{"id":186662,"date":"2025-05-09T14:40:00","date_gmt":"2025-05-09T12:40:00","guid":{"rendered":"https:\/\/spotler.com\/guides\/how-to-create-compelling-emails-for-your-b2b-event"},"modified":"2025-09-11T10:30:25","modified_gmt":"2025-09-11T08:30:25","slug":"how-to-create-compelling-emails-for-your-b2b-event","status":"publish","type":"guides","link":"https:\/\/spotler.com\/en-de\/guides\/how-to-create-compelling-emails-for-your-b2b-event","title":{"rendered":"How to create compelling emails for your B2B event"},"content":{"rendered":"
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How to create compelling emails for your B2B event<\/h1>\n<\/div>\n<\/div>\n

Every event manager knows the feeling: “Will attendance for my event be high enough?” The invitation and other event mailings are more important than you think! <\/strong><\/p>\n

Increase your attendance with the perfect invitation email<\/h2>\n

We at Spotler have seen tens of thousands of event mailings go by. So we’re giving you the golden tips & tricks to make sure your invitee immediately wants to clear his\/her calendar to come to your event. <\/p>\n

Address ambition <\/h3>\n

This is the most important tip: ensure you understand your target group’s ambition and address them accordingly in the invitation. In other words, if you know what your target group wants, you will immediately have their attention. <\/p>\n

Many invitations still start with: “Dear Mr X, you have been invited to event Y on date Z.” But there’s scope to do so much better! <\/p>\n

Use this valuable first sentence to show that you know what concerns the target group. For example: “You’re busy, Rutger. Do you also long for more peace in your work? Then sign up for the webinar Digi-rest for event professionals<\/em>.” <\/p>\n

Make a clear promise<\/h3>\n

Clearly show what the invitee can expect at the event. Why wouldn’t you want to miss this event? Again, put yourself in the recipient’s shoes. <\/p>\n

For example, ‘Meet guaranteed interesting new people within your field’. The more clearly you name what benefit the invitee will get, the more likely they will sign up for your event. <\/p>\n

Add a calendar item to the confirmation <\/h3>\n

Your target audience is busy, so the calendar will likely fill up quickly. Adding an agenda item to the confirmation email reduces the chances of the event being snowed under by other to-dos. This is especially important for free events. <\/p>\n

Provide a clear unsubscribe link <\/h3>\n

Getting cancellations for an event is not always fun. But nothing is more annoying than empty chairs on the day itself. So make sure your invitee can easily cancel at any time. The earlier you know that someone cannot come, the better. This way, you avoid waste in catering, or in the case of popular events, you might be able to offer someone else a coveted spot. <\/p>\n

Need help formulating promise<\/strong> and ambition?<\/strong> Spotler has a handy tool for your event’s objectives, core message, and promise: the Event Blueprint. This tool is free <\/span>for all event pros. Create your own Blueprint here<\/a>. <\/p>\n

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Design tips for event emails with impact <\/h2>\n

Colour use<\/h3>\n

Give the email the same look and feel as the event website. Brand or logo colours are a good starting point. Choose a primary and a secondary colour for headings, buttons and, for example, the footer. <\/p>\n

Header <\/h3>\n

The header image determines the first impression. Create a nice image and incorporate the organisation’s logo or colours. This will ensure recognisability. <\/p>\n

Don’t use too much text in the header; make sure all critical info (date, location, time) is also mentioned in the email, in case the image is blocked. <\/p>\n

Readability <\/h3>\n

Keep enough white space in the email. Choose a font that is not too small and ensure sufficient contrast between the text colour and the background. <\/p>\n

For design pros <\/h3>\n

Are you a designer, or do you have one on your team? Then, you can place images between the content blocks to blend them together. <\/p>\n

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Tips for text & CTA <\/h2>\n

Keep it short! <\/h3>\n

Try to keep the number of words in the email to a minimum. Nobody is keen on long chunks of text. These tips will help: <\/p>\n