What’s an event reminder flow?

You plan an event, people register, and then... half of them forget it's happening. It's not that they weren't interested. Life just gets in the way. That's exactly what an event reminder flow is built to solve.

An event reminder flow is an automated sequence of emails sent to registrants in the days and hours leading up to a webinar, workshop, appointment, or live event. The goal is simple: make sure the people who signed up actually show up.

A typical event reminder sequence looks like this:

• Confirmation email (immediately after registration): recap the event details, include a calendar invite, and give people something to look forward to.
• One-week reminder: build a little anticipation. Share what to prepare, what they'll get out of it, or who else is attending.
• One-day reminder: logistics and access. Where's the link? What time zone? What do they need to have ready?
• Same-day reminder (a few hours before): a short, friendly nudge with the direct join link front and center.
• Starting-now alert: sent right at event time. Keep it to one or two lines. The point is speed, not content.

Every decent ESP lets you build this flow using event-date-based delays. You set a trigger (someone registers), then schedule each email relative to the event date. Mailchimp, ActiveCampaign, and Brevo all handle this well. The setup takes less than an hour once you have your copy ready.

Don't forget what comes after. A post-event follow-up (recording link, resources, a next step) can turn a one-time attendee into a repeat one. It's often the most valuable email in the whole flow, and it's the one most senders skip (which is a shame).

Want to go deeper on the workflows every sender needs? Or if you're curious how this fits alongside triggered sends, check out transactional notifications.