Thanksgiving is this week, and if you’re in the event services business, the clock is ticking. Corporate holiday parties, family celebrations, New Year’s Eve events, and everything in between are being planned right now. Some dates in December are already gone.
Email marketing is your fastest tool for filling remaining availability…because it goes directly to people who already know you.
Email #1: The “Limited Dates Remaining” Alert
Send this the Monday after Thanksgiving. Subject line: “December dates going fast…here’s what’s still available.”
Be specific. Don’t just say “book now.” Tell them exactly what’s open:
“We have availability for the following December dates: December 4, 11, 17, and 18. Weeknight events (Tuesday-Thursday) are also available through December 22. If you’re planning a holiday gathering…corporate party, family celebration, or New Year’s Eve event…let’s lock in your date before they’re gone.”
Specificity creates urgency more effectively than “hurry” or “don’t miss out.” When someone sees a short list of available dates, they feel the scarcity viscerally. For even more email marketing tactics tailored to fall event bookings, see our email strategies for San Antonio event professionals.
Email #2: The Holiday Party Package Showcase
Send this the first week of December. Subject line: “Make your holiday party unforgettable…our top packages.”
Feature your two or three most popular holiday packages. For each one, include:
- Package name and what’s included
- Pricing (or “starting at” pricing)
- A photo from a past holiday event
- A brief testimonial from a past holiday client
Make it easy to compare and choose. Include a clear CTA: “Ready to book? Reply to this email with your preferred date, or call [number] to discuss.”
Different event vendors will package differently…a DJ might offer a “Holiday Dance Party” package, a caterer might have a “Seated Dinner” versus “Cocktail Reception” option, a photographer might offer a “Party Photo Booth” add-on. Our social media guide for holiday party marketing shows how to amplify these packages across your social channels for maximum reach.
Email #3: The “Don’t Forget New Year’s Eve” Follow-Up
Send this around December 10. Subject line: “New Year’s Eve 2021…let’s make it one to remember.”
NYE is the biggest single event night of the year, and it’s easy for people to put off planning until it’s too late. This email targets the procrastinators.
“Still need a DJ (photographer/caterer/planner) for your New Year’s Eve celebration? We have ONE slot remaining for December 31. Whether it’s an intimate gathering at home or a blowout at a San Antonio venue, we’ll make your night unforgettable.”
Pair it with a photo from a past NYE event…sparklers, champagne, confetti. Make them envision the night.
Segment for Maximum Impact
Your email list likely includes several types of contacts:
- Past clients: People who’ve hired you before. They know your quality. Lead with dates and pricing.
- Venue contacts: Event coordinators at San Antonio venues who refer vendors. Lead with availability and any commission or referral incentive.
- Inquiries who never booked: People who reached out but didn’t follow through. Lead with a special offer or package deal.
- Corporate contacts: Companies that host annual holiday parties. Lead early (they plan farther in advance) with a professional tone and customizable packages.
Each segment gets a slightly different version of the same core message. The extra effort pays off in higher open and conversion rates.
Set Up a January Follow-Up
While you’re in email mode, schedule a January follow-up for after the holidays:
“Thank you for celebrating with us this holiday season! We’re now booking for 2022…Valentine’s Day, Fiesta, graduation, summer weddings, and more. Early bookings get priority dates. Reply to this email to start planning.”
Keep the momentum going while the positive experience is fresh. Our 2025 holiday email marketing guide for event services covers updated strategies for turning holiday clients into year-round bookings.
Grow My Small Business helps San Antonio event vendors build email marketing systems that keep the bookings flowing year-round. Free marketing resources at https://gift.growmysmallbusiness.com/.