effective emails blog post header

Emails are so common that we often underestimate the power of this communication tool.

If you are an Event Planner with an online presence, it goes without saying that you should have an email sign up on your website. This is to collect the email addresses of potential customers so that you can follow up with them in the future.

The process will look something like this:

1. Customer finds your website through Google, Yelp or Wedding Wire.

2. They visit your website and is prompted to join your mailing list or download a piece of free content in exchange for their email address.

3. They are added to your mailing list.

In my experience, most Event Planners are vaguely familiar with these three steps. But what happens after they join your list?

This is where the magic happens. Once a potential client signs up to your list, this is your opportunity to convince them of why they should hire you. To do this, it goes beyond sending them promotional emails with discounts and other offers.

You will need to provide them with VALUE.

The key to turning a potential client into an actual client is in your Welcome Email Series. This is a series of a recommended 3-5 emails sent to potential clients when they join your list.

welcome emails example zapier

Zapier Welcome Email Example


The purpose of the welcome email series is to introduce a potential client to your company and service, solve a problem they have, share content that is relevant to their event planning process, as well as highlight why they should book you.

You can setup this welcome email series through an email management system such as MailChimp.

mailchimp account emails setup

MailChimp also allows you to automate your emails so that they are automatically sent to new clients when they sign up for your list.

What emails should you include in this series? I’ve outlined below the three most effective emails that makes up part of an effective event planning client welcome series:

1. The Welcome and Thank You Emails

Depending on how a potential client joined your list, for example, if they signed up for a free downloadable, this email will first provide the item to be downloaded. It will also thank the client for signing up and provide them with a quick overview of what to expect as a member of your mailing list.

Hi Sarah, 

Thank you for requesting a copy of “10 Things to Ask Before Booking a Wedding Venue“. You can download the checklist below. 

Download Checklist Now

Here at the Event Certificate, we work with brides like you to simplify your wedding planning process. 

Over the next few days, you can expect to receive a couple of emails from us with tips and recommended tools we think you might find useful as you prepare for your big day. 

If you ever have a question, feel free to give me a call at 555-555-5555. 



2. The Problem and Solution Emails

Use this email to show your potential clients the extent of your knowledge and expertise. This will be another link in the chain of building trust around your company and services.

Hi Sarah,

I was recently reading a comment on TheKnot.com about Seating Arrangements for Large Weddings and I thought this might be of interest to you as well. In fact, I was intrigued by the idea I recently used with a couple where we used seating arrangements as an ice breaker at their wedding. 

My company specializes in working with brides to organize wedding logistics such as seating arrangements and RSVP card collection for their big day. So I’ve put together a list of ideas that brides can use to solve any seating arrangement dilemma. 

You can click here to access the list, and be sure to let me know if you found this useful. 

Best Regards, 

3. The Soft Sell Emails

Once you’ve welcomed a client to your list and provided them sufficient value to build trust, the next step is getting them to connect with you to discuss their event.

The soft sell is a subtle way of urging a potential client to book your services.

Hey Sarah, 

I’ve sent you a couple of emails over the last few days and I wanted to reach out to see if you had any thoughts, feedback or questions. 

Are you currently working with an Event Planner? Is there anything in particular that you would like to know about how our company can work with you to plan your wedding?

I know you are busy, so if you have any free time, I would love to hear your thoughts. Thank you for your time.



Along with setting up a mailing list, it is also important to have a series of emails to introduce yourself to clients. This is where you will take a client who might not be familiar with your business and brand and convert them into an eager buyer willing to explore how your services can help them.