Event and Webinar Campaign

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

An event campaign moves an eligible audience from invitation to registration, attendance, and a useful post-event next step. [MC-EVENT-01][HUB-EVENT-01]

When and where

• Use distinct paths for invitees, registrants, attendees, no-shows, speakers, and customers when their information or next action differs. [HUB-EVENT-01]
• Treat a registration confirmation and access link as service information; keep optional promotional follow-up subject to marketing permission. [BRAZE-TRANS-01][ICO-02]

How

• Make the invitation explain the audience value, topic, speaker, date, time zone, duration, format, price, location or join method, and registration CTA. [MC-EVENT-02]
• Use a reminder baseline around two weeks, one week, and one day before the event when the lead time allows, then test the cadence for the audience. [MC-EVENT-01]
• Include essential logistics, access instructions, troubleshooting guidance, and a concise mobile-friendly layout in reminders. [MC-EVENT-01][MC-EVENT-02]
• Provide both Google Calendar and ICS options where possible. [HUB-CAL-01]
• Stop invitation emails after registration and stop reminders after cancellation or ineligibility. [HUB-WF-01]
• After the event, segment attendees and no-shows; send the recording or resources and one clear next-step CTA. [HUB-EVENT-01][ZOOM-EVENT-01]
• Measure registration conversion, attendance/show rate, engagement, qualified follow-up actions, pipeline or revenue, unsubscribes, and complaints. [BRAZE-METRIC-01][HUB-B2B-01]