Event Reminder Email Benchmarks
Event reminder emails are sent to registered attendees before an event to prompt attendance. They are distinct from event invitation emails, which drive registration. Reminder emails maximise attendance from those who have already registered.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 40-55% | 58%+ | 65%+ |
| Click-Through Rate | 15-30% | 32%+ | 40%+ |
| Click-to-Open Rate | 35-50% | 52%+ | 60%+ |
| Attendance Rate (with reminders) | 25-45% | 48%+ | 55%+ |
Why These Benchmarks Matter
Without reminder emails, attendance rates for free events typically fall below 20%. A well-timed reminder sequence can more than double attendance.
Event Reminder Benchmarks by Industry
| Industry | Open Rate | Click Rate | Attendance Rate |
|---|---|---|---|
| B2B / Professional | 40-55% | 15-30% | 30-45% |
| Education | 42-55% | 18-30% | 35-50% |
| Entertainment | 45-60% | 20-35% | 40-55% |
Best Practices
- Send 3 reminders: 7 days before, 24 hours before, and at event start time. Each reminder serves a different purpose.
- Include calendar link: Make it easy to add the event to the subscribers calendar. This significantly increases attendance.
- Build urgency for live events: "Event starts in 1 hour" creates immediate relevance.
- Add a live-stream link: For virtual events, include the access link directly in the email.
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Frequently Asked Questions
40-55% is typical. Above 58% is excellent. Open rates decrease as the event approaches (the day-of reminder may have lower opens but higher immediate action).
An event reminder is for scheduled events (webinars, conferences, workshops). A booking reminder is for appointments (dentist, salon, consultation). The content differs — event reminders may include agendas and speakers, while booking reminders focus on time and location.