Event communication breaks down in predictable ways: inbox overload, missed schedule changes, scattered “where do I go?” questions, and no clean way to keep momentum after everyone goes home.
SMS fixes that because it’s immediate, personal, and already where your attendees are. Done well, texting becomes the connective tissue across your entire event lifecycle: promotion → day-of operations → post-event retention.
This playbook lays out a simple, repeatable way to launch an event channel on Subtext, plus messaging ideas you can plug into your timeline.
Pre-Event: Sign-Up, Import, and Promote
1) Collect opt-ins during ticket sales (build your list at the source)
If you control ticketing or registration, add an SMS opt-in at checkout (or on the confirmation page) so attendees can subscribe while intent is highest. Keep the value prop specific: day-of updates, reminders, venue info, and interactive Q&A.
Why it matters: This is the lowest-friction moment to grow a high-quality list—because everyone opting in is already attending (or seriously considering it).
Implementation ideas:
- Add a checkbox at checkout (“Text me event updates”)
- Include the SMS CTA on the confirmation page and confirmation email
- Use a keyword/QR code on tickets and receipts for mobile-first opt-in
2) Import previous attendees (start with your warmest audience)
Pull lists from prior years (if you have consent) and import them into your Subtext dashboard so you can re-engage proven attendees first.
Why it matters: These people already understand the value of your event, so they’re easier to convert and more likely to share.
3) Promote everywhere your attendees already are
Once you have your foundation, promote your channel across your website and social channels to build visibility and drive opt-ins.
Simple rule: Don’t “announce” your channel once; make it a consistent CTA tied to a clear promise (what subscribers get that non-subscribers don’t).
Pre-Event Messaging Ideas
Think in terms of value per text. Every message should either:
- reduce friction (logistics),
- increase confidence (clear guidance), or
- increase excitement (hype + exclusives).
Here are proven pre-event formats:
- Registration guidelines + reminders: links, deadlines, “last chance” nudges.
- SMS-exclusive discounts: subscriber-only promo codes or early access links.
- Lineup announcements: speakers, special appearances, programming reveals.
- Sponsor activations: sell sponsorship as direct access to a high-intent audience (one sponsor for the whole channel, or spotlight messages that add value).
- Need-to-know logistics: parking, what to bring, security, venue info, accessibility, check-in steps.
During the Event: Run Operations + Create Interaction
Once attendees arrive, your channel becomes a real-time operations desk.
What “great” looks like day-of
You can schedule key texts in advance (morning welcome, keynote reminder, lunch info) while keeping someone on standby to answer questions live.
Day-of messaging ideas (mix and match)
- Last-minute updates: location changes, delays, time shifts, room swaps.
- Day-of communication hub: schedule updates, WiFi passwords, quick announcements.
- Session Q&A: Collect questions via SMS for panels or keynotes to make sessions feel interactive.
- Merch + offers: exclusive links or subscriber-only codes for event merch.
- Customer service line: answer 1:1 questions, then broadcast the answer if it’s a repeat issue.
- Speaker reminders: timed messages to keep attendees from missing big moments.
After the Event: Capture Feedback and Keep the Relationship
The biggest missed opportunity in events is letting the audience go cold the next day. Keep the conversation going while the experience is still fresh.
Post-event messaging ideas
- Feedback surveys: send a link or Subtext Survey, gather insights, and use the data to improve next year’s event.
- First dibs for next year: early access, waitlist, or pre-registration for current attendees.
- Highlights + recap content: clips, photos, key takeaways from talks, behind-the-scenes moments.
- Cross-promote upcoming events: monetize your targeted list by promoting other events you’re hosting, and highlight relevant partner events as sponsorships when it genuinely fits the audience.
Examples: How Teams Use SMS to Make Events Run Smoother
The New Yorker Festival
The New Yorker Festival is a strong example of using Subtext as infrastructure, not a one-off campaign. After earlier iterations that required more manual list coordination, the Festival now runs a fully integrated setup using Subtext’s SMS API.
What it enables:
- Seamless opt-ins tied to promotion: a custom website form collects email + mobile numbers and sends subscriber data directly into Subtext—no manual uploads.
- Audience scale: the Festival has grown a text audience to nearly 7,000 subscribers.
- Participation during programming: QR codes in breakout sessions let attendees opt in on-site and submit questions for live Q&A, keeping interaction structured without disrupting the flow.
- Long-term strategy: the channel supports logistics and engagement during the event—and maintains a direct connection beyond a single weekend.
Morning Brew Inc.
Morning Brew Inc. uses Subtext as the primary attendee communication layer for its Marketing Brew Summit—importing attendee numbers, scheduling key reminders in advance, and using two-way texting for live participation and fast updates.
What it enables:
- 98% open rate and 36% click-through rate on summit messages.
- Live panel Q&A via text + engagement moments like giveaways.
- Post-event survey delivered through the same channel to capture feedback quickly.
AAN Conference
AAN drove opt-ins through pre-event comms and an on-site QR code, then used Subtext for schedule reminders, real-time changes, and sponsor visibility that felt integrated.
What it enables:
- Nearly 60% of attendees opted in by the end of the conference.
- 19 messages supported logistics, including time-sensitive updates like weather-driven cancellations.
- 1% churn, a strong signal the messages stayed useful.
- Collected new audience data
Talk Media
Talk Media used Subtext to make a virtual event feel interactive—building momentum with questions, polls, and personalized responses that fed into the performance itself.
What it enables:
- Over 95% event participation, driven by two-way messaging.
Putting It All Together
If you want a simple structure to follow:
- Import last year’s attendees
- Promote your channel across every event touchpoint
- Deliver high-value pre-event texts (registration + hype + logistics)
- Operate day-of with real-time updates and a built-in help line
- Extend the relationship post-event with surveys, highlights, and next steps
If you want, paste your event type (conference, festival, meetup, race, tour, etc.) and the rough timeline, and I’ll turn this into a ready-to-send messaging calendar with example texts.
Ready to Use SMS For Your Event?
Subtext helps you promote ticket sales, send day-of updates, handle attendee questions, and keep the conversation going after the event ends — all from one channel.
Get in touch to see an event setup in action, or read our FAQ to get your questions answered.