Re-engagement Sequence for Event Planners Email Guide
Why Re-engagement Sequence Emails Fail for Event Planners (And How to Fix Them)
You just wrapped a successful event, but the client hasn't booked you again. Silence.
Many event planners find that past clients often drift away, not because of dissatisfaction, but simply due to a lack of consistent connection. The demands of coordinating new events often push follow-ups to the back burner, leaving valuable relationships to cool.
A well-crafted re-engagement sequence can bridge that gap, gently reminding clients of your value and the effortless experience you provide. It's about nurturing those past connections, turning dormant leads into active bookings, and ensuring your expertise stays top-of-mind.
Below, you'll find a re-engagement sequence designed to rekindle those relationships, transforming missed opportunities into future successes.
The Complete 4-Email Re-engagement Sequence for Event Planners
As an event planner, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
It's been a little while since we last connected, and I wanted to reach out personally. I was just looking back at the incredible [EVENT TYPE] we planned together for [PREVIOUS CLIENT/PROJECT] and it brought a smile to my face.
The [SPECIFIC POSITIVE OUTCOME/DETAIL] was a real highlight, and I remember how delighted everyone was. My goal is always to make event planning effortless and effective for my clients.
I hope everything has been going smoothly for you since then, and that your recent projects have been just as successful. If there's anything on your horizon, even just a thought about a future gathering or project, I'd love to hear about it.
No pressure, just a friendly check-in.
Best, [YOUR NAME]
This email uses the 'reciprocity principle' by offering care without immediately asking for anything in return. Referencing a past positive experience triggers emotional recall, making the recipient feel valued and remembered, which builds goodwill and opens the door for future conversations.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Event planning can be a whirlwind, can't it? From securing the perfect venue to coordinating every last vendor, the details can quickly become overwhelming and time-consuming.
That's precisely why I built my services around creating a stress-free experience for my clients. Imagine knowing every logistical detail is handled, every timeline met, and every contingency planned for, all without you needing to lift a finger.
My approach to [YOUR SIGNATURE SERVICE/SOLUTION] is designed to free you up to focus on what truly matters: your guests, your message, and enjoying the event itself. We handle the complexity so you don't have to.
If you're facing any upcoming event challenges or simply considering how to make your next gathering truly stand out, I'm here to help bring that peace of mind back. We can explore solutions that align perfectly with your vision.
Best, [YOUR NAME]
This email uses 'problem-solution framing'. By first articulating a common pain point (event planning stress) and then immediately presenting your services as the clear solution, you reactivate the memory of the value you provided, making your offering relevant again and appealing to their desire for ease.
The Survey
Ask what they actually want from you
Hi [First Name],
I'm always looking for ways to refine my services and ensure I'm delivering the most effective solutions for event planners and organizations like yours. Your insights are incredibly valuable, and I'd be grateful if you could share your thoughts on what you currently need most when planning an event.
Understanding your current helps me better serve the community. Would you be able to spare a moment to answer one or two quick questions?
For example, what's your biggest challenge right now: finding unique venues, managing budgets, ensuring seamless guest experiences, or something else entirely? Simply hit reply and let me know.
Your feedback helps me understand how I can best support your future projects and develop resources that truly matter to you.
Best, [YOUR NAME]
This email employs the 'reciprocity of vulnerability' and 'desire for control'. By asking for their opinion, you make the recipient feel heard and respected. It also subtly reactivates their interest by prompting them to think about their event challenges, making them more receptive to your potential solutions.
The Breakup
Give a final chance before removing them
Hi [First Name],
It looks like we haven't connected in a while, and I understand that your inbox is probably as busy as your event calendar. My priority is to respect your time and only send content that truly helps you.
My aim is to only send content that truly helps you plan unforgettable events and manage your clients with ease. If that's no longer what you're looking for from me, I completely understand.
I'll be cleaning up my contact list soon to ensure I'm only reaching those who find my insights and services genuinely valuable. If you'd like to continue receiving updates, event tips, and exclusive offers, you don't need to do anything at all.
However, if you'd prefer to part ways, please click here to unsubscribe. Otherwise, I'll assume you're happy to stay on board and continue receiving valuable event planning resources.
Best, [YOUR NAME]
This email uses the 'scarcity principle' and 'loss aversion'. By creating a deadline for potential removal, it prompts action. The framing of 'cleaning up' the list implies value in staying, and the choice to unsubscribe (or not) gives the recipient control, making the decision more personal.
4 Re-engagement Sequence Mistakes Event Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on word-of-mouth for new client acquisition without a proactive follow-up system. | Implement a structured follow-up system using your CRM to nurture past clients and warm leads systematically. |
✕ Not documenting client preferences, event specifics, and feedback for future reference. | Maintain detailed client profiles in your scheduling software to personalize future outreach and demonstrate you remember their unique needs. |
✕ Overlooking the potential of smaller, recurring corporate events from established clients. | Proactively suggest quarterly team-building events, annual holiday parties, or internal workshops to established clients, showcasing your continued value. |
✕ Waiting for clients to inquire about new services or emerging event trends. | Regularly share insights on new event technologies, new concepts, or your expanded services through targeted email marketing to position yourself as an industry expert. |
Re-engagement Sequence Timing Guide for Event Planners
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Event Planner Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on building a small portfolio of successful events, even if they are smaller in scale. Document everything meticulously.
- Start a basic CRM to track every lead and client interaction from day one. Consistency in follow-up is key for future re-engagement.
- Don't be afraid to ask for direct feedback from clients after each event. Use it to refine your services and build compelling testimonials.
Intermediate Practitioners
- Segment your past clients by event type, industry, or budget. This allows for highly personalized re-engagement campaigns that resonate.
- Introduce a quarterly 'Event Trends' newsletter. Position yourself as a thought leader, sharing valuable insights, not just a service provider.
- Automate follow-ups for specific milestones, like an event's one-year anniversary, to prompt new bookings or offer seasonal services.
Advanced Professionals
- Develop exclusive 'alumni' events or workshops for your top-tier past clients, building a sense of community and loyalty that encourages repeat business.
- Partner with complementary high-end service providers (e.g., luxury caterers, unique entertainment) to offer irresistible package deals to your re-engaged clients.
- Utilize advanced analytics from your email marketing tools to identify patterns in re-engagement. Tailor your future outreach strategies based on these deep insights into client behavior.
Industry Specialists
- Curate and share industry-specific case studies of past successes. Demonstrate your deep understanding of their niche challenges and how you solved them.
- Host exclusive webinars or roundtables on emerging issues within your specialty, inviting past clients to participate and contribute, solidifying your expertise.
- Offer a 'consultation sprint' where you analyze a past client's new event concept and provide targeted, specialist advice, showing continued value beyond the last booking.
Ready to Save Hours?
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