An email list is the single most valuable marketing asset an event organiser can own. Unlike social media followers, who you reach at the mercy of ever-changing algorithms, your email subscribers are people you can contact directly, reliably, and for free. When you send an email about your next event, it lands in their inbox regardless of what Facebook or Instagram decides to show them.
But building that list from zero can feel daunting. Where do you start when you have no subscribers, no content archive, and no established reputation? This guide provides a practical roadmap for growing an events newsletter from nothing to a genuinely useful promotional channel.
Choosing your email platform
Before you write a single email, choose a platform. For event organisers starting out, the priority is ease of use, a generous free tier, and good deliverability (meaning your emails actually reach inboxes rather than spam folders).
Mailchimp offers a free tier for up to 500 contacts with basic features. Brevo (formerly Sendinblue) has a free tier allowing 300 emails per day with no contact limit. MailerLite provides a free tier for up to 1,000 subscribers with a user-friendly editor. All three are solid choices for getting started.
As your list grows, you can migrate to more sophisticated platforms. But do not let platform choice become a procrastination tool. Pick one, sign up, and start building.
What will your newsletter actually be?
Before asking people to subscribe, you need to answer a fundamental question: what will subscribers get that they cannot get elsewhere? "Event updates" is not compelling enough. People receive plenty of updates already.
Think about what you can offer that has genuine value. This might be early access to tickets before they go on general sale, exclusive discount codes, behind-the-scenes insights into the event planning process, curated recommendations for things to do in your area, or interviews with performers and speakers on your lineup.
The key is to make your newsletter feel like a benefit, not an obligation. Subscribers should look forward to your emails because they consistently contain something valuable, interesting, or exclusive.
Building your signup infrastructure
Your website
Place email signup forms prominently on your website. At minimum, include a form in your site header or navigation, on your event pages, in the footer of every page, and as a pop-up (timed to appear after 30 seconds or when the user shows exit intent). Pop-ups are annoying, but they work. Test one and judge by the results.
Social media
Add your newsletter signup link to your Instagram bio, Facebook page, and any other social profiles. Periodically post about the newsletter, highlighting the exclusive benefits subscribers receive. "Our newsletter subscribers got early access to tickets last time, and they sold out before general release. Sign up so you do not miss out."
At your events
This is the most overlooked signup opportunity. You have a venue full of people who enjoyed your event and are most receptive to hearing from you again. Collect email addresses at the door, at the bar, or via QR codes on table cards and signage. Make the call to action clear: "Scan to get early access tickets and exclusive offers for our next event."
GDPR compliance from day one
In the UK, you must comply with GDPR and PECR when collecting email addresses for marketing. This means using clear, affirmative opt-in (a checkbox that the user actively ticks, never pre-ticked), stating clearly what they are signing up for, providing an easy unsubscribe mechanism in every email, and keeping records of when and how each person consented.
Never add someone to your list without their explicit consent. Buying email lists is not only a GDPR violation but also counterproductive, as sending to people who did not opt in will damage your sender reputation and push your emails into spam folders.
Your first emails
Set up an automated welcome email that sends immediately when someone subscribes. Thank them, tell them what to expect (how often you will email and what you will cover), and deliver on your signup promise. If you offered early access or a discount code as a signup incentive, include it in this welcome email.
For your regular emails, establish a consistent schedule. Fortnightly or monthly is realistic for most event organisers. Consistency matters more than frequency. It is better to send one excellent email per month than four mediocre ones.
Content that keeps people subscribed
Every email should contain at least one element of genuine value. This could be an exclusive announcement (lineup reveal, ticket release, venue confirmation), useful content (tips for getting to the venue, what to wear, local restaurant recommendations), or a personal story or insight that makes readers feel connected to you and your event.
Mix promotional content with non-promotional content. If every email is "buy tickets," subscribers will tune out. If you alternate between value-driven content and sales messages, your promotional emails will be more effective when they do land.
Growing from zero to your first 500 subscribers
The first 500 subscribers are the hardest because you are building from nothing with no social proof. Here are the tactics that work best in the early stages.
Personal outreach. Email your existing contacts (friends, family, colleagues, industry connections) and ask them to subscribe. Explain what the newsletter is about and why you think they would enjoy it. Do not be embarrassed about this. Everyone starts somewhere.
Cross-promotion. Partner with complementary businesses and organisations to promote each other's newsletters. A local venue, food supplier, or arts organisation might be willing to mention your newsletter in exchange for you mentioning theirs. For more on this approach, read our guide on cross-promotion with other event organisers.
Lead magnets. Offer something valuable in exchange for an email address. For event organisers, effective lead magnets include a "first look" at the lineup, a downloadable guide relevant to your niche (for example, "The Ultimate Guide to Music Festivals in Yorkshire"), or a discount code for early subscribers.
Competitions. Run a social media competition where entry requires subscribing to your newsletter. "Win two VIP tickets. Enter by subscribing to our newsletter (link in bio) and tagging a friend below." This can generate a burst of new subscribers, though some will be lower quality than organic signups.
Growing from 500 to 5,000 and beyond
Once you have an established base, growth becomes easier because you have social proof and a track record of good content.
Referral programmes. Encourage existing subscribers to refer friends. "Share this email with a friend and you will both get 10% off your next ticket purchase." SparkLoop and similar tools can automate referral tracking within your email platform.
Content upgrades. When you publish blog posts or social media content, include a content upgrade that requires an email address to access. "Read the full lineup breakdown and stage-by-stage guide in our subscriber newsletter."
Consistent quality. The most sustainable growth strategy is simply sending great emails that people forward to their friends. If your content is genuinely valuable, your subscribers will do your marketing for you.
Metrics that matter
Track open rate (what percentage of subscribers open your emails), click-through rate (what percentage click on links), unsubscribe rate (what percentage leave after each email), and list growth rate (how quickly your subscriber count is increasing).
An open rate above 30% is strong for event newsletters. If your open rate drops below 20%, your subject lines may need work or your content may not be meeting expectations. An unsubscribe rate above 1% per email suggests you are sending too frequently or the content is not resonating.
Your newsletter is a long-term asset. Unlike a social media post that disappears within hours, a well-maintained email list grows in value over time. Every subscriber represents someone who has actively chosen to hear from you, and that is a level of permission and interest that no other marketing channel can match. Start building today, even if your first email goes to just ten people. For more on your overall promotional approach, see our guide on creating a content calendar for event promotion.
