeaway
No-shows are a reality of event planning, but they don’t have to be inevitable. You can significantly lower your no-show rate by creating a programme that generates FOMO, keeping communication consistent, tracking attendance effectively, and asking the right questions afterwards.
Every empty chair is a missed opportunity, but every filled one is proof that your event delivers value worth attending.
