Your choice of subject lines when writing your invites and adverts could be the difference between poor attendance and a massive turnout. This holds true for every event, be it a birthday party, or a conference. In fact, every professional event planner understands the power of a few well-written subject lines.

What are subject lines then, you might wonder?

A good email subject line is like a good landing page headline — without one, your audience isn’t going to read the rest of your content. If your subject line isn’t compelling, your subscribers won’t open your email. If they don’t open that email, they won’t see the links to all the new products you’ve launched, or the blog post you just wrote. If they don’t do that, your campaign’s a goner.

In short, a good email subject line convinces readers to open your email. It gets them excited about what they’re going to learn, or become, after they look through it — and it uses language that compels them to click through.

Just because 72% of people say they prefer to be contacted by companies via email over any other channel doesn’t mean that they’re going to open every message you send them. In fact, looking at recent open rate data from MailChimp, you might think people don’t want to see your emails at all.

In most industries, around 1 in 5 (20%) people who get a business email will open it, with some companies seeing open rates as low as 14%. So how do you convince the other 4 out of 5 to read your email?

With a compelling email subject line.

When it comes to your first invite to an event, you need to create urgency in your subject line to get the open. So whether it’s amazing music, networking and industry trends, or a food experience unlike any other, make it irresistible for recipients with a great hook. Another tactic to take is personalization — using a recipient’s name or city can increase open rates by 20%.

Email invitation subject line examples:

Don’t miss out: [Event Name]

Largest [Event Type] in [Geographic Location]: [Event Name]

Hi [Name], free [Date]? Join us at [Event Name]!

Subject lines to welcome returning attendees-

Your returning attendees want to feel special and appreciated, especially the longer they’ve been going to your event. Highlight discounted prices or unique perks for returning fans to show them you value them.

Another useful technique? Segmentation-

When you divide your email list into relevant target groups (demographics or geography, for example). This allows you to create subject lines that resonate with different audiences.

Email invitation subject line examples:

Special, early bird offer for our fans!

Exclusive ticket price just for [Recipient Name]

Hi [Name], it’s here: [Event Name + Year]

Subject lines for last-minute reminders-

Sometimes people wait until the last minute to sign up for an event — sometimes they just forget that they signed up in the first place. When sending out last-minute reminders, you want to create a sense of urgency and fear of missing out (FOMO) to get the open.

Email invitation subject line examples:

Last chance to see [Speaker/Performer] live at [Event Name]!

[Event Name] is almost sold out. Get your tickets now!

You’re about to miss [Event Name]! Get your tickets before they sell out

Subject lines for speaker and performer announcements-

There’s nothing more exciting than announcing your hard-won speaker or performer lineup to attendees. That’s the moment when you can really lean in to attract potential event-goers to your conference or festival and build up enthusiasm with your audience.

Email invitation subject line examples:

Divria events:

Meet the speakers at [Event Name]!

This session on [topic] will have your LinkedIn circles talking

Don’t miss [Keynote] on [Date] at [Event Name]!

Divria events:

Your Instagram feed will be full of this in [Month]

Grab your VIP tickets to watch [Performer Name]

[Year] lineup at [Event Name], featuring [Performer Name]!

Subject lines for event follow-up-

Many event promoters put a ton of time and effort into their promotional emails, then neglect their post-event communications. Yet, your follow-up email is one of the most important you’ll ever send. Why? Because you can say thanks while asking for invaluable attendee feedback.

Email invitation subject line examples:

Take this survey and help us improve [Event Name]

What did you think of [Event Name]? We’d love to know!

You’re awesome for attending [Event Name].


Put “How to” into good use!

It might seem boring and unimaginative, but the “How to” subject line is a classic. It’s effective because if offers your prospect a powerful guarantee: What they’re about to read is going to teach them something. Here are a few examples:

How to build a business in 15 days.

How to study and work all at once.

How to grow your own roses!

Not only does this email offer you an opportunity to learn something, but it takes advantage of a few other psychological principles that we’ll touch on next.

Ignite the power of Self-interest!

It’s not just the words “How to” that make the email subject line above so clickable, but the appeal to our inherent self-interest. Remember that, on the whole, people strive to be better. We want to learn how to make more money, improve our memory, and find success with the opposite sex. It’s these things that motivate us to open some of the emails you’ll see below:

Learn to improve your typing skills in two days!

Ten all-new ways to make extra profit from your events!

Some more self-interest headlines:

–Get New Clients by Capitalizing on Opportunities, or How I Made $1,200 on a Boring Day

4 Ridiculously Simple Ways to Instantly Earn More as a Freelance Writer

Can you guess your top spending categories last week?

21 Social Media Templates To Help You Execute A Strategy For 10X Growth

The self-interest “how to” headline has been around since the early days of modern advertising. If it seems like it’s been used a lot, that’s because it has, and for a reason: it works.

Offer a Quick and easy fix.

There’s one psychological idea we all admit to be true: humans are lazy. Our brains are wired to look for the highest return for the lowest investment. People don’t want to work out for months or years to get that six pack — we want the shortcut. We want to take diet pills, and use weird electric belts that tone our mid-sections instead.

We humans don’t want to accrue wealth over time by correctly saving and investing. People want a fortune, and we want it now. So instead we do things like spend our life savings on lottery tickets in the hopes of winning big.

It’s for this reason that when we see words and phrases like “in 15 days” in the email examples above, and “secrets” in another email example, we’re compelled to read more. We expect to get small bits of information, or “secrets” that will have a significant positive impact on our lives immediately.


One Skill that Will Take Your Writing from Good to Great

4 Simple Tweaks to Convert More Subscribers On Your Blog

The Simplest Motivational Technique May Also Be The Best

Easy Ways to Cut Back On Meat if You’re Not Ready to Give it Up Just Yet

Four steps to reinventing your life.

Take a look at some of the phrases from the subject lines above:

“One skill…”

“Simple tweaks…”

“Simplest technique”

“Deploy today”

“Easy ways”

“Four steps”

Perhaps you’re just starting out in the event planning world. We at Divria Events appreciate that it might be a bit tough finding your footing. We are here to help! Check out for more articles on event planning!