Holiday party season is here, and every business, family, and social group in San Antonio is looking for caterers, DJs, photographers, venues, and event planners. Your email list is the fastest way to fill your December calendar. Here’s the exact sequence that works.
The Early Bird Email (Send Now)
If you haven’t sent this yet, do it today. The subject line: “Holiday Party Dates Are Going Fast…Book Yours Now.” The body should be short and direct: here’s what we offer for holiday events, here are our available dates, and here’s how to book.
Include a photo from a past holiday event…sparkling lights, a beautiful tablescape, a packed dance floor. Visual proof that you know how to deliver holiday magic. Link directly to a booking form or a “Request a Quote” page.
Early bird pricing works well here. “Book your holiday event by November 17th and save 10% on your package.” The urgency is real…December calendars fill fast.
The Value Email (One Week Later)
This email isn’t about selling…it’s about helping. Share holiday event planning tips: “5 Ways to Make Your Company Holiday Party Unforgettable” or “How to Host a Holiday Party on a Budget (Without It Looking Like One).”
Weave in your services naturally. “Tip #3: Hire a professional DJ instead of relying on a Spotify playlist. The energy difference is night and day…and your team deserves to actually dance.” Include links to your services, but let the advice do the heavy lifting.
This email builds trust and positions you as an expert. The people who aren’t ready to book yet will remember you when they are.
The Social Proof Email (Week Three)
Share a story from a past holiday client. “Last December, we catered a holiday party for a San Antonio tech company at a rooftop venue downtown. Here’s what their event coordinator said…” Include a testimonial, photos from the event, and a brief description of the services you provided.
Real stories from real events are more persuasive than any marketing copy. If you’ve done events at recognizable San Antonio venues…the Witte Museum, the San Antonio Botanical Garden, Hotel Emma…mention those by name. For more ways to build your reputation through content, our guide to content marketing for event services during back-to-school season covers how to stay visible between peak seasons.
The Last Call Email (Early December)
“December dates are almost full. Here’s what’s left.” List your remaining available dates and make the CTA crystal clear. This email works because of scarcity…limited availability creates genuine urgency.
If you’re fully booked, that’s a great problem. Send an email saying so: “Our December calendar is completely booked! Thank you, San Antonio. If you want to get on our 2024 holiday list early, reply to this email.” This positions you as in-demand and starts your pipeline for next year.
Segment for Maximum Impact
If your email list includes both corporate and personal event clients, segment them. Corporate clients get messaging about company parties, team celebrations, and client appreciation events. Personal clients get messaging about family gatherings, friendships, and intimate celebrations.
The same services, positioned differently, feel more personal and relevant to each audience. When those holiday emails drive visitors to your site, make sure your event services website is optimized to convert.
After the Holiday Season
Follow up in January with every holiday client. Thank them, ask for a review, and plant the seed for future events. “We loved working with you this holiday season! Do you have any events coming up in 2024? We’d love to be your go-to team.”
Every holiday party is the start of a year-round relationship if you nurture it. To capture those summer event leads early, see how local SEO helps event services dominate graduation and wedding season.
Ready to build an email marketing system that keeps your event business booked? Check out our marketing products…designed for San Antonio event professionals.