Every event tells a story – and the attendee experience doesn’t start when doors open. It begins the moment someone clicks “purchase.”
For ecommerce brands hosting product launches, pop-up shops, VIP experiences, or community gatherings, the journey from ticket confirmation to post-event follow-up represents a massive opportunity. Yet most brands treat event communications as an afterthought, sending a single confirmation email and hoping attendees remember the details.
The result? Missed connections, lower turnout, and zero post-event revenue.
Here’s how to build an automated attendee journey that keeps your audience engaged, informed, and ready to buy – before, during, and after your event.
Why the Attendee Journey Matters for Ecommerce Brands
Events aren’t just about foot traffic or brand awareness. They’re revenue drivers. A well-executed attendee journey can:
- Increase show rates by 20-30% through strategic reminders
- Drive pre-event purchases with exclusive early access offers
- Generate post-event sales from attendees who experienced your brand firsthand
- Build lasting customer relationships that extend far beyond a single gathering
The key is treating your event like any other customer lifecycle – with intentional touchpoints that guide attendees toward action.
Stage 1: The Confirmation Sequence
The moment someone registers or purchases a ticket, your automation should spring into action.
Email 1: Immediate Confirmation. Send within seconds of registration. Include essential details: date, time, location, and what to expect. Add your ticket or QR code for easy access. This isn’t the place for lengthy brand stories – attendees want reassurance their purchase went through.
Email 2: The “What to Know” Follow-Up (24-48 hours later). Now you can expand. Share parking information, dress code suggestions, special guests, or product previews. If you’re launching something at the event, build anticipation without revealing everything.
SMS: Quick Confirmation Text. A brief text confirming registration with the event date creates an immediate touchpoint in their most-checked channel. Keep it under 160 characters.
This sequence establishes trust and sets expectations – critical for first-time attendees who don’t yet know your brand.
Stage 2: The Pre-Event Nurture
Between registration and event day, you have a golden window to deepen engagement and drive early revenue.
One Week Out: The Anticipation Builder. Share behind-the-scenes content, introduce speakers or featured products, or offer exclusive pre-event shopping access. This email should make attendees feel like insiders.
Three Days Out: The Practical Reminder. Logistics take center stage. Reiterate location details, parking, check-in procedures, and any items they should bring. Include a calendar add link if you haven’t already.
Day Before: SMS Reminder. Text messages have a 98% open rate. Use this channel for your most time-sensitive reminder. Keep it friendly and actionable: “See you tomorrow at [Location]! Doors open at 6pm. Reply with any questions.”
Day Of: Final SMS. A morning-of text cuts through inbox noise. Include one key detail (like check-in location) and build excitement for what’s ahead.
Stage 3: During the Event
This is where most brands go silent—but real-time communication can transform the attendee experience.
Check-In Confirmation. When attendees scan their ticket or check in, trigger an automated welcome message with WiFi passwords, event schedules, or exclusive in-event offers.
Flash Promotions via SMS Running a limited-time discount at your booth? Send a text to all checked-in attendees, 90% of SMS messages are read within three minutes, creating urgency and driving immediate action while you have their attention.
Social Engagement Prompts. Encourage attendees to share their experience with branded hashtags or photo opportunities. An automated email or text with your social handles makes participation effortless.
Stage 4: The Post-Event Follow-Up
The event ends, but the relationship shouldn’t. Your post-event sequence determines whether attendees become customers – or forget you entirely.
Thank-You Email (Within 24 Hours). Express genuine appreciation. Include event highlights, photos if available, and a clear call-to-action. This might be a post-event discount, early access to your next launch, or simply an invitation to shop your full collection.
Feedback Request (48-72 Hours). Ask what worked and what didn’t. Keep surveys short – three to five questions maximum. This data improves future events and shows attendees you value their input.
Re-Engagement Offer (One Week Later). For attendees who haven’t purchased, send a targeted offer based on products they viewed or expressed interest in at the event. Personalization matters here – generic discounts feel disconnected from the experience they just had.
SMS Follow-Up. A brief text thanking attendees and sharing one compelling offer often outperforms email for post-event conversions. The immediacy of SMS matches the fresh memory of your event.
Measuring What Matters
Building automations without tracking results is like hosting an event without counting attendees. Monitor your email marketing metrics closely throughout each stage.
Key indicators to watch:
- Open rates on confirmation and reminder emails (aim for 60%+ on transactional messages
), compared to 51.05% for automated emails industry-wide) - Click-through rates on pre-event content and post-event offers
- SMS response rates and opt-out percentages
- Show rate compared to total registrations
- Post-event conversion rate within 30 days of the event
These numbers reveal where your journey excels and where attendees disengage.
Building Your Attendee Journey
The most effective event automations feel personal, not robotic. They anticipate questions before attendees ask them and deliver value at every touchpoint.
Start with the basics – confirmation, reminder, thank-you – then layer in sophistication as you learn what resonates with your audience. Test different timing, messaging, and channel combinations. What works for a product launch may differ from a community workshop.
The brands that master this journey don’t just fill venues. They build communities of engaged customers who show up, buy, and come back for more.
Your next event is an opportunity to create customers for life. The automation you build today determines whether that opportunity converts – or disappears the moment attendees walk out the door.
