Cart Closer Sequence for Event Planners Email Guide
Why Cart Closer Sequence Emails Fail for Event Planners (And How to Fix Them)
You just spent hours crafting a bespoke proposal for a potential client. They loved it, added your service to their cart, then vanished.
That feeling of a booking almost secured, only to watch it slip away, is incredibly frustrating. It's not always about your services, but often about how you guide clients from interest to commitment.
A single follow-up email rarely cuts through the noise. Your potential clients need a strategic nudge, a gentle reminder, and sometimes, a clear path through their hesitations.
That's exactly what a cart closer sequence does. It's designed to re-engage, reassure, and ultimately convert those 'almost-there' clients into confirmed bookings.
The templates below are crafted to help you secure those crucial event contracts without sounding pushy or desperate.
The Complete 3-Email Cart Closer Sequence for Event Planners
As an event planner, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Reminder
Gently remind them they left something behind
Hi [First Name],
We noticed you recently explored our event planning solutions and added some services to your cart. It looks like you didn't complete your booking.
Perhaps you got sidetracked, or maybe a question came up. We understand how busy event planning can be, and sometimes the best intentions get lost in a whirlwind of details.
Remember, our goal is to simplify your planning process and deliver exceptional experiences for your clients. The services you selected are designed to do just that.
If you had any technical issues or simply need a moment to review, you can easily pick up where you left off here: [Link to Cart]
Best, [YOUR NAME]
This email uses the 'mere-exposure effect' and 'cognitive fluency'. By gently reminding them of their previous action and reinforcing the perceived value, it makes the idea of completing the purchase feel more familiar and easier to process. It also avoids accusatory language, maintaining a helpful tone.
The Objection Buster
Address the likely reason they hesitated
Hi [First Name],
Clients often hesitate right before committing to an event service, especially when considering the investment or the logistics involved. You might be wondering if our solution truly fits your unique event vision or if it's the right time to move forward.
We understand that every event is distinct, and ensuring it aligns with your budget and timeline is crucial. Many planners find that the initial investment in a comprehensive solution like [PRODUCT NAME] ultimately saves significant time and prevents costly mistakes down the line.
Think about the peace of mind that comes from knowing the intricate details are handled, allowing you to focus on the creative aspects. Our services are crafted to deliver precision and flair, ensuring your clients' events are unforgettable.
If you have specific concerns about how [PRODUCT NAME] can integrate with your current projects or if you need to discuss customization, please reply to this email. I'm happy to clarify any doubts.
Best, [YOUR NAME]
This email employs the 'reciprocity principle' and 'social proof' (implicitly, by saying 'many planners find'). By acknowledging and addressing potential objections proactively, it demonstrates empathy and builds trust. Offering a direct channel for questions makes the interaction feel more personal and less transactional, increasing the likelihood of engagement.
The Incentive
Offer a small bonus or discount to close the sale
Hi [First Name],
This is a quick note to let you know that the items in your cart will expire soon. We're also extending a special offer for a limited time to help you secure your booking.
To help you bring your vision to life, we'd like to offer a complimentary [BONUS SERVICE, e.g., 1-hour consultation for venue selection / a custom mood board design session] when you complete your booking within the next 48 hours. This bonus is designed to add even more value to your chosen services, ensuring you get off to the best start with your next event project.
It’s our way of showing appreciation for your consideration. Don't miss out on this added benefit for your event planning success.
Complete your booking now and claim your bonus: [Link to Cart]
Best, [YOUR NAME]
This email uses the 'scarcity principle' and 'reciprocity'. By setting a time limit on the offer, it creates a sense of urgency, prompting immediate action. The 'small gift' acts as an unexpected bonus, triggering the reciprocity principle, making the recipient more inclined to complete the purchase.
4 Cart Closer Sequence Mistakes Event Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending a single generic follow-up email after a proposal. | Implement a multi-step cart closer sequence that addresses various client concerns and builds value over time. |
✕ Focusing only on service features instead of client benefits and outcomes. | Articulate how your services solve specific client pain points, save them time, or enhance their event's impact. |
✕ Waiting for clients to initiate contact about their hesitations. | Proactively address common objections like budget constraints or timeline concerns within your follow-up communication. |
✕ Failing to create a clear sense of urgency or offering a compelling reason to book now. | Introduce a time-sensitive bonus or a limited-time offer to encourage immediate action and commitment. |
Cart Closer Sequence Timing Guide for Event Planners
When you send matters as much as what you send.
The Reminder
Gently remind them they left something behind
The Objection Buster
Address the likely reason they hesitated
The Incentive
Offer a small bonus or discount to close the sale
Send within 1-24 hours of cart abandonment for best results.
Customize Cart Closer Sequence for Your Event Planner Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on building a strong portfolio. Offer pro-bono work or discounted rates to gain experience and testimonials.
- Network actively within local event communities. Referrals are gold when you're starting out.
- Clearly define your niche early on. Specializing helps you stand out and attract ideal clients.
Intermediate Practitioners
- Systematize your client onboarding and communication using a CRM. Efficiency drives growth.
- Invest in professional development, like certification courses, to expand your service offerings and command higher fees.
- Seek out opportunities to manage larger or more complex events to improve your portfolio and expertise.
Advanced Professionals
- Mentor junior planners or offer consulting services to diversify your revenue streams and solidify your expert status.
- Curate exclusive, high-end experiences for discerning clients, focusing on bespoke solutions and unparalleled service.
- Explore strategic partnerships with luxury vendors or venues to co-create unique, high-value event packages.
Industry Specialists
- Tailor your marketing messages to directly address the unique needs and challenges of your specific industry niche.
- Become a thought leader in your specialty. Speak at industry conferences or publish articles relevant to your niche.
- Develop specialized packages or solutions that cater exclusively to the demands and nuances of your target event type.
Ready to Save Hours?
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