Event communication

Definition

Event communication is the set of programmed interactions with attendees across the entire lifecycle: from event discovery to post-event follow-up. It differs from generic marketing for its rigid timing (tied to a date) and high personalization by status (registered/unregistered/attended).

Details and formula

The 3 phases and typical touchpoints:

• Pre-event (T-30 → T-1): email + social announcement, registration confirmation, .ics calendar, reminders T-7, T-1, T-3h
• During (T-0): push notification on opening, room change, upcoming session, Q&A responses, live polls
• Post-event (T+1 → T+30): thank-you, survey, recording, materials, sales follow-up, upcoming events

Context and typical ranges

Typical channels per phase: pre-event uses email + social + paid; during prefers push notifications and SMS (immediate); post-event email + remarketing. Golden rule: every message must be personalized by recipient status (unconfirmed, confirmed, attended, no-show). Generic messages reduce engagement by 60%.

How it applies in OAK EVENTS

OAK EVENTS automates the entire event communication with pre-configured sequences for the 3 phases, dynamic segmentation by status, A/B testing on subject and copy, multi-channel (email + SMS + push), and open/click analytics tracking per touchpoint.