For instance, if you’re a media or B2B company, your event email series might look like this: 1 The registration 5 Daily at-event emails confirmation email lets you would highlight key know you’re set to attend sessions for the day and and recommends hotels—if review what happened not included—and provides the previous day, perhaps travel recommendations. showcasing tweets and other social media posts by attendees. 2 The first pre-event email would promote key 6 The first post-event email would use dynamic presentations and, if necessary, would let attendees content to provide links to video recordings, slide know how to reserve their spot in sessions. decks, and other content for the sessions each attendee attended. 3 The second pre-event email would focus on the 7 The second post-event email would thank attendees entertainment or charity efforts around the event and for coming, ask them to be sure to rate the sessions might talk about attire and include a current five-day they attended, and provide them with the dates for weather forecast using live content. next year’s event. 4 The first at-event email would focus on where and how to check in and when and where the event kicks off—including a live clock that counts down until the start time. It might also promote the hashtag for the event and your company’s Twitter, Instagram, and Facebook pages. 5 BLUEPRINTS FOR BUILDING SMARTER EMAILS | 9